A day worth $17 Billion of candy, flowers, and love
Total Valentine’s Day spending
decreased 7% from the $18.6
Billion spent in 2013.
$17.3
Billion
Source: National Retail Federation Monthly Consumer Survey, January 2014
Valentine’s Day is a last minute shopping holiday
3% 3%6%
14%
25%
51%
0%
10%
20%
30%
40%
50%
60%
6 weeks 5 weeks 4 weeks 3 weeks 2 weeks 1 week
Half of Transactions Occur Within
1 Week of Valentine's Day90% of gifts are purchased within 3 weeks of Valentine’s Day
51%of gifts are purchased within 1 week of Valentine’s Day
Source: Experian Marketing, Getting Ready for Valentine’s Day email promotions, November 2012
More than “Singles Awareness Day”
85% of couples and 45% of single people plan to spend on Valentine’s Day.
Source: Ebiquity-American Express 2014
Nearly 60% of people plan to give gifts to family members.
Valentine’s Day gifts are not just for couples
9%
12%
19%
20%
22%
59%
91%
Other
Co-workers
Pets
Children's classmates/teachers
Friends
Family members: Children, parents, etc
Significant other/Spouse
Valentine's Day Gift Recipients
Source: National Retail Federation Monthly Consumer Survey, January 2014
The price tag of love is $134
The average consumer spent this amount in 2014,
a 2% increase from last year.
Source: National Retail Federation, Monthly Consumer Survey, January 2014
Candy, cards, and flowers oh my
14%
16%
19%
37%
37%
49%
51%
Gift card/gift certificate
Clothing
Jewelry
An evening out
Flowers
Candy
Greeting Cards
Valentine's gifts shoppers plan to purchase
Half of shoppers plan to purchase a card and candy.
Source: National Retail Federation, Monthly Consumer Survey, January 2014
Source: National Retail Federation, 2014 Valentine’s Day Spending Survey
49%Give candy as a gift.
$1 Billion is spent on candy
75%Of candy sales are chocolate.
You can’t go wrong with chocolate
Caramel-filled is the most popular flavor of chocolates.
Prefer chocolate
69%
Prefer flowers
31%
Source: Food Manufacturing, February 2014
How do you celebrate Valentine’s Day?
Purchase a gift 60%
Go out to dinner 53%
Prepare a special meal at home 32%
Go out to the movies 24%
Rent a movie 16%
Visit a night club, drinks and/or
dancing11%
Weekend getaway 11%
Take in a show or concert 7%
Visit friends at their home 7%
American Express Spending & Saving Tracker: Valentine’s Day 2014
Half of engagements occur on Valentine’s Day
American Express Spending & Saving Tracker: Valentine’s Day 2014
6 Million people plan to
get engaged on February 14.
$2,311 amount
people consider appropriate to spend on a ring.
Source: National Retail Federation, Monthly Consumer Survey, January 2014
Consumers get their mobile shop
on for Valentine’s Day
Research products and compare prices
Look up retailer location, store hours, directions, etc.
Make a purchase
Redeem coupons
24% 32%
Mobile Tablet
15% 20%
13% 18%
12% 12%
1Microsoft partnered with Mercent to compare Product Ads to text ads on the Yahoo Bing Network [4 advertisers involved in the study], Q1 2014.2Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of
performance. Increase in clicks is dependent upon a seasonality and advertiser vehicle.
With the lines blurring between online and offline, Bing Ads can help you reach your shoppers effectively online and on the go.
Want to drive online shoppers
to your store front?
Ad Extensions, like Location
Extensions and Call Extensions, can
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Drive in-store traffic with features like
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Product Ads allow you to showcase
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Shoppers have a good idea of what
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much closer to a purchase decision.
Up to 9%higher click-through rate with Location Extensions than with standard text ads2
Up to 29% Lower cost-per-click with Product Ads than with standard text ads1
Want to drive shoppers to your
website?
32M
Source: comScore qSearch (custom), US, June 2014; industry categories based on comScore classifications.
Total retail searchers
Total retail searches
of all retail paid clicks
62M
518M
29%
Retail
searchers
not reached
on Google
2M
Source: comScore qSearch (custom), US, June 2014; industry categories based on comScore classifications.
