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Online Holiday SEM Insights to Help You Get Ahead of The Busy Season and Beyond!

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The holiday season is the busiest and most profitable time of the year for many businesses with an online presence and paid search is an essential part of any robust marketing plan. Felicia Gardner, Agency Lead, Bing will give you tips on how to make the most of your paid search budget for the holiday season and beyond. You’ll walk away from the session with tips you can use to help build and refine your paid search budget.

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#BingAdsHoliday Plan your way to holiday zen with insights and tips Insights overview Take in the landscape. Mobile It’s a state of being. Breathe it in. Tools for Success Campaign Planner.
#BingAdsHolidayMicrosoft Confidential Take in the landscape. #BingAdsHoliday Insights overview The key to a calm holiday season is understanding your customer’s behavior so you can plan like a zen master. Take in the landscape.
Holiday remains the #1 retail sales season 18% of annual retail sales occur in November and December.1 Total holiday spending grew 4% in 2014.2 E-commerce expected to grow 14% in 2015 and account for 10% of all sales.1 $616 Billion Source: 1eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015 2National Retail Federation, Retail Holiday Sales Increase 4 Percent, January 2015#BingAdsHoliday
#BingAdsHoliday The early bird gets the gift 40% of people get their shop on before November, mainly to spread out their shopping budget, avoid crowds and stress, and get good prices. When people begin shopping for the holiday season: 12% 7% 21% 41% 16% 3% Before September September October November First 2 weeks of December Last 2 weeks of December Source: National Retail Federation Monthly Consumer Survey, October 2014
90% of top online sales days were in December And half of the top search days fell during Thanksgiving week.2 Holiday 2014: Top 10 search days on Bing2 Day Event 1 Monday Cyber Monday – December 1 2 Friday Black Friday – November 28 3 Tuesday December 2 4 Thursday Thanksgiving - November 27 5 Wednesday November 26 6 Monday November 24 7 Monday December 15 8 Tuesday November 25 9 Tuesday December 16 10 Monday Green Monday – December 8 Top 10 online spending days1 Day Event 1 Monday Cyber Monday – December 1 2 Tuesday December 2 3 Monday Green Monday – December 8 4 Friday Black Friday – November 28 5 Friday December 12 6 Tuesday December 9 7 Thursday December 11 8 Wednesday December 3 9 Wednesday December 10 10 Tuesday December 16 Source: 1Top 10 Desktop Spending Days in 2014 Holiday Season, comScore, Inc. 2Microsoft internal data, PC+Tablet, November - December 2014#BingAdsHoliday
‘Twas the weekend before Christmas The weekend before Christmas sales showed greatest growth this year. 36%sales growth the weekend of December 20-21, thanks to:  In-store pick up  Later shipping cut off dates  Extended free shipping Tip: Highlight shipping options, free shipping, in-store pick up, etc. in your ad copy and on your website to promote awareness around the different options for purchase, delivery, and pick up. #BingAdsHoliday
#BingAdsHoliday Last minute shoppers buy in the nick of time Nearly 2/3 of shoppers buy the week of Christmas. When people planned to buy their last holiday gift: 4% 1% 9% 10% 8% 10% 14% 8% 3% 33% After Thursday December 25th Thursday December 25th Wednesday December 24th Tuesday December 23rd Monday December 22nd Sunday December 21st Saturday December 20th Friday December 19th Thursday December 18th Earlier than Thursday December 18th Source: National Retail Federation Monthly Consumer Survey, December 2014
