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Woo shoppers this Valentine's Day - Australia edition

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Court your customers with a targeted search strategy for Cupid's holiday using our tips, data and insights.

Publicada em: Varejo
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Woo shoppers this Valentine's Day - Australia edition

  1. 1. Get engaged with your Valentine’s Day campaigns
  2. 2. 1. Click Trends 2. Target Audience 3. Device Trends 4. Keyword Categories and Themes 5. Negative Keywords 6. Summary & Recommendations Agenda 2Get engaged with your Valentine’s Day campaigns
  3. 3. Cupid is a last minute thing 3Get engaged with your Valentine’s Day campaigns 2/1/2015 2/2/2015 2/3/2015 2/4/2015 2/5/2015 2/6/2015 2/7/2015 2/8/2015 2/9/2015 2/10/2015 2/11/2015 2/12/2015 2/13/2015 2/14/2015 2/15/2015 2/16/2015 2/17/2015 2/18/2015 2/19/2015 2/20/2015 2/21/2015 2/22/2015 2/23/2015 2/24/2015 2/25/2015 2/26/2015 2/27/2015 2/28/2015 Valentine’s Day Click% by Day – February 2015 56% of Valentine’s Day clicks happen between the 9th & 13th of February Clicks dropped by 44% on Valentine’s Day (14th Feb). What does this mean? Most customers have done their Valentine’s day shopping by the 13th of Feb. Source: Internal Bing Ads Data, 2015-16
  4. 4. Generation X leads the romance on the Bing Network! 18-24 Yrs, 12% of queries 25-34 Yrs, 26% of queries 35-49 Yrs, 30%of queries 50-64 Yrs, 23%of queries 65+ Yrs, 9% of queries 4Get engaged with your Valentine’s Day campaigns 30% of the search queries are driven by Generation X (35 – 49 year old age group) Source: NAB Online Retail Sales Index, Jan 2016
  5. 5. Mobile queries with Valentine’s intent 5Get engaged with your Valentine’s Day campaigns … in the last few days building up to 14th of February Clicks increased by… 128% on tablet 328% on mobile Source: Nielsen Online Ratings, March 2015
  6. 6. Top Categories Top Keywords Top queried Valentine’s category and keywords 6Get engaged with your Valentine’s Day campaigns Flowers (80% YoY increase) Gifts (38% YoY increase) 1. Flowers 2. Valentines day 3. Florist 4. Flower delivery 5. Flowers online 6. Send flowers 7. Ecards 8. Flowers delivered 9. hampers Source: Internal Bing Ads Data, 2015-16
  7. 7. Top negative keywords to keep in mind LOVE • Love Film • Love Actually • Brandi Love • Shakespeare in Love • Courtney Love FLOWERS • Mayflower Theatre • Flower girl dresses • Chelsea flower show • Perks (of) being (a) wallflower • Cauliflower cheese (recipes) CHOCOLATES • Charlie and the chocolate Factory • Chocolate cake • Hot chocolate POEMS • Funeral poem • Monday child’s poems • Highwayman poems 7Get engaged with your Valentine’s Day campaigns BOUQUET • Bouquet of barbed wire • Wedding bouquets VALENTINE • Bullet for my valentine • Shirley valentine ENGAGEMENT • Rule of Engagement Source: Internal Bing Ads Data, 2015-16
  8. 8. Help Cupid hit the mark 8Get engaged with your Valentine’s Day campaigns Show your bids & budgets plenty of love, especially in the last few days leading up to 14th of February. (Note: Valentine’s Day is on a Sunday this year!) Romance the mobile experience for your users by having mobile responsive sites and apps. Have relevant keywords and plenty of love in your ad copy for target audience. Ensure optimal bids for higher performing and relevant keywords themes to capitalise on increasing searches during this period to increase your traffic and sales. Review your negative keyword list to make it heavenly.
  9. 9. © 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY– REGARDING THEI NFORMATION IN THIS PRESENTATION.

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