Retail: Christmas Insights 2016 AU Bing Network 2016
Overview 1. What to expect from Christmas 2016 2. Audience search behaviour 3. Retail category performance 4. Tips to stand out from the crowd 5. Checklist
AU retail snapshot 12.4 M Digital buyers 1 80% of Australian internet users buy online 1 $1,665 online spending per person 1 $20.7 B Retail ecommerce sales 1 Source: 1. emarketer 2016 Forecaster for 2016 Report.
How customers reach your website during the holidays Use an app 2% Social media/social network 4% Referral 4% Use a bookmark 13% Direct website visit 27% Search engine 50% Source: emarketer chart: Method Used Most Often to Navigate to Websites According to Internet Users in Select Countries, Nov 2014 (% of respondents).
Retail sales during the festive season 20.4% of total digital retail sales in Australia are from this season Source: emarketer chart: Method Used Most Often to Navigate to Websites According to Internet Users in Select Countries, Nov 2014 (% of respondents).
Christmas search behaviour, 2015-2016
Christmas searches start from mid to late October Peak purchase searches occur the first week of November and two weeks before Christmas. Black Friday Week Click Frenzy Week 1% +8% +7% +13% +14% +10% +9% +11% +12% +14% Christmas Week New Year s Week +7% +4% +6% -6% October Gift inspiration Grab attention when Christmas searches start November Peak shopping Capture sales and entice purchases December Final stage Seize last minute shoppers -14% January Prepare for post-christmas sales Source: Microsoft Internal data, retails searches AU Sept 2015 Jan 16
Searchers use mobile and tablet near Christmas Mobile and tablet search share on Bing in Dec 2015 Boxing Day 1 December 10% 10% 11% 12% 17% 15% 10% 10% 11% 11% 13% 18% 15% 11% 11% 11% 12% 14% 18% 16% 13% 13% 14% 17% 19% 18% 19% 27 December 31 December 17% 15% 15% 18% Mobile/tablet searches peak on weekends Christmas Day Top three days for mobile usage across the entire festive period TIP: Boost bids on mobile to take advantage of the audience shift during this period. Source: Microsoft internal data; Device share of retail search volume in AU market, Sept 2015 - Jan 2016
Time of searches around Christmas 250% 2.3x Retail searches by hour near Christmas 2.1x PC, tablet, mobile 1.7x 200% 150% 100% 50% 0% 0 2 4 6 8 10 12 14 16 18 20 22 0 2 4 6 8 10 12 14 16 18 20 22 0 2 4 6 8 10 12 14 16 18 20 22 0 2 4 6 8 10 12 14 16 18 20 22 23/12/2016 Christmas Eve Christmas Day Boxing Day Before Christmas, PC searches lead in daytime, while tablet and mobile lead after dinner and peak at 8 p.m. TIP: Utilise Bid Modifiers to tailor your bidding strategy on time and device. On Boxing Day, activity ramps up across devices from 6 a.m., then tablets take the lead and stay busy until 10 p.m. Source: Microsoft internal data; Device share of Retail search volume in AU market Dec 15
The most cost-effective advertising days in December 6.0% 5.0% 4.0% 3.0% 2.0% 1.0% 0.0% CTR and CPC towards Christmas in Dec 2015 $0.45 $0.40 $0.35 $0.30 $0.25 $0.20 $0.15 $0.10 $0.05 $- 1 December Weekend Weekend Weekend 31 December Christmas Day High click-through rates and low cost-per-click on Christmas and Boxing Day indicates that the marketplace is still active but competition is relatively low. Boxing Day 27 December TIP: Increase bids on Boxing Day to take full advantage of the most cost-effective day. Source: Microsoft internal data, CTR & CPC in retail vertical; Dec 2015
Gift ideas start from generic searches 79% Christmas retail search queries Generic search rate 80% Black Friday Week 79% 79% 79% Click Frenzy Week 78% overall searches were non-branded 78% 78% 78% 78% 78% 79% 78% October November December Christmas Week People are inspired by generic searches in the months leading up to Christmas. Make sure your ads generate brand awareness and stand out from competitors during this time period. Best time to bid on <brand> and <brand + product> terms is this stage. Source: Microsoft internal data; AU retail search queries, Sept 2015 - Jan 2016