#BingAdsHoliday The average shopper spent $804 on holiday items – including $597 on gifts. Source: National Retail Federation, Monthly Consumer Survey, October 2014#BingAdsHoliday
#BingAdsHoliday On the first day of Christmas my true love gave to me 13% 20% 20% 24% 25% 31% 31% 42% 46% 60% 61% Home improvement items Sporting goods Home décor Jewelry Personal care or beauty items Consumer electronics Food/Candy Toys Books, CDs, DVDs, videos or video games Gift cards/gift certificates Clothing or accessories Gifts people plan to buy Source: National Retail Federation Monthly Consumer Survey, November 2014
#BingAdsHoliday Gift cards: the gift that keeps on giving 80% of holiday shoppers plan to buy at least one gift card. Shoppers spent $32 Billion on gift cards last holiday season. The average shopper bought 4 gift cards, totaling $173. Top three gift cards people plan to buy: Tip: Consider promoting your gift cards in your digital marketing campaigns, including “gift cards” in ad copy, and capitalizing on the opportunity closer to Christmas Day when shoppers are looking for last minute gifts, may have missed shipping deadlines, and are in search of a gift card to save Christmas. Source: National Retail Federation, Monthly Consumer Survey, November 2014
#BingAdsHoliday Topping the Christmas lists of littles Move over Barbie - after 10 years with Barbie as the #1 toy gift, Disney’s Frozen merchandise became the top holiday gift people planned to buy in 2014. Top 10 toys of 2014 Boys Girls 1. LEGO 1. Disney Frozen 2. Cars & Trucks 2. Barbie 3. Teenage Mutant Ninja Turtles 3. Dolls (generic) 4. Video Games 4. Monster High Dolls 5. Hot Wheels 5. American Girl 6. Xbox One 6. LEGO 7. PlayStation 4 7. Tablet/Apple iPad 8. Transformers 8. My Little Pony 9. Remote Controlled Vehicles 9. Disney Doc McStuffins 10. Marvel Action Figures(T)/ Tablet/Apple iPad(T) 10. Apparel Source: National Retail Federation, Barbie Dethroned in NRF’s Top Toys Survey as Disney’s Frozen Takes the Crown, November 2014#BingAdsHoliday
#BingAdsHoliday Search plays an integral role in holiday shopping. Source: 1MarketingLand, The Most Important E-Commerce Marketing Trends of the 2014 Holiday Season & What They Mean in 2015, February 2015 2eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015 39%of online purchases began with a search.1 of online traffic was from mobile during holiday.2 45% #BingAdsHoliday
#BingAdsHoliday Tip: Thanksgiving sales’ last spike is later in the day at 7:30pm. Set up “Automated Rules” in Bing Ads to ensure your budget doesn’t let you go dark for this key time. Thanksgiving Day sales continue to grow Online sales grew 14%, as retailers kicked off promotions early in 2014. Thanksgiving sales continue to eat into Black Friday shopping. Thanksgiving Day 2014 U.S. retail sales Source: IBM ExperienceOne, U.S. Retail Black Friday Report 2014
#BingAdsHoliday Thanksgiving goes mobile and makes history For the first time, mobile traffic surpassed desktop traffic capturing 52% of online traffic.1 Mobile continued to surpass desktop, often on weekends. U.S. retail traffic and sales Source: 1eMarketer, RKG Merkle, 2014 2IBM ExperienceOne, U.S. Retail Black Friday Report 2014
#BingAdsHoliday Black Friday is a dark day for wallets – and growing Online sales grew 9.5% from last year and peaked around 9AM PST. Black Friday 2014 | U.S. retail sales Tip: Black Friday sales peak early in the morning. Ensure your budget won’t allow you to go dark right when sales peak at 8:55am by implementing Automated Rules. Source: IBM ExperienceOne, U.S. Retail Black Friday Report 2014
#BingAdsHoliday Cyber Monday is queen of online shopping days Cyber Monday sales grew by 8.5% from last year. Cyber Monday 2014 24-hr real-time sales chart Tip: Cyber Monday sales peak later in the evening – ensure your budget won’t allow you to go dark by the end of the day when sales peak by implementing Automated Rules.
