Make the virtual tills ring this Christmas with Bing Ads UK

Make the virtual tills ring!

2015With UK Retail Insights from Bing Ads

List of Contents

What’s the Industry saying?

Bing Ads Trends

Ad Copy Analysis

1

2

3

UK Retail Snapshot. .2015 eMarketer estimations

Average annual spend per shopper:

UK£1,174

Europe£820

Total UK retail sales are online

14%

YoY+9.6

%

Million UK digital

buyers

40.2+2%

YoY

Source: eMarketer 2015 Estimates Retail Report

In 2014, digital sales in the UK grew stronger than in-store sales:

+16% -2%Digital Sales In-store

In 2014, according to Capgemini the week of Black Friday accounted for 17% of total Christmas Sales in the UK1

Source: 1. Capgemini Jan 20152. IMRG & Experian Marketing cited in eMarketer 2014

Black Friday is bigger than Cyber Monday…

£810mSpent online on Black Friday in 20142

181mRetail sites were visited2

56%Of online orders were collected in shop vs. home delivered1

£720mSpent online on Cyber Monday in 20142

161mRetail sites were visited2

Black Friday

Cyber Monday

45%Of online sales on Black Friday & Cyber Monday were Mcommerce1

78% of Europeans still prefer receiving delivery information via email; 27% are also open to text message notifications1

42% of consumers in Europe prefer to search online and buy online vs offline as a method of purchase1

Over 70% of consumers in Europe would prefer to shop on foreign websites because products are not available in their region or they offer lower prices1

According to UPS, nearly half of European consumers prefer to search online and buy online, with free delivery as their top check-out ask1

Top factors in Europe that influence consumer online check out: 1

Free Shipping

Variety of payment options other than credit cardEstimate delivery date

Avoid entering information details before knowing shipping & delivery date

Source: 1. UPS Pulse of the Online Shopper 2015

*Sample study of 6,238 consumers across Europe

1

2

3

4

Retail Reach. .More than 70% of retail internet users also use Microsoft sites

Microsoft’s reach of retail internet users by market

Source 1: comScore Segment Metrix August 2015. Retail – All

UK FR DE

21%

71% 72%

33%

73%

20%

Percentage of retail internet users also using Microsoft sites

Percentage of retail internet users on Microsoft sites that are also using Bing.

23%

73%NLNL

What are we seeing on Bing Ads?Search patterns in 2014-2015

Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec

+11%

Clothing & Accessories

+19%

All Up Retail +3%

Beauty & Personal Care

+21%

+7%Toys & Hobbies

Consumer Electronics +35

%+5%

+9% +24%

Flowers & Greetings

+14%+11%

2015 Forecast

Search volume data indexed to average monthly volume in 2015 on UK Bing & Yahoo sites, all devices. *Forecast Estimates based on prior year seasonality

2015

+41%

Home & Garden

+13%

+18%

+9% +20%

+33%

+18%

+14% +31%

+16% +40%

+33%

+6% +37%

+22%

+14% +18%

+9% +10% +17%

+6%

+15%

Annual search query peaks for Retail sub-verticals on Bing Ads in the UK

0%

100%

200%

300%

400%

500%

600%

700%

Mobile PC Tablet Overall

Retail search activity ramps up in early October

Search volume growth with retail intent on Bing Ads:

. .

Retail Search volume indexed to the average daily volume of Sept 2014, all devices, Bing and Yahoo sites 2014

17% 200%

184%

Increase on the first week of

OctoberUplift during the week of Black Friday & Cyber

Monday(biggest peak during the

period)

on Boxing Day making it the

second highest peak day for retail

queries

45%Increase

during Nov-Dec

Cyber Monday

Black Friday

Boxing Day

Search volume growth indexed to the average daily volume of Sept 2014

Top 10 Retail search days..Nov Dec

Nov 2014M Tu W Th F Sa Su

1 23 4 5 6 7 8 911 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30

Dec 2014M Tu W Th F Sa Su1 2 3 4 5 6 78 9 10 11 12 13 1415 16 17 18 19 20 2122 23 24 25 26 27 2829 30 31

