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Retail: Christmas
2017
UK Bing Network 2017
List of Contents:
1. What’s the Industry saying?
2. Bing Ads Trends & KPIs
3. Ad Copy Analysis
4. Festive Go Dos
According to IMRG Capgemini that’s £18bn or 16% more than spent online in 2015
+47%
Sales made via
smartphones during
Dec ...
UK shoppers splash the cash at Christmas more than any other EU 6 market
€ 217.10
€ 250.89
€ 243.11
€ 315.05
€ 396.39
€ 54...
EU 6 countries are reporting festive double-digit YoY revenue growth
UK remains by far the top spending of the EU 6 nation...
78% of Brits prepared to avoid e-retailers if Xmas shopping experience was bad
8/10 UK online shoppers when questioned sai...
Late delivery, incorrect item and/or missing item top the complaints for UK shoppers
UK shoppers when questioned stated th...
UK Shoppers have mixed feelings about click-and-collect in store services
39% UK shoppers when questioned stated that they...
Age
are
male and
female
UK Online Shopper Demographic
What does the Bing Audience look like?
of
Bing users
are under the
a...
Age
17%
21%
23% 24%
16%
20%
22%
20%
23%
15%
16-24 25-34 35-44 45-54 55-64
Bing Network Google
UK Online Shopper Demographi...
What are we seeing
on Bing Ads?
Search patterns in 2016-2017
Methodology
Methodology
• UK Market
• Top 311,559 Retail search queries based on
volume
• Analysis period: Sept 2016 – Jan...
111% 189% 163%
113% 108% 128% 116% 111% 100%
108% 137% 123%
105% 125% 122% 118% 101% 117% 100%
106% 156% 155% 104%
92% 89%...
20172016
110% 132% 132% 109%
100% 158% 172% 106%
107% 108% 119% 105%
105% 101% 107% 124% 108%
123% 144% 106% 122%
92% 89% ...
0%
20%
40%
60%
80%
100%
120%
140%
Impressions Clicks
*UK Bing and Yahoo sites, all devices, 01 Sept, 2016– 31Jan, 2017
Ret...
Source: Christmas Retail CPC Vs Clicks Generic Vs Brand, Avg.mainline positions 1 – 4.UK Bing and Yahoo sites, all devices...
Source: Christmas Generic Retail CPC Vs CTR. All Retail Sub-categories, Avg.mainline positions 1– 4.UK Bing and Yahoo site...
Source: Christmas Retail CPC Vs CTR analysis, Generic Vs Brand, Avg by device type. mainline positions 1 – 4. UK Bingand Y...
*UK Bing and Yahoo sites, all devices, 01 Oct, 2016– 31 Jan, 2017
• The festive season kicks up a gear from Black Friday; ...
Top 10 UK retail shopping days that made Christmas
Nov Dec
Nov 2016
M Tu W Th F Sa Su
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 ...
18% 20% 20% 22%
27% 24% 23% 22% 21% 20% 21%
68% 65% 65% 62% 54% 58% 56% 56% 59% 60% 59%
14% 15% 15% 16% 19% 18% 21% 22% 20...
22% 22% 22% 20% 20% 19% 19% 19% 19% 18% 16% 16%
58% 61% 61% 66% 64% 62% 63% 69% 69%
65% 69% 70%
21% 17% 17% 14% 15% 19% 18...
Percentage of volume & click share of Retail queries on the Bing Network, UK Bing and Yahoo sites, Sept 2016 – Jan 201
Top...
Source: Top sub-categories split by demographics, Retail search volume on Bing & Yahoo sites, Sept 2016 – Jan 2017
What is...
Retail
Black Friday & beyond
26
All devices played a distinct and important part in British consumers’ routine on Black Friday Week (21 – 27 Nov 2016):
• ...
19%
18%
16%
19%
15%
18%
21%
17%
19%
21%
20%
22%
68%
68%
70%
67%
70%
66%
63%
66%
64%
62%
62%
59%
13%
13%
14%
14%
15%
16%
16...
Cyber Monday device usage follows a very similar pattern to Black Friday, but relies on Tablet & Smartphone far more into ...
How does Black Friday differ to Cyber Monday by Retail category?
