el océano del ecommerce · 2020. 10. 9. · el océano del ecommerce microsoft advertising...

El océano del eCommerce

Microsoft Advertising Insights

navegando a través de las olas

Luca Immovilli, Analytical Lead

eCommerce is

booming, but is it

going to be a smooth

ride?

Partner with us to grow

your business and

reach new customers

How to leverage our

offerings to improve

your campaigns.

Ads, bid strategies,

Audiences and more...

Agenda

Global eCommerce

growth trends

Retail trends on

our Network

Ad Product

Recommendations

An unprecedented

high-tide

Global eCommerce

growth trends

eCommerce Retail growing and gaining significant rise

in online shopping during lockdown

Source: eMarketer, September 2020

15.5%

16.9%

18.1%

19.4%

19.8%

21.5%

Asia-Pacific

Western Europe

North America

Latin America

Middle East & Africa

Central/Eastern Europe

+16,6%expected global eCommerce

Sales growth in 2020

14.7%

16.2%

17.1%

20.5%

22.9%

UK

Germany

France

Italy

Spain

+16,9%expected Western Europe eCommerce

Sales growth in 2020

Boosted by the increased number of people shopping

online – that will also continue to do so

Source: eMarketer, September 2020

3.5%

3.7%

5.1%

5.9%

6.0%

8.6%

Western Europe

North America

Central/Eastern Europe

Middle East & Africa

Latin America

Asia-Pacific

+6,9%expected global eCommerce

Buyers growth in 2020

1.5%

1.9%

3.8%

5.4%

9.5%

UK

Germany

France

Spain

Italy

+3,5%expected Western Europe eCommerce

Buyers growth in 2020

There is also an increased average number of orders by

users seen across the globe

Source: Salesforce, The Shopping Index, Q2 2020

37%

51%

13%

63%

81%

46% 43%

82%

56%

103%

32%

56%62%

109%

57%

145%

40%

65%

17%

47%

57%

73%

43%

103%

Global France Germany Netherlands Nordics Spain UK US

PC/Tablet Mobile Total

Ecommerce Retail

Average volume of orders by user (Year-over-year (YoY) growth, Q2 2020)

Unprecedented sales growth was seen for “essential”

merchandise when it comes to enduring a lockdown

+134%Home &

Garden

+138%Health &

Beauty

+73% Apparel General

+35%Apparel Luxury

Global digital commerce growth in Q2 2020

+181%Toys &

Learning

Source: Salesforce, The Shopping Index, Q2 2020

Not an easy

path though

Challenging waves are

on the way

In a moment of uncertainty, rather than sticking to

familiarity, consumers did the opposite

Source: Periscope by McKinsey, “Retail Reimagined: The new era for customer experience”, August 2020

of respondents said they

tried new brands or made

purchases with a new

retailer

40%

Source: Periscope by McKinsey, “Retail Reimagined: The new era for customer experience”, August 2020

In the depth of

our Network

Latests on Retail from the

Microsoft Advertising

Network

6%

38%

29%

57%

90%

31%

46%

14%13%

45%

14% 13%

60%

11%

28%

11%

Jan Feb Mar Apr May Jun Jul Aug

EMEA – Retail YoY % change

Search Volume YoY Clicks YoY

EMEA Retail speeds up dramatically both in terms of traffic and clicks

Source: Microsoft Internal Data, EMEA, Jan 2019 – Aug 2020 YoY

Search volume YoY growth

(January to August)

43%

Click volume YoY growth

(January to August)

26%

50%49%

33%

37%

21%

17%

27%

30% 32%

15%

France Germany Italy Spain United Kingdom



The growth in traffic and clicks was seen in all the top five markets


Consumer Electronics and Beauty were the fastest growing categories


2%

26%

49%

44%

22%

2%

30%

35%

4%

28%

Apparel Beauty & Personal Care Consumer Electronics Food & Groceries Home & Garden



Consumer Electronics and Food & Groceries were the

fastest growing categories

Source: Microsoft Internal Data, Spain, Jan 2019 – Aug 2020 YoY

7%

21%

51%

34%

13%10%

14%

52% 52%

32%

Apparel Beauty & Personal Care Consumer Electronics Food & Groceries Home & Garden