#BingAdsHoliday Cyber Monday makes history Cyber Monday exceeded $2 Billion in sales in 2014 for the first time – the greatest online sales day in U.S. history! Source: “Cyber Monday Exceeds $2 Billion in Desktop Sales for First Time Ever to Rank as Heaviest U.S. Online Spending Day in History,” comScore press release, December 2014#BingAdsHoliday
#BingAdsHoliday Cyber Monday is the queen of sales dollars, Thanksgiving is the king of sales growth U.S. retail daily sales 2014 Source: IBM ExperienceOne, U.S. Retail Black Friday Report 2014
Makin’ a list, checking it twice Bing Ads holiday checklist for digital marketers: Think like a shopper – optimize the omnichannel experience and consider  In-store pickup offerings.  Ship-from-store programs.  Inventory visibility and connectedness across channels. Update website information regularly for:  Shipping dates, times, and last shipping date before Christmas.  Product gift pages that highlight the shipping dates and deadlines.  Product gift pages to reflect availability to ship in time for Christmas delivery.  Product gift pages to reflect inventory available for local pick up once last shipping dates have passed. Source: Forrester. The State of Retailing Online 2015: Key Metrics, Initiatives, and Mobile Benchmarks, February 2015. #BingAdsHoliday
#BingAdsHolidayMicrosoft Confidential It’s a state of being. Breathe it in. For the first time last year mobile search surpassed desktop search. What does this mean for you during the holiday season? #BingAdsHoliday Mobile
#BingAdsHoliday Mobile traffic means business Nearly half of online shopping traffic in Holiday 2014 was from mobile devices. 45% of online shopping traffic was from mobile in 2014. 111% growth in Mobile revenue in 2014. Tip: ‘Easier checkouts’ are the number one thing shoppers reported would cause them to spend more of their shopping dollars via mobile. Source: eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015F#BingAdsHoliday
#BingAdsHoliday Smartphone owners search and shop 83% of smartphone users engage in shopping activities on their phone immediately before, during, or after visiting a store. Before entering While shopping At the checkout 62% 53% 25% 19% After exiting Source: eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015F
#BingAdsHoliday Mobile jingles all the way Visits, orders, and revenue from mobile all grew significantly. Visits Orders Revenue Smartphone growth during the holiday season: 51% 58% 43% Source: Branding Brand. 2014 Mobile Holiday Trends Mobile Commerce Index, February 2015
#BingAdsHoliday People love to shop on their phones And buy on their tablets, as the buying experience is easier on a larger screen. Smartphone 48% Tablet 52% Mobile Sales1 Smartphone 69% Tablet 31% Mobile Visits Tip: If your website looks good and works well on smartphones and tablets, you can expect up to twice the conversions compared to a less-than-optimal display.2 Check out Bing Ads’ simple tips here to improve your mobile site user experience and improve conversions. Source: 1Branding Brand. 2014 Mobile Holiday Trends Mobile Commerce Index, February 2015 2eMarketer, Proof that Mobile Optimized Sites Are Necessary, October 2014#BingAdsHoliday
#BingAdsHoliday Mobile visitors spend half the time on a website as those coming from a PC. Tip: You have half the time to get the same information to mobile visitors as PC visitors. Design and organize your holiday webpages accordingly. A rule of “thumb” – try navigating your mobile site with just your thumb, and put your most important content in the middle of the screen for maximum engagement. #BingAdsHoliday
Translate mobile search into mobile action 76% of smartphone searchers used a store locator or location extensions to help them find and visit a local store.3 15% CTR lift for ad campaigns with Location Extensions3 . up to 25% CTR lift for ad campaigns with Call Extensions2 . 70% of mobile users have called a business directly from the search results page.1 Source: 1Invoca infographic. Crossing the PPC Chasm: From Forms to Phone Calls, January 2015. 2Search Engine Land, Study: 61 Percent Of Mobile Callers Ready To Convert, September 24, 2013. 3Nielsen. The Digital Consumer Report, 2014#BingAdsHoliday
#BingAdsHolidayMicrosoft Confidential #BingAdsHoliday Unified shopping experience Being one with your customer means uniting their shopping experience across devices, channels and delivery - from browsing to buying to checking shipping to package pickup.
#BingAdsHoliday Showrooming and webrooming to the perfect gift 39%of shoppers webroomed. Many holiday shoppers “webroom” – or check out products online before visiting the brick-and-mortar store to purchase. 49%of shoppers showroomed. Savvy holiday shoppers showroom – or visit a brick-and-mortar store to check out its “showroom” of products before buying online, often for a lower price. Tip: Highlight offers and deals in your ad copy and keywords – shoppers are often looking for a deal and will look both online and offline to find the best value. Consider using Bing Shopping Campaigns to show a relevant product image and product details. #BingAdsHoliday
#BingAdsHoliday Makin’ a list, checking it twice Bing Ads holiday checklist // Mobile tips for mobile site design Call Extensions Location extensions Location Targeting Source: eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015
Online Holiday SEM Insights to Help You Get Ahead of The Busy Season and Beyond!
#BingAdsHoliday Campaign Planner – Overview Plan campaigns easier with better insights Monitor changes in the marketplace with traffic estimates and historical data at the vertical, product and keyword level. Discover new keyword and ad group ideas to help increase traffic to your website. View insights by vertical, product or keywords Check performance data Identify search traffic trends
#BingAdsHoliday Campaign Planner – Highlights View performance and traffic data including competition insights to help design better campaigns Vertical and product insights help determine inventory and spending strategy. Competition insights provide industry benchmarks and key player investments. My favorite products provides a customizable dashboard to track changes and trends Top investors in industry / product
#BingAdsHoliday
#BingAdsHoliday
#BingAdsHoliday New to Bing Ads? Get $100 to spend on search advertising* Request your coupon now. Go to: https://advertise.bingads.microsoft.com/en-us/insights-coupon *Limit one coupon per advertiser. Current Bing Ads advertisers are not eligible. Offer expires June 30, 2015, and applies only to advertisers opening a new Bing Ads account. Ads must be stopped after ad credit is used up or 90 days after coupon redemption, whichever comes first, or credit card will be charged. Any portion of ad credit not used within 90 days will expire.
