small business trends€¦ · flowers gifts occasion online [parameter insertion] price/pricing...
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$142
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14 million
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Call Extensions
Location Extensions
Location Targeting
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23%more likely to have
spent $500 or more on
jewelry/watches/
accessories in the last
6 months
Source: comScore Plan Metrix, US, January 2015, custom measure created using comScore indices and duplication.
January data was used to reflect the month prior to Valentine’s Day.
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Source: comScore Plan Metrix, US, January 2015, custom measure created using comScore indices and duplication.
January data was used to reflect the month prior to Valentine’s Day.
11%more likely to have spent
$100 to $199 on flowers in
the last 6 months
5% more likely to have spent
$200 to $499 on flowers in
the last 6 months
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Source: comScore Plan Metrix, US, January 2015, custom measure created using comScore indices and duplication.
January data was used to reflect the month prior to Valentine’s Day.
23%more likely to have spent
$100 to $199 on gum or
candy in the last 30 days
16% more likely to have spent
$500 or more on gum or
candy in the last 30 days
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Have spent $100
to $199 on gift
foods online in the
last 30 days
Source: comScore Plan Metrix, US, January 2015, custom measure created using comScore indices and duplication.
January data was used to reflect the month prior to Valentine’s Day.
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8%more likely to have
used paid service for
gift certificates in the
last 6 months
Source: comScore Plan Metrix, US, January 2015, custom measure created using comScore indices and duplication.
January data was used to reflect the month prior to Valentine’s Day.
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Source: comScore Plan Metrix, US, January 2015, custom measure created using comScore indices and duplication.
January data was used to reflect the month prior to Valentine’s Day.
Have bought greeting
cards online in the last 6
months
Have spent $500 or more
on greetings cards in the
last 6 months
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Bing AdsSearch trends
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+121%
+91%
+22%
+151%
+50%
+39%
+269%
+43%
+27%
+2%
+2%
+42
+23%
+4%
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Call Extensions
Location Extensions
Location Targeting
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Words that workTop ad copy for Valentine’s Day
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Here’s how to read a “heatmap”A
d T
itle
Ad Description
% O
ff
Acce
ssorie
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Ap
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Call T
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Co
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/Sh
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Dyn
am
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ord
Inse
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]
Ele
ctron
ics
Flo
wers
Gifts
Occa
sion
On
line
Price
/Pricin
g
Sele
ction
Sty
le
Su
perla
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(ad
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dverb
)
Vale
ntin
e
% Off
Accessories
Apparel
Brand
Call To Action
Collection
Delivery/Shipping
[Dynamic Keyword
Insertion]
Electronics
Flowers
Gifts
Occasion
Online
[Parameter Insertion]
Price/Pricing
Style
Superlatives
(adjective/adverb)
Valentine [
Our study results show that a Valentine’s Day ad highlighting a ‘brand’ in the title and ‘collection’ in the description has high Ad Quality.
Great Bad No DataGood
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Words that work // Valentine’s DayGreat Bad No DataGood
Ad
Title
Ad Description
% O
ff
Acce
ssorie
s
Ap
pare
l
Call T
o A
ction
Co
llectio
n
Deliv
ery
/Sh
ipp
ing
Dyn
am
ic Keyw
ord
Inse
rtion
]
Ele
ctron
ics
Flo
wers
Gifts
Occa
sion
On
line
Price
/Pricin
g
Sele
ction
Sty
le
Su
perla
tives
(ad
jectiv
e/a
dverb
)
Vale
ntin
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% Off
Accessories
Apparel
Brand
Call To Action
Collection
Delivery/Shipping
[Dynamic Keyword
Insertion]
Electronics
Flowers
Gifts
Occasion
Online
[Parameter Insertion]
Price/Pricing
Style
Superlatives
(adjective/adverb)
Valentine [
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M
M
M
M
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Gifts Ad copy performs best when there are Superlatives (eg. “best”, “top”, “great”) in the ad title. Pair with details about Price/Pricing, Electronics or a Call to Action to increase ad quality.
