- Apparel
- Beauty & Personal Care
- Computers & Consumer Electronics
- Dining & Nightlife
- Food & Groceries
- Hobbies & Leisure
- Home & Garden
- Internet & Telecoms
- Occasions & Gifts
- Sports & Fitness
Verticals
- 2017 : November 17 to November 27
- 2016 : November 18 to November 28 (for year-over-year calculations)
Timeframe
Key Takeaways
A Worldwide Event
Black Friday is surely becoming a
worldwide event, with an
increased amount of retail
searches and clicks compared to
last year across all EMEA
countries.
Specific Search & Click Behaviors
Searches peaked a few days
before Black Friday with people
researching products they wanted
ahead of the promotions, while
clicks heavily surged on d-day.
Dining & Nightlife Attractivity
The vertical is showing strong
year-over year growth on the
period alongside with an
increased cost-efficiency.
The Bing Network
experienced strong a
growth.
While it was already big in
the UK, international
performance indicates the
event is becoming a
global phenomenon.
Click % growth on the Bing Network YoY
46%
5%
20%31%
UK Worldwide Germany FranceSource: Microsoft internal data, Bing Network, UK November 18 – 28, 2016 and November 17 – 27, 2017
Searches spiked prior to peak click days as users began their
research and participated in early deals
Searches and clicks share (% share of grand total) by day
Nov 17 Nov 18 Nov 19 Nov 20 Nov 21 Nov 22 Nov 23
Nov 24
Nov 25 Nov 26
Nov 27
Source: Microsoft internal data, Bing Network, UK, November 17 – 27, 2017
BLACK FRIDAY CYBER MONDAY
SRPV
Clicks
Nov 17
BLACK FRIDAY CYBER MONDAY
Mobile searches increased during the weekends as shoppers
were on the go
Nov 18 Nov 19 Nov 20 Nov 21 Nov 22 Nov 23 Nov 24 Nov 25 Nov 27Nov 26
Source: Microsoft internal data, Bing Network, UK, November 17 – 27, 2017
Daily searches shares according to deviceMobile
PC / Tablets
0%
2%
4%
6%
8%
12:00
AM
1:00
AM
2:00
AM
3:00
AM
4:00
AM
5:00
AM
6:00
AM
7:00
AM
8:00
AM
9:00
AM
10:00
AM
11:00
AM
12:00
PM
1:00
PM
2:00
PM
3:00
PM
4:00
PM
5:00
PM
6:00
PM
7:00
PM
8:00
PM
9:00
PM
10:00
PM
11:00
PM
Source: Microsoft internal data, Bing Network, UK, November 24, 2017
On Black Friday, mobile clicks peaked late in the day, starting
when people got off work
Hourly click repartition (% share of total per device) during Black FridayMobile
PC / Tablets
65%
32%
8%
Dining & Nightl i fe Internet & Telecom Beauty & Personal Care
Verticals with the highest click % growth YoY
Source: Microsoft internal data, Bing Network, UK, November 18 – 28, 2016 and November 17 – 27, 2017
Bing searchers showed growing interest in Dining &
Nightlife and Internet & Telecoms
76%
27%
13%
-7%
-22%
6%
Dining & Nightl i fe Internet & Telecom Occasions & Gif ts
While click-through rates (CTR) saw strong YoY growth,
costs per click (CPC) maintained efficiency for key verticals
Source: Microsoft internal data, Bing Network, UK, November 18 – 28, 2016 and November 17 – 27, 2017
CTR
CPCCTR and CPC year-over-year % variation
Year over year, shoppers
searched more often for :
Source: Microsoft internal data, Bing Network, UK, L2 verticals, November 18 – 28, 2016 and November 17 – 27, 2017
+17%pets & animals
+43%home heating & cooling
+27%flower arrangements
Demographics of searchers
Gender Age group
Source: Microsoft internal data, Bing Network, UK, November 17 – 27, 2017
Hobbies &
Leisure
Queries related to pets, like
“kittens for sale”, or “fish tanks”
toped the searches.
Video games were also of interest
for our searchers especially on the
PS4 and Nintendo Switch.
Beauty &
Personal Care
Shoppers searched mostly for
beauty bars.
Perfume and make-up were the
next most popular beauty and
personal care queries.
1
Apparel
Boots and watches were the most
popular non-brand queries.
In the jewelry category,
engagement rings were also
searched a lot.
Consumer
electronics
People were mostly interested 4k
TVs, smart TVs and the newly
released high-end smartphones.
Source: Microsoft internal data, Bing Network, UK, November 17 – 27, 2017.
Most popular terms searched during the period (1)
Home & Garden
Shoppers sought sofas, coffee
machines and tables (coffee table,
dining table) the most.
Dining & Nightlife
Food delivery queries were the most
popular for this vertical, with many
companies offering special deals and
coupons for Black Friday.
Sports & Fitness
Searchers looked for products to help
them stay fit with a neat preference for
bikes of various types (mountain bike,
road bike) and treadmills.
Source: Microsoft internal data, Bing Network, UK, November 17 – 27, 2017.
Most popular terms searched during the period (2)
Home page
visitors
Past
purchasers
Holiday deal
page visitors
Cart
abandoners
Specific product or
category pages
Highlight holiday gift
ideas and offer
discounts on first orders
Showcase the top
trending products this
holiday season
Feature product
comparison pages or
reviews
Promote limited-time
offers or free shipping
Feature “best of the
season” deals to capture
previous purchasers
Remarket to past site visitors with upcoming holiday dealsBing retail remarketing ads see a 55% increase in conversion rate
Source : Microsoft internal data, Bing Network, UK, Remarketing vs. Non-Remarketing , September 2017
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Home & Garden was the most competitive
category during the period
Source: Microsoft internal data, Bing Network, UK, November 17 – 27, 2017
CPC by vertical
Dining & Nightlife had the highest CTR
during the period
CTR by vertical
Source: Microsoft internal data, Bing Network, UK, November 17 – 27, 2017
Verticals by searches
Internet & Telecom had the most searches among all
verticals during the period on the Bing Network
Source: Microsoft internal data, Bing Network, UK Verticals with more than 10M SRPV, November 17 – 27, 2017