Stay Connected… @bingads linkedIn.com/company/bing-ads facebook.com/bingads blog.bingads.com instagram.com/bingads slideshare.net/bingads youtube.com/bingads
Online Holiday SEM Insights to Help You Get Ahead of The Busy Season and Beyond!

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Online Holiday SEM Insights to Help You Get Ahead of The Busy Season and Beyond!

  • 1. #BingAdsHoliday Plan your way to holiday zen with insights and tips Insights overview Take in the landscape. Mobile It’s a state of being. Breathe it in. Tools for Success Campaign Planner.
  • 2. #BingAdsHolidayMicrosoft Confidential Take in the landscape. #BingAdsHoliday Insights overview The key to a calm holiday season is understanding your customer’s behavior so you can plan like a zen master. Take in the landscape.
  • 3. Holiday remains the #1 retail sales season 18% of annual retail sales occur in November and December.1 Total holiday spending grew 4% in 2014.2 E-commerce expected to grow 14% in 2015 and account for 10% of all sales.1 $616 Billion Source: 1eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015 2National Retail Federation, Retail Holiday Sales Increase 4 Percent, January 2015#BingAdsHoliday
  • 4. #BingAdsHoliday The early bird gets the gift 40% of people get their shop on before November, mainly to spread out their shopping budget, avoid crowds and stress, and get good prices. When people begin shopping for the holiday season: 12% 7% 21% 41% 16% 3% Before September September October November First 2 weeks of December Last 2 weeks of December Source: National Retail Federation Monthly Consumer Survey, October 2014
  • 5. 90% of top online sales days were in December And half of the top search days fell during Thanksgiving week.2 Holiday 2014: Top 10 search days on Bing2 Day Event 1 Monday Cyber Monday – December 1 2 Friday Black Friday – November 28 3 Tuesday December 2 4 Thursday Thanksgiving - November 27 5 Wednesday November 26 6 Monday November 24 7 Monday December 15 8 Tuesday November 25 9 Tuesday December 16 10 Monday Green Monday – December 8 Top 10 online spending days1 Day Event 1 Monday Cyber Monday – December 1 2 Tuesday December 2 3 Monday Green Monday – December 8 4 Friday Black Friday – November 28 5 Friday December 12 6 Tuesday December 9 7 Thursday December 11 8 Wednesday December 3 9 Wednesday December 10 10 Tuesday December 16 Source: 1Top 10 Desktop Spending Days in 2014 Holiday Season, comScore, Inc. 2Microsoft internal data, PC+Tablet, November - December 2014#BingAdsHoliday
  • 6. ‘Twas the weekend before Christmas The weekend before Christmas sales showed greatest growth this year. 36%sales growth the weekend of December 20-21, thanks to:  In-store pick up  Later shipping cut off dates  Extended free shipping Tip: Highlight shipping options, free shipping, in-store pick up, etc. in your ad copy and on your website to promote awareness around the different options for purchase, delivery, and pick up. #BingAdsHoliday
  • 7. #BingAdsHoliday Last minute shoppers buy in the nick of time Nearly 2/3 of shoppers buy the week of Christmas. When people planned to buy their last holiday gift: 4% 1% 9% 10% 8% 10% 14% 8% 3% 33% After Thursday December 25th Thursday December 25th Wednesday December 24th Tuesday December 23rd Monday December 22nd Sunday December 21st Saturday December 20th Friday December 19th Thursday December 18th Earlier than Thursday December 18th Source: National Retail Federation Monthly Consumer Survey, December 2014
  • 8. #BingAdsHoliday The average shopper spent $804 on holiday items – including $597 on gifts. Source: National Retail Federation, Monthly Consumer Survey, October 2014#BingAdsHoliday