3M
5M
32%
Flowers/gifts/
greetings
searchers not
reached on
Total flowers/gifts/greetings
searchers
Total flowers/gifts/greetings
searches
of all flowers/gifts/greetings
paid clicks
Source: comScore Plan Metrix, US, January 2014, custom measure created using comScore indices and duplication.
January was used to reflect the month prior to Valentine’s Day.
24%more likely to have spent $200
- $499 on flowers (online or
offline) in the last 6 months
14% more likely to have spent $500
or more on flowers (online or
offline) in the last 6 months
15%more likely to have spent
$100-$199 on greeting
cards (online or offline) in
the last 6 months
Source: comScore Plan Metrix, US, January 2014, custom measure created using comScore indices and duplication.
January was used to reflect the month prior to Valentine’s Day.
17%more likely to have
spent $200 - $499 on
gum or candy in the last
30 days
Source: comScore Plan Metrix, US, January 2014, custom measure created using comScore indices and duplication.
January was used to reflect the month prior to Valentine’s Day.
5%more likely to have used
paid service for gift
certificates in the last 6
months
Source: comScore Plan Metrix, US, January 2014, custom measure created using comScore indices and duplication.
January was used to reflect the month prior to Valentine’s Day.
6%more likely to have
searched for information
on gift foods online in
the last 6 months
Source: comScore Plan Metrix, US, January 2014, custom measure created using comScore indices and duplication.
January was used to reflect the month prior to Valentine’s Day.
Source: Microsoft internal data December 2013 – February 2014
Valentine’s Day searches heat up in February
Valentine’s Day related searches on the Yahoo Bing Network
Flowers and Flower Shops
searches peak 4-5 days
before Valentine’s Day
Source: Microsoft internal data December 2013 – February 2014
Valentine’s Day Cards
searches steadily
increase into February,
then double each day
in the final 2 days.
PC/Tablet
Source: Microsoft internal data December 2013 – February 2014
Valentine’s Day related searches on the Yahoo Bing Network
From searches to clicks, the heat rises the week before
Source: Microsoft internal data December 2013 – February 2014
Click-through rates peak across
search categories within the
week before Valentine’s Day
PC/Tablet
Top 10 searches for Valentine's Day categories
.Source: Yahoo BinNote: Top 10 doesn’t include brand names or the term “valentine’s day”
Source: Microsoft internal data December 2013 – February 2014
PC/Tablet
People search for “chocolate
covered strawberries” the day
before making or buying them,
since they’re perishable.
Searches for “same day flowers”
shot up 615% (over the prior two
weeks’ average) on Valentine’s
Day
. Source: Yahoo Bing Network PC & Tablet query trends, 2/1/13 to 2/14/13
And chocolates and chocolate covered strawberries aren’t far behind.
* With the exception of brand names or the term “valentine’s day” Source: Microsoft internal data December 2013 – February 2014
Cost-per-click is most competitive for flower searches
PC/Tablet
$-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
2/1 2/2 2/3 2/4 2/5 2/6 2/7 2/8 2/9 2/10 2/11 2/12 2/13 2/14
chocolate chocolate covered strawberries florist
florists flowers online romantic getaways
rose same day flowers valentine card
Here’s how to read an ad copy heatmapA
d T
itle
Great Bad No DataGoodAd Description
% O
ff
Cal
l To A
ctio
n
Car
ds
Cheap
/A
fford
able
Confe
ctio
neries
Deliv
ery
/Ship
pin
g
Dis
count/
Sale
[Dyn
amic
Keyw
ord
In
sert
ion]
Edib
le Ite
ms
Flow
ers
Gift
s
Occ
asio
ns
Offic
ial Site
Onlin
e
[Par
amete
r In
sert
ion]
Price
/Prici
ng
Qual
ity
Sty
le/T
ype
Superlat
ive
Val
entine
Var
iety
/Sele
ctio
n
% Off
Brand Name
Call To Action
Cards
Cheap/Affordable
Confectioneries
Delivery/Shipping
Discount/Sale
[Dynamic Keyword
Insertion]
Edible Items
Flowers
Gifts
Official Site
Online
[Parameter
Insertion]
Price/Pricing
Quality
Style/Type
Superlative
Valentine
Our study results show that a retail ad with official site in the title and a delivery/shipping in the description has high Ad Quality.
