retail: uk christmas seasonality 2017

Retail: Christmas

2017UK Bing Network 2017

List of Contents:

1. What’s the Industry saying?

2. Bing Ads Trends & KPIs

3. Ad Copy Analysis

4. Festive Go Dos

According to IMRG Capgemini that’s £18bn or 16% more than spent online in 2015

+47%Sales made via smartphones during Dec were up 47% YoY

-3%Sales made on tablets for the same period were down 3% YoY

£25bn*Spent online over 42 day 2016 Christmas period, which was a 16% increase on 2015

* Christmas period defined as 13 Nov – 24 Dec, 2016

Source: 1. IMRG Capgemini - 16 Jan, 2017

2. IMRG SimilarWeb – Black Friday online sales performance update. 29 Nov, 2016

£1.23bnSpent on Black Friday saw a 12% increase for same day in 2015

1

1 1 1

2

UK online sales exceeded £130 billion in 2016, fuelled by sales growth on Smartphones

UK shoppers splash the cash at Christmas more than any other EU 6 market

€ 217.10

€ 250.89

€ 243.11

€ 315.05

€ 396.39

€ 545.85

€ 144.47

€ 144.76

€ 168.31

€ 176.52

€ 225.90

€ 257.53

€ 25.68

€ 32.86

€ 41.61

€ 50.27

€ 60.38

€ 96.11

€ 0.00 € 100.00 € 200.00 € 300.00 € 400.00 € 500.00 € 600.00 € 700.00 € 800.00 € 900.00 € 1,000.00

Spain

Italy

Netherlands

France

Germany

UK

Average Household Christmas Spending in EU 6 Countries, by Product / Service Category, 2016

Gifts Food & Drink Holiday Travel* Decorations

Shoppers in the UK show their enthusiasm for the festive season at the tills as they go big at Christmas time with the average UK household spending €933; that’s more than Italy & Spain’s average household spend combined!

Source: RetailMeNot conducted by the Centre for Retail Research, Nov 23, 2016

Note: purchases made from mid-Nov to the end of Dec; average figures reflect the different market sizes; numbers may not add up to total

due to rounding; *expenses to visit family or friends. Data was provided to eMarketer by RetailMeNot.

EU 6 countries are reporting festive double-digit YoY revenue growthUK remains by far the top spending of the EU 6 nations when it comes to splashing the cash at Christmas, with a 13% increase in festive spending YoY. Southern European countries such as Italy and Spain have seen over +30% growth

€ 21

€ 14

€ 10

€ 3 € 3€ 2

€ 24

€ 16

€ 11

€ 4 € 3

€ 2

0

5

10

15

20

25

30

UK Germany France Italy Spain Netherlands

Christmas Retail Ecommerce Sales by Country (in Billions €)

2015 Christmas retail ecommerce sales 2016 Christmas retail ecommerce sales

Source: RetailMeNot survey conducted by the Centre for Retail Research as cited in press release; eMarketer calculations, Nov 23, 2016

78% of Brits prepared to avoid e-retailers if Xmas shopping experience was bad

8/10 UK online shoppers when questioned said they would likely consider switching allegiances to a rival brand retailer for their festive shop if they had experienced a negative online retail experience during Christmas 2016

71%78% 80% 77% 80% 78%

17%12% 7% 12% 8% 10%

12% 10% 13% 11% 12% 12%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

18-24 25-34 35-44 45-54 55+ Total

Likelihood that UK Internet Users would Switch Retailers After a Bad Experience with a 2016

Christmas Digital Purchase, by age (% of respondents in each group)

Likely Not likely Don't know

Source: JDA, "Christmas Customer Pulse Report 2017" sponsored by Centiro and conducted by YouGov, Jan 11, 2017

2,070 UK internet users ages 18+ were surveyed online during December 29-30, 2016. Figures have been weighted to a nationally representative profile

Late delivery, incorrect item and/or missing item top the complaints for UK shoppers

UK shoppers when questioned stated their biggest issues when it came to online shopping was that the item was received late or never at all; goods often turned up damaged, and or the wrong item sent completely



