Bing Ads Webinar: Holiday Zen and the Art of Planning

transcript

#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma

and the art of planningHoliday zenInsights for digital marketers

Bing Ads Webinar September 2015

Shelby GagnonInsights & Product Marketing Manager Bing Ads, Microsoft@shelbygagnon

Richard ParkBing Ads Shopping Campaigns ExpertBing Ads, Microsoft@rparkdatafeed

MJ DePalmaTraining Engagement Marketing ManagerBing Ads, Microsoft@mjdepalma

Today’s Webinar Host Today’s Webinar Speaker Today’s Webinar Speaker

AgendaHoliday zen and the art of planning

Holiday insights• Mobile• Timing• Unified shopping experience

Bing shopping campaigns

#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed , @mjdepalma

Holiday remains the #1 retail sales season

Source: 1eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015. 2National

Retail Federation, Retail Holiday Sales Increase 4 Percent, January 2015

The average shopper spent $804 on holiday items – including $597 on gifts.

$616Billion

The early bird gets the giftWhen people begin shopping for the holiday season:

Source: National Retail Federation Monthly Consumer Survey, October 2014#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma

Before Sep-tember

September October November First 2 weeks of

December

Last 2 weeks of

December

90% of top online sales days were in December

Holiday 2014:Top 10 search days on Bing2

Day Event

1 Monday Cyber Monday – December 12 Friday Black Friday – November 283 Tuesday December 24 Thursday Thanksgiving - November 275 Wednesday November 266 Monday November 247 Monday December 158 Tuesday November 259 Tuesday December 1610 Monday Green Monday – December 8

Top 10 online spending days1

Day Event1 Monday Cyber Monday – December 12 Tuesday December 23 Monday Green Monday – December 84 Friday Black Friday – November 285 Friday December 126 Tuesday December 97 Thursday December 118 Wednesday December 39 Wednesday December 1010 Tuesday December 16

Source: 1Top 10 Desktop Spending Days in 2014 Holiday Season, comScore, Inc.

2Microsoft internal data, PC+Tablet, November - December 2014

Day Event

#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma Source: National Retail Federation, Monthly Consumer Survey, November 2014

The average shopper

bought 4 gift cards,

totaling $173.

Gift cards were the #1 gift

people wanted toreceive for the holiday season.

Department store 38%

Restaurant34%

Coffee shop21%

Gift cards: The gift that keeps on giving80% of holiday shoppers plan to buy at least one gift card.

Include “gift cards” in ad copyCapitalize on last minute

shopping post shipping deadlines

#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma Source: National Retail Federation, Monthly Consumer Survey, November 2014

The average shopper

bought 4 gift cards,

totaling $173.

Gift cards were the #1 gift

people wanted toreceive for the holiday season.

Department store 38%

Restaurant34%

Coffee shop21%

TOP THREE GIFT CARDS PEOPLE PLAN TO BUY

Gift cards: The gift that keeps on giving80% of holiday shoppers plan to buy at least one gift card.

Include “gift cards” in ad copyCapitalize on last minute

shopping post shipping deadlines

Topping the Christmas lists of littlesMove over Barbie - after 10 years with Barbie as the #1 toy gift, Disney’s Frozen merchandise became the top holiday gift people planned to buy in 2014.Top 10 toys of 2014Boys Girls1. LEGO 1. Disney Frozen2. Cars & Trucks 2. Barbie3. Teenage Mutant Ninja Turtles

3. Dolls (generic)

4. Video Games 4. Monster High Dolls5. Hot Wheels 5. American Girl6. Xbox One 6. LEGO7. PlayStation 4 7. Tablet/Apple iPad8. Transformers 8. My Little Pony9. Remote Controlled Vehicles 9. Disney Doc McStuffins10. Marvel Action Figures(T)/ Tablet/Apple iPad(T)

10. Apparel

Source: National Retail Federation, Barbie Dethroned in NRF’s Top Toys Survey as Disney’s Frozen Takes the Crown, November 2014#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma

Cyber Monday is the queen of sales dollars, Thanksgiving is the king of sales growth

Source: IBM ExperienceOne, U.S. Retail Black Friday Report 2014

U.S. retail daily sales 2014

Cyber Monday makes history!Cyber Monday exceeded $2 Billion in sales in 2014 for the first time – the greatest online sales day in U.S. history.