Toys & Hobbies
Footwear
Jewellery & Watches
27%
31%
36%
C...
0%
50%
100%
150%
200%
250%
300%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
05 December 2016
Smartphone ...
Christmas 2016 was the warmest ever recorded in the UK with temperatures as high as 15C, but then Storm Conor rolled in. H...
Make your ads stand
out from the Retail
crowd
With 2016 Retail Ad Copy Learnings
Brand & Endorsements CTA Delivery Incentives
Token Ad Quality Token Ad Quality Token Ad Quality
™  collect  same day del...
2016 Christmas Retail – Other Retail (Department Stores)
Ad Copy Analysis
Token Ad Quality Token Ad Quality Token Ad Quali...
Layer-up ad extensions for greater impact
For Retail, combining ad extensions on PC results in an increased average CTR of...
Make a big impact on the smaller screen
Combining ad extensions on Smartphones results in an increased average CTR of 15%;...
Layer-up ad extensions for greater impact
For Retail, combining ad extensions on Tablets results in an increased average C...
Throughout Oct
- Dec optimise
for all devices
and audiences
Test ad copy &
extension combs to
find the best
performing ads...
Retail: UK Christmas Seasonality 2017
Retail: UK Christmas Seasonality 2017
Retail: UK Christmas Seasonality 2017
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Retail: UK Christmas Seasonality 2017

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Prepare your advertisers for the 2017 Retail Christmas peak with these audience insights.

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Retail: UK Christmas Seasonality 2017

  1. 1. Retail: Christmas 2017 UK Bing Network 2017
  2. 2. List of Contents: 1. What’s the Industry saying? 2. Bing Ads Trends & KPIs 3. Ad Copy Analysis 4. Festive Go Dos
  3. 3. According to IMRG Capgemini that’s £18bn or 16% more than spent online in 2015 +47% Sales made via smartphones during Dec were up 47% YoY -3% Sales made on tablets for the same period were down 3% YoY £25bn *Spent online over 42 day 2016 Christmas period, which was a 16% increase on 2015 * Christmas period defined as 13 Nov – 24 Dec, 2016 Source: 1. IMRG Capgemini - 16 Jan, 2017 2. IMRG SimilarWeb – Black Friday online sales performance update. 29 Nov, 2016 £1.23bn Spent on Black Friday saw a 12% increase for same day in 2015 1 1 1 1 2 UK online sales exceeded £130 billion in 2016, fuelled by sales growth on Smartphones
  4. 4. UK shoppers splash the cash at Christmas more than any other EU 6 market € 217.10 € 250.89 € 243.11 € 315.05 € 396.39 € 545.85 € 144.47 € 144.76 € 168.31 € 176.52 € 225.90 € 257.53 € 25.68 € 32.86 € 41.61 € 50.27 € 60.38 € 96.11 € 0.00 € 100.00 € 200.00 € 300.00 € 400.00 € 500.00 € 600.00 € 700.00 € 800.00 € 900.00 € 1,000.00 Spain Italy Netherlands France Germany UK Average Household Christmas Spending in EU 6 Countries, by Product / Service Category, 2016 Gifts Food & Drink Holiday Travel* Decorations Shoppers in the UK show their enthusiasm for the festive season at the tills as they go big at Christmas time with the average UK household spending €933; that’s more than Italy & Spain’s average household spend combined! Source: RetailMeNot conducted by the Centre for Retail Research, Nov 23, 2016 Note: purchases made from mid-Nov to the end of Dec; average figures reflect the different market sizes; numbers may not add up to total due to rounding; *expenses to visit family or friends. Data was provided to eMarketer by RetailMeNot.