Top ad title and description combinations across devices
Gifts
Superlative Superlative Superlative Online Collection
Price/Pricing Call to Action Electronics Online Online
DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL
Flowers
Parameter
Insertion
Superlative Brand % Off Occasion
Selection Free Selection Selection Call to Action
DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL
Candy
Price/Pricing Parameter
Insertion
Dynamic
Keyword
Insertion
Parameter
Insertion
Parameter
Insertion
Delivery/Shipping Delivery/Shipping Parameter
Insertion
Call to Action Chocolate/Candy
DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL
Cards
Call to Action Dynamic Keyword
Insertion
Occasion Deals/Discount Valentine
Deals/Discount Delivery/Shipping Collection Valentine Cards
DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL
CardsThe top performing Cards ad copy combination uses Call to Action (eg. “send”, “now”, “make someone”) in the ad title and Deals/Discounts (eg. “save”, “discounts”) in the description as a way to target potential customers about to take action on their card-sending plans.
CandyAlign your Candy ad copy to what your audience is searching for by using Parameter Insertion and Dynamic Keyword Insertion in the ad title or description. Include information about Delivery/Shipping (eg. “free shipping”, “__ day shipping”) to further boost ad interest.
FlowersFlower selection is important to shoppers in search of flowers. Make sure that your ad description mentions the great Selection (eg. “selection”, “choose”)
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M
M
M
M
M
GiftsSuperlative terms (eg. “best”, “top”, “great”) work well for Gift ads across all devices. However, ad descriptions containing Price/Pricing wording (eg. “prices”, “low prices”, “$”) perform better with PC/Tablet, while a Call to Action (eg. “shop”, “order now”, “get”) had greater success with Smartphones searchers.
PC/Tablet Smartphone
GiftsSuperlative Superlative
Price/Pricing Call to Action
DisplayURL DisplayURL
FlowersParameter Insertion Superlative
Selection Free
DisplayURL DisplayURL
CandyPrice/Pricing Parameter Insertion
Delivery/Shipping Delivery/Shipping
DisplayURL DisplayURL
CardsOccasion Cards
Brand Delivery/Shipping
DisplayURL DisplayURL
FlowersTarget PC/Tablet searchers by using a Parameter Insertion in the ad title and highlight your Selection (eg. “selection”, “choose”) in the ad description. Smartphone users are more likely to click on ads with a combination of Superlative wording (“great”, “fast”) and Free (“free”, “flowers free”, “roses free”).
CardsPC/Tablet ad copy for Cards benefit from highlighting the Occasion (eg. “valentine”, “valentine day”) in the ad title, paired with the Brand. The best performing ad combination for Smartphones includes type of Cards (eg. “photo postcards”, “ecards”, “valentine ecards”) in the ad title and information about Delivery/Shipping in the ad description.
CandyDelivery/Shipping (eg. “free shipping”, “__ day shipping”) is key for Candy searchers across devices, so add these details to your ad descriptions. Details on Price/Pricing promotions (“discount”, “great prices”, “$__ orders”), in the ad title grabs the attention of PC/Tablet users , while Parameter Insertion works well for Smartphone searches.
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M
M
M
M
M
Collection
Call To Action
Style
Flowers
Gifts
Online
DKI
Valentine
Occasion
Electronics
Gifts: top ad copy combinations
Ad Quality Advertiser #
Electronics(eg. popular gifts such as “phone”, “iphone”, “ipod”) was a top performer when featured in Sitelink Extension ads and is a relatively untapped opportunity.
Occasion(eg. “occasions”, “anniversary”, “wedding”) and Valentine (eg. “valentine day”, “valentine gift”) also perform well, but are underutilized by advertisers.
How to read this:1. Ad quality is high2. There aren’t very many advertisers showing on these terms.Read – great opportunity!
Number of Advertisers
Opportunities:
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Why Bing Ads
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Learn how to import your campaigns
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Getting started
@bingads
linkedIn.com/company/bing-ads
facebook.com/bingads
instagram.com/bingads
slideshare.net/bingads
youtube.com/bingads
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