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Sweet Valentine's Day Insights for Digital Marketers

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Valentine’s Day Insights for digital marketers
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Valentine’s DayInsights for

digital marketers

A day worth $17 Billion of candy, flowers, and love

Total Valentine’s Day spending

decreased 7% from the $18.6

Billion spent in 2013.

$17.3

Billion

Source: National Retail Federation Monthly Consumer Survey, January 2014

Valentine’s Day is a last minute shopping holiday

3% 3%6%

14%

25%

51%

0%

10%

20%

30%

40%

50%

60%

6 weeks 5 weeks 4 weeks 3 weeks 2 weeks 1 week

Half of Transactions Occur Within

1 Week of Valentine's Day90% of gifts are purchased within 3 weeks of Valentine’s Day

51%of gifts are purchased within 1 week of Valentine’s Day

Source: Experian Marketing, Getting Ready for Valentine’s Day email promotions, November 2012

More than “Singles Awareness Day”

85% of couples and 45% of single people plan to spend on Valentine’s Day.

Source: Ebiquity-American Express 2014

Nearly 60% of people plan to give gifts to family members.

Valentine’s Day gifts are not just for couples

9%

12%

19%

20%

22%

59%

91%

Other

Co-workers

Pets

Children's classmates/teachers

Friends

Family members: Children, parents, etc

Significant other/Spouse

Valentine's Day Gift Recipients

Source: National Retail Federation Monthly Consumer Survey, January 2014

The price tag of love is $134

The average consumer spent this amount in 2014,

a 2% increase from last year.

Source: National Retail Federation, Monthly Consumer Survey, January 2014

Candy, cards, and flowers oh my

14%

16%

19%

37%

37%

49%

51%

Gift card/gift certificate

Clothing

Jewelry

An evening out

Flowers

Candy

Greeting Cards

Valentine's gifts shoppers plan to purchase

Half of shoppers plan to purchase a card and candy.

Source: National Retail Federation, Monthly Consumer Survey, January 2014

Source: National Retail Federation, 2014 Valentine’s Day Spending Survey

49%Give candy as a gift.

$1 Billion is spent on candy

75%Of candy sales are chocolate.

You can’t go wrong with chocolate

Caramel-filled is the most popular flavor of chocolates.

Prefer chocolate

69%

Prefer flowers

31%

Source: Food Manufacturing, February 2014

How do you celebrate Valentine’s Day?

Purchase a gift 60%

Go out to dinner 53%

Prepare a special meal at home 32%

Go out to the movies 24%

Rent a movie 16%

Visit a night club, drinks and/or

dancing11%

Weekend getaway 11%

Take in a show or concert 7%

Visit friends at their home 7%

American Express Spending & Saving Tracker: Valentine’s Day 2014

Half of engagements occur on Valentine’s Day

American Express Spending & Saving Tracker: Valentine’s Day 2014

6 Million people plan to

get engaged on February 14.

$2,311 amount

people consider appropriate to spend on a ring.

Source: National Retail Federation, Monthly Consumer Survey, January 2014

Consumers get their mobile shop

on for Valentine’s Day

Research products and compare prices

Look up retailer location, store hours, directions, etc.

Make a purchase

Redeem coupons

24% 32%

Mobile Tablet

15% 20%

13% 18%

12% 12%

1Microsoft partnered with Mercent to compare Product Ads to text ads on the Yahoo Bing Network [4 advertisers involved in the study], Q1 2014.2Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of

performance. Increase in clicks is dependent upon a seasonality and advertiser vehicle.

With the lines blurring between online and offline, Bing Ads can help you reach your shoppers effectively online and on the go.

Want to drive online shoppers

to your store front?

Ad Extensions, like Location

Extensions and Call Extensions, can

help your customers find you quickly –

putting your business address and

phone number right at their fingertips.

Drive in-store traffic with features like

store locator, click-to-directions and

click-to-call for mobile searchers.

Product Ads allow you to showcase

your product and attract more qualified

clicks by including images, promotional

text, pricing and your company name.

Shoppers have a good idea of what

they’re clicking on, putting them that

much closer to a purchase decision.

Up to 9%higher click-through rate with Location Extensions than with standard text ads2

Up to 29% Lower cost-per-click with Product Ads than with standard text ads1

Want to drive shoppers to your

website?

32M

Source: comScore qSearch (custom), US, June 2014; industry categories based on comScore classifications.

Total retail searchers

Total retail searches

of all retail paid clicks

62M

518M

29%

Retail

searchers

not reached

on Google

2M

Source: comScore qSearch (custom), US, June 2014; industry categories based on comScore classifications.

