Black Friday & Cyber Monday 2017 Recap - Germany Edition
Transcript of Black Friday & Cyber Monday 2017 Recap - Germany Edition
Germany Insights :
Black Friday & Cyber Monday 2017 Recap
- 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.
Internet & Telecoms Attractivity
The vertical is showing strong
year-over year growth on the
period alongside with an
increased cost-efficiency.
The Bing Network
experienced a strong
growth, especially in France
and Germany.
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 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, Germany, 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, Germany, November 17 – 27, 2017
Daily searches shares according to deviceMobile
PC / Tablets
0%
2%
4%
6%
8%
10%
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, Germany, 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
45%
35%
30%
Source: Microsoft internal data, Bing Network, Germany, November 18 – 28, 2016 and November 17 – 27, 2017
Bing searchers showed growing interest in the
Internet & Telecoms vertical
Sports & FitnessComputers & Consumer ElectronicsInternet & Telecoms
Sub-verticals with the highest click % growth YoY
While click-through rates (CTR) saw strong YoY growth,
costs per click (CPC) maintained efficiency for key verticals
Source: Microsoft internal data, Bing Network, Germany, November 18 – 28, 2016 and November 17 – 27, 2017
CTR
CPC CTR and CPC year-over-year % variation
Internet & Telecoms Occasions & Gifts
25%
44%
7%
0%
Year over year, shoppers
searched more often for :
Source: Microsoft internal data, Bing Network, Germany, L2 verticals, November 18 – 28, 2016 and November 17 – 27, 2017
+70%telephony
+85%camping & outdoor recreation
+50%footwear
Beauty & Personal Care
Shoppers searched mostly for spas and
thermal cures.
Perfumes were the next most popular beauty
and personal care queries.
1Apparel
Shoes and pullovers (especially for
women) were the most popular non-
brand queries.
Consumer electronics +
Internet & Telecoms
People were mostly interested in internet
browsers 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 mostly sought big white goods
brands but also coffee machines and
kitchens.
Sports & Fitness
Most top queries in the vertical
were related to football but people
also looked for big sports outlets.
Source: Microsoft internal data, Bing Network, UK, November 17 – 27, 2017.
Most popular terms searched during the period (2)
Hobbies & Leisure
Queries related to video games on
mobile toped the searches.
More traditional games such as Sudoku
and Mahjong were also popular.
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 conversion rate multiplied by 2.8.
Source : Microsoft internal data, Bing Network, Germany, Remarketing vs. Non-Remarketing , September 2017
© 2017 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other
product names are or may be registered trademarks and/or trademarks in the U.S.
and/or other countries. All trademarks are the property of their respective owners.
The information herein is for informational purposes only and represents the current
view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not
be interpreted as a commitment on the part of Microsoft, and Microsoft cannot
guarantee the accuracy of any information provided after the date
of this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–
REGARDING THE INFORMATION IN THIS PRESENTATION.
Dining & Nightlife was the most competitive
category during the period
Source: Microsoft internal data, Bing Network, Germany, November 17 – 27, 2017
CPC by vertical
Apparel had the highest CTR during the period
CTR by vertical
Source: Microsoft internal data, Bing Network, Germany, November 17 – 27, 2017
Internet & Telecoms had the most searches during the
period on the Bing Network
Verticals by searches
Source: Microsoft internal data, Bing Network, Germany, Verticals with more than 300k clicks, November 17 – 27, 2017
Computers & Consumers electronics had the most clicks
during the period on the Bing Network
Verticals by clicks
Source: Microsoft internal data, Bing Network, Germany, Verticals with more than 2M SRPV, November 17 – 27, 2017