retail: christmas insights 2016 - microsoft · retail christmas searches are driven by adults aged...
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Retail: Christmas Insights 2016AU 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
80%of Australian
internet users
buy online1
$20.7 BRetail ecommerce
sales1
12.4 MDigital buyers1
Source: 1. eMarketer 2016 Forecaster for 2016 Report.
$1,665online spending
per person1
AU retail snapshot
50%
27%
13%
4%
4%
2%
How customers reach your website during the holidays
Source: eMarketer chart: Method Used Most Often to Navigate to Websites According to Internet Users in Select Countries, Nov 2014 (% of respondents).
Use an app
Social media/social network
Referral
Use a bookmark
Direct website visit
Search engine
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
+8% +7%
+13% +14%
+10% +9%+11%
+12%+14%
+7%
-6%
-14%
+4%+6%
1%
Source: Microsoft Internal data, retails searches AU Sept 2015 – Jan 16
Peak purchase searches occur
the first week of November and
two weeks before Christmas.
October
Gift inspiration
Grab attention when
Christmas searches start
November
Peak shopping
Capture sales and entice
purchases
December
Final stage
Seize last minute
shoppers
January
Prepare for
post-Christmas
sales
Black Friday Week
Christmas Week
Click Frenzy Week
New Year’s Week
Christmas searches start from mid to late October
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%
19%
18%
17%15% 15%
18%
Searchers use mobile and tablet near Christmas
Source: Microsoft internal data; Device share of retail search volume in AU market, Sept 2015 - Jan 2016
Mobile and tablet search share on Bing in Dec 2015
TIP: Boost bids on mobile to
take advantage of the audience
shift during this period.
Christmas Day
Boxing Day
27 December
Top three days for mobile usage
across the entire festive period
Mobile/tablet searches
peak on weekends
1 December
31 December
0%
50%
100%
150%
200%
250%
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
1.7x
Time of searches around Christmas
Source: Microsoft internal data; Device share of Retail search volume in AU market Dec 15
Before Christmas, PC searches lead in daytime, while tablet
and mobile lead after dinner and peak at 8 p.m.
On Boxing Day, activity ramps
up across devices from 6 a.m.,
then tablets take the lead and
stay busy until 10 p.m.TIP: Utilise Bid Modifiers to tailor your
bidding strategy on time and device.
2.3x 2.1xRetail searches by hour near Christmas
PC, tablet, mobile
Weekend Weekend Weekend
CTR and CPC towards Christmas in Dec 2015
The most cost-effective advertising days in December
Source: Microsoft internal data, CTR & CPC in retail vertical; Dec 2015
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.
1 December 31 December
27 December
Christmas Day
TIP: Increase bids on Boxing Day to take full
advantage of the most cost-effective day.
Boxing Day
$-
$0.05
$0.10
$0.15
$0.20
$0.25
$0.30
$0.35
$0.40
$0.45
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
Click Frenzy Week
Black Friday Week
79% 79% 79%79%
80%
78% 78%78%
78%78%
79%
78%
78%
overall searches were non-branded
Gift ideas start from generic searches
Source: Microsoft internal data; AU retail search queries, Sept 2015 - Jan 2016
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.
Christmas retail search queries — Generic search rate
Best time to bid on <brand> and <brand + product> terms is this stage.
October November December
People tend to perform generic searches for gift ideas on mobile devices
Source: Microsoft internal data; AU retail search queries, Sept 2015 - Jan 2016
Generic search rate by gender
81% 77%
TIP: Use mobile-tailored keywords to capture
customers during their research stage, and make
sure your generic campaigns are mobile-friendly.
77% 83% 84%
Generic search rate by device
4%
5%
4%
13%
11%
16%
20%
15%
27%
31%
32%
34%
24%
32%
15%
8%
6%
3%
13-17 18-24 25-34 35-49 50-64 65+
Retail Christmas searches are driven by adults aged 35+
Source: Microsoft internal data; AU demographics by device split, AU retail search volume on Bing, Sept 2015 – Jan 2016
More than 55% of AU retail searches on the Bing Network
are coming from 35–64 year olds.
Females make 63% of their searches on tablets,
while males’ preference slightly skew to mobile.
Retail clicks by gender Retail clicks by age
54%
63%
46%
46%
37%
54%
TIP: Utilise demographic bidding modifier to maximise your reach and convert potential.
Retail category details
91% 89% 91%95% 96%
92% 90% 89% 86%
4% 5%5%
3% 2%4%
3% 4%5%
5% 6% 4%
2% 2%
5% 7% 7% 9%
Source: Internal data, retail vertical insights AU Sept 2015 – Jan 16
PC is still the #1 search device for many seasonal shoppers
Source: Microsoft Internal data, AU retail vertical insights, Sept 2015 – Jan 16
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.