#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed

Thanksgiving goes mobile and makes historyFor the first time, mobile traffic surpassed desktop traffic in 2014.

Source: 1eMarketer, RKG Merkle, 2014 2IBM ExperienceOne, U.S. Retail Black Friday Report 2014

U.S. retail traffic and sales

Mobile jingles all the wayVisits, orders, and revenue from mobile all grew significantly.

Visits Orders Revenue

Smartphone Growth During The Holiday Season

51% 58%43%

Source: Branding Brand. 2014 Mobile Holiday Trends Mobile Commerce Index, February 2015

Smartphone owners search and shop

83% of smartphone users engage in shopping activities on their phone immediately before, during, or after visiting a store.

Before entering While shopping At the checkout After exiting

62% 53% 25% 19%

Source: eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015F

Before entering While shopping At the checkout After exiting

Translate mobile search into mobile action

of smartphone searchers used a

store locator or location extensions

to help them findand visit a local store.3

of mobile users have called a business directly from the search results page.1

CTR lift for ad campaigns withCall Extensions.

CTR lift for ad campaigns with

Location Extensions

Source: 1Invoca infographic. Crossing the PPC Chasm: From Forms to Phone Calls, January 2015.

2Search Engine Land, Study: 61 Percent Of Mobile Callers Ready To Convert, September 24, 2013. 3Nielsen. The Digital

Consumer Report, 2014

Mobile visitors spend half the time on a website as those coming from a PC.Customers report that an “easy checkout” is the top factor that would cause them to spend more holiday shopping dollars on mobile.

Bing Ads holiday checklist // Mobile Be consistent

across devices. Offers on desktop, smartphone, and tablet should be identical and easy to find.2

Source: eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015

Optimize your mobile site for an easy customer shopping experience. Mobile-optimized sites can increase smartphone conversion rates by up to 160%3 - check out our tips for mobile site design.

Create an easy checkout. Customers report that an “easy checkout” is the top factor that would cause them to spend more holiday shopping dollars on mobile.

Use Extensions. Reach mobile holiday shoppers on the go with extensions.

• Help them call you. Call Extensions show your business phone number in your ad.

• Help them find/visit you. Location extensions show the address of your business location closest to the customer, including a local phone number. And, if the customer is viewing your ad on a smartphone, they can click that number to give you a call.

• Help them see the right location. Location Targeting will help you show your ads to people in, searching for, or viewing pages about your targeted location.

Makin’ a list, checking it twice

#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma Time zone: Pacific Standard TimeSource: Microsoft Internal Data, 2014

Black Friday weekend searches powered by Bing

1am 2am 3am 4am 5am 6am 7am 8am 9am 10am

1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm

PC/Tablet

Black Friday Cyber Monday Thanksgiving

Time zone: Pacific Standard TimeSource: Microsoft Internal Data, 2014

PACIFIC STANDARD TIME

PC/Tablet

Green Monday December 8

MobilePC/Tablet

Christmas Eve searches powered by Bing

PC/Tablet

Mobile

Unified shopping experienceFrom smartphone to desktopTo online to in-storeTo overnight shipping to in-store pick up.

Smartphone + desktop + tablet

Online + in store

Flexibility in fulfillment

Cross-device Cross-channel Cross-channelfulfillment

Unified shopping experience

#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma #BingAdsHoliday

Showrooming and webrooming to the perfect gift

Many holiday shoppers “webroom” – or check out products online before visiting the brick-and-mortar store to purchase.

Savvy holiday shoppers showroom – or visit a brick-and-mortar store to check out its “showroom” of products before buying online, often for a lower price.