- All Devices -

Nov Dec DecDec

Tablets are big on weekends with 60% of the top search days taking place on a Saturday or a Sunday

PC Tablet

1. 28-Nov2. 27-Nov3. 1-Dec4. 30-Nov5. 26-Dec6. 29-Nov7. 26-Nov8. 2-Dec9. 8-Dec10.25-Nov


1 23 4 5 6 7 8 911 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30

Dec 2014M Tu W Th F Sa Su1 2 3 4 5 6 78 9 10 11 12 13 1415 16 17 18 19 20 2122 23 24 25 26 27 2829 30 31


1 23 4 5 6 7 8 911 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30

Dec 2014M Tu W Th F Sa Su1 2 3 4 5 6 78 9 10 11 12 13 1415 16 17 18 19 20 2122 23 24 25 26 27 2829 30 31

MobileNov 2014M Tu W Th F Sa Su

1 23 4 5 6 7 8 911 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30

Dec 2014M Tu W Th F Sa Su1 2 3 4 5 6 78 9 10 11 12 13 1415 16 17 18 19 20 2122 23 24 25 26 27 2829 30 31

Tip

Top 10 days by retail search volume during the Christmas Period on Bing Ads, split by device

Top retail search volume days indexed to the average daily volume of Sept 2014, all devices. Bing & Yahoo UK sites, Nov-Dec 2014

8 out of 10 top retail activity days took place on the last week of November and first week of

December

This Christmas, make sure to secure enough budget early on to take advantage of the volume peaks in November

Device share of retail queries, Bing and Yahoo sites, UK Sept-Dec 2014

Key Retail sub-categories on Bing Ads..Clothing & Accessories dominates both search and click share.Consumer Electronics and Home & Garden are the other two sizeable categories.

ClicksSearches


ConsumerElectronics

Home & Garden

20% 26%

9% 7%

8% 11%

Bing & Yahoo UK data, based on top retail search volume, Oct-Dec 2014

Which Retail categories have the highest mobile share?. .Mobile devices account for nearly 50% of search volume during the all up Christmas period in the UK.70% of Jewellery searches are performed on a smartphone. Toys & Hobbies leads in tablet.

Device share of retail search volume, Bing and Yahoo sites, UK Oct-Dec 2014

Jewellery Consumer Electronics

Beauty & Personal

Care

Books Home & Garden

Apparel & Accessories

Sports & Fitness

Toys & Hobbies

Deals & Coupons

Gifts, Flowers & Greetings

19%39% 39% 40% 43% 43% 50% 50% 52% 53%9%

13% 14% 16% 17% 17%17% 19% 14% 16%72%

48% 46% 43% 40% 39% 33% 31% 33% 31%

PC Tablet Mobile

We get more mobile nearer the Christmas periodLast year, mobile retail search query share rose dramatically on Bing Ads

Retail mobile volume share Sept-Dec 2014

People are the most mobile on Christmas Day

Tablet

Mobile

PC

Retail search volume share split by device, during 23rd - 27th Dec 2014

..

23% 30% 33%

39%Sept Oct Nov Dec

Device share of retail search volume, Bing and Yahoo sites, UK Sept-Dec 2014

23-Dec 24-Dec 25-Dec 26-Dec 27-Dec

49% 46% 35% 37% 38%

15% 17%17% 19% 19%

36% 37% 48% 44% 43%

Brits start early on Boxing DayHourly search volume for retail queries on Bing & Yahoo sites, 24th-26th Dec 2014, split by device

On Christmas Day, online activity peaks around 4pm after Christmas Dinner, with mobile queries up 5 times the average week in September. As early as 8am, Brits want to get their hands on the best Boxing Day deals, as mobile retail search queries peak to nearly 4 times the average in the morning.