  5. 5. EU 6 countries are reporting festive double-digit YoY revenue growth UK remains by far the top spending of the EU 6 nations when it comes to splashing the cash at Christmas, with a 13% increase in festive spending YoY. Southern European countries such as Italy and Spain have seen over +30% growth € 21 € 14 € 10 € 3 € 3 € 2 € 24 € 16 € 11 € 4 € 3 € 2 0 5 10 15 20 25 30 UK Germany France Italy Spain Netherlands Christmas Retail Ecommerce Sales by Country (in Billions €) 2015 Christmas retail ecommerce sales 2016 Christmas retail ecommerce sales Source: RetailMeNot survey conducted by the Centre for Retail Research as cited in press release; eMarketer calculations, Nov 23, 2016
  6. 6. 78% of Brits prepared to avoid e-retailers if Xmas shopping experience was bad 8/10 UK online shoppers when questioned said they would likely consider switching allegiances to a rival brand retailer for their festive shop if they had experienced a negative online retail experience during Christmas 2016 71% 78% 80% 77% 80% 78% 17% 12% 7% 12% 8% 10% 12% 10% 13% 11% 12% 12% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 18-24 25-34 35-44 45-54 55+ Total Likelihood that UK Internet Users would Switch Retailers After a Bad Experience with a 2016 Christmas Digital Purchase, by age (% of respondents in each group) Likely Not likely Don't know Source: JDA, "Christmas Customer Pulse Report 2017" sponsored by Centiro and conducted by YouGov, Jan 11, 2017 2,070 UK internet users ages 18+ were surveyed online during December 29-30, 2016. Figures have been weighted to a nationally representative profile
  7. 7. Late delivery, incorrect item and/or missing item top the complaints for UK shoppers UK shoppers when questioned stated their biggest issues when it came to online shopping was that the item was received late or never at all; goods often turned up damaged, and or the wrong item sent completely Source: JDA, "Christmas Customer Pulse Report 2017" sponsored by Centiro and conducted by YouGov, Jan 11, 2017 2,070 UK internet users ages 18+ were surveyed online during December 29-30, 2016. Figures have been weighted to a nationally representative profile 45% 49% 23% 10% 48% 48% 17% 14% 49% 24% 22% 15% 10% 0% 10% 20% 30% 40% 50% 60% Late delivery or item never received Missed delivery Damaged goods Incorrect goods Item never received (despite retailer/delivery company stating delivery was made) Issues Experienced when Purchasing Christmas Products Digitally According to UK Internet Users 2014 - 2016 (% of respondents) 2014 2015 2016
  8. 8. UK Shoppers have mixed feelings about click-and-collect in store services 39% UK shoppers when questioned stated that they had used a click-and-collect service when conducting their Christmas shop in 2016 (-2% on the previous year). 62% of reasons why customer are put off click-and-collect is due to the length of queues, and store staff no being able to locate orders in a timely fashion Source: JDA, "Christmas Customer Pulse Report 2017" sponsored by Centiro and conducted by YouGov, Jan 11, 2017 2,070 UK internet users ages 18+ were surveyed online during December 29-30, 2016. Figures have been weighted to a nationally representative profile 41% 56% 3% 39% 57% 4% 0% 10% 20% 30% 40% 50% 60% Yes No Don't know UK Internet Users Who Used Click-and-Collect Services for Christmas Purchases, 2015 & 2016 (% of respondents) 2015 2016 Negative Experiences Using Click-and-Collect Services for 2016 Christmas Purchases According to UK Internet Users (% percentage of responders) % Long waiting times when collecting items due to lack of in- store staff 32% Staff were unable to/took a long time to locate or source my items when collecting them in-store 30% No dedicated area in or near store for click-and-collect purchases 16% Items were out of stock at my preferred store, so I had to collect from an alternative store 15% The retailer notified me before collection that my items were no longer available, but only after I placed the order 14% Received damaged items 11% Received the wrong items 6%
  9. 9. Age are male and female UK Online Shopper Demographic What does the Bing Audience look like? of Bing users are under the age of 45 61% Gender 51% | 49% Income are in their country’s top earning 24% Education of the audience are degree educated 42% Children have at least one child in the household 54% Age
  10. 10. Age 17% 21% 23% 24% 16% 20% 22% 20% 23% 15% 16-24 25-34 35-44 45-54 55-64 Bing Network Google UK Online Shopper Demographic How does the Bing audience compare to Google?