39% of

shoppers webroome

49% of shoppers showroome

Last minute shoppers buy in the nick of timeWhen people planned to buy their last holiday gift:

After Thursday December 25th

Wednesday December 24th

Monday December 22nd

Saturday December 20th

Thursday December 18th

Source: National Retail Federation Monthly Consumer Survey, December 2014

#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma #BingAdsHoliday

Sales growth the weekend of December 20-21, thanks to:

In-store pick upLater shipping cut off dates

Extended free shipping

The weekend before Christmas sales showed greatest growth this year.

‘Twas the weekend before Christmas

Bing Ads holiday checklist for digital marketers // create a unified shopping experienceThink like a shopper – optimize the omnichannel experience and consider In-store pickup offerings. Ship-from-store programs. Inventory visibility and

connectedness across channels.

Source: Forrester. The State of Retailing Online 2015: Key Metrics, Initiatives, and Mobile Benchmarks, February 2015.

Update website information regularly for: Shipping dates, times, and last

shipping date before Christmas. Product gift pages that highlight the

shipping dates and deadlines. Product gift pages to reflect

availabilityto ship in time for Christmas delivery.

Product gift pages to reflect inventory available for local pick up once last shipping dates have passed.

Makin’ a list, checking it twice

#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma #BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed

Why advertise on Bing Ads?

Access searchers not reached on Google Visit BingAds.com/audience for more on our audience

Automotive

Business & Finance

Education

Telecom

Travel

Retail

Source: Audience data represents Bing Web and Yahoo US

Web Search from comScore qSearch (custom), US, March 2015.

Industry categories based on comScore classifications.

Bing Ads is more cost effective than Google AdWords

Automotive Education Financial Health Home & Garden

Legal Shopping & Classified

Telecommunications

Travel

Yahoo Bing Network

Google AdWords

Source: AdGooroo, Google Adwords vs. Yahoo Bing Network – Average Cost per Click by Industry,

Q1 2014

Bing Shopping Campaigns

Why Bing Shopping Campaigns

Increase in Product Ads IMPRESSIONS

Past 6 months

Increase in Product Ads CLICKS

Past 6 months

57% 65%

Internal Microsoft Data – June 2014 –July 2015#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed

Product Ads: Before Black Friday and Cyber Monday Increase in Product Ads Click volume

Internal Microsoft Data: Nov – Dec 2014

Nov 7 - 20

Apparel & Accessories Toys

Consumer Electronics Jewelry

Product Ads: On Black Friday and Cyber Monday Increase in Product Ads Click volume

Internal Microsoft Data: Nov – Dec 2014

Nov 21 - Dec 4

25%17%

Apparel & Accessories Toys

Consumer Electronics Jewelry

Product Ads: Thanksgiving Day 2014 / Hourly Click Trend

Hour 1

Hour 2

Hour 3

Hour 4

Hour 5

Hour 6

Hour 7

Hour 8

Hour 9

Hour 10

Hour 11

Hour 12

Hour 13

Hour 14

Hour 15

Hour 16

Hour 17

Hour 18

Hour 19

Hour 20

Hour 21

Hour 22

Hour 23

Hour 24

8-9pm9-10pm10-11pm11-12am

12-1am1-2am

2-3am3-4am4-5am5-6am6-7am7-8am

8-9am9-10am

10-11am11-12pm12-1pm1-2pm

2-3pm3-4pm4-5pm5-6pm6-7pm7-8pm

Click Trends of Bing Product Ads

Top Performing Hours ESTHour 17 12-1pmHour 18 1-2pmHour 16 11-12pmHour 19 2-3pmHour 20 3-4pm

Internal Microsoft Data: Nov 2014

Key TakeawaysThese are the top 5 hours where advertisers will see the most volume during Thanksgiving day.

Product Ads: Black Friday Day 2014 / Hourly Click Trend

Hour 1

Hour 2

Hour 3

Hour 4

Hour 5

Hour 6

Hour 7

Hour 8

Hour 9

Hour 10

Hour 11

Hour 12

Hour 13

Hour 14

Hour 15

Hour 16

Hour 17

Hour 18

Hour 19

Hour 20

Hour 21

Hour 22

Hour 23

Hour 24

8-9pm9-10pm10-11pm11-12am12-1am

1-2am2-3am3-4am4-5am5-6am6-7am7-8am

9-10am

10-11am

11-12pm12-1pm1-2pm 2-3pm3-4pm4-5pm5-6pm6-7pm7-8pm

Key TakeawaysThese are the top 5 hours where advertisers will see the most volume during Black Friday.