PC

Tablet

Mobile

PC

Tablet

Mobile

PC

Tablet

Mobile

1.1X

1.3X

4.5X

9am 1pm

1.7X10am 3pm

5pm 9pm

8am 12pm

5X6pm 10pm

5X4pm 10pm

2X7pm 10pm

3X4pm 9pm

2X6pm 9pm

2X9am 11am

1.4X7pm 10pm

24th

Dec

25th

Dec

26th

Dec

. .

Search volume on Bing & Yahoo Sites during 24th-26th Dec, indexed to the average week volume of Sept 2014

18-2413-17 25-34 35-49 50-65 65+

4%12%

19%

30%27%

9%

Top demographics by retail intent search queries Oct-Dec 2014

More than 50% of retail search queries on our network are coming from 35-64 years old

On Bing Ads, Generation X are retail ready..

Searches from those aged +50 tend to be more altruistic

Clothing &

Accessories


Jewellery

Deals & Coupons

Toys & Hobbies

Sports & Fitness

13 – 24

25 – 34

Deals & Coupons

Sports & Fitness

Consumer Electronics

35 – 49

Home & Garden

Books

Flowers & Greetings

50 – 64

Books

Flowers & Greetings

Home & Garden

65+years old

years old

years old

years old

years old

Age:

Top sub-categories split by demographics, retail search volume on Bing & Yahoo sites, Oct-Dec 2014

Microsoft Confidential

What happened during Black Friday & Cyber Monday?

Search patterns in 2014


Black Friday & Cyber Monday. .Search volume queries with retail intent vs. the average September 2014 daily volume

Day before Black Friday

Black Friday Cyber Monday

All Up Retail 3X 2X 1.5X

Mobile Retail 5X 2X3X

Shoppers prepare themselves early

Black Friday is Mobile Day54% of retail-intent queries are made on a mobile device, with 41% of those queries coming from a smartphone.

41%

13%

46%

Black Friday

PC

Mobile

Tablet

33%

16%

51%

Christmas Period

PC

Mobile

Tablet

Sept-Dec 2014 28th Nov 2014Cyber Monday

1st Dec 2014

37%

14%49%

Tablet

Mobile


4 101 7 13 16 19 22 1 4 7 10 13 16 19 22 1 4 7 10 13 16 19 22 1 4 7 10 13 16 19 22 1 4 7 10 13 16 19 22 1 4 7 10 13 16 19 22 1 4 7 10 13 16 19 22Date 26-Nov 27-Nov 28-Nov 29-Nov 30-Nov 1-Dec 2-Dec

Black Friday

Hourly View of Black Friday & Cyber Monday1

. .

1Search volume of retail intent queries relative to the average hourly volume of Sept 20142Average paused campaigns analysis on Bing and Yahoo Sites during 26th Nov – 1st Dec as indexed to Sept

2014

Tip

Cyber Monday

9X 10X

8X

5X

3X4X 5X

7X

3X4X

• Eve of Black Friday: 9X• 7am on Black Friday: 10X

• Eve of Black Friday: 5X• 7-8pm on Black Friday: 5X• 7-8pm on Cyber Monday:

4X

• 7-11am on Black Friday: 4X• 8-11am on Cyber Monday:

3X

Early birds on Black Friday & late owls on Cyber Monday

Hot Hours

Last year we saw an average increase of 31% in automated paused campaigns during the week of Black Friday & Cyber Monday. Manage your budget caps carefully the last week of November and ensure that you don’t exhaust your budget before the end of the day when many conversions take place.2


Sports & FitnessToys & Hobbies

Gifts, Flowers & GreetingsDeals & Coupons

Clothing & AccessoriesHome & Garden

Beauty & Personal CareConsumer Electronics

BooksJewellery

All Up Categories

34%

35%

36%

36%

37%

51%

52%

55%

60%

83%

40%

15%

17%

15%

13%

15%

13%

10%

10%

11%

5%

13%

50%

48%

50%

52%

48%

36%

37%

35%

29%

12%

46%

Mobile Tablet PC

Which retail categories are the most mobile on Black Friday?. .On Black Friday, Jewellery sees the largest mobile share with over 80% of search queries coming from a smartphone. This is followed closely by Books and Consumer Electronics with over half of their search queries on Black Friday coming from a mobile device.