  • 9. #BingAdsHoliday On the first day of Christmas my true love gave to me 13% 20% 20% 24% 25% 31% 31% 42% 46% 60% 61% Home improvement items Sporting goods Home décor Jewelry Personal care or beauty items Consumer electronics Food/Candy Toys Books, CDs, DVDs, videos or video games Gift cards/gift certificates Clothing or accessories Gifts people plan to buy Source: National Retail Federation Monthly Consumer Survey, November 2014
  • 10. #BingAdsHoliday Gift cards: the gift that keeps on giving 80% of holiday shoppers plan to buy at least one gift card. Shoppers spent $32 Billion on gift cards last holiday season. The average shopper bought 4 gift cards, totaling $173. Top three gift cards people plan to buy: Tip: Consider promoting your gift cards in your digital marketing campaigns, including “gift cards” in ad copy, and capitalizing on the opportunity closer to Christmas Day when shoppers are looking for last minute gifts, may have missed shipping deadlines, and are in search of a gift card to save Christmas. Source: National Retail Federation, Monthly Consumer Survey, November 2014
  • 11. #BingAdsHoliday Topping the Christmas lists of littles Move over Barbie - after 10 years with Barbie as the #1 toy gift, Disney’s Frozen merchandise became the top holiday gift people planned to buy in 2014. Top 10 toys of 2014 Boys Girls 1. LEGO 1. Disney Frozen 2. Cars & Trucks 2. Barbie 3. Teenage Mutant Ninja Turtles 3. Dolls (generic) 4. Video Games 4. Monster High Dolls 5. Hot Wheels 5. American Girl 6. Xbox One 6. LEGO 7. PlayStation 4 7. Tablet/Apple iPad 8. Transformers 8. My Little Pony 9. Remote Controlled Vehicles 9. Disney Doc McStuffins 10. Marvel Action Figures(T)/ Tablet/Apple iPad(T) 10. Apparel Source: National Retail Federation, Barbie Dethroned in NRF’s Top Toys Survey as Disney’s Frozen Takes the Crown, November 2014#BingAdsHoliday
  • 12. #BingAdsHoliday Search plays an integral role in holiday shopping. Source: 1MarketingLand, The Most Important E-Commerce Marketing Trends of the 2014 Holiday Season & What They Mean in 2015, February 2015 2eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015 39%of online purchases began with a search.1 of online traffic was from mobile during holiday.2 45% #BingAdsHoliday
  • 13. #BingAdsHoliday Tip: Thanksgiving sales’ last spike is later in the day at 7:30pm. Set up “Automated Rules” in Bing Ads to ensure your budget doesn’t let you go dark for this key time. Thanksgiving Day sales continue to grow Online sales grew 14%, as retailers kicked off promotions early in 2014. Thanksgiving sales continue to eat into Black Friday shopping. Thanksgiving Day 2014 U.S. retail sales Source: IBM ExperienceOne, U.S. Retail Black Friday Report 2014
  • 14. #BingAdsHoliday Thanksgiving goes mobile and makes history For the first time, mobile traffic surpassed desktop traffic capturing 52% of online traffic.1 Mobile continued to surpass desktop, often on weekends. U.S. retail traffic and sales Source: 1eMarketer, RKG Merkle, 2014 2IBM ExperienceOne, U.S. Retail Black Friday Report 2014
  • 15. #BingAdsHoliday Black Friday is a dark day for wallets – and growing Online sales grew 9.5% from last year and peaked around 9AM PST. Black Friday 2014 | U.S. retail sales Tip: Black Friday sales peak early in the morning. Ensure your budget won’t allow you to go dark right when sales peak at 8:55am by implementing Automated Rules. Source: IBM ExperienceOne, U.S. Retail Black Friday Report 2014
  • 16. #BingAdsHoliday Cyber Monday is queen of online shopping days Cyber Monday sales grew by 8.5% from last year. Cyber Monday 2014 24-hr real-time sales chart Tip: Cyber Monday sales peak later in the evening – ensure your budget won’t allow you to go dark by the end of the day when sales peak by implementing Automated Rules.