3M

5M

32%

Flowers/gifts/

greetings

searchers not

reached on

Google

Total flowers/gifts/greetings

searchers

Total flowers/gifts/greetings

searches

of all flowers/gifts/greetings

paid clicks

Source: comScore Plan Metrix, US, January 2014, custom measure created using comScore indices and duplication.

January was used to reflect the month prior to Valentine’s Day.

24%more likely to have spent $200

- $499 on flowers (online or

offline) in the last 6 months

14% more likely to have spent $500

or more on flowers (online or

offline) in the last 6 months

15%more likely to have spent

$100-$199 on greeting

cards (online or offline) in

the last 6 months

Source: comScore Plan Metrix, US, January 2014, custom measure created using comScore indices and duplication.

January was used to reflect the month prior to Valentine’s Day.

17%more likely to have

spent $200 - $499 on

gum or candy in the last

30 days

Source: comScore Plan Metrix, US, January 2014, custom measure created using comScore indices and duplication.

January was used to reflect the month prior to Valentine’s Day.

5%more likely to have used

paid service for gift

certificates in the last 6

months

Source: comScore Plan Metrix, US, January 2014, custom measure created using comScore indices and duplication.

January was used to reflect the month prior to Valentine’s Day.

6%more likely to have

searched for information

on gift foods online in

the last 6 months

Source: comScore Plan Metrix, US, January 2014, custom measure created using comScore indices and duplication.

January was used to reflect the month prior to Valentine’s Day.

Source: eMarketer, 2014

Yahoo Bing

Network

search trends

Source: Microsoft internal data December 2013 – February 2014

Valentine’s Day searches heat up in February

Valentine’s Day related searches on the Yahoo Bing Network

Flowers and Flower Shops

searches peak 4-5 days

before Valentine’s Day

Source: Microsoft internal data December 2013 – February 2014

Valentine’s Day Cards

searches steadily

increase into February,

then double each day

in the final 2 days.

PC/Tablet

Source: Microsoft internal data December 2013 – February 2014

Valentine’s Day related searches on the Yahoo Bing Network

Mobile

PC/Tablet

Source: Microsoft internal data December 2013 – February 2014

From searches to clicks, the heat rises the week before

Source: Microsoft internal data December 2013 – February 2014

Click-through rates peak across

search categories within the

week before Valentine’s Day

PC/Tablet

Top 10 searches for Valentine's Day categories

.Source: Yahoo BinNote: Top 10 doesn’t include brand names or the term “valentine’s day”

Source: Microsoft internal data December 2013 – February 2014

PC/Tablet

People search for “chocolate

covered strawberries” the day

before making or buying them,

since they’re perishable.

Searches for “same day flowers”

shot up 615% (over the prior two

weeks’ average) on Valentine’s

Day

. Source: Yahoo Bing Network PC & Tablet query trends, 2/1/13 to 2/14/13

And chocolates and chocolate covered strawberries aren’t far behind.

* With the exception of brand names or the term “valentine’s day” Source: Microsoft internal data December 2013 – February 2014

Cost-per-click is most competitive for flower searches

PC/Tablet

$-

$1.00

$2.00

$3.00

$4.00

$5.00

$6.00

2/1 2/2 2/3 2/4 2/5 2/6 2/7 2/8 2/9 2/10 2/11 2/12 2/13 2/14

chocolate chocolate covered strawberries florist

florists flowers online romantic getaways

rose same day flowers valentine card

Words that

work:

Top ad copy

combinations

Here’s how to read an ad copy heatmapA

d T

itle

Great Bad No DataGoodAd Description

% O

ff

Cal

l To A

ctio

n

Car

ds

Cheap

/A

fford

able

Confe

ctio

neries

Deliv

ery

/Ship

pin

g

Dis

count/

Sale

[Dyn

amic

Keyw

ord

In

sert

ion]

Edib

le Ite

ms

Flow

ers

Gift

s

Occ

asio

ns

Offic

ial Site

Onlin

e

[Par

amete

r In

sert

ion]

Price

/Prici

ng

Qual

ity

Sty

le/T

ype

Superlat

ive

Val

entine

Var

iety

/Sele

ctio

n

% Off

Brand Name

Call To Action

Cards

Cheap/Affordable

Confectioneries

Delivery/Shipping

Discount/Sale

[Dynamic Keyword

Insertion]

Edible Items

Flowers

Gifts

Official Site

Online

[Parameter

Insertion]

Price/Pricing

Quality

Style/Type

Superlative

Valentine

Our study results show that a retail ad with official site in the title and a delivery/shipping in the description has high Ad Quality.