Device share of retail queries on Black Friday, Bing and Yahoo sites, UK 28th Nov 2014


How does this differ to Cyber Monday?

Jewellery

Books


6%

10%

3%

Toys & Hobbies

Sports & Fitness


No Change

1%Deals & Coupons

Sports & Fitness

Gifts, Flowers& Greetings

1%

2%No

Change

Change from Black Friday



. .

4%

Device share change of retail queries on Cyber Monday, Bing and Yahoo sites, UK 1st Dec 2014

The retail categories with the highest mobile activity on Black Friday saw a drop in volume. However, Cyber Monday sees an increase in desktop activity with a 4% share increase for

Sports & Fitness.

Retail KPIs on Bing AdsAugust 2015

. .100%

126%

172%

£0.17

£0.19

£0.13

Average Retail CPCs UK Retail CTRs vs. desktop (indexed)

Average Retail CPC by device, on Yahoo & Bing sites in the UK

Average CTR for top queries in retail, indexed to desktop, on Yahoo and Bing sites, in the UK

Microsoft ConfidentialGo

ogle

Spen

d

Spen

d

€0.32£0.29

UK Eurozone

Bing Go

ogle

Bing

Marin Software EMEA Global Advertising Benchmark, UK & Eurozone data Q2 2015All devices, partner network excluded.

€0.16

-49%

£0.33-12%

More efficient retails clicks in the UK & Eurozone

Comparison of average mainline CTR for Retail, UK Bing & Yahoo sites, PC & Tablet (Q2-2015)

The More the MerrierFor Retail, combining ad extensions on PC + Tablet results

in an increased average CTR

47%38%

33%24%23%

19%16%

9%7%7%

CTRCall Metered Extensions

Text Ads

Location Extensions

Site Links

Location Extensions + Sitelinks

Call Extensions + Sitelinks

Location Extensions + Call Metered Extensions + Sitelinks

Enhanced Sitelinks

Location Extensions + Call Metered Extensions + Enhanced Sitelinks

Enhanced Sitelinks + Location Extensions

with Bing Shopping Campaigns Unwrapping ChristmasWith Bing Shopping

Campaigns!

+45%greater average CTR than text

ads1

*now piloting

Be more promin

ent on the search results page

Product images

& details displayed in

your ad

1Ignition One Digital Marketing Report, Q4 2013

How do I get set up?

1

Bing Shopping Campaigns *Piloting

2 3 4Create Bing Shopping

campaigns or import Google campaigns

Create Bing Merchant Center

StoreUpload your product

catalogClaim domain in Bing Webmaster

Tool

Make it an ‘Appy’ Christmas!With Bing Ads on iOS and Android

Manage your campaigns, ad groups, ads & keywords on the go this season.Access your accounts and campaigns to see performance data: View performance Edit bids & budgets Pause & enable

campaigns, ad groups, ads & keywords

Rules for achieving a Merry Christmas

Automated Rules

1.Start and stop a campaign for a special event

2.Avoid costs on poor performing keywords or ads

3.Keep your ads on the first page

Get out and enjoy the merriment by automating your top campaign operations:

Make your ad sparkle

With 2014 Retail Ad Copy Learnings

Brand & Endorsements CTA Delivery Incentives

Token Ad Quality Token Ad Quality Token Ad Quality™ º collect � same day delivery �official � shop � home delivery �Brand Term � get � next day delivery �recommended º buy � free p&p º® º view � free delivery �as seen on tv � compare º free returns ºnumber 1 � call º free shipping �© � find � enquire � see º check º

How to read an ad copy heat map

� Strong impact, rarely usedº Strong impact, sometimes used

� Strong impact, but used often� Fair impact, rarely usedº Fair impact, sometimes used� Fair impact, but used often� Limited impact, but rarely usedº Limited impact, but sometimes

used� Limited impact, but used often

Individual Tokens

Ad quality explanations

Top Tip: The greener and fuller the circle, the more likely your ad will stand out

How well tokens impact your ad

quality

How many other

advertisers are actively using

the token

We’ve looked at two dimensions in Bing Ads:1 2

. .