  • 17. #BingAdsHoliday Cyber Monday makes history Cyber Monday exceeded $2 Billion in sales in 2014 for the first time – the greatest online sales day in U.S. history! Source: “Cyber Monday Exceeds $2 Billion in Desktop Sales for First Time Ever to Rank as Heaviest U.S. Online Spending Day in History,” comScore press release, December 2014#BingAdsHoliday
  • 18. #BingAdsHoliday Cyber Monday is the queen of sales dollars, Thanksgiving is the king of sales growth U.S. retail daily sales 2014 Source: IBM ExperienceOne, U.S. Retail Black Friday Report 2014
  • 19. Makin’ a list, checking it twice Bing Ads holiday checklist for digital marketers: Think like a shopper – optimize the omnichannel experience and consider  In-store pickup offerings.  Ship-from-store programs.  Inventory visibility and connectedness across channels. Update website information regularly for:  Shipping dates, times, and last shipping date before Christmas.  Product gift pages that highlight the shipping dates and deadlines.  Product gift pages to reflect availability to ship in time for Christmas delivery.  Product gift pages to reflect inventory available for local pick up once last shipping dates have passed. Source: Forrester. The State of Retailing Online 2015: Key Metrics, Initiatives, and Mobile Benchmarks, February 2015. #BingAdsHoliday
  • 20. #BingAdsHolidayMicrosoft Confidential It’s a state of being. Breathe it in. For the first time last year mobile search surpassed desktop search. What does this mean for you during the holiday season? #BingAdsHoliday Mobile
  • 21. #BingAdsHoliday Mobile traffic means business Nearly half of online shopping traffic in Holiday 2014 was from mobile devices. 45% of online shopping traffic was from mobile in 2014. 111% growth in Mobile revenue in 2014. Tip: ‘Easier checkouts’ are the number one thing shoppers reported would cause them to spend more of their shopping dollars via mobile. Source: eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015F#BingAdsHoliday
  • 22. #BingAdsHoliday Smartphone owners search and shop 83% of smartphone users engage in shopping activities on their phone immediately before, during, or after visiting a store. Before entering While shopping At the checkout 62% 53% 25% 19% After exiting Source: eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015F
  • 23. #BingAdsHoliday Mobile jingles all the way Visits, orders, and revenue from mobile all grew significantly. Visits Orders Revenue Smartphone growth during the holiday season: 51% 58% 43% Source: Branding Brand. 2014 Mobile Holiday Trends Mobile Commerce Index, February 2015
  • 24. #BingAdsHoliday People love to shop on their phones And buy on their tablets, as the buying experience is easier on a larger screen. Smartphone 48% Tablet 52% Mobile Sales1 Smartphone 69% Tablet 31% Mobile Visits Tip: If your website looks good and works well on smartphones and tablets, you can expect up to twice the conversions compared to a less-than-optimal display.2 Check out Bing Ads’ simple tips here to improve your mobile site user experience and improve conversions. Source: 1Branding Brand. 2014 Mobile Holiday Trends Mobile Commerce Index, February 2015 2eMarketer, Proof that Mobile Optimized Sites Are Necessary, October 2014#BingAdsHoliday
  • 25. #BingAdsHoliday Mobile visitors spend half the time on a website as those coming from a PC. Tip: You have half the time to get the same information to mobile visitors as PC visitors. Design and organize your holiday webpages accordingly. A rule of “thumb” – try navigating your mobile site with just your thumb, and put your most important content in the middle of the screen for maximum engagement. #BingAdsHoliday
  • 26. Translate mobile search into mobile action 76% of smartphone searchers used a store locator or location extensions to help them find and visit a local store.3 15% CTR lift for ad campaigns with Location Extensions3 . up to 25% CTR lift for ad campaigns with Call Extensions2 . 70% of mobile users have called a business directly from the search results page.1 Source: 1Invoca infographic. Crossing the PPC Chasm: From Forms to Phone Calls, January 2015. 2Search Engine Land, Study: 61 Percent Of Mobile Callers Ready To Convert, September 24, 2013. 3Nielsen. The Digital Consumer Report, 2014#BingAdsHoliday
  • 27. #BingAdsHolidayMicrosoft Confidential #BingAdsHoliday Unified shopping experience Being one with your customer means uniting their shopping experience across devices, channels and delivery - from browsing to buying to checking shipping to package pickup.