Product Ads: Cyber Monday 2014 / Hourly Click Trend

Key TakeawaysThese are the top 5 hours where advertisers will see the most volume during Cyber Monday.

Hour 1

Hour 2

Hour 3

Hour 4

Hour 5

Hour 6

Hour 7

Hour 8

Hour 9

Hour 10

Hour 11

Hour 12

Hour 13

Hour 14

Hour 15

Hour 16

Hour 17

Hour 18

Hour 19

Hour 20

Hour 21

Hour 22

Hour 23

Hour 24

8-9pm9-10pm10-11pm11-12am

12-1am1-2am

2-3am3-4am4-5am5-6am6-7am7-8am8-9am

9-10am

10-11am11-12pm

12-1pm1-2pm 2-3pm3-4pm4-5pm5-6pm

6-7pm7-8pm

Holiday Strategy and Optimization: Product Title

TITLE OPTIMIZATION:Include all relevant information possible in your title. 1 – 255 character limit.

Add relevant search terms that will trigger your product queries

Include Brand and Product Type to the title, if applicable add the gender, size, and color.

Holiday Strategy and Optimization: Custom Labels

CUSTOM LABELS:Use Custom Labels for Bing Shopping Campaigns (0-4)

Group and label items by the season, bid labels, sale/exclusive items, ROAS, and other labels you deem valuable for your holiday strategy.

Holiday Strategy and Optimization: Sale Price Attribute

SALES PRICE VS REGULAR PRICE:

If sale prices are available, add the “sale_price” attribute to the feed along with the “sale_price_effective_date” attribute.

This will show the regular price crossed out and show the sale price – emphasizing the promotion.

Holiday Strategy and Optimization: Priority Setting

PRIORITY SETTINGS:Think strategic about which items you want to show first for the Holidays. For all your exclusive/sale items for Black Friday or Cyber Monday set your priority settings to High with a higher bid so they supersede your other Shopping Campaigns.

Holiday Strategy and Optimization: Reporting

Holiday Strategy and Optimization: Product Groups

Break out as granular as possible – Item ID level targeting.

Exclude certain categories, product types, and brands if necessary.

Use Custom Labels attribute for product level grouping for seasonality and sales.

Bing Ads holiday checklist for digital marketers // create a unified shopping experience

Update your feed as often as possible – updates to availability and prices are paramount for the holidays.

Source: Forrester. The State of Retailing Online 2015: Key Metrics, Initiatives, and Mobile Benchmarks, February 2015.#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma

Make sure your titles are as robust as possible with the most relevant terms to your retail product queries.

Incorporate Custom Labels attribute to group products for the Holidays – whether it’s based on sales or bidding strategy.

Make sure your bids and priority settings are set appropriately for your holiday strategy.

Utilize the dimensions tab and report for the line item detail reports for optimization.

Holiday Shopping Campaign Action Checklist

Get Started on Shopping Campaignshelp.bingads.microsoft.com

Holiday and Shopping Insights Key action takeaways:

1. Think mobile – enable call extensions and location extensions for shoppers on the go.

2. Timing – create a plan for top shopping days to capitalize on pockets of opportunity

3. Provide a unified shopping experience for your customers and offer consistent deals across channels

4. Get started on Shopping Campaigns ASAP if you haven’t already (Google AdWords Import and synch)

5. Invest your time on the front end of your Shopping Campaign data feed and get granular

#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma

All features are global except *U.S. only or otherwise noted. Dates are subject to change.

Customer-Level InvoicingQ3 2015

Keyword Planner*Q3 2015

Upgraded URLsQ3 2015

Image ExtensionsQ3 2015

Remarketing in Paid SearchQ3/Q4 2015

Product Ads in UK, FR, DE, AUQ3 2015

Coming soon on Bing Ads

Next webinarSeptember 15, 2015 at 11:00am PST

http://aka.ms/bingadsremarketingwebinar