45%49%

23%

10%

48% 48%

17%14%

49%

24% 22%

15%10%

0%

10%

20%

30%

40%

50%

60%

Late delivery or item never

received

Missed delivery Damaged goods Incorrect goods Item never received (despite

retailer/delivery company

stating delivery was made)

Issues Experienced when Purchasing Christmas Products Digitally According to UK Internet Users

2014 - 2016 (% of respondents)

2014 2015 2016

UK Shoppers have mixed feelings about click-and-collect in store services39% UK shoppers when questioned stated that they had used a click-and-collect service when conducting their Christmas shop in 2016 (-2% on the previous year). 62% of reasons why customer are put off click-and-collect is due to the length of queues, and store staff no being able to locate orders in a timely fashion



41%

56%

3%

39%

57%

4%

0%

10%

20%

30%

40%

50%

60%

Yes No Don't know

UK Internet Users Who Used Click-and-Collect Services for

Christmas Purchases, 2015 & 2016 (% of respondents)

2015 2016

Negative Experiences Using Click-and-Collect Services

for 2016 Christmas Purchases According to UK Internet

Users (% percentage of responders)

%

Long waiting times when collecting items due to lack of in-

store staff

32%

Staff were unable to/took a long time to locate or source my

items when collecting them in-store

30%

No dedicated area in or near store for click-and-collect

purchases

16%

Items were out of stock at my preferred store, so I had to

collect from an alternative store

15%

The retailer notified me before collection that my items were

no longer available, but only after I placed the order

14%

Received damaged items 11%

Received the wrong items 6%

Age

are

male and

female

UK Online Shopper Demographic

What does the Bing Audience look like?

of

Bing users are under the age of 45

61%

Gender

51% | 49%

Income

are

in their country’s top earning

24%

Education

of

the audience are degree educated

42%

Children

have at least one child in the household

54%

Age

Age

17%

21%23%

24%

16%

20%22%

20%

23%

15%

16-24 25-34 35-44 45-54 55-64

Bing Network Google

UK Online Shopper Demographic

How does the Bing audience compare to Google?

What are we seeing on Bing Ads?Search patterns in 2016-2017

MethodologyMethodology

• UK Market

• Top 311,559 Retail search queries based on

volume

• Analysis period: Sept 2016 – Jan 2017 (inclusive)

Objectives

• Identify Retail related Christmas shopping trends

• What does the Bing searcher look like?

• What are their behaviours?

• Advertiser opportunities

111% 189% 163%

113% 108% 128% 116% 111% 100%

108% 137% 123%

105% 125% 122% 118% 101% 117% 100%

106% 156% 155% 104%

92% 89% 89% 83% 95% 105% 131% 126% 104% 92% 104% 90%

0

1

2

3

4

5

6

7

8Apr May

Clothing &

Accessories

All Up

Retail

Beauty &

Personal Care

Books, Film,

Games & Music

Consumer

Electronics

Source: Search volume data indexed to average monthly volume in 2016 - 2017 on UK Bing & Yahoo sites, all devices

Daily Deals &

Coupons

Annual search query peaks for Retail sub-verticals on Bing Ads in the UK

2016Aug Sept

2017May June July Oct Nov Dec Jan Feb Mar Apr

20172016

110% 132% 132% 109%

100% 158% 172% 106%

107% 108% 119% 105%

105% 101% 107% 124% 108%

123% 144% 106% 122%

92% 89% 89% 83% 95% 105% 131% 126% 104% 92% 104% 90%

0

1

2

3

4

5

6

7

8May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr

Home & Garden

All Up

Retail

Flowers & Gifts

Footwear

Jewellery &

Watches

Toys & Hobbies

Annual search query peaks for Retail sub-verticals on Bing Ads in the UK

Source: Search volume data indexed to average monthly volume in 2016 - 2017 on UK Bing & Yahoo sites, all devices

0%

20%

40%

60%

80%

100%

120%

140%

Impressions Clicks

* UK Bing and Yahoo sites, all devices, 01 Sept, 2016 – 31 Jan, 2017

Retail Christmas searches start to ramp from end of October

Christmas Retail Impressions and Clicks indexed to the average daily volume*

Black Friday

Boxing DayManic Monday

Cyber Monday

Halloween

Yet, Christmas Retail is really made in a window of opportunity spanning 42 day (13 Nov – 24 Dec)