  11. 11. What are we seeing on Bing Ads? Search patterns in 2016-2017
  12. 12. Methodology Methodology • UK Market • Top 311,559 Retail search queries based on volume • Analysis period: Sept 2016 – Jan 2017 (inclusive) Objectives • Identify Retail related Christmas shopping trends • What does the Bing searcher look like? • What are their behaviours? • Advertiser opportunities
  13. 13. 111% 189% 163% 113% 108% 128% 116% 111% 100% 108% 137% 123% 105% 125% 122% 118% 101% 117% 100% 106% 156% 155% 104% 92% 89% 89% 83% 95% 105% 131% 126% 104% 92% 104% 90% 0 1 2 3 4 5 6 7 8 Apr May Clothing & Accessories All Up Retail Beauty & Personal Care Books, Film, Games & Music Consumer Electronics Source: Search volume data indexed to average monthly volume in 2016 - 2017 on UK Bing & Yahoo sites, all devices Daily Deals & Coupons Annual search query peaks for Retail sub-verticals on Bing Ads in the UK 2016 Aug Sept 2017 May June July Oct Nov Dec Jan Feb Mar Apr
  14. 14. 20172016 110% 132% 132% 109% 100% 158% 172% 106% 107% 108% 119% 105% 105% 101% 107% 124% 108% 123% 144% 106% 122% 92% 89% 89% 83% 95% 105% 131% 126% 104% 92% 104% 90% 0 1 2 3 4 5 6 7 8 May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr Home & Garden All Up Retail Flowers & Gifts Footwear Jewellery & Watches Toys & Hobbies Annual search query peaks for Retail sub-verticals on Bing Ads in the UK Source: Search volume data indexed to average monthly volume in 2016 - 2017 on UK Bing & Yahoo sites, all devices
  15. 15. 0% 20% 40% 60% 80% 100% 120% 140% Impressions Clicks *UK Bing and Yahoo sites, all devices, 01 Sept, 2016– 31Jan, 2017 Retail Christmas searches start to ramp from end of October Christmas Retail Impressions and Clicks indexed to the average daily volume* Black Friday Boxing DayManic Monday Cyber Monday Halloween Yet, Christmas Retail is really made in a window of opportunity spanning 42 day (13 Nov – 24 Dec)
  16. 16. Source: Christmas Retail CPC Vs Clicks Generic Vs Brand, Avg.mainline positions 1 – 4.UK Bing and Yahoo sites, all devices, 01 Sept, 2016– 31Jan, 2017 UK CPCs & CTRs undulate across Brand & Generic as seasonality peaks The wave is caused by more advertisers launching new festive campaigns, with many starting from a cold start; this coupled with the uptick in Bing users browsing more for Generic and Brand Christmas products from the end of Oct – mid-Dec sees CTRs initially fall and CPCs rise £0.33 £0.34 £0.33 £0.35 £0.35 10.89% 11.13% 10.40% 9.70% 10.70% £- £0.05 £0.10 £0.15 £0.20 £0.25 £0.30 £0.35 £0.40 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Retail Generic CPCs Vs CTR CPC CTR £0.14 £0.12 £0.12 £0.13 £0.12 21.35% 22.13% 21.29% 20.65% 21.75% £0.00 £0.05 £0.10 £0.15 £0.20 £0.25 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Brand Retail CPC Vs CTR CPC CTR
  17. 17. Source: Christmas Generic Retail CPC Vs CTR. All Retail Sub-categories, Avg.mainline positions 1– 4.UK Bing and Yahoo sites, all devices, 01 Sept, 2016– 31Jan, 2017 Generic CTRs are strongest for Deals & Coupons as seasonality spikes However, Generics CPCs are highest for Flowers & Gifts and also Daily Deals and Coupons. The category with the lowest overall CPCs is Toys & Hobbies at £0.16. Categories with lower CTRs are Toys & Hobbies and Jewellery & Watches £0.25 £0.35 £0.27 £0.42 £0.50 £0.51 £0.33 £0.44 £0.32 £0.23 £0.16 10% 13% 11% 11% 14% 10% 9% 11% 9% 12% 10% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% £0.00 £0.10 £0.20 £0.30 £0.40 £0.50 £0.60 CPC CTR