People tend to perform generic searches for gift ideas on mobile devices Generic search rate by gender Generic search rate by device 81% 77% 77% 83% 84% TIP: Use mobile-tailored keywords to capture customers during their research stage, and make sure your generic campaigns are mobile-friendly. Source: Microsoft internal data; AU retail search queries, Sept 2015 - Jan 2016
Retail Christmas searches are driven by adults aged 35+ Retail clicks by gender Retail clicks by age 46% 54% 4% 16% 27% 34% 15% 3% 63% 37% 5% 11% 15% 32% 32% 6% 54% 46% 4% 13% 20% 31% 24% 8% 13-17 18-24 25-34 35-49 50-64 65+ Females make 63% of their searches on tablets, while males preference slightly skew to mobile. More than 55% of AU retail searches on the Bing Network are coming from 35 64 year olds. TIP: Utilise demographic bidding modifier to maximise your reach and convert potential. Source: Microsoft internal data; AU demographics by device split, AU retail search volume on Bing, Sept 2015 Jan 2016
Retail category details
PC is still the #1 search device for many seasonal shoppers More than 10% of searches in apparel, electronics, books and beauty come from mobile and tablet. More than 95% of searches in mass merchants and toys & hobbies come from PC. 5% 6% 4% 4% 5% 5% 2% 2% 3% 2% 5% 7% 7% 9% 4% 3% 4% 5% 91% 89% 91% 95% 96% 92% 90% 89% 86% Source: Internal data, retail vertical insights AU Sept 2015 Jan 16 Source: Microsoft Internal data, AU retail vertical insights, Sept 2015 Jan 16
Retail Clothing and accessories
Christmas retail clothing and accessories searches by week Clothing and accessories searches increase in late October Peak period 2% 2% 8% 1% 3% 7% 9% 12% 12% 4% -4% Click Frenzy Week Black Friday Week October November December -11% Christmas Week Source: Microsoft Internal data, retail vertical insights on search queries, AU Sept 2015 Jan 16
Females lead searches in clothing and accessories Who s looking for clothing and accessories? 13-17 18-24 25-34 35-49 50-64 65+ 26% 4% 14% 21% 31% 23% 7% 74% 54% of AU clothing and accessories searches on the Bing Network are made by adults ages 35-64. Source: Microsoft Internal data, retail vertical insights on search queries, AU Sept 2015 Jan 16
Clothing and accessories searches towards Christmas $0.45 $0.40 $0.35 $0.30 $0.25 $0.20 $0.15 $0.10 $0.05 $- Cost-per-click and click-through rate 18% 17% 16% 15% October November December Plan your Christmas campaigns along with the customer search journey. Gift searches starts in mid October, but people tend to make decisions from the second week of November. Black Friday Week Click Frenzy Week Christmas Week Source: Microsoft Internal data, retail vertical insights on search queries, AU Sept 2015 Jan 16
Non-brand behaviour in clothing and accessories Top non-brand searches Branded vs. non-branded famous footwear suits wedding dresses lingerie formal dresses watch dresses jewellery boots cocktail dresses 90% 81% Non-branded searches Non-branded clicks TIP: Convert browsers into buyers by using Product Ads. Source: Microsoft Internal data, retail vertical insights, search terms, AU Apr 2016 Jun 16
Retail - Tech Consumer electronics
Christmas retail consumer electronics searches by week Electronics searches peak period 3% 7% 2% 2% 4% 5% 4% 4% 6% -3% -2% Black Friday Week October November December -12% Click Frenzy Week Christmas Week Source: Microsoft Internal data, retail vertical insights on search queries, AU Sept 2015 Jan 16