Source: Christmas Retail CPC Vs Clicks Generic Vs Brand, Avg. mainline positions 1 – 4. UK Bing and Yahoo sites, all devices, 01 Sept, 2016 – 31 Jan, 2017

UK CPCs & CTRs undulate across Brand & Generic as seasonality peaksThe wave is caused by more advertisers launching new festive campaigns, with many starting from a cold start; this coupled with the uptick in Bing users browsing more for Generic and Brand Christmas products from the end of Oct – mid-Dec sees CTRs initially fall and CPCs rise

£0

.33

£0

.34

£0

.33

£0

.35

£0

.35

10

.89

%

11

.13

%

10

.40

%

9.7

0%

10

.70

%

£-

£0.05

£0.10

£0.15

£0.20

£0.25

£0.30

£0.35

£0.40

Sep-16 Oct-16 Nov-16 Dec-16 Jan-17

Retail Generic CPCs Vs CTR

CPC CTR

£0

.14

£0

.12

£0

.12

£0

.13

£0

.12

21

.35

%

22

.13

%

21

.29

%

20

.65

%

21

.75

%

£0.00

£0.05

£0.10

£0.15

£0.20

£0.25

Sep-16 Oct-16 Nov-16 Dec-16 Jan-17

Brand Retail CPC Vs CTR

CPC CTR

Source: Christmas Generic Retail CPC Vs CTR. All Retail Sub-categories, Avg. mainline positions 1 – 4. UK Bing and Yahoo sites, all devices, 01 Sept, 2016 – 31 Jan, 2017

Generic CTRs are strongest for Deals & Coupons as seasonality spikesHowever, Generics CPCs are highest for Flowers & Gifts and also Daily Deals and Coupons. The category with the lowest overall CPCs is Toys & Hobbies at £0.16. Categories with lower CTRs are Toys & Hobbies and Jewellery & Watches

£0.2

5

£0.3

5

£0.2

7

£0.4

2

£0.5

0

£0.5

1

£0.3

3

£0.4

4

£0.3

2

£0.2

3

£0.1

6

10%

13%

11% 11%

14%

10%

9%

11%

9%

12%10%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

£0.00

£0.10

£0.20

£0.30

£0.40

£0.50

£0.60

CPC CTR

Source: Christmas Retail CPC Vs CTR analysis, Generic Vs Brand, Avg by device type. mainline positions 1 – 4. UK Bing and Yahoo sites, 01 Sept, 2016 – 31 Jan, 2017

CPCs are cheaper on Mobile, but bang for buck PC & Tablet are betterDue to the relationship that Bing shares with Windows 10, overall search volume share for Retail on PC remains on avg. 65%. Despite the increasing volume of Smartphone and Tablet devices, Bing Ads customers get greater bang for buck when bidding on brand keywords on PC; whilst some Retail generics work better on Tablet and/or Mobile

£0.3

6

£0.2

4

£0.3

6

10%

11%

12%

£-

£0.05

£0.10

£0.15

£0.20

£0.25

£0.30

£0.35

£0.40

PC Smartphone Tablet

Retail Generic CPC Vs CTR by Device

CPC CTR

£0.1

3

£0.1

1

£0.1

3

23%

17%

19%

£-

£0.05

£0.10

£0.15

£0.20

£0.25

PC Smartphone Tablet

Retail Brand CPCs Vs CTR by Device

CPC CTR

* UK Bing and Yahoo sites, all devices, 01 Oct, 2016 – 31 Jan, 2017

• The festive season kicks up a gear from Black Friday; now evolved to be a week long sales event (21 – 28 Nov) rather than a single day

• Black Friday & Boxing Day are the two biggest shopping days by volume of overall searches on the Bing Network

• PC was the device of choice on Black Friday with volumes up 2.4x, partly due to Friday being a working day (Smartphone 2.2x, Tablet 2x)

• Tablet played an important role on Boxing Day, peaking at 1.9x (Smartphone 1.8x and PC 1.3x)

