Australia: Christmas Insights 2016
Transcript of Australia: Christmas Insights 2016
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Retail: Christmas Insights 2016AU Bing Network 2016
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Overview
1. What to expect from Christmas 20162. Audience search behaviour3. Retail category performance4. Tips to stand out from the crowd5. Checklist
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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
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50%
27%
13%
4%
4%
2%
How customers reach your website during the Festive Season
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
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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).
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Christmas search behaviour, 2015-2016
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+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.
OctoberGift inspiration
Grab attention when Christmas searches start
November Peak shopping
Capture sales and entice purchases
DecemberFinal stage
Seize last minute shoppers
JanuaryPrepare for
post-Christmas
sales
Black Friday Week
Christmas Week
Click Frenzy Week
New Year’s Week
Christmas searches start from mid to late October
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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
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0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
23/12/2016 Christmas Eve Christmas Day Boxing Day
0%
50%
100%
150%
200%
250%
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 ChristmasPC, tablet, mobile
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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
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
$- $0.05 $0.10 $0.15 $0.20 $0.25 $0.30 $0.35 $0.40 $0.45
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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
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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
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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.
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Retail category details
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Home & Garden
Apparel & Accesso
ries
Auctions &
Trades
Mass Merch
ants
Toys & Hobbies
Flowers/Candy/Gifts/
Greetings/Registe...
Consumer Electronics
Books
Beauty & Personal Care
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.
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Retail
Clothing and accessories
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-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%
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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+
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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 Week
Black Friday Week
$-
$0.05
$0.10
$0.15
$0.20
$0.25
$0.30
$0.35
$0.40
$0.45
15%
16%
17%
18%
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cocktail dressesboots
jewellerydresses
watchformal dresses
lingeriewedding dresses
suitsfamous 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
searchesNon-branded
clicks
Branded vs. non-brandedTop non-brand searches
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Retail - Tech
Consumer electronics
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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
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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+
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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 Week
Black Friday Week
$-
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
0%
2%
4%
6%
8%
10%
12%
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Non-brand behaviour in electronics
Source: Microsoft Internal data, retail vertical insights, search terms, AU Apr 2016 – Jun 16
80% 72%Non-branded
searchesNon-branded
clicks
Branded vs. non-brandedTop non-brand searches
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Retail
Flowers and gifts
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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 Week
Black 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%
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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+
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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 Week
Black Friday Week
$-
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
0%
2%
4%
6%
8%
10%
12%
14%
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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%
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Grab attention on the search page1.Product Ads2.Brand term bidding
Effectively compel actions3.Ad extensions4.Ad copy5.Remarketing in Paid Search
campaigns
Hints and tips to stand out
Product ads
Ad extensions
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• 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 experiencesIn 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 clicksRetail 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
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Stand outAttract attention with images of your products.
More real estateShow 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.
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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
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Empower your ads with ad extensions
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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
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+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
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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
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Drive conversions with ad copy and Remarketing in Paid Search
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Free delivery Loyalty points Quick and easy checkout
Easy return Coupons and discounts
71%
40% 40% 38% 36%
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
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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
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Pricing and value
perception drivers
Be specific with your product offeringsCreate urgencyTIP: “buy one, get one free”, “don’t miss out”, “further discount”
Descriptive adjectives
Tailor adjectives to productsUse superlativesTIP: “freshest”, “newest”, “indulgent”
Call to action (CTA)
Be time sensitive with your CTATIP: “order now”, “join today”
Delivery incentives
Express shipping is always favouredOrder/Click and collect is a new popular methodTIP: “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,
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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
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Sep-15 Oct-15 Nov-15 Dec-15 Jan-165%
7%
9%
11%
13%
15%
17%
1.3X
74%
Remarketing in Paid Search campaigns: another opportunity for conversions
1.5Xhigher CTR, and90% 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 campaigns
Date 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
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Be there ahead of time Set budgets to accommodate increases in
traffic. Upload Christmas campaigns early in
October. Double check to make sure all relevant
accounts and campaigns are active. Follow up on any rejected ads. Add new relevant and emerging keywords.Optimise keywords, ads and bids Opt into broad match to capture new
queries and add negatives as needed. Leverage the right combination of ad
extensions. Test ad copy variations. Set bids in anticipation of increased
competition on key days. Apply bid boosting to take advantage of key
audiences.
Manage your Product Ads with Bing Shopping Campaigns Refresh your product feed often to keep it fresh. Upload
a new feed at least every 30 days to avoid going dark. Use high quality images and do not include text within
your images. Make sure to implement sales price and sale price
effective date into your feed for pre- and post- Christmas sale items.
Apply larger bids to your best-selling items. Use reporting to monitor performance and correct
rejected items to ensure the entire feed is eligible to serve.
Leverage custom labels to group items based on various business objectives.
Enhance targeting capabilities by using the brand, condition, category, product type and custom labels fields.
Put as many relevant keywords in the product title and description as possible and continue to add exact negative keywords.
Use the priority settings during the Festive Season to focus on your Christmas campaign and sale items.
Leverage this checklist to maximise campaign success
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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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