  18. 18. Source: Christmas Retail CPC Vs CTR analysis, Generic Vs Brand, Avg by device type. mainline positions 1 – 4. UK Bingand Yahoo sites, 01 Sept, 2016– 31 Jan, 2017 CPCs are cheaper on Mobile, but bang for buck PC & Tablet are better Due to the relationship that Bing shares with Windows 10, overall search volume share for Retail on PC remains on avg. 65%. Despite the increasing volume of Smartphone and Tablet devices, Bing Ads customers get greater bang for buck when bidding on brand keywords on PC; whilst some Retail generics work better on Tablet and/or Mobile £0.36 £0.24 £0.36 10% 11% 12% £- £0.05 £0.10 £0.15 £0.20 £0.25 £0.30 £0.35 £0.40 PC Smartphone Tablet Retail Generic CPC Vs CTR by Device CPC CTR £0.13 £0.11 £0.13 23% 17% 19% £- £0.05 £0.10 £0.15 £0.20 £0.25 PC Smartphone Tablet Retail Brand CPCs Vs CTR by Device CPC CTR
  19. 19. *UK Bing and Yahoo sites, all devices, 01 Oct, 2016– 31 Jan, 2017 • The festive season kicks up a gear from Black Friday; now evolved to be a week long sales event (21 – 28 Nov) rather than a single day • Black Friday & Boxing Day are the two biggest shopping days by volume of overall searches on the Bing Network • PC was the device of choice on Black Friday with volumes up 2.4x, partly due to Friday being a working day (Smartphone 2.2x, Tablet 2x) • Tablet played an important role on Boxing Day, peaking at 1.9x (Smartphone 1.8x and PC 1.3x) PC remains the Bing Christmas Shopper’s champion device of the season Christmas Retail search queries indexed to the average daily volume* 0% 50% 100% 150% 200% 250% 300% Smartphone PC Tablet Black Friday Boxing Day Manic Monday Cyber Monday
  20. 20. Top 10 UK retail shopping days that made Christmas Nov Dec Nov 2016 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 - All Devices - 1. 25-Nov (Black Friday) 2. 24-Nov 3. 28-Nov (Cyber Monday) 4. 26-Dec (Boxing Day) 5. 27-Nov 6. 23-Nov 7. 22-Nov 8. 21-Nov 9. 05-Dec (Manic Monday) 10. 12-Dec Top 10 days by retail search volume during the Christmas Period on Bing Network, split by device Top retail search volume days by daily volume for Nov-Dec 2016, all devices. The Bing Network includes Microsoft and Yahoo sites in the United Kingdom 7/10 of the top retail activity days took place on the last week of November in 2016 Black Friday in 2017 falls on 24 November Nov Nov NovDec Dec Dec Dec 2016 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Dec Nov 2016 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Nov 2016 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Nov 2016 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Dec 2016 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Dec 2016 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Dec 2016 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
  21. 21. 18% 20% 20% 22% 27% 24% 23% 22% 21% 20% 21% 68% 65% 65% 62% 54% 58% 56% 56% 59% 60% 59% 14% 15% 15% 16% 19% 18% 21% 22% 20% 20% 20% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% * A mobile device is defined as a small portable internet enabled smartphone and/or tablet Internal Source: Device share of Retail search volume, The Bing Network includes Microsoft and Yahoo sites in the United Kingdom, UK 19 – 31 Dec, 2016 Bing users are increasingly reliant on Mobile devices over Christmas Whilst Bing users are mostly to be found using PCs, they do also opt to 2nd screen on portable *Mobile devices across the festive period when visiting friends and family from 24th (Christmas Eve) through to 27th December
  22. 22. 22% 22% 22% 20% 20% 19% 19% 19% 19% 18% 16% 16% 58% 61% 61% 66% 64% 62% 63% 69% 69% 65% 69% 70% 21% 17% 17% 14% 15% 19% 18% 12% 12% 17% 15% 14% Toys & Hobbies Footwear Jewellery & Watches Beauty & Personal Care FMCG / Grocery Home & Garden Clothing & Accessories Daily Deals & Coupons Consumer Electronics Other Retail Books, Film, Games & Music Flowers & Gifts Smartphone PC Tablet Internal Source: Device share of Retail search volume, The Bing Network includes Microsoft and Yahoo sites in the UK, Sept 2016 - Jan 2017 * A mobile device is defined as a small portable internet enabled smartphone and/or tablet Which Retail categories have the highest Mobile device share? • PC is still the #1 device of choice for many seasonal shoppers on Bing with search volumes avg. 65%, whilst Mobile devices* account on avg. 35% of all searches • Toys & Hobbies is the category that sees the largest Mobile share, whereas Flowers & Gifts remains firmly with PC