PC remains the Bing Christmas Shopper’s champion device of the season

Christmas Retail search queries indexed to the average daily volume*

0%

50%

100%

150%

200%

250%

300%

Smartphone PC Tablet

Black Friday

Boxing Day

Manic Monday

Cyber Monday

Top 10 UK retail shopping days that made Christmas

Nov DecNov 2016

M Tu W Th F Sa Su

1 2 3 4 5 6

7 8 9 10 11 12 13

14 15 16 17 18 19 20

21 22 23 24 25 26 27

28 29 30

- All Devices -1. 25-Nov (Black Friday)

2. 24-Nov

3. 28-Nov (Cyber Monday)

4. 26-Dec (Boxing Day)

5. 27-Nov

6. 23-Nov

7. 22-Nov

8. 21-Nov

9. 05-Dec (Manic Monday)

10. 12-Dec

Top 10 days by retail search volume during the Christmas Period on Bing Network, split by device

Top retail search volume days by daily volume for Nov-Dec 2016, all devices. The Bing Network includes Microsoft and Yahoo sites in the United Kingdom

7/10 of the top retail activity days took place on the last

week of November in 2016

Black Friday in 2017 falls on 24 November

Nov Nov NovDec Dec Dec

Dec 2016

M Tu W Th F Sa Su

1 2 3 4

5 6 7 8 9 10 11

12 13 14 15 16 17 18

19 20 21 22 23 24 25

26 27 28 29 30 31

Dec

Nov 2016

M Tu W Th F Sa Su

1 2 3 4 5 6

7 8 9 10 11 12 13

14 15 16 17 18 19 20

21 22 23 24 25 26 27

28 29 30

Nov 2016

M Tu W Th F Sa Su

1 2 3 4 5 6

7 8 9 10 11 12 13

14 15 16 17 18 19 20

21 22 23 24 25 26 27

28 29 30

Nov 2016

M Tu W Th F Sa Su

1 2 3 4 5 6

7 8 9 10 11 12 13

14 15 16 17 18 19 20

21 22 23 24 25 26 27

28 29 30

Dec 2016

M Tu W Th F Sa Su

1 2 3 4

5 6 7 8 9 10 11

12 13 14 15 16 17 18

19 20 21 22 23 24 25

26 27 28 29 30 31

Dec 2016

M Tu W Th F Sa Su

1 2 3 4

5 6 7 8 9 10 11

12 13 14 15 16 17 18

19 20 21 22 23 24 25

26 27 28 29 30 31

Dec 2016

M Tu W Th F Sa Su

1 2 3 4

5 6 7 8 9 10 11

12 13 14 15 16 17 18

19 20 21 22 23 24 25

26 27 28 29 30 31

18% 20% 20% 22%27% 24% 23% 22% 21% 20% 21%

68% 65% 65% 62% 54% 58% 56% 56% 59% 60% 59%

14% 15% 15% 16% 19% 18% 21% 22% 20% 20% 20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

* A mobile device is defined as a small portable internet enabled smartphone and/or tablet

Internal Source: Device share of Retail search volume, The Bing Network includes Microsoft and Yahoo sites in the United Kingdom, UK 19 – 31 Dec, 2016

Bing users are increasingly reliant on Mobile devices over ChristmasWhilst Bing users are mostly to be found using PCs, they do also opt to 2nd screen on portable *Mobile devices across the festive period when visiting friends and family from 24th (Christmas Eve) through to 27th December

22% 22% 22% 20% 20% 19% 19% 19% 19% 18% 16% 16%

58% 61% 61% 66% 64% 62% 63% 69% 69%65% 69% 70%

21% 17% 17% 14% 15% 19% 18% 12% 12% 17% 15% 14%

Toys &

Hobbies

Footwear Jewellery &

Watches

Beauty &

Personal

Care

FMCG /

Grocery

Home &

Garden

Clothing &

Accessories

Daily Deals

& Coupons

Consumer

Electronics

Other Retail Books, Film,

Games &

Music

Flowers &

Gifts


Internal Source: Device share of Retail search volume, The Bing Network includes Microsoft and Yahoo sites in the UK, Sept 2016 - Jan 2017

* A mobile device is defined as a small portable internet enabled smartphone and/or tablet

Which Retail categories have the highest Mobile device share?

