EasterUK Bing Network 2016

Agenda: • What’s happening during Easter?• Devices: What are we seeing on Mobile? • KPIs: What are the expected CPCs &

CTRs?• Audience: Age and gender splits• Top keywords: by sub-categories• Negative keywords to consider• Top tips for advertisers

* UK Bing and Yahoo sites, all devices, 8 rolling weeks: 23 Feb – 13 Apr, 2015

When it comes to Easter, females lead the charge over last-minute male shoppers• Easter falls a week earlier in 2016 compared to last year; make sure you prepare for Sunday 27th March• Easter searches initially double three weeks before the big day, and bounce up 5x the week before• Queries made by females peaked 5x on the Thursday prior to Easter, while males peaked 7x on Easter

Sunday itself

Females hop straight into an early lead on Easter Retail searches

Retail search queries related to Easter indexed to the average daily volume*

2/23/2

015

2/24/2

015

2/25/2

015

2/26/2

015

2/27/2

015

2/28/2

015

3/1/201

5

3/2/201

5

3/3/201

5

3/4/201

5

3/5/20

15

3/6/201

5

3/7/20

15

3/8/201

5

3/9/201

5

3/10/2

015

3/11/2

015

3/12/2

015

3/13/2

015

3/14/2

015

3/15/2

015

3/16/2

015

3/17/2

015

3/18/20

15

3/19/2

015

3/20/2

015

3/21/2

015

3/22/2

015

3/23/2

015

3/24/2

015

3/25/20

15

3/26/20

15

3/27/2

015

3/28/2

015

3/29/2

015

3/30/2

015

3/31/2

015

4/1/201

5

4/2/201

5

4/3/20

15

4/4/201

5

4/5/20

15

4/6/201

5

4/7/201

5

4/8/201

5

4/9/201

5

4/10/2

015

4/11/2

015

4/12/2

015

4/13/2

0150%

100%200%300%400%500%600%700%800%

Female Male

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

03/04/2015 04/04/2015 05/04/2015 06/04/2015

0%

100%

200%

300%

400%

500%

600%

Mobile PC Tablet

Good Friday(25 March, 2016)

Holy Saturday(26 March, 2016)

Bank Holiday Monday(28 March, 2016)

Easter Sunday(27 March, 2016)

Mobile Devices (Tablets & Smartphones) are the favoured devices heading into the four day Easter weekend:• PC searches peak on Good Friday with volumes 2x higher between 8 – 10am, and 2x again on Easter Sunday• Tablets prove to be #1 device of choice throughout Good Friday; volumes peaking 3x from 6 – 9am and remain high

across the day• Mobile lead the flock on Easter Sunday with volumes 5x higher between 6 - 8am (Tablet 4.5x & PC 2.5x respectively)

Easter searches reach full chirp on Easter Sunday across all devices

Retail search queries related to Easter indexed to the average hourly volume*

* UK Bing and Yahoo sites, 03 – 06 Apr, 2015

In 2016Easter Sunday

falls on 27th March

Retail search queries related to Easter, queries Vs clicks by device, UK Bing and Yahoo sites, Feb - Apr, 2015

Get ‘egg-static’ for mobile device searches this Easter

Easter Retail searches on mobile devices* make up 60% of all volume, and 44% of all clicks

Volume Clicks

* A mobile device is defined as a small portable internet enabled smartphone and/or tablet

49%

40%

12% Mobile PC Tablet 19%

56%

24%

Avg. CPC & CTRs across device types vary considerably over Easter

• Easter related generic keywords had an Avg. CTR of 7% and a CPC of £0.17• Flowers & Greetings proves popular during Easter, with an average CTR of 5% and a CPC of £0.44

* CTRs and CPCs based on ads and clicks in the mainline above the organic search result, UK Bing and Yahoo sites, 23 Feb – 13 Apr, 2015

Mobile PC Tablet0%

5%

10%

15%

20%

25%

£0.13

£0.21£0.18

CPC V CTR: Generic Easter, by Device

'CTR'CPC

Activ

ities /

Crafts

/ Toys

Clothing &

Accesso

ries

Easte

r

Flowers

& Greetin

gs

Food &

Drink

Gifts & Pr

esents

Retai

l£0.00£0.05£0.10£0.15£0.20£0.25£0.30£0.35£0.40£0.45£0.50

0%

2%

4%

6%

8%

10%

12%

CPC V CTR. Easter Core Categories, All Devices

Easter CategoriesCP

C

CTR

14% 25% 35% 18% 7%

Under 24 25-34 years 35-49 years 50-64 years 65+

69% 31%

Female Male

60% of UK Retail searches related to Easter are made by adults between 25-49 on the Bing Network

