Holiday spending climbs year over year
US retail commerce sales for the holiday season will grow 15.1% to $61.8 billion in 2013
$0
$1,000
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Week 1(11/4)
Week 2(11/11)
Week 3(11/18)
Week 4(11/25)
Week 5(12/2)
Week 6(12/9)
Week 7(12/16)
Week 8(12/23)
Week 9(12/30)
$ M
illio
ns
Week Ending
2012 Weekly Online Holiday Season Spending vs. Corresponding Days in 2011
Y 2011 Y 2012
eMarketer: Holiday Shopping Preview 9/4/2013
Why this is the most wonderful time of the year
Top 10 highest spend days for online shopping in 2012 all happened during the winter holiday period
eMarketer: Holiday Shopping Preview, 9/4/2013
11/28Thanksgiving
12/17Last ship date
11/29Black Friday
12/02Cyber Monday
12/27Post-holiday sales
12/09Green Monday
Ready, set, shop
When people planned to start holiday shopping in 2012
Source: Infographic by Funsherpa.com
Free shipping is no longer the exception, but the rule
Online shoppers were actively seeking “free shipping” across all search engines in 2012
comScore e-Commerce Measurement
50%of online transactions
had free shipping during
the holidays last year
eMarketer: Holiday Shopping Preview, 9/4/2013eMarketer: Holiday Shopping Preview, 9/4/2013
Mobile is always invited to the party
Mobile use is everywhere and constant – but not yet for actually purchasing items.
Making a list, checking it twiceOctober
Review and analyze
last year’s campaign
Get familiar with new
Bing Ads features
Launch and test
holiday keywords
Create seasonal
ad copy
Monitor your competition
42%of online shoppers have
begun holiday shopping now
Making a list, checking it twiceNovember
80.4%of shoppers are now
shopping for the holidays
Prepare and launch specific ads for
Black Friday & Cyber Monday
Monitor ad position and adjust bids
Offer incentives and discounts
96.6%of shoppers are
shopping for the holidays
Meet urgency with updated ad copy
After last ship date, drive traffic
to brick-and-mortar stores
Don’t forget that post-season
sales continue after the holidays
Make sure your ads are competitive
in positioning, with the right bids
Keep ad budget high in the weeks
before Christmas, then hold steady
Making a list, checking it twiceDecember
Thanksgiving 11/28/13
Apparently we eat dinner between 2 and 4pm – then we all get back on our computers to finish shopping until 11pm (US)
Ad titles and descriptions
should include:discounts, Black Friday
Important keywords: store hours, locations, Black Friday
Bids/budget:Before you leave the office for Thanksgiving, make
sure you’ve got lots of budget left for these critical days
Time zone is PST. IBM Core Metrics, 2012
Black Friday 11/29/13
Black Friday shopping starts before the sun comes up
Ad titles and descriptions
should include:discounts, Black Friday, brand name, free shipping in the title
Important keywords: store hours, locations
Bids/budget: Make sure your budget is robust
24%of shoppers visited
a retail site on
mobile device on
Black Friday 2012
Time zone is PST. IBM Core Metrics, 2012
Cyber Monday 12/2/13
Cyber Monday hits after the first of December, which means automated budgets will be renewed and ready to hit hard
MultiscreenShoppers were in
store, online and on
mobile devices to
get the best
bargains in 2012
Ad titles and descriptions
should include:discounts, Cyber Monday
Important keywords: store hours, locations
Bids/budget:Budgets renewed the day before, so make sure your dollars
are going where you want them; verify ad positions and adjust bids
Time zone is PST. IBM Core Metrics, 2012
Last shipping and desperation from 12/17+
Shoppers want to know their gift
will arrive in time: Ad titles,
descriptions and titles should
answer this for them.
Now shoppers are turning to brick
and-mortar stores. Ads should
include store locations, hours,
phone numbers.
Slide source: GiftCard.com by CardLab Gift Card Spending Report 2012.
After ChristmasDon’t stop – all those gift cards will be redeemed online
59.8% of people asked for gift cards in 2012
Nearly 50% of survey respondents planned to buy at least one holiday gift card in 2012
Most clickable word combos for the top four categories by ad spendConsumer electronics
PC
TITLE DESCRIPTION
Cyber Monday Quality
Brand Cyber Monday
New Promotion
Cyber Monday Promotion
Other Words In-store pickup
Mobile
TITLE DESCRIPTION
Other Words Cyber Monday
Purchase Cyber Monday
Price/pricing Product
Brand Resource
Price/pricing Free shipping
Tablet
TITLE DESCRIPTION
Promotion Cyber Monday
Cyber Monday Promotion
Brand Cyber Monday
Cyber Monday Quality
Product Cyber Monday
Most clickable word combos for the top four categories by ad spendToys and hobbies
PC
TITLE DESCRIPTION
Black Friday Purchase
Call to action Promotion
Black Friday Call to action
Other Words Official site
Quality Promotion
Mobile
TITLE DESCRIPTION
New Call to action
Product Purchase
Official site Brand
Official site Now
Promotion Black Friday
Tablet
TITLE DESCRIPTION
Official site Brand
Official site Now
Official site New
Free shipping Free
Service Free
Most clickable word combos for the top four categories by ad spendApparel and accessories
PC
TITLE DESCRIPTION
Brand Call to action
Size New
Price/pricing Now
Size Brand
Size Official site
Mobile
TITLE DESCRIPTION
Brand Call to action
Official site Online
% off Size
% off Now
Brand Online
Tablet
TITLE DESCRIPTION
Official site Call to action
Official site Online
Brand Call to action
Brand Online
Style/kind Online
Most clickable word combos for the top four categories by ad spendDepartment stores
PC
TITLE DESCRIPTION
Black Friday Product
Celebrity Product
Value Resource
Value #’s
{KeyWord} Black Friday
Mobile
TITLE DESCRIPTION
#’s Purchase
#’s Promotion
#’s #’s
Black Friday Store
#’s Style/kind
Tablet
TITLE DESCRIPTION
Black Friday Store
Celebrity Store
Brand Furniture
Purchase Resource
Clothing #’s
We’re the holiday gift you weren’t expecting
31Mretail searchers not
reached on Google
65Mtotal retail
searchers
117Mtotal
paid clicks
510Mtotal retail
searches (3)
Searchers on the Yahoo Bing Network spend 38% more online than the average internet searcher and 5.6% more than Google searchers.1
1. The Yahoo! Bing Network includes Microsoft and Yahoo! Core Search sites in the U.S.
2. comScore Explicit Core Search (custom), June 2013.
3.comScore US Search Categories Report (custom), June 2013
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