Valentine's Day - A Sweet Time for Sales and Search Marketing

Valentine’s Day A sweet time for

sales and search

marketing

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 Day 90%

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, Nov 2012

Candy, flowers and jewelry, oh my

Most popular Valentine’s Day gifts purchased:

51% - Candy

36% - Flowers

36% - Evening out

19% - Jewelry

13% - Gift cards

Source: National Retail Federation BIGinsight, Consumer Intentions & Actions Survey, Jan 2012

Discount and department stores see the most traffic


Where people plan to shop:

37% - Discount stores

34% - Department stores

19% - Online retailers

20% - Specialty stores

18% - Floral shop

11% - Jewelry stores

7% - Specialty clothing stores

Valentine’s Day average spend increased, while number of people spending decreased

Consumers planned to spend an average of $239 per person for Valentine’s Day purchases in 2013, an increase of 22% from last year’s $196 average.

However, fewer people planned to make a Valentine’s Day purchase in 2013. 69% planned to make a purchase, down from 76% in 2012.

Source: American Express Spending & Saving Tracker American Express Spending & Saving Tracker: Valentine’s Day 2013

$239 average spend per person

69% of people planned to buy gifts

Couples embrace technology to share Valentine’s Day greetings

More than half of consumers indicated they planned to take a more digital approach to

sending romantic messages (56%)

Consider creative ways to integrate technology into purchase intent. For example, a free ecard with purchase, sending a hint via Facebook to the gift recipient about their gift, etc.


• 29% say they’ll type a romantic text message

• 29% will post a sweet note on Facebook

• 23% will send a sweet (or spicy) email

• 20% will mail a heartfelt ecard

• 7% of consumers will send their love bird a Valentine via Twitter


Flowers & Gifts are a top 10 category in paid search spend

Flowers & Mail-Order Gifts garner sizable online ad spend, accounting for $80 billion spent.

Source: eMarketer, October 2013

.

Couples also invest in their relationships after Valentine’s Day

Outside of Valentine’s Day, the majority (79%) of couples invest in their relationship with: • 46% - the surprise of an unexpected gift • 37% - a scheduled date night • 29% - planning a romantic getaway


More than half of tablet owners use their device to purchase

Valentine’s Day gifts

Customers use smartphones differently than their PCs or tablets. Smartphone customers are often close to a point of purchase in search of deals, and doing price comparisons.

Site traffic that came from mobile devices during the week before Valentine’s Day:

24% of intimate apparel

22% of jewelry site traffic


Search engines are a significant source of website traffic

Source: Hitwise, October 2013

of all traffic to the Flowers & Gifts category was driven through search engines

42%

.

The Yahoo Bing Network contributed 13% of all traffic to the Flowers & Gifts category.

Source: Hitwise, October 2013

Source: comScore Plan Metrix, U.S., August 2013, custom measure created using comScore indices and duplication.

23%

more likely to spend $200 - $499 on flowers (online or offline) in the last 6 months

12% more likely to spend $500 or more on flowers (online or offline) in the last 6 months


10%

more likely to spend $500 or more on greeting cards (online or offline) in the last 6 months


8%

more likely to spend $100 - $199 on gum or candy in the last 30 days


13%

more likely to use paid service for gift certificates in the last 6 months

In love with data?

We’ve got ad copy tips to make your audience love-struck

Bla

ck Friday

Bra

nd

Cele

brity

Clo

thin

g

Cyb

er

Mo

nd

ay

{KeyW

ord

}

Do

main

Foo

d

Free

Free S

hip

pin

g

Furn

iture

Gift(s)

New

Num

ber

Officia

l Site

Pro

duct

Pro

mo

tion

Purch

ase

Quality

Reso

urce

Service

Style

/Kin

d

Valu

e

Venue

Web

Oth

er W

ord

s

Black Friday

Brand

Celebrity

Clothing

Cyber Monday

{KeyWord}

Domain

Food

Free

Free Shipping

Furniture

Gift(s)

New

Number

Official Site

Product

Promotion

Purchase

Quality

Resource

Service

Style/Kind

Value

Venue

Web

Other Words

Here’s how to read a heatmap A

d T

itle

Great Bad No Data Good Ad Description

Our study results show that a retail ad with a celebrity in the title and a product name in the description has high Ad Quality.

Flowers / Candy / Gifts A

d T

itle

% O

ff

Bra

nd

Call to

A

ction

Clo

thin

g

Cre

ate

{KeyW

ord

}

Fo

od

Fre

e

Fre

e

Sh

ipp

ing

Gift(s)

Ho

liday

No

w

On

line

Price

Pro

du

ct

Pro

fessio

n

Pro

mo

tion

Pu

rchase

Qu

ality

Serv

ice

Sty

le/K

ind

Valu

e

Web

Oth

er

Wo

rds

% Off

Brand

Call to Action

Clothing

Create

{KeyWord}

Food

Free

Free Shipping

Gift(s)

Holiday

Now

Online

Price

Product

Profession

Promotion

Purchase

Quality

Service

Style/Kind

Value

Web

Other Words

Great Poor Insufficient data Good Ad Description

Source: Microsoft internal data, October 2013

Top word combos for Flowers / Candy / Gifts

Insights for Flowers / Candy / Gifts

“Gift(s)” pairings yields significantly high clickability when used on tablet, but not other devices.

“Call to action” paired with “now” yields ad clickability above and beyond other PC pairings but is used less frequently.

PC

TITLE DESCRIPTION

Call to action Now

Promotion ‘Other words’

Service Gift(s)

{Keyword} Create

‘Other words’ Value


Top word combos for Flowers / Candy / Gifts

Mobile

TITLE DESCRIPTION

Product Food

Product Quality

Product Gift(s)

Style/kind Product

Gift(s) Product

Tablet

TITLE DESCRIPTION

Gift(s) Now

Gift(s) Product

Gift(s) Value

Gift(s) Brand

DKI Value


“Flowers” and “Flower delivery” were the top searched terms for flowers

Top 5 Flower queries, not including brand names:

flower flower delivery flowers

flowers online valentine day flowers

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

:

Cost-per-click trends for most searched Flower keywords

.

1 week before Valentine’s Day CPCs for “flowers” were highest a week before Valentine’s Day

Up to 1 day before “flower delivery” and “valentine day flowers” keyword CPCs increased until one day before the event

$-

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50

$4.00

flower flower delivery flowers

flowers online valentine day flowers

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

PC most popular for flower searches

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

In 2013 mobile phones and tablets accounted for 11% of all clicks on the most popular non-branded flower terms.

With the number of mobile clicks expected to increase in 2014, separating campaigns by device can help advertisers optimize for different success metrics.

89%

6%5%

PC

Tablet

Phone

89%

6%5%

PC

Tablet

Phone

PCs accounted for 89% of all clicks for flowers, while mobile devices combined were 11%

Some sweet ad formats for

your search campaigns on

Bing Ads

Location Extensions Sitelink Extensions Call Extensions Merchant Ratings

Source: 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.

Up to 8% higher CTR using Sitelink Extensions than with standard text ads

Source: comScore Core Search (custom), US, June 2013 / comScore qSearch (custom), US, June 2013.

New to search advertising?

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Want to reach millions of

customers looking for businesses

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http://www.slideshare.net/bingads/getting-started-with-bing-ads-express?from_search=1




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who can help you today

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Date post:	23-Aug-2014
Category:	Marketing
Upload:	bing-ads
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