  • 28. #BingAdsHoliday Showrooming and webrooming to the perfect gift 39%of shoppers webroomed. Many holiday shoppers “webroom” – or check out products online before visiting the brick-and-mortar store to purchase. 49%of shoppers showroomed. Savvy holiday shoppers showroom – or visit a brick-and-mortar store to check out its “showroom” of products before buying online, often for a lower price. Tip: Highlight offers and deals in your ad copy and keywords – shoppers are often looking for a deal and will look both online and offline to find the best value. Consider using Bing Shopping Campaigns to show a relevant product image and product details. #BingAdsHoliday
  • 29. #BingAdsHoliday Makin’ a list, checking it twice Bing Ads holiday checklist // Mobile tips for mobile site design Call Extensions Location extensions Location Targeting Source: eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015
  • 31. #BingAdsHoliday Campaign Planner – Overview Plan campaigns easier with better insights Monitor changes in the marketplace with traffic estimates and historical data at the vertical, product and keyword level. Discover new keyword and ad group ideas to help increase traffic to your website. View insights by vertical, product or keywords Check performance data Identify search traffic trends
  • 32. #BingAdsHoliday Campaign Planner – Highlights View performance and traffic data including competition insights to help design better campaigns Vertical and product insights help determine inventory and spending strategy. Competition insights provide industry benchmarks and key player investments. My favorite products provides a customizable dashboard to track changes and trends Top investors in industry / product
  • 35. #BingAdsHoliday New to Bing Ads? Get $100 to spend on search advertising* Request your coupon now. Go to: https://advertise.bingads.microsoft.com/en-us/insights-coupon *Limit one coupon per advertiser. Current Bing Ads advertisers are not eligible. Offer expires June 30, 2015, and applies only to advertisers opening a new Bing Ads account. Ads must be stopped after ad credit is used up or 90 days after coupon redemption, whichever comes first, or credit card will be charged. Any portion of ad credit not used within 90 days will expire.

Editor's Notes

  1. Source: eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015 http://www.slideshare.net/eMarketerInc/emarketer-webinar-lessons-from-holiday-shopping-2014what-you-need-to-know-for-2015 Source: National Retail Federation, Retail Holiday Sales Increase 4 Percent, January 2015 https://nrf.com/news/retail-holiday-sales-increase-4-percent
  2. Source: National Retail Federation Monthly Consumer Survey, Oct 2014 http://research.nrffoundation.com/Default.aspx?pg=9004
  3. Source 1: Final 2014 Desktop Online Holiday Sales Reach $53.3 Billion, Up 15 Percent vs. Year Ago http://www.comscore.com/Insights/Press-Releases/2015/1/Final-2014-Desktop-Online-Holiday-Sales-Reach-53.3-Billion-Up-15-Percent-vs.-Year-Ago Source 2: Microsoft internal data, PC+Tablet, November – December, 2014
  4. Source: National Retail Federation Monthly Consumer Survey, Oct 2014 Experian, Jan 2014 https://www.experian.com/assets/marketing-services/product-sheets/wk12-holiday-hot-sheet.pdf
  5. Source: National Retail Federation Monthly Consumer Survey, Dec 2014 http://research.nrffoundation.com/Default.aspx?pg=9004
  6. Source: National Retail Federation, Monthly Consumer Survey, October 2014 http://research.nrffoundation.com/Default.aspx?pg=9003#.VX-ATKzbIdk
  7. Source: National Retail Federation, Monthly Consumer Survey, Nov 2014 http://research.nrffoundation.com/Default.aspx?pg=9004
  8. Source: National Retail Federation, Monthly Consumer Survey, November 2014 http://research.nrffoundation.com/Default.aspx?pg=9007
  9. Source: National Retail Federation, Barbie Dethroned in NRF’s Top Toys Survey as Disney’s Frozen Takes the Crown, November 2014 https://nrf.com/media/press-releases/barbie-dethroned-nrfs-top-toys-survey-disneys-frozen-takes-the-crown
  10. Source 1: MarketingLand, The Most Important E-Commerce Marketing Trends Of The 2014 Holiday Season & What They Mean In 2015, February 2015 http://marketingland.com/important-e-commerce-marketing-trends-2014-holiday-season-mean-2015-117121 Source 2: eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015 http://www.slideshare.net/eMarketerInc/emarketer-webinar-lessons-from-holiday-shopping-2014what-you-need-to-know-for-2015
  11. Source: IBM ExperienceOne and Digital Analytics Benchmarks, U.S. Retail Online Shopping Holiday Recap Report, 2014. http://public.dhe.ibm.com/common/ssi/ecm/zz/en/zzw03362usen/ZZW03362USEN.PDF