Which ad copy tokens help your ad stand out?Ad Copy Analysis

Clothing & AccessoriesCTA Pricing Deliver

yView ½ price Same DayCollect Deal Christm

asdeliveryReduction

s


Beauty & Personal CareCTA Pricing Deliver

yBargain Same DayCollectReductions

Home


Consumer ElectronicsCTA Pricing Deliver

yView Unbeatable

48hr Collect Price

Comparison

24hr


Home & GardenCTA Pricing Deliver

yView ½ price HomeCollect Half price

Home & Garden

Sport & FitnessCTA Pricing Deliver

yView Unbeatable

Next dayCollect ½ price Click &

Collect

Sport & Fitness

Toys & HobbiesCTA Pricing Deliver

yEnquire From £ Free P&PUnbeatable

Christmasdelivery

Toys & Hobbies

Check

Drive higher ad quality in your ad copy with these top tokensAd copy for Electronics, Toys and Fitness should demonstrate value in pricing, whereas reduced deals are the most eye-

catching for beauty, Clothing and home & garden..

. .

Brand & Endorsements CTA Delivery Incentives Dynamic &

Special SymbolPricing & Value

PerceptionToken Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality

official � view � same day delivery º {param2} � 1/2 price � Brand Term � collect � christmas delivery º & � deal º ® � find º free returns � ! � Brand Term º number one � check º free p&p � ? º reductions º number 1 � shop � free delivery � + � half price º recommended º get � next day shipping � {param1} � value º as seen on tv º compare � 48h shipping � {keyword} º free � © � buy � click and collect º sale � ™ � enquire � next day delivery � offer � see º 24h delivery � affordable � call º home delivery º % off � free shipping � low prices º Savings º unbeatable º cheap � save � extra � off � bargain � % discount � From £ � just £ � price

comparison � discount � guarantee �

Clothing & AccessoriesAd Copy Analysis

Consumer ElectronicsAd Copy Analysis


Dynamic & Special Symbol

Pricing & Value Perception

Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Qualityrecommended � view � 48h delivery � {param2} � unbeatable �official � collect � 24h delivery � & � price

comparison �Brand Term � check º home delivery º ! � low prices ºnumber one � buy � click and collect º {keyword} º value ºas seen on tv � shop º christmas delivery º + � free �© � compare º same day delivery º {param1} � affordable �® � get � next day delivery � ? º offer �™ º find � free returns � guarantee �number 1 º enquire � free delivery � off � see º next day shipping � % off � call � free shipping � savings º free p&p � extra º cheap � sale � save � discount � 1/2 price � just £ � reductions � half price � deal º Brand Term º bargain º

Home & GardenAd Copy Analysis




Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Qualitynumber one � view � home delivery º ! º 1/2 price �official � collect � next day delivery � + � half price ºBrand Term � check º free p&p � & � unbeatable º™ º shop � free delivery � {param2} � Brand Term ºnumber 1 º see º christmas delivery � {keyword} � low prices ºrecommended � find º same day delivery º {param1} � extra º® � get � free returns º ? º value ºas seen on tv � buy � click and collect � sale �© � enquire � 24h delivery � off � compare º free shipping � free � call � % discount � bargain º cheap � discount � guarantee � offer � save � savings � just £ � price

comparison � reductions � % off � from £ � deal º affordable �

Make the most out of Bing Ads this holiday season:

Throughout the holiday months, optimise for all devices.

Test different ad copy combinations to find the best performing ads for your brand and product.

Make your ad more visually appealing by joining Bing Shopping Campaigns pilot.

Ensure you have budget early on to take advantage of November traffic peaks.

Search queries on Boxing Day nearly double. Prepare budgets accordingly for the Christmas week.