  23. 23. Percentage of volume & click share of Retail queries on the Bing Network, UK Bing and Yahoo sites, Sept 2016 – Jan 201 Top 5 Retail sub-categories on UK Bing Other Retail (department stores, comparison shopping and catalogues) dominates both search and click share. Clothing & Accessories and Home & Garden are the other two popular categories. ClicksSearches Other Retail (Dept. stores) Clothing & Accessories Home & Garden 35% 32% 22% 20% 10% 15% Consumer Electronics 7% 6% 4% Toys & Hobbies 6%
  24. 24. Source: Top sub-categories split by demographics, Retail search volume on Bing & Yahoo sites, Sept 2016 – Jan 2017 What is the age & demographic mix across the various retail sub-categories? More than 63% of all up Retail search queries made on the UK Bing Network are coming from 35-64 year olds, with females making 65% of those searches 9% 10% 14% 7% 13% 12% 12% 10% 12% 15% 15% 18% 12% 20% 14% 16% 13% 16% 17% 18% 20% 15% 16% 15% 18% 15% 39% 28% 25% 25% 28% 27% 28% 32% 29% 26% 26% 27% 27% 26% 37% 37% 43% 35% 35% 33% 31% 33% 35% 32% 30% 36% 6% 11% 8% 12% 8% 9% 9% 7% 11% 8% 12% 7% 10% Toys & Hobbies Other Retail Jewellery & Watches Home & Garden Footwear FMCG / Grocery Flowers & Gifts Daily Deals & Coupons Consumer Electronics Clothing & Accessories Books, Film, Games & Music Beauty & Personal Care All <24 25-34 35-49 50-64 65+ 63% 64% 65% 63% 67% 66% 68% 69% 45% 72% 58% 72% 65% 37% 36% 35% 37% 33% 34% 32% 31% 55% 28% 42% 28% 35%
  25. 25. Retail Black Friday & beyond 26
  26. 26. All devices played a distinct and important part in British consumers’ routine on Black Friday Week (21 – 27 Nov 2016): • Smartphone leads the charge between 5 - 8am (2.1x), and then gets a 2nd wind after office hours (4 -10pm) peaking between 8 – 9pm (2.3x) • PC picks up from 7am and is the device of choice during office working hours, peaking lunchtime 12 noon till 2pm (2.8x) • Tablet volume warms up from 6am, but really comes into its own after the working hours (4 – 11pm) peaking 2.7x between 9 – 10pm Black Friday remains the biggest shopping day in the UK e-commerce calendar Source: Retail Search queries indexed to average hourly volume. UK Bing and Yahoo sites Black Friday week (21 – 27 Nov 2016) 2.1x 2.7x 0% 50% 100% 150% 200% 250% 300% 0 2 4 6 8 10121416182022 0 2 4 6 8 10121416182022 0 2 4 6 8 10121416182022 0 2 4 6 8 10121416182022 0 2 4 6 8 10121416182022 0 2 4 6 8 10121416182022 0 2 4 6 8 10121416182022 21 November 2016 22 November 2016 23 November 2016 24 November 2016 25 November 2016 26 November 2016 27 November 2016 Smartphone Indexed Volume PC Indexed Volume Tablet Indexed Volume 2.8x
  27. 27. 19% 18% 16% 19% 15% 18% 21% 17% 19% 21% 20% 22% 68% 68% 70% 67% 70% 66% 63% 66% 64% 62% 62% 59% 13% 13% 14% 14% 15% 16% 16% 17% 17% 18% 18% 19% Daily Deals & Coupons Consumer Electronics Flowers & Gifts Beauty & Personal Care Books, Film, Games & Music FMCG / Grocery Footwear Other Retail Clothing & Accessories Jewellery & Watches Home & Garden Toys & Hobbies Smartphone PC Tablet Which Retail categories are the most Mobile on Black Friday Week? Black Friday Week (21 – 27 Nov, 2016), Toys & Hobbies saw the largest Mobile share with 41% of search queries coming from a Smartphone or Tablet device. This is followed closely by Home & Garden and Jewellery & Watches (38%) Device share of retail queries on Black Friday Week, The Bing Network includes Microsoft and Yahoo sites in the UK data collected 21 – 27 Nov, 2016