Words that work - Valentine’s Day A
d T
itle
Great Poor Insufficient dataGood
Ad Description
% O
ff
Cal
l To A
ctio
n
Car
ds
Cheap
/A
fford
able
Confe
ctio
neries
Deliv
ery
/Ship
pin
g
Dis
count/
Sale
[Dyn
amic
Keyw
ord
In
sert
ion]
Edib
le Ite
ms
Flow
ers
Gift
s
Occ
asio
ns
Offic
ial Site
Onlin
e
[Par
amete
r In
sert
ion]
Price
/Prici
ng
Qual
ity
Sty
le/T
ype
Superlat
ive
Val
entine
Var
iety
/Sele
ctio
n
% Off
Brand Name
Call To Action
Cards
Cheap/Affordable
Confectioneries
Delivery/Shipping
Discount/Sale
[Dynamic Keyword
Insertion]
Edible Items
Flowers
Gifts
Official Site
Online
[Parameter
Insertion]
Price/Pricing
Quality
Style/Type
Superlative
Valentine
Source: Microsoft internal data January – February 2014
Words that work
Top ad copy combos for Valentine’s Day
Top Ad Title and Description Combinations
Cards
Cheap/Affordable Style/Type Cheap/Affordable Superlative Delivery/Shipping
% Off Cheap/Affordable Style/Type Cards Style/Type
DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL
Flowers
Online Superlative Garden Garden Variety/Selection
Gifts Param Insertion Products DKI Coupons
DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL
Gifts
Official Site Online Online Valentine Online
Delivery/Shipping Delivery/Shipping Price/Pricing Online Call To Action
DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL
Jewelry
Online Rings Diamonds Deals/Promotions Deals/Promotions
Brand Name % Off % Off Rings Diamonds
DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL
Restaurant
Menu Restaurants Steak Houses Garden Restaurants Garden Restaurants
Menu Quality Reservation Menu Food
DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL
Source: Microsoft internal data, January – February 2014
Automotive
Business & Finance
Education
Telecom
Travel
Retail
11M
21M
14M
8M
17M
32M
Source: Audience data represents Bing Web and Yahoo US Web Search from comScore qSearch (custom), US, June 2014. Industry categories based on comScore classifications.
Access searchers not reached on Google
Automotive Education Financial Health Home & Garden
Legal Shopping & Classified
Telecommunications
Travel
$1.
57 $
0.9
3
$4
.30
$2
.69
$2
.61
$1.
65
$2
.16
$1.
60
$1.
30
$0
.50
$5
.82
$1.
76 $
0.7
7
$0
.39
$1.
35 $0
.73
$0
.91
$0
.55
Yahoo Bing Network
Google AdWords
Source: AdGooroo, Google Adwords vs. Yahoo Bing Network – Average Cost per Click by Industry, Q1 2014
Bing Ads is more cost effective than Google AdWords
Drive even better performance with Ad Extensions
Sitelink Extensions
Improve click-
through rate (CTR)
and conversions
by providing
direct access to
site content and
purchase pages.
13%
lift in click-through-rates
Location Extensions
Drive more in-
store conversions
with store
locator, click-to-
call, merchant
ratings, and click-
to-direction.
20%
lift in click-through-rates
Call Extensions
Connect
customers
quickly to your
business with
click-to-call.
10%
Source: Microsoft internal data
You told us: We delivered:
“Save me time,
make it easier”
“Support me to
be more
effective”
“Provide me with
more insights to
make better
decisions”
Keyword Management: Now manage one
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Better Interface: Bing Ads is now easier to
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Targeting Precision: Geo plus radius
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Bid Predictions: Bid Landscape predicts
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Campaign Optimization: Delivery statuses
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Campaign Performance: Top Mover report
automatically locates key drivers contributing
to account performance variations.
You spoke,
we listened.
We heard feedback from our customers,
advertisers and partners and are
delivering new features to make
advertising on the Yahoo Bing Network
easier and more effective.
Already advertising onGoogle AdWords?
yLearn how to import your campaigns
It’s quick and easy to import
your Google AdWords
campaigns directly into Bing
Ads with just a few clicks.
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