Appendix+ Ad Copy Analysis for all categories

Beauty & Personal CareAd Copy Analysis




™ º collect � same day delivery � + º bargain �official � shop � home delivery � & � reductions �Brand Term � get � next day delivery � {keyword} º unbeatable ºrecommended º buy � free p&p º ! � deal º® º view � free delivery � {param2} � guarantee �as seen on tv � compare º free returns º ? � cheap �number 1 � call º free shipping � discount �© � find � free � enquire � off � see º low prices º check º value º extra º savings º offer � sale � save � % off � price

comparison � Brand Term � 1/2 price � half price º affordable �

BooksAd Copy Analysis




recommended � collect � click and collect º {keyword} º unbeatable �official � compare º free shipping � + � 1/2 price �Brand Term � check º free delivery � & � deal ºnumber one � buy � home delivery � {param1} � low prices º® � enquire � free p&p º ! � free �© � shop � next day delivery � {param2} � save �™ � get � christmas delivery � ? º cheap �as seen on tv � find � free returns º discount �number 1 º view � off � see º Brand Term � call º % off � extra º half price º guarantee º sale � affordable �

price comparison �

reductions � value º bargain º offer � savings �

Deals & CouponsAd Copy Analysis

Brand & Endorsements CTA Delivery

IncentivesDynamic &

Special Symbol

Pricing & Value

PerceptionProducts

Token Ad Quality Token Ad

Quality Token Ad Quality Token Ad

Quality Token Ad Quality Token Ad

Qualityrecommended � shop º click and

collect � ! º from £ � roses �official � get � home delivery º & � % off � jackets �Brand Term � find � free returns º {keywor

d} º half price � lingerie �

number one � buy � next day delivery � + � value º surface �

© � collect � christmas delivery º {param2

} � savings � chocolate �™ � see º free shipping � ? � save � sportswear �number 1 � compar

e º free delivery � offer � laptops �as seen on tv º call � next day

shipping � off � baskets º® º view � 24h delivery � discount � toys º enquire � free p&p � 1/2 price � latest � check º bargain º mobile � Brand

Term º gift � guarantee º phone � low prices º phones � cheap � games � affordable � furniture � free � fashion � %

discount � gifts �

price comparison

� exclusive �

Gifts, Flowers & GreetingsAd Copy Analysis




Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Qualitynumber 1 º collect � home delivery � + � 1/2 price �official � see º free shipping � & � % off �Brand Term � shop � free delivery � {keyword} º savings ºas seen on tv � buy � christmas delivery � ! º extra ºrecommended º view � free returns º {param2} � value º™ � check º next day delivery � ? � off �® � get � same day delivery º sale �number one � find � free p&p º free �© � enquire � guarantee � compare º reductions � call º deal º low prices º affordable � save � cheap � offer � bargain � from £ � price

comparison � unbeatable � Brand Term º half price º discount �

Sports & FitnessAd Copy Analysis




Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Qualityofficial � view � next day shipping � ? º unbeatable �Brand Term � collect � click and collect � + � 1/2 price �® � check º free delivery � & � bargain ºnumber one � shop � home delivery º {param2} � free �© � compare º next day delivery � ! � savings �recommended º get � free shipping � {param1} � save �™ � find � free p&p � {keyword} º sale �number 1 � buy � same day delivery � offer �as seen on tv � enquire � free returns º off � see º % off � call º extra º guarantee º low prices º discount � cheap � affordable �

price comparison �

reductions � half price � value º deal º Brand Term º

Toys & HobbiesAd Copy Analysis




Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Qualityrecommended � enquire � free p&p º {keyword} º from £ �official � shop � christmas delivery º & � unbeatable �Brand Term � find � free delivery � ! � Brand Term �number one � buy � free returns � {param2} � savings º© � compare º next day delivery � ? º low prices ºnumber 1 º check º same day delivery � {param1} � sale �® º call º free shipping � + � affordable �as seen on tv � get � discount �™ � view � off � collect � 1/2 price � see º half price � extra º free � offer � cheap � save � % off � price

comparison � reductions � value º deal º bargain º guarantee �

Market Summary Overview

Retail Snapshot. .2015 eMarketer estimations

Average Annual Spend per Shopper:

UK£1,174

Europe£82

0

Source: eMarketer 2015 Estimates Retail Report

In 2014, digital sales grew stronger than in-store sales:

+16%

-2%

Digital Sales

In-store

Million digital buyers

40.2+2%

YoY

29.9+4%

YoY

47.1+3%

YoY

UK FR DE

Billions in total B2C

online digital sales

$99.4+15%

YoY

% of the total retail sales are

online

14% 5% 7%

$42.6+11%

YoY

$61.8+12%

YoY +23%

-1.8%

+17%

-1.7%

UK FR DE

France£847

Germany£1,02

3

..