Retail
Clothing and accessories
-4%
8%
3%
7%
9%
12% 12%
4%
-11%
Peak period
Christmas retail — clothing and accessories searches by week
Source: Microsoft Internal data, retail vertical insights on search queries, AU Sept 2015 – Jan 16
Click Frenzy Week Christmas Week
Black Friday Week
Clothing and accessories searches
increase in late October
October November December
2% 2%1%
Females lead searches in clothing and accessories
Source: Microsoft Internal data, retail vertical insights on search queries, AU Sept 2015 – Jan 16
Who’s looking for clothing and accessories?
54% of AU clothing and accessories
searches on the Bing Network are made
by adults ages 35-64.
26%
74%
4% 14% 21% 31% 23% 7%
13-17 18-24 25-34 35-49 50-64 65+
Cost-per-click and click-through rate
Clothing and accessories searches towards Christmas
Source: Microsoft Internal data, retail vertical insights on search queries, AU Sept 2015 – Jan 16
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.
October November December
Click Frenzy Week
Christmas WeekBlack Friday Week
15%
16%
17%
18%
$-
$0.05
$0.10
$0.15
$0.20
$0.25
$0.30
$0.35
$0.40
$0.45
cocktail dresses
boots
jewellery
dresses
watch
formal dresses
lingerie
wedding dresses
suits
famous footwear
Non-brand behaviour in clothing and accessories
Source: Microsoft Internal data, retail vertical insights, search terms, AU Apr 2016 – Jun 16
TIP: Convert browsers into buyers by using Product Ads.
90% 81%
Non-branded
searches
Non-branded
clicks
Branded vs. non-brandedTop non-brand searches
Retail - Tech
Consumer electronics
Christmas retail — consumer electronics searches by week
Source: Microsoft Internal data, retail vertical insights on search queries, AU Sept 2015 – Jan 16
Electronics searches peak period
Christmas Week
October November December
-3%
3%
7%
4%5%
4%4%
6%
-12%
2% 2%
-2%
Click Frenzy Week
Black Friday Week
Consumer electronics audience is split across genders
Source: Microsoft Internal data, retail vertical insights on search queries, AU Sept 2015 – Jan 16
Who’s looking for consumer electronics?
52%48%
52% of AU consumer electronics
searches on the Bing Network are made
by adults ages 35–64.
4% 14% 21% 31% 21% 8%
13-17 18-24 25-34 35-49 50-64 65+
Consumer electronics searches towards Christmas
Source: Microsoft Internal data, retail vertical insights on search queries, AU Sept 2015 – Jan 16
Cost-per-click and click-through rate
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.
October November December
Click Frenzy Week
Christmas WeekBlack Friday Week
0%
2%
4%
6%
8%
10%
12%
$-
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
Non-brand behaviour in electronics
Source: Microsoft Internal data, retail vertical insights, search terms, AU Apr 2016 – Jun 16
80% 72%
Non-branded
searches
Non-branded
clicks
Branded vs. non-brandedTop non-brand searches
Retail
Flowers and gifts
Christmas retail — flowers and gifts searches by week
Source: Microsoft Internal data, retail vertical insights on search queries, AU Sept 2015 – Jan 16
Flowers and gifts searches peak period
Click Frenzy Week
Christmas WeekBlack Friday Week
TIP: Make sure your ad copy catches the eye of last-minute
shoppers: “express delivery”, “gift wrapping included” etc.
-2%-6%
October November
December
-25%
-18%-15%
7%
-13%
13%
28%32% 33%
25%
Females lead searches in flowers and gifts
Source: Microsoft Internal data, retail vertical insights on search queries, AU Sept 2015 – Jan 16
Who’s looking for flowers and gifts?
32%
68%
55% of AU flower and gift searches on
the Bing Network are made by adults
ages 35-64.
3% 12% 22% 31% 24% 8%
13-17 18-24 25-34 35-49 50-64 65+
Flowers and gifts searches towards Christmas
Source: Microsoft Internal data, retail vertical insights on search queries, AU Sept 2015 – Jan 16
Cost-per-click and click-through rate
Plan your Christmas campaigns along with the
customer search journey. Gift searches starts in
late November with easy and quick conversions.
October November December
Click Frenzy Week
Christmas WeekBlack Friday Week
0%
2%
4%
6%
8%
10%
12%
14%
$-
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
gift hampers
toys
gift cards
gifts
flowers online
florist
hampers
gift card
flowers
gift ideas
Non-brand behaviour in flowers and gifts
Source: Microsoft Internal data, retail vertical insights, search terms, AU Apr 2016 – Jun 16
Branded vs. non-branded
Non-branded
searches
Non-branded
clicks
Top non-brand searches
95% 93%
Grab attention on the search page
1. Product Ads
2. Brand term bidding
Effectively compel actions
1. Ad extensions
2. Ad copy
3. Remarketing in Paid Search campaigns
Hints and tips to stand out
Product ads
Ad extensions
• Shoes
• Beauty products
• Furniture and homewares
• Flowers
• Airline tickets
• Hotels and car rental
• Deals and coupons
• Toys and games
• Laptops and tablets
• Clothing
• Home appliances
• Accessories
• Mobile phones
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*:
Bing is a destination for shoppers leading up to Christmas
*Screenshot and categories for illustration purposes only
Stand out
Attract attention with images of your products.