• PC is still the #1 device of choice for many seasonal shoppers on Bing with search volumes avg. 65%, whilst Mobile devices* account on avg. 35% of all searches

• Toys & Hobbies is the category that sees the largest Mobile share, whereas Flowers & Gifts remains firmly with PC

Percentage of volume & click share of Retail queries on the Bing Network, UK Bing and Yahoo sites, Sept 2016 – Jan 2017

Top 5 Retail sub-categories on UK BingOther Retail (department stores, comparison shopping and catalogues) dominates both search and click share. Clothing & Accessories and Home & Garden are the other two popular categories.

ClicksSearches

Other Retail

(Dept. stores)

Clothing &

Accessories

Home &

Garden

35% 32%

22% 20%

10% 15%

Consumer

Electronics 7% 6%

4%Toys &

Hobbies 6%

Source: Top sub-categories split by demographics, Retail search volume on Bing & Yahoo sites, Sept 2016 – Jan 2017

What is the age & demographic mix across the various retail sub-categories?

More than 63% of all up Retail search queries made on the UK Bing Network are coming from 35-64 year olds,

with females making 65% of those searches

9%

10%

14%

7%

13%

12%

12%

10%

12%

15%

15%

18%

12%

20%

14%

16%

13%

16%

17%

18%

20%

15%

16%

15%

18%

15%

39%

28%

25%

25%

28%

27%

28%

32%

29%

26%

26%

27%

27%

26%

37%

37%

43%

35%

35%

33%

31%

33%

35%

32%

30%

36%

6%

11%

8%

12%

8%

9%

9%

7%

11%

8%

12%

7%

10%

Toys & Hobbies

Other Retail

Jewellery & Watches

Home & Garden

Footwear

FMCG / Grocery

Flowers & Gifts

Daily Deals & Coupons

Consumer Electronics

Clothing & Accessories

Books, Film, Games & Music

Beauty & Personal Care

All

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

63%

64%

65%

63%

67%

66%

68%

69%

45%

72%

58%

72%

65%

37%

36%

35%

37%

33%

34%

32%

31%

55%

28%

42%

28%

35%

Retail

Black Friday & beyond

26

All devices played a distinct and important part in British consumers’ routine on Black Friday Week (21 – 27 Nov 2016):

• Smartphone leads the charge between 5 - 8am (2.1x), and then gets a 2nd wind after office hours (4 -10pm) peaking between 8 – 9pm (2.3x)

• PC picks up from 7am and is the device of choice during office working hours, peaking lunchtime 12 noon till 2pm (2.8x)

• Tablet volume warms up from 6am, but really comes into its own after the working hours (4 – 11pm) peaking 2.7x between 9 – 10pm

Black Friday remains the biggest shopping day in the UK e-commerce calendar

Source: Retail Search queries indexed to average hourly volume. UK Bing and Yahoo sites Black Friday week (21 – 27 Nov 2016)

2.1x

2.7x

0%

50%

100%

150%

200%

250%

300%

0 2 4 6 8 10121416182022 0 2 4 6 8 10121416182022 0 2 4 6 8 10121416182022 0 2 4 6 8 10121416182022 0 2 4 6 8 10121416182022 0 2 4 6 8 10121416182022 0 2 4 6 8 10121416182022

21 November 2016 22 November 2016 23 November 2016 24 November 2016 25 November 2016 26 November 2016 27 November 2016

Smartphone Indexed Volume PC Indexed Volume Tablet Indexed Volume

2.8x

19%

18%

16%

19%

15%

18%

21%

17%

19%

21%

20%

22%

68%

68%

70%

67%

70%

66%

63%

66%

64%

62%

62%

59%

13%

13%

14%

14%

15%

16%

16%

17%

17%

18%

18%

19%


Consumer Electronics

Flowers & Gifts

Beauty & Personal Care

Books, Film, Games & Music

FMCG / Grocery

Footwear

Other Retail

Clothing & Accessories

Jewellery & Watches

Home & Garden

Toys & Hobbies


Which Retail categories are the most Mobile on Black Friday Week?Black Friday Week (21 – 27 Nov, 2016), Toys & Hobbies saw the largest Mobile share with 41% of search queries coming from a Smartphone or Tablet device. This is followed closely by Home & Garden and Jewellery & Watches (38%)