Nov Dec DecDec

The Germans leave it a little later - with 8 out of 10 top Retail days taking

place in December

UK DENov 2014M Tu W Th F Sa Su

1 23 4 5 6 7 8 911 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30

Dec 2014M Tu W Th F Sa Su1 2 3 4 5 6 78 9 10 11 12 13 1415 16 17 18 19 20 2122 23 24 25 26 27 2829 30 31


1 23 4 5 6 7 8 911 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30

Dec 2014M Tu W Th F Sa Su1 2 3 4 5 6 78 9 10 11 12 13 1415 16 17 18 19 20 2122 23 24 25 26 27 2829 30 31

FRNov 2014M Tu W Th F Sa Su

1 23 4 5 6 7 8 911 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30

Dec 2014M Tu W Th F Sa Su1 2 3 4 5 6 78 9 10 11 12 13 1415 16 17 18 19 20 2122 23 24 25 26 27 2829 30 31

The last week of November and first week of December saw 80% of the

top retail activity days

We seen an even divide of top retail days across November and

December in France

UK shoppers prepare early for Christmas whilst the Germans start looking in December.

Top 10 Retail search days

Top 10 days by retail search volume during the Christmas Period on Bing Ads, in UK, France and Germany.

Top retail search volume days indexed to the average daily volume of Sept 2014, all devices. Bing & Yahoo UK, FR & DE sites, Nov-Dec 2014

In all markets, Christmas Day highlights the peak in mobile

We are mobile over the holiday season

..

UK FR DE48% 32% 25%

Retail smartphone search volume share, 25th Dec 2014

UK leads with more than 50% of search volume coming from mobile devices Retail search volume share split by device, Nov -

Dec 2014

UK FR DE

48%72% 77%

36%21% 16%16% 8% 7%

PC Mobile Tablet

Which retail categories have the highest mobile share?..Retail search volume share by device & sub categories, Nov - Dec 2014

UK France & Germany

Mobile devices account for 55% of search volume during Christmas in the UK, and 25% in France & Germany

Jewellery



Books


Home & Garden

Sports & Fitness

Deals & Coupons

Toys & Hobbies


All up

70%

45%

45%

39%

38%

37%

32%

32%

30%

29%

40%

10%

14%

14%

17%

17%

18%

17%

15%

18%

16%

15%

20%

40%

41%

44%

44%

45%

51%

54%

51%

55%

45%

Mobile Tablet PC

Jewellery

Sports & Fitness





Home & Garden

Books

Toys & Hobbies

Deals & Coupons

Alll up

24%

23%

21%

19%

18%

17%

16%

13%

13%

11%

17%

12%

8%

8%

8%

6%

7%

8%

6%

6%

8%

8%

64%

69%

70%

73%

76%

76%

76%

81%

81%

81%

75%

Mobile Tablet

Average top demographics by retail intent search queries, Nov-Dec 2014 across UK, France & Germany

18-2413-17 25-34 35-49 50-65 65+

4%12%

20%

31%25%

7%

More than 50% of retail search queries are coming from those aged 35-64 across UK, Germany and France

Generation X are retail ready..

UK FR DE

58% 59% 46%

42% 41% 54%

Female Male

Women search for retail queries more than men on

Bing Ads

..

Nearly 60% of the retail search volume on our network are by women in the UK & France. Men take the lead for retail queries in Germany

Top demographics by retail intent search volume Nov-Dec 2014

Age:

Make the virtual tills ring this Christmas with Bing Ads UK

Marketing

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