Spain – Retail YoY % change


A massive opportunity as retail cost per click (CPC) stays lower

than last year

Source: Microsoft Internal Data, EMEA, Jan 2019 – August 2020 YoY


EMEA Retail CPC

2019 2020

-7% YoY

-14% YoY

Jan

Feb

Mar

Ap

r

May

Jun

Jul

Au

g

Sep

Oct

No

v

Dec

Retail EMEA Search Volume Forecast

Mid Lower 2019 Forecast 2020

And the best is yet to come… Let the Winter season begin

Source: Microsoft Internal Data, EMEA, Jan 2019 – August 2020 + Forecating for H2 reminder

EMEA Clicks YoY Growth

(2019 vs 2018)

23%

SPAIN Clicks YoY Growth

(2019 vs 2018)

36%

Increased online shopping activity from older generations

Aside few exceptions, search volume grew across all age-groups and markets. However, age group distribution

is also changing with older generations (65+) with previous low/no online shopping are now increasing their

activity (+74% YoY searches in the region). This is particularly true for France, Germany and the UK.

37%

80%

93%

72%74% 74%

129%

40%34% 32%

21%

53%

-20%

0%

20%

40%

60%

80%

100%

120%

140%

ALL MARKETS France Germany Italy Netherlands Spain Sweden United Kingdom

YoY change in search volume by age group

(2020H1 YoY%, All Retail categories)

18-24 25-34 35-49 50-64 65+

Catch the high wavesAd Product recommendations

A higher % of conversions are driven by Microsoft

automated bidding strategies

Source: Microsoft Internal Data, Jan-August 2020; EMEA

10% 10% 9% 8% 7% 7% 9% 13%

10% 10% 11% 15%

34%

54% 48% 37%

80% 80% 80% 77%

59%

39% 43%50%


Retail conversions by bid strategy (EMEA)

Target CPA eCPC Manual CPC

A growing % of Retail conversions are driven by

Responsive Search Ads in EMEA

Source: Microsoft Internal Data, Jan-August 2020; Top EMEA retail accounts (>top 500 list)

5% 6% 8% 9% 10% 11% 12% 13%5% 5%6% 7% 8% 9% 9% 8%

90% 89% 86% 84% 82% 80% 79% 79%


Retail conversions by format (EMEA)

Responsive Search Ads Shopping Ads Exta & Text

A higher Retail conversions rate with Remarketing in EMEAPeriod : July 2020

Source: Microsoft Internal Data; July 2020; EMEA

127% 129%

116%

85% 85%

Beauty & Personal Care Books Clothing & Accessories Department Stores Pet Supplies

Conversion rate (CVR) uplift with Remarketing Audiences

(EMEA, July 2020)

A higher Retail conversions rate with In-market Audiences in EMEAPeriod : July 2020

Source: Microsoft Internal Data; July 2020; EMEA

24%

90%

20%

30%

13%

Beauty & Personal Care Books Clothing & Accessories Department Stores Pet Supplies

CVR uplift with In-market Audiences

(EMEA, July 2020)

Microsoft Audience Network: Users exposed to both Microsoft

Audience Network and Search ads for Retail1 are more likely to visit

and purchase compared to users only exposed to Search

Microsoft Internal data; 3-week range per advertiser (2-weeks MSAN exposure +1-week post-exposure activities), within 1/6/20 – 6/27/20

1. Based off performance for multiple top retailers; +10.6M study users

2. Lift represents the difference between percent of users in the treatment (exposed) vs. control (eligible, not exposed)

Post-exposure conversion rate1

X3.8

X3.5

Why use Dynamic Search Ads (DSA)?WHAT THE DATA SHOWS

-4.23%CPC

Lowering cost per click (CPC)*

Dynamic search ads have a 4.23% lower CPC than ads with non-exact

match type keywords

Discovering unique queries^

On average, ~90% of DSA impressions for a given DSA user are discovered

from queries that were only found by DSA

+3.8%incremental click volume across all

search ad campaigns

Driving incremental click volume^

On average, the unique queries that DSA discovers are driving a 2.5% increase in

total clicks across all search ad campaigns

~90%DSA impressions from queries only

found by DSA

*Microsoft Advertising internal data, May 2019, billable traffic, EN-US.

^ Microsoft Internal Data, Dynamic Search Ads Click Data United States All Networks 2020-06-21 – 2020-06-22

Be ready to ride the

growing waves!

Defend your

position and brand

to expand

Leverage Ad Types

and Bid Strategies

to improve

performance

Key takeaways

el océano del ecommerce · 2020. 10. 9. · el océano del ecommerce microsoft advertising...

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