Device share of retail queries on Black Friday Week, The Bing Network includes Microsoft and Yahoo sites in the UK data collected 21 – 27 Nov, 2016

Cyber Monday device usage follows a very similar pattern to Black Friday, but relies on Tablet & Smartphone far more into the evening

• Smartphones start up from 6am, but does not see the big early peaks like Black Friday. Mobile picks up from 4pm and peaks 8 – 9pm (2.4x)

• PC is again the #1 device of choice during office working hours from 8am, peaking lunchtime 1pm (2x)

• Tablet is once again the slow burner, but becomes the dominant device from 5pm, peaking 2.9x between 8 – 9pm

How do Bing Shoppers use various devices throughout Cyber Monday?

Source: Retail search queries indexed to the average hourly volume UK Bing and Yahoo Sites – Cyber Monday 28 Nov, 2016

0%

50%

100%

150%

200%

250%

300%

350%

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

28 November 2016


2.x

2.9x

1.4.x

2.4x

1.7x

How does Black Friday differ to Cyber Monday by Retail category?

Toys & Hobbies

Footwear

Jewellery & Watches

27%

31%

36%

Change from

Black Friday

Source: Device share change of Retail queries on Cyber Monday, The Bing Network includes Microsoft and Yahoo sites in the UK, 28 Nov 2016

Flowers & Gifts


6%

35%

2%

Change from

Black Friday

Toys & Hobbies

Home & Garden

Jewellery & Watches

19%

Change from

Black Friday

19%

33%

Books, Films & Games

Retail categories with the highest Smartphone & Tablet activity on Black Friday saw significant drops in volume as shoppers change tack and move into gift buying mode.

Cyber Monday sees an increase in PC activity with a 2% share increase for Flowers & Gifts, and a 6% increase for Books, Films & Games

0%

50%

100%

150%

200%

250%

300%

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

05 December 2016


Manic Monday is categorised as being the 2nd Monday in December, and is regards as the last big push to guarantee delivery

• PC volume on Manic Monday lives up to the name and is much more urgent during 12 noon and 3pm, topping out at 2.8x at 1pm

• Smartphone volume follows a similar pattern to Black Friday, yet the intensity in volume is diminished, peaking at 2.2x between 8 – 9pm

• Tablet again comes into play later in the day, and like Smartphones lacks the previous intensity, hitting volume peak at 8pm (2.6x)

Manic Monday lives up to its name as PC shoppers get online between 12 – 3pm

Source: Retail search queries indexed to the average hourly volume UK Bing and Yahoo Sites – Manic Monday 05 Dec, 2016

2..8x

2.6x

1.1.x

2..2x

1.6x

Christmas 2016 was the warmest ever recorded in the UK with temperatures as high as 15C, but then Storm Conor rolled in. How didthe weather impact festive searches?

• The traditional post-Christmas lunch search activity occurred much later in the day 4pm – 10pm; as people opted to walk rather than sleep or browse their full bellies away

• Boxing Day saw Storm Conor roll in across parts of the UK which kept people indoors. PC saw early peaks in activity prior to the high street shops opening at 6am, and then lots of searches on PC and Tablet from 6am – 9pm

Warm and stormy weather drove online Christmas sales on Boxing Day

Source: Retail search queries indexed to the average hourly volume UK Bing and Yahoo sites, 24 – 26 Dec 2016