Words that work - Valentine’s Day A

d T

itle

Great Poor Insufficient dataGood

Ad Description

% O

ff

Cal

l To A

ctio

n

Car

ds

Cheap

/A

fford

able

Confe

ctio

neries

Deliv

ery

/Ship

pin

g

Dis

count/

Sale

[Dyn

amic

Keyw

ord

In

sert

ion]

Edib

le Ite

ms

Flow

ers

Gift

s

Occ

asio

ns

Offic

ial Site

Onlin

e

[Par

amete

r In

sert

ion]

Price

/Prici

ng

Qual

ity

Sty

le/T

ype

Superlat

ive

Val

entine

Var

iety

/Sele

ctio

n

% Off

Brand Name

Call To Action

Cards

Cheap/Affordable

Confectioneries

Delivery/Shipping

Discount/Sale

[Dynamic Keyword

Insertion]

Edible Items

Flowers

Gifts

Official Site

Online

[Parameter

Insertion]

Price/Pricing

Quality

Style/Type

Superlative

Valentine

Source: Microsoft internal data January – February 2014

Words that work

Top ad copy combos for Valentine’s Day

Top Ad Title and Description Combinations

Cards

Cheap/Affordable Style/Type Cheap/Affordable Superlative Delivery/Shipping

% Off Cheap/Affordable Style/Type Cards Style/Type

DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL

Flowers

Online Superlative Garden Garden Variety/Selection

Gifts Param Insertion Products DKI Coupons

DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL

Gifts

Official Site Online Online Valentine Online

Delivery/Shipping Delivery/Shipping Price/Pricing Online Call To Action

DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL

Jewelry

Online Rings Diamonds Deals/Promotions Deals/Promotions

Brand Name % Off % Off Rings Diamonds

DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL

Restaurant

Menu Restaurants Steak Houses Garden Restaurants Garden Restaurants

Menu Quality Reservation Menu Food

DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL

Source: Microsoft internal data, January – February 2014

Why advertise

on Bing Ads?

Automotive

Business & Finance

Education

Telecom

Travel

Retail

11M

21M

14M

8M

17M

32M

Source: Audience data represents Bing Web and Yahoo US Web Search from comScore qSearch (custom), US, June 2014. Industry categories based on comScore classifications.

Access searchers not reached on Google

Automotive Education Financial Health Home & Garden

Legal Shopping & Classified

Telecommunications

Travel

$1.

57 $

0.9

3

$4

.30

$2

.69

$2

.61

$1.

65

$2

.16

$1.

60

$1.

30

$0

.50

$5

.82

$1.

76 $

0.7

7

$0

.39

$1.

35 $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

Bing Ads is more cost effective than Google AdWords

Drive even better performance with Ad Extensions

Sitelink Extensions

Improve click-

through rate (CTR)

and conversions

by providing

direct access to

site content and

purchase pages.

13%

lift in click-through-rates

Location Extensions

Drive more in-

store conversions

with store

locator, click-to-

call, merchant

ratings, and click-

to-direction.

20%

lift in click-through-rates

Call Extensions

Connect

customers

quickly to your

business with

click-to-call.

10%

Source: Microsoft internal data

You told us: We delivered:

“Save me time,

make it easier”

“Support me to

be more

effective”

“Provide me with

more insights to

make better

decisions”

Keyword Management: Now manage one

million keywords in one view. Auto tagging

Better Interface: Bing Ads is now easier to

navigate with a newly redesigned experience.

Targeting Precision: Geo plus radius

targeting in 1-mile increments now makes

local ads more accurate.

Scheduling Precision: 15 min scheduling

delivers the right ad at the right time.

Bing Ads Editor: Now faster, improved

management, plus new targeting settings.

Bid Predictions: Bid Landscape predicts

impressions and clicks based on estimates.

Campaign Optimization: Delivery statuses

now provide clear insights around ad

performance.

Campaign Performance: Top Mover report

automatically locates key drivers contributing

to account performance variations.

You spoke,

we listened.

We heard feedback from our customers,

advertisers and partners and are

delivering new features to make

advertising on the Yahoo Bing Network

easier and more effective.

Already advertising onGoogle AdWords?

yLearn how to import your campaigns

It’s quick and easy to import

your Google AdWords

campaigns directly into Bing

Ads with just a few clicks.


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