Consumer electronics audience is split across genders Who s looking for consumer electronics? 13-17 18-24 25-34 35-49 50-64 65+ 48% 52% 4% 14% 21% 31% 21% 8% 52% of AU consumer electronics searches on the Bing Network are made by adults ages 35 64. Source: Microsoft Internal data, retail vertical insights on search queries, AU Sept 2015 Jan 16
Consumer electronics searches towards Christmas $0.60 Cost-per-click and click-through rate 12% $0.50 10% $0.40 8% $0.30 6% $0.20 4% $0.10 2% $- 0% October November December Plan your Christmas campaigns along with the customer search journey. Gift searches starts in late October, but people tend to make decisions on/after Click Frenzy day. Black Friday Week Click Frenzy Week Christmas Week Source: Microsoft Internal data, retail vertical insights on search queries, AU Sept 2015 Jan 16
Non-brand behaviour in electronics Top non-brand searches Branded vs. non-branded 80% 72% Non-branded searches Non-branded clicks Source: Microsoft Internal data, retail vertical insights, search terms, AU Apr 2016 Jun 16
Retail Flowers and gifts
Christmas retail flowers and gifts searches by week Flowers and gifts searches peak period October Click Frenzy Week November 28% 32% 33% 25% 7% 13% -25% -18% -15% -13% -6% -2% Black Friday Week December Christmas Week TIP: Make sure your ad copy catches the eye of last-minute shoppers: express delivery, gift wrapping included etc. Source: Microsoft Internal data, retail vertical insights on search queries, AU Sept 2015 Jan 16
Females lead searches in flowers and gifts Who s looking for flowers and gifts? 13-17 18-24 25-34 35-49 50-64 65+ 32% 3% 12% 22% 31% 24% 8% 68% 55% of AU flower and gift searches on the Bing Network are made by adults ages 35-64. Source: Microsoft Internal data, retail vertical insights on search queries, AU Sept 2015 Jan 16
Flowers and gifts searches towards Christmas $0.90 $0.80 $0.70 $0.60 $0.50 $0.40 $0.30 $0.20 $0.10 $- Cost-per-click and click-through rate 14% 12% 10% 8% 6% 4% 2% 0% October November December Plan your Christmas campaigns along with the customer search journey. Gift searches starts in late November with easy and quick conversions. Black Friday Week Click Frenzy Week Christmas Week Source: Microsoft Internal data, retail vertical insights on search queries, AU Sept 2015 Jan 16
Non-brand behaviour in flowers and gifts Top non-brand searches Branded vs. non-branded gift ideas flowers gift card hampers florist flowers online gifts 95% 93% gift cards toys gift hampers Non-branded searches Non-branded clicks Source: Microsoft Internal data, retail vertical insights, search terms, AU Apr 2016 Jun 16
Hints and tips to stand out Grab attention on the search page 1. Product Ads 2. Brand term bidding Product ads Effectively compel actions 1. Ad extensions 2. Ad copy 3. Remarketing in Paid Search campaigns Ad extensions
Bing is a destination for shoppers leading up to Christmas Bing aims for more engaging retail experiences In the last months of the year, more Australian consumers are driven to Bing during key retail periods, including Click Frenzy, Black Friday and Christmas gift shopping. Increased retail clicks Retail carousels on Bing aim to increase clicks and engagements with key retail categories*: Toys and games Laptops and tablets Clothing Home appliances Accessories Mobile phones Shoes Beauty products Furniture and homewares Flowers Airline tickets Hotels and car rental Deals and coupons *Screenshot and categories for illustration purposes only
Product Ads grab attention on the search page Stand out Attract attention with images of your products. More real estate Show more than one Product Ad on the same search results page. TIP: Already have a Google AdWords shopping campaign? Import it directly into your Bing Ads account.