0%

50%

100%

150%

200%

250%

300%

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

24 December 2016 25 December 2016 26 December 2016


2.5x

1.8x

2x2.2x15C Conor

1.9.x

Make your ads stand out from the Retail crowdWith 2016 Retail Ad Copy Learnings

Brand & Endorsements CTA Delivery Incentives

Token Ad Quality Token Ad Quality Token Ad Quality

™ collect same day delivery

official shop home delivery

Brand Term get next day delivery

recommended buy free p&p

® view free delivery

as seen on tv compare free returns

number 1 call free shipping

© find

enquire

see

check

How to read an ad copy heat map

Strong impact, rarely used

Strong impact, sometimes used

Strong impact, but used often

Fair impact, rarely used

Fair impact, sometimes used

Fair impact, but used often

Limited impact, but rarely used

Limited impact, but sometimes used

Limited impact, but used often

Individual Tokens

Ad quality explanations

Top Tip: The greener and fuller the circle, the more likely your ad will stand out

We’ve looked at two dimensions in Bing Ads:

2016 Christmas Retail – Other Retail (Department Stores)Ad Copy Analysis

Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality

official store buy today order and collect luxe + buy now pay later cake / cakes aw 16

official site comparison order & collect freshest & price comparison console / consoles autumn winter

official check free postage inspiration ! bargain cosmetic / cosmetics aw16

as seen on tv collect free returns classic {param2: reductions electrical / electricals festive

© shop free delivery fresh ? low cost present / presents cyber monday

™ order click & collect luxurious {param1: extra grooming black friday

[Brand Term] enquire same day delivery designer {keyword: free stocking / stockings christmas

number 1 / number one buy online now click and collect exclusive [%] off scarf / scarves christmas eve

recommended compare next day delivery beautiful savings onesie / onesies christmas day

buy free shipping latest [£] wrap / wrapping boxing day

get free p&p luxury offer rose / roses new year

view next day shipping new low prices laptop / laptops 2016

see 48hr delivery funny upto [%] handbag / handbags winter

buy now home delivery limited edition buy one get one free makeup / make-up autumn

call 24hr delivery personalized extra [%] off trousers nye

find gorgeous save [%] boots january

personalised unbeatable coat / coats jan

party save jeans xmas

original sale jackets

quality cheap mobile / mobiles

unique deal chair / chairs

best discount glove / gloves

joke free credit clothing / clothes

indulgent 1/2 price / half price gift / gifts

comedy [£] off hob / hobs

newest save upto [%] chocolate / chocolates

secret bogof tablet / tablets

finest value bouquet / bouquets

special affordable scooter / scooters

stylish [%] discount lingerie

Idea / Ideas guarantee fragrance / fragrances

voucher / vouchers

underwear

electronic / electronics

bike / bikes

pc / pcs

footwear

dress / dresses

toy / toys

hat / hats

watch / watches

Products / Range SeasonalDynamic Pricing and value Brand Endorsements CTA Delivery Incentives Descriptive

Layer-up ad extensions for greater impactFor Retail, combining ad extensions on PC results in an increased average CTR of 22%

Primary Ad Extension CTR Impression Share Click Share CPC

Text Ad + Enhanced Sitelinks 22% 3.77% 9.15% £0.76

Text Ad + Multiple 22% 5.27% 12.41% £0.32

Text Ad 8% 50.82% 41.51% £0.30

2.75x uplift in CTR

for

2.5x CPC

Make a big impact on the smaller screen Combining ad extensions on Smartphones results in an increased average CTR of 15%; increasing to 54% with an app!


* Text Ad + App 54% 0.04% 1.23% £0.05

Text Ad + Multiple 15% 0.65% 4.92% £0.31

Text Ad 2% 58.60% 49.91% £0.20

7.5x uplift in

CTR

for

1.5x CPC

Layer-up ad extensions for greater impactFor Retail, combining ad extensions on Tablets results in an increased average CTR of 37%


Text Ad + Enhanced Sitelinks 37% 0.34% 2.85% $0.41

Text Ad 4% 41.60% 39.08% $0.20

Over

9x uplift in CTR

for

2x CPC

Throughout Oct

- Dec optimise

for all devices

and audiences

Test ad copy &

extension combs to

find the best

performing ads for

your brand &

products

Ensure you have

budget early on

to take advantage

of Black Friday

sales peaks

Search queries on

Boxing Day more

than double.

Prepare budgets

accordingly for

Christmas week

Get the most out of Bing Ads this Christmas:

retail: uk christmas seasonality 2017

Marketing