  12. Source: eMarketer, RKG Merkle, 2014 Source: IBM ExperienceOne and Digital Analytics Benchmarks, U.S. Retail Online Shopping Holiday Recap Report, 2014. http://public.dhe.ibm.com/common/ssi/ecm/zz/en/zzw03362usen/ZZW03362USEN.PDF
  13. Source: IBM ExperienceOne and Digital Analytics Benchmarks, U.S. Retail Online Shopping Holiday Recap Report, 2014. http://public.dhe.ibm.com/common/ssi/ecm/zz/en/zzw03362usen/ZZW03362USEN.PDF
  14. Source: IBM ExperienceOne and Digital Analytics Benchmarks, U.S. Retail Online Shopping Holiday Recap Report, 2014. http://public.dhe.ibm.com/common/ssi/ecm/zz/en/zzw03362usen/ZZW03362USEN.PDF
  15. Source 1: Cyber Monday Exceeds $2 Billion in Desktop Sales for First Time Ever to Rank as Heaviest U.S. Online Spending Day in History http://www.comscore.com/Insights/Press-Releases/2014/12/Cyber-Monday-Exceeds-2-Billion-in-Desktop-Sales-for-First-Time-Ever-to-Rank-as-Heaviest-US-Online-Spending-Day-in-History
  16. Source: IBM ExperienceOne and Digital Analytics Benchmarks, U.S. Retail Online Shopping Holiday Recap Report, 2014. http://public.dhe.ibm.com/common/ssi/ecm/zz/en/zzw03362usen/ZZW03362USEN.PDF
  17. http://www.emarketer.com/Article/Marketers-Keep-Up-with-Divergent-Behavior-on-Smartphones-Tablets/1010024
  18. Source 1: Final 2014 Desktop Online Holiday Sales Reach $53.3 Billion, Up 15 Percent vs. Year Ago http://www.comscore.com/Insights/Press-Releases/2015/1/Final-2014-Desktop-Online-Holiday-Sales-Reach-53.3-Billion-Up-15-Percent-vs.-Year-Ago
  19. Source: Branding Brand. 2014 Mobile Holiday Trends Mobile Commerce Index, Feb 2015 http://www.slideshare.net/BrandingBrand/2014-mobile-holiday-retail-trends
  20. Source 1: Branding Brand. 2014 Mobile Holiday Trends Mobile Commerce Index, February 2015 Source 2: eMarketer, Proof that Mobile Optimized Sites Are Necessary, Oct 2014. http://www.emarketer.com/Article/Proof-that-Mobile-Optimized-Sites-Necessary/1011490
  21. Source: eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015 http://www.slideshare.net/eMarketerInc/emarketer-webinar-lessons-from-holiday-shopping-2014what-you-need-to-know-for-2015 Definitions: Showroom: visiting a brick-and-mortar store to research before buying online Webroom: researching online prior to purchasing in-store
  22. Source: eMarketer Webinar: Lessons Learned from Holiday Shopping 2014 – What to know for 2015 http://www.slideshare.net/eMarketerInc/emarketer-webinar-lessons-from-holiday-shopping-2014what-you-need-to-know-for-2015
  23. Plan campaigns easier with better insights This tool gives deep insight into the most popular keywords across various verticals along with competitive insights on how often your competitors are winning auctions for those keywords. Monitor changes in the marketplace with traffic estimates and historical data at the vertical, product and keyword level. Discover new keyword and ad group ideas to help increase traffic to your website. View competition information and industry benchmarks of top players.
  24. View performance and traffic data including competition insights to help design better campaigns Vertical and product insights help determine inventory and spending strategy. Competition insights provide industry benchmarks and key player investments. My favorite products provides a customizable dashboard to track changes and trends. DEMO PRODUCT Available in Bing Ads UI by going to Tools > Campaign Planner Show case: Verticals available and sub verticals Click on a vertical to demonstrate that advertisers can get a sense of volume they can expect from the sub vertical (which can be a good ad group to create). Can get volume trends by location and device See what competitors are bidding on these products And see volume by keyword level You can even add the sub verticals as a favorite to track the product trends over time. You can also benchmark how your campaigns are doing against the competition (left hand menu bar under “industry benchmarking”)
  25. DEMO PRODUCT You can also click on the individual keyword or do a search to drill down for further information.  Similar to Vertical and Product Insights, you can get search trends, various performance metrics, and competition data under Keyword Insights. In this screenshot example we’ve done some keyword research around the term Microsoft band announced Oct. 30th see that spike You are able to do that quick search and get detailed competitive KPI data
  26. This is a quick view of the competitive tab where your can now access ad coverage on a keyword level. I encourage everyone to utilize Campaign Planner! I am going to hand it off to Lauren who is going to begin by sharing MORE resources for you to collect deep campaign insights.