Females account for 69% of searches made in the 8 week period leading up to Easter on the Bing Network

Easter is a time for families and the fun is led by Gen Xers

* Retail search queries related to Easter, by age group & gender, UK Bing and Yahoo sites, 23 Feb – 13 Apr, 2015

Seek and you will find: Easter Bing Ads audience locations across the UKRetail search queries related to Easter, by location*

Locations Volume of Searches

London 25%

Manchester 4%

Birmingham 3%

Hertfordshire 2%

Sheffield 2%

Rest of the UK 63%

* UK Bing and Yahoo sites, 23 Feb – 13 Apr, 2015

Gifts & PresentsEaster1. Easter egg(s)2. Easter3. Easter gift(s)4. Easter bunny5. Good Friday6. Easter decoration(s)7. Happy Easter8. Easter Sunday9. Easter bonnet10. Easter basket

1. Easter flower(s)2. Easter flower

arrangement(s)3. Easter cactus4. Easter lilies5. Church flowers Easter6. Easter flowers church7. Flowers Easter8. Easter bouquet(s)9. Easter plant(s)10. Easter flower basket(s)

1. Easter gift(s)2. Egg cup(s)3. Easter card(s)4. Egg holder(s)5. Easter poem(s)6. Easter gifts children7. Easter gifts babies8. Easter bags9. Easter gifts toddlers10. Easter gift bags

Flowers Food & Drink1. Easter egg(s)2. Egg Easter3. Chocolate Easter egg(s)4. Hot cross bun(s)5. Easter cake(s)6. Luxury Easter egg(s)7. Easter recipe(s)8. Easter cupcake(s)9. Easter biscuit(s)10. Dairy free Easter egg(s)

Top 10 generic Retail keywords over the Easter period

* Top 10 Retail search queries related to Easter, all devices & demographics, UK Bing and Yahoo sites, 23 Feb – 13 Apr, 2015

Easter HolidaysActivities, Crafts & Toys1. Easter bunny2. Easter decoration(s)3. Happy Easter4. Easter story5. Easter basket(s)6. Easter egg hunt7. Easter picture(s)8. Easter crafts9. Easter game(s)10. Easter activities

1. Easter bonnet(s)2. Easter hat(s)3. Easter bunny costume4. Baby Easter outfit5. Easter bunny ears6. Easter bonnet hat(s)7. Easter bunny outfit8. Easter bunny fancy dress9. Easter bunny hat(s)10. Easter rabbit costume

1. Easter holiday(s)2. Easter break(s)3. Easter weekend4. Good Friday bank holiday5. Easter bank holiday6. Cheap Easter break(s)7. Easter Breaks UK8. Easter weekend break(s)9. Easter UK10. Easter school holidays

Clothing & Accessories

Top 10 generic Retail keywords over the Easter period

* Top 10 Retail search queries related to Easter, all devices & demographics, UK Bing and Yahoo sites, 23 Feb – 13 Apr, 2015

FlowersEaster1. 1916 Easter2. 1916 Easter rising3. DVD Easter egg(s)4. Easter 19165. Easter Egg DVD(s)6. Easter Island7. Easter island head(s)8. Easter island statue(s)9. Easter rising 191610. Easter weather forecast11. Eastern time12. Moai Easter island

1. Alien egg(s)2. Bacon egg(s)3. Boil egg(s)4. Calories egg(s)5. Dragon egg(s)6. Duck egg blue7. Egg incubator(s)8. Egg storage9. Egg timer(s)10. Hatching egg(s)11. Nutrition egg(s)12. Protein egg(s)

1. Bridal bouquet(s)2. Bride(s) bouquet(s)3. Bridesmaid(s)

bouquet(s)4. Brooch bouquet(s)5. Cauliflower cheese6. Chelsea flower show7. Chocolate bouquet(s)8. Crystal bouquet(s)9. Flower girl(s)10. Funeral flower(s)11. Perks of being a

wallflower12. Wedding bouquet(s)

Eggs Gifts & Presents1. Anniversary gift(s)

2. Best man gift(s)3. Birthday gift(s)4. Christmas gift(s)5. Dad gift(s)6. Engagement gift(s)7. Friendship gift(s)8. Mother bride gift(s)9. Mother day gift(s)10. Mother day present(s)11. Valentine day gifts12. Wedding gifts

Don’t get egg on your face: Easter negative keywords to consider

• Ensure there’s enough budget assigned to campaigns to last the extended Easter weekend

• Engage with mobile device users, especially those showing Retail intent• Take a gander at your bid modifiers (age, gender, device & location)• Don’t get egg on your face: review your negative keywords• Up your visual appeal: opt into Bing Shopping Campaigns, and Image and Sitelink

extensions

Give your Retail campaigns a bounce this Easter

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