Brand term bidding grabs attention on the search page During an internal study of 25 million retail clicks, Bing found that brand term bidding yielded a 64% lift in incremental paid and organic clicks. Bidding on your own brand terms means potentially fewer clicks to competitors. Your competitor You Brand term bidding 15% 48% 52% 85% Organic only Brand ad + organic Source: Microsoft Internal data, Bing Ads Brand Term Bidding Study US, March 2016
Empower your ads with ad extensions
Drive action from searchers with ad extensions Reach shoppers at each stage of their decision journey. Why to buy Extended Sitelinks, Review Extensions What to buy Callout Extensions Where to buy Location Extensions, seller ratings, Call Extensions Most convenient way to buy Action Link Extensions, App Extensions
Ad Extension click-through rate performance PC Equip your campaigns with Enhanced Sitelinks and Location Extensions to boost CTR. +15% +17% +2% +3% +5% 7% Text Ad Only + Sitelink Extensions + Callout Extensions + Sitelink Extensions + Location Extensions + Sitelink Extensions + Review Extensions + Enhanced Sitelinks + Enhanced Sitelinks + Location Extensions Source: Microsoft Internal data, Retail vertical Ad Extension insights AU Sept 2015 Jan 16
Ad Extension click-through rate performance mobile and tablet Utilising ad extensions increases CTR from mobile and tablet users. +15% +18% +2% +3% +3% +4% 4% Text Ad Only + App Extensions + Sitelink Extensions + Call Extensions + Location Extensions + Sitelink Extensions + Location Extensions + Enhanced Sitelinks + Enhanced Sitelinks + Location Extensions Source: Microsoft Internal data, Retail vertical Ad Extension insights AU Sept 2015 Jan 16
Drive conversions with ad copy and Remarketing in Paid Search
What motivates online shoppers? Primary factors that trigger digital purchases in Australia 1 71% 40% 40% 38% 36% Free delivery Loyalty points Quick and easy checkout Easy return Coupons and discounts Source: Global Web Index data, % of Australia s online audience aged 16+ who had purchased a product online in the past month via any device, Q2 2016
Four ways to get more conversions with smarter ad copy Emotion Know what your customers need and build a connection with them. TIP: avoid xxx, no xxx fees Framing effect Test and find out the best framing effect in your ad title, description, CTA and URL. TIP: save big or big savings Sense of urgency Elicit action by making your CTA time sensitive. TIP: only, ending soon, now Lively verbs Different words will influence and shape people s perception. TIP: give presents surprise gifting Source: Microsoft internal study, The Art & Science of Ad Copy Testing 2016
Increase conversion potential with smarter ad copy Pricing and value perception drivers Descriptive adjectives Call to action (CTA) Delivery incentives Be specific with your product offerings Tailor adjectives to products Be time sensitive with your CTA Express shipping is always favoured Create urgency TIP: buy one, get one free, don t miss out, further discount Use superlatives TIP: freshest, newest, indulgent TIP: order now, join today Order/Click and collect is a new popular method TIP: order and collect, 48-hour delivery Source: Microsoft Internal data, Retail vertical Ad copy insights AU Sept 2015 Jan 16,
Remarketing in Paid Search campaigns: another opportunity for conversions It helps to reconnect, entice first-time visitors to come back and complete a transaction. Your Ads Visitor Your website User added in remarketing list Visitor leaves Former visitor searches on Bing Network Your ad is served User returns to your assigned site/page
Remarketing in Paid Search campaigns: another opportunity for conversions Retail Remarketing in Paid Search campaigns have seen increased CTR near Christmas. CTR Retail Remarketing in Paid Search campaigns Date range: last Christmas season (from Sep-15 to Jan-16) 74% of Remarketing clicks occurred on weekdays 17% 15% 1.5X more clicks in November 13% 11% 9% 1.3X higher CTR, and 90% higher CTR for mobile and tablet in the festive season 7% 5% Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Source: Microsoft internal data, retail remarketing insights, AU Sept 2015 Jan 16
Leverage this checklist to maximise campaign success Be there ahead of time Optimise keywords, ads and bids Manage your Product Ads with Bing Shopping Campaigns
Make the most out of this Christmas season October Early Nov. Late Nov. December January Focus on generic keywords to grab attention and generate awareness Consider best searches Focus on branded and hot holiday items Test different ad copy combinations to find the best performing ads for your brand and products Prepare budgets along with search peaks, like Click Frenzy and Black Friday Create urgency in ad copy Create solutions in ad copy (e.g. express delivery ) Prepare for Boxing Day Use value perception drivers to stimulate further sales Cater for New Year planners with new/refresh.. in your ads TIP: Make sure your campaigns aren t going dark while you are out enjoying the Christmas season. Download the Bing Ads App to monitor your account on the go.
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