Valentine's Day - A Sweet Time for Sales and Search Marketing
description
Transcript of 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
Source: National Retail Federation BIGinsight, Consumer Intentions & Actions Survey, Jan 2012
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.
Source: American Express Spending & Saving Tracker American Express Spending & Saving Tracker: Valentine’s Day 2013
• 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
Source: American Express Spending & Saving Tracker American Express Spending & Saving Tracker: Valentine’s Day 2013
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
Source: American Express Spending & Saving Tracker American Express Spending & Saving Tracker: Valentine’s Day 2013
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
Source: National Retail Federation BIGinsight, Consumer Intentions & Actions Survey, Jan 2012
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
Source: comScore Plan Metrix, U.S., August 2013, custom measure created using comScore indices and duplication.
10%
more likely to spend $500 or more on greeting cards (online or offline) in the last 6 months
Source: comScore Plan Metrix, U.S., August 2013, custom measure created using comScore indices and duplication.
8%
more likely to spend $100 - $199 on gum or candy in the last 30 days
Source: comScore Plan Metrix, U.S., August 2013, custom measure created using comScore indices and duplication.
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
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Clo
thin
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Cyb
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ay
{KeyW
ord
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Do
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Foo
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Free
Free S
hip
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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
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Cre
ate
{KeyW
ord
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Fo
od
Fre
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Fre
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Sh
ipp
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Gift(s)
Ho
liday
No
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On
line
Price
Pro
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ct
Pro
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Pro
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tion
Pu
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Qu
ality
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Sty
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Valu
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Oth
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Wo
rds
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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
Source: Microsoft internal data, October 2013
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
Source: Microsoft internal data, October 2013
“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
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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
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$0.50
$1.00
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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.
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