More real estate
Show more than one Product Ad on the same
search results page.
Product Ads grab attention on the search page
TIP: Already have a Google AdWords shopping
campaign? Import it directly into your Bing Ads account.
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.
Brand term bidding grabs attention on the search page
Source: Microsoft Internal data, Bing Ads Brand Term Bidding Study US, March 2016
52% 85%
48%
15%
Organic only Brand ad + organic
Brand term bidding
Your
competitor
You
Empower your ads with ad extensions
Callout Extensions
Extended Sitelinks,
Review Extensions
Location Extensions,
seller ratings, Call Extensions
Action Link Extensions,
App Extensions
Why to buy
Drive action from searchers with ad extensions
Reach shoppers at each stage of their decision journey.
What to buy
Where to buy
Most convenient
way to buy
Text Ad Only + Sitelink Extensions
+ Callout Extensions
+ Sitelink Extensions
+ Location Extensions
+ Sitelink Extensions
+ Review Extensions
+ Enhanced Sitelinks + Enhanced Sitelinks
+ Location Extensions
+3% +5%
+15%+17%
7%
+2%
Ad Extension click-through rate performance – PC
Equip your campaigns with Enhanced Sitelinks and Location Extensions to boost CTR.
Source: Microsoft Internal data, Retail vertical Ad Extension insights AU Sept 2015 – Jan 16
Text Ad Only + App Extensions + Sitelink Extensions
+ Call Extensions
+ Location Extensions + Sitelink Extensions
+ Location Extensions
+ Enhanced Sitelinks + Enhanced Sitelinks
+ Location Extensions
4%
+2% +3% +4%
+15%+18%
+3%
Utilising ad extensions increases CTR from mobile and tablet users.
Ad Extension click-through rate performance – mobile and tablet
Source: Microsoft Internal data, Retail vertical Ad Extension insights AU Sept 2015 – Jan 16
Drive conversions with ad copy and Remarketing in Paid Search
71%
40% 40% 38% 36%
Free delivery Loyalty points Quick and easy
checkout
Easy return Coupons and
discounts
What motivates online shoppers?
Primary factors that trigger digital purchases in Australia1
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
Sense of urgency
• Elicit action by making your CTA time sensitive.
TIP: “only”, “ending soon”, “now”
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”
Lively verbs
• Different words will influence and shape
people’s perception.
TIP: “give presents” “surprise gifting”
Four ways to get more conversions with smarter ad copy
Source: Microsoft internal study, The Art & Science of Ad Copy Testing 2016
Pricing and value perception drivers
Be specific with your
product offerings
Create urgency
TIP: “buy one, get one
free”, “don’t miss out”,
“further discount”
Descriptive adjectives
Tailor adjectives to
products
Use superlatives
TIP: “freshest”, “newest”,
“indulgent”
Call to action (CTA)
Be time sensitive
with your CTA
TIP: “order now”, “join
today”
Delivery incentives
Express shipping is
always favoured
Order/Click and
collect is a new
popular method
TIP: “order and collect”,
“48-hour delivery”
Increase conversion potential with smarter ad copy
Source: Microsoft Internal data, Retail vertical Ad copy insights AU Sept 2015 – Jan 16,
Your Ads
User returns to your assigned site/page
Remarketing in Paid Search campaigns: another opportunity for conversions
It helps to reconnect, entice first-time visitors to come back and complete a transaction.
Visitor Your website User added in remarketing list
Visitor leaves Former visitor searches on
Bing Network
Your ad is served
5%
7%
9%
11%
13%
15%
17%
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16
1.3X
74%
Remarketing in Paid Search campaigns: another opportunity for conversions
1.5X
higher CTR, and
90% higher CTR for mobile and
tablet in the festive season
more clicks in November
of Remarketing clicks
occurred on weekdays
CTR – Retail Remarketing in Paid Search campaignsDate range: last Christmas season (from Sep-15 to Jan-16)
Retail Remarketing in Paid Search campaigns have seen increased CTR near Christmas.
Source: Microsoft internal data, retail remarketing insights, AU Sept 2015 – Jan 16
Be there ahead of time
Optimise keywords, ads and bids
Manage your Product Ads with Bing Shopping Campaigns
Leverage this checklist to maximise campaign success
Make the most out of this Christmas season
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.
January• Use value
perception drivers
to stimulate
further sales
• Cater for New
Year planners with
“new/refresh..” in
your ads
December• Create solutions
in ad copy (e.g.
“express delivery”)
• Prepare for
Boxing Day
Late Nov.• Prepare budgets
along with search
peaks, like Click
Frenzy and Black
Friday
• Create urgency in
ad copy
Early Nov.• Focus on branded
and hot holiday
items
• Test different
ad copy
combinations to
find the best
performing ads
for your brand
and products
October• Focus on generic
keywords to grab
attention and
generate
awareness
• Consider “best…”
searches
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