#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
and the art of planningHoliday zenInsights for digital marketers
Bing Ads Webinar September 2015
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
AgendaHoliday zen and the art of planning
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
Holiday insights• Mobile• Timing• Unified shopping experience
Bing shopping campaigns
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
AgendaHoliday zen and the art of planning
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed , @mjdepalma
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
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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
12%7%
21%
41%
16%
3%
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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
#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
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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
#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
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
AgendaHoliday zen and the art of planning
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed
Holiday insights• Mobile• Timing• Unified shopping experience
Bing shopping campaigns
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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
70%
up to
25%
76%
15%
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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.
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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.
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed
Makin’ a list, checking it twice
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
AgendaHoliday zen and the art of planning
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed
Holiday insights• Mobile• Timing• Unified shopping experience
Bing shopping campaigns
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma Time zone: Pacific Standard TimeSource: Microsoft Internal Data, 2014
Black Friday weekend searches powered by Bing
12am
1am 2am 3am 4am 5am 6am 7am 8am 9am 10am
11am
12pm
1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm
11pm
PC/Tablet
Black Friday Cyber Monday Thanksgiving
Time zone: Pacific Standard TimeSource: Microsoft Internal Data, 2014
PACIFIC STANDARD TIME
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma Time zone: Pacific Standard TimeSource: Microsoft Internal Data, 2014
Black Friday weekend searches powered by Bing
12am
1am 2am 3am 4am 5am 6am 7am 8am 9am 10am
11am
12pm
1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm
11pm
PC/Tablet
Black Friday Cyber Monday Thanksgiving
Time zone: Pacific Standard TimeSource: Microsoft Internal Data, 2014
PACIFIC STANDARD TIME
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma Time zone: Pacific Standard TimeSource: Microsoft Internal Data, 2014
Black Friday weekend searches powered by Bing
12am
1am 2am 3am 4am 5am 6am 7am 8am 9am 10am
11am
12pm
1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm
11pm
PC/Tablet
Black Friday Cyber Monday Thanksgiving
Time zone: Pacific Standard TimeSource: Microsoft Internal Data, 2014
PACIFIC STANDARD TIME
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma Time zone: Pacific Standard TimeSource: Microsoft Internal Data, 2014
Green Monday December 8
Time zone: Pacific Standard TimeSource: Microsoft Internal Data, 2014
MobilePC/Tablet
PACIFIC STANDARD TIME
PACIFIC STANDARD TIME
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma Time zone: Pacific Standard TimeSource: Microsoft Internal Data, 2014
Christmas Eve searches powered by Bing
Time zone: Pacific Standard TimeSource: Microsoft Internal Data, 2014
12am
1am
2am
3am
4am
5am
6am
7am
8am
9am
10am
11am
12pm
1pm
2pm
3pm
4pm
5pm
6pm
7pm
8pm
9pm
10pm
11pm
PC/Tablet
12am
1am
2am
3am
4am
5am
6am
7am
8am
9am
10am
11am
12pm
1pm
2pm
3pm
4pm
5pm
6pm
7pm
8pm
9pm
10pm
11pm
Mobile
PACIFIC STANDARD TIME
PACIFIC STANDARD TIME
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
AgendaHoliday zen and the art of planning
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed
Holiday insights• Mobile• Timing• Unified shopping experience
Bing shopping campaigns
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
Unified shopping experienceFrom smartphone to desktopTo online to in-storeTo overnight shipping to in-store pick up.
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
Smartphone + desktop + tablet
Online + in store
Flexibility in fulfillment
Cross-device Cross-channel Cross-channelfulfillment
Unified shopping experience
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma #BingAdsHoliday
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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.
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed
39% of
shoppers webroome
d
49% of shoppers showroome
d
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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
4%1%
9%10%
8%10%
14%8%
3%33%
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
36%
The weekend before Christmas sales showed greatest growth this year.
‘Twas the weekend before Christmas
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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.
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed
Makin’ a list, checking it twice
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma #BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed
Why advertise on Bing Ads?
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
Access searchers not reached on Google Visit BingAds.com/audience for more on our audience
Automotive
Business & Finance
Education
Telecom
Travel
Retail
16M
21M
24M
12M
25M
51M
Source: Audience data represents Bing Web and Yahoo US
Web Search from comScore qSearch (custom), US, March 2015.
Industry categories based on comScore classifications.
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
Bing Ads is more cost effective than Google AdWords
Automotive Education Financial Health Home & Garden
Legal Shopping & Classified
Telecommunications
Travel
$1.5
7 $
0.93
$4.3
0
$2.6
9
$2.6
1
$1.6
5
$2.1
6
$1.6
0
$1.3
0
$0.
50
$5.8
2
$1.7
6 $0
.77
$0.
39
$1.3
5 $0.
73
$0
.91
$0.
55
Yahoo Bing Network
Google AdWords
Source: AdGooroo, Google Adwords vs. Yahoo Bing Network – Average Cost per Click by Industry,
Q1 2014
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
AgendaHoliday zen and the art of planning
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed
Holiday insights• Mobile• Timing• Unified shopping experience
Bing shopping campaigns
Bing Shopping Campaigns
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
Product Ads: Before Black Friday and Cyber Monday Increase in Product Ads Click volume
Internal Microsoft Data: Nov – Dec 2014
Nov 7 - 20
15%
125%
2%12%
Apparel & Accessories Toys
Consumer Electronics Jewelry
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
Product Ads: On Black Friday and Cyber Monday Increase in Product Ads Click volume
Internal Microsoft Data: Nov – Dec 2014
Nov 21 - Dec 4
24%
59%
25%17%
Apparel & Accessories Toys
Consumer Electronics Jewelry
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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.
Internal Microsoft Data: Nov 2014
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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
8-9am
9-10am
10-11am
11-12pm12-1pm1-2pm 2-3pm3-4pm4-5pm5-6pm6-7pm7-8pm
Click Trends of Bing Product Ads
Top Performing Hours ESTHour 17 12-1pmHour 18 1-2pmHour 19 2-3pmHour 20 3-4pmHour 16 11-12pm
Internal Microsoft Data: Nov 2014
Key TakeawaysThese are the top 5 hours where advertisers will see the most volume during Black Friday.
Internal Microsoft Data: Nov 2014
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
Product Ads: Cyber Monday 2014 / Hourly Click Trend
Top Performing Hours ESTHour 19 2-3pmHour 20 3-4pmHour 21 4-5pmHour 18 1-2pmHour 17 12-1pm
Internal Microsoft Data: Nov 2014
Key TakeawaysThese are the top 5 hours where advertisers will see the most volume during Cyber Monday.
Internal Microsoft Data: Nov 2014
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
Click Trends of Bing Product Ads
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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.
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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.
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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.
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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.
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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.
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
Get Started on Shopping Campaignshelp.bingads.microsoft.com
#BingAdsHoliday | @bingads, @shelbygagnon, @rparkdatafeed, @mjdepalma
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