Mother’s DayUK Bing Network 2016

Agenda:

• What’s happening on Mother’s Day?

• Devices: What are we seeing on Mobile?

• KPIs: What are the expected CPCs & CTRs

• Top trending flower variety insights

• Audience: Age and Gender splits

• Audience: Where the volume of audience is coming from by location

• Top keywords: by sub-categories

• Negative keywords to consider

• Top tips for advertisers

* UK Bing and Yahoo sites, all devices, Feb-March 2015

Move over, Valentine… here comes Mother

• With Valentines Day out of the way by 16th Feb, Bing searchers immediately turn their attentions to another

significant female in their lives - their mothers

• Mother’s Day query volumes increase 3x the week before the day and increase 4x 48hrs before the day itself

Mother’s Day searches gain ‘momentum’ right after Valentines Day

Retail search queries related to Mother’s Day indexed to the average daily volume*

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In 2016

UK Mother’s Day

falls on March 6th

All devices play an important part in the three days leading up to Mother’s Day:

• PC takes the early lead on the Friday afternoon prior to Mother Day with volumes 2x higher between 12 noon – 1pm

• Tablets are popular the day before; volumes peaking mid-morning (8 – 10am) and again later in the evening (7 – 9pm)

• Mobile is the device of choice on Mother’s Day with volumes 5x higher between 7 - 9am (Tablet 4x & PC 3x respectively)

Mother’s Day searches peak on the day itself

Retail search queries related to Mother’s Day indexed to the average hourly volume*

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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

13/03/2015 14/03/2015 15/03/2015

Mobile Indexed Volume PC Indexed Volume Tablet Indexed Volume

* UK Bing and Yahoo sites, 13 – 15 March 2015

61%

39%

Mobile Devices PC

35%

65%

Retail search queries related to Mother’s Day, queries Vs clicks by device, UK Bing and Yahoo sites, Feb-March 2015

Mother’s Day gets a lot of maternal love from mobile devices

Mother’s Day Retail searches on mobile devices* make up 61% of all volume, and 35% of all clicks

Volume Clicks

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

Avg. CPC & CTRs across device types vary considerably over Mother’s Day

• Mother’s Day related generic keywords had an Avg. CTR of 10% and a CPC of £0.64

• Flowers & Greetings: the most popular sub category by volume of searches during the Mother’s day period had a Avg. CTR of 19% a CPC of £1.20

£0.35

£0.84

£0.74

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Mobile PC Tablet

CPC V CTR: Generic Mother’s Day, by Device

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'CPC'

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£1.00

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Flowers &

Greetings

Food & Drink Gifts & Presents Jewellery &

Watches

Mother's Day

Mother's Day

CPC V CTR: Mother's Day Core Categories, All Devices

'CPC'

'CTR'

* CTRs and CPCs based on ads and clicks in the mainline above the organic search result, UK Bing and Yahoo sites, March 2015

Bing’s bloomin’ marvellous: UK top 10 most searched for flower varieties Retail search queries related to Mother’s Day flowers ranked by volume*

Flower Names Volume of Searches

#1: Sunflower(s) 14%

#2: Peony / Peonies 10%

#3: Rose(s) 8%

#4: Lily / Lilies 7%

#5: Passion flower(s) 4%

#6: Lotus 4%

#7: Hibiscus 3%

#8: Gerbera(s) 3%

#9: Orchid(s) 3%

#10: Freesia(s) 3%

All other flower varieties 41%

* UK Bing and Yahoo sites, March 2015

18% 22% 32% 20% 8%

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

32% of Retail searches related

to Mother’s Day are made by

those aged 35-49

Females account for 67%

of those searches

throughout March

Bing’s Gen Xers audience lead the tributes on Mother’s Day

* Retail search queries related to Mother’s Day, by age group & gender, UK Bing and Yahoo sites, March 2015

67% 33%

Mother of all locations: find your Mother‘s Day audience across the UKRetail search queries related to Mother’s Day, by location*

Locations Volume of Searches

London 30%

Birmingham 4%

Manchester 4%

Hertfordshire 3%

Sheffield 2%

Lancashire 2%

Glasgow 2%

Rest of the UK 53%

* UK Bing and Yahoo sites, March 2015

Gifts & PresentsMother’s Day

1. Mother’s day 2015

2. Mother’s day gift / gifts

3. Mother day

4. When mother’s day

5. Mother’s day presents

6. Mum

7. Mother’s day poems

8. Happy mother’s day

9. Mother’s day flowers

10. Mother’s day UK

1. Flowers / flower

2. Mother’s day flowers

3. Flowers delivered

4. Flowers post

5. Flower / flowers delivery

6. Flowers online

7. Spring flowers

8. Sunflower

9. Florist

10. Flowers mother’s day

1. Mother’s day gift / gifts

2. Gifts women

3. Mother’s day presents

4. Mother’s day poem / poems

5. Mother’s day card / cards

6. Mum gifts

7. Mother’s day ideas

8. Gifts mum / mums

9. Mother’s day crafts

10. Mother’s day messages

Flowers Food & Drink

1. Chocolate / chocolates

2. Chocolate gifts

3. Chocolate fountain

4. Chocolate hamper / hampers

5. Dark chocolate

6. White chocolate

7. Mother’s day cake / cakes

8. Personalised chocolate

9. Chocolate truffles

10. Chocolate bouquets

Top 10 generic Retail keywords over the Mother’s Day period

* Top 10 Retail search queries related to Mother’s Day, all devices & demographics, UK Bing and Yahoo sites, March-15

Mother / Mum

• Being mum

• Grendel’s mother

• Mean mothers

• Mother & baby

• Mother & child

• Mother care

• Mother country

• Mother courage

• Mother India

• Mother lover

• Mother magazine

• Mothers nature

• Mother nightmare

• Mother of the bride

• Mother of the groom

• Mother superior

• Mother Teresa

• Mother Theresa

• Mother(s) daughter(s)

• Mother(s) pride

• Mothercare

• Mothers son(s)

• Mum to be

• Mums the word

• Mums work

• Night mother

• Working mums

• Your mum

• Baby bouquet(s)

• Bereavement flower(s)

• Birthday bouquet(s)

• Bouquet garni

• Bouquets bride(s)

• Bouquet(s) wedding(s)

• Bridal bouquet(s)

• Bride(s) bouquet(s)

• Bridesmaid(s) bouquet(s)

• Brooch bouquet

• Cauliflower cheese

• Chelsea flower show

• Chocolate bouquet

• Christmas flower(s)

• Crystal bouquet(s)

Flowers & Bouquets

• Cupcake bouquet(s)

• Flower diagram

• Flower girl(s)

• Flower part(s)

• Funeral bouquet(s)

• Funeral flower(s)

• Guns and roses

• Perks (of) being (a) wallflower

• Rose tattoo / tattoos

• Rose water

• Sunflower oil

• Sunflower seed

• Sympathy bouquet(s)

• Wedding bouquet(s)

• Wedding flower(s)

Mum’s the word: negative keywords to consider

• Ensure there’s enough motherly love in your budget

• Mumsie up to mobile users, especially those showing Retail intent

• Take a look at your bid modifiers (age, gender, device & location)

• Mum’s the word: review your negative keywords

• Up your visual appeal: opt into Bing Shopping Campaigns, and Image and Sitelink extensions

Give your campaigns a mother’s touch