  28. 28. Cyber Monday device usage follows a very similar pattern to Black Friday, but relies on Tablet & Smartphone far more into the evening • Smartphones start up from 6am, but does not see the big early peaks like Black Friday. Mobile picks up from 4pm and peaks 8 – 9pm (2.4x) • PC is again the #1 device of choice during office working hours from 8am, peaking lunchtime 1pm (2x) • Tablet is once again the slow burner, but becomes the dominant device from 5pm, peaking 2.9x between 8 – 9pm How do Bing Shoppers use various devices throughout Cyber Monday? Source: Retail search queries indexed to the average hourly volume UK Bing and Yahoo Sites – Cyber Monday 28 Nov, 2016 0% 50% 100% 150% 200% 250% 300% 350% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 28 November 2016 Smartphone Indexed Volume PC Indexed Volume Tablet Indexed Volume 2.x 2.9x 1.4.x 2.4x 1.7x
  29. 29. How does Black Friday differ to Cyber Monday by Retail category? Toys & Hobbies Footwear Jewellery & Watches 27% 31% 36% Change from Black Friday Source: Device share change of Retail queries on Cyber Monday, The Bing Network includes Microsoft and Yahoo sites in the UK, 28 Nov 2016 Flowers & Gifts Daily Deals & Coupons 6% 35% 2% Change from Black Friday Toys & Hobbies Home & Garden Jewellery & Watches 19% Change from Black Friday 19% 33% Books, Films & Games Retail categories with the highest Smartphone & Tablet activity on Black Friday saw significant drops in volume as shoppers change tack and move into gift buying mode. Cyber Monday sees an increase in PC activity with a 2% share increase for Flowers & Gifts, and a 6% increase for Books, Films & Games
  30. 30. 0% 50% 100% 150% 200% 250% 300% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 05 December 2016 Smartphone Indexed Volume PC Indexed Volume Tablet Indexed Volume Manic Monday is categorised as being the 2nd Monday in December, and is regards as the last big push to guarantee delivery • PC volume on Manic Monday lives up to the name and is much more urgent during 12 noon and 3pm, topping out at 2.8x at 1pm • Smartphone volume follows a similar pattern to Black Friday, yet the intensity in volume is diminished, peaking at 2.2x between 8 – 9pm • Tablet again comes into play later in the day, and like Smartphones lacks the previous intensity, hitting volume peak at 8pm (2.6x) Manic Monday lives up to its name as PC shoppers get online between 12 – 3pm Source: Retail search queries indexed to the average hourly volume UK Bing and Yahoo Sites – Manic Monday 05 Dec, 2016 2..8x 2.6x 1.1.x 2..2x 1.6x
  31. 31. Christmas 2016 was the warmest ever recorded in the UK with temperatures as high as 15C, but then Storm Conor rolled in. How did the weather impact festive searches? • The traditional post-Christmas lunch search activity occurred much later in the day 4pm – 10pm; as people opted to walk rather than sleep or browse their full bellies away • Boxing Day saw Storm Conor roll in across parts of the UK which kept people indoors. PC saw early peaks in activity prior to the high street shops opening at 6am, and then lots of searches on PC and Tablet from 6am – 9pm Warm and stormy weather drove online Christmas sales on Boxing Day Source: Retail search queries indexed to the average hourly volume UK Bing and Yahoo sites, 24 – 26 Dec 2016 0% 50% 100% 150% 200% 250% 300% 0 2 4 6 8 10 12 14 16 18 20 22 0 2 4 6 8 10 12 14 16 18 20 22 0 2 4 6 8 10 12 14 16 18 20 22 24 December 2016 25 December 2016 26 December 2016 Smartphone Indexed Volume PC Indexed Volume Tablet Indexed Volume 2.5x 1.8x 2x 2.2x15C Conor 1.9.x
  32. 32. Make your ads stand out from the Retail crowd With 2016 Retail Ad Copy Learnings
  33. 33. Brand & Endorsements CTA Delivery Incentives Token Ad Quality Token Ad Quality Token Ad Quality ™  collect  same day delivery  official  shop  home delivery  Brand Term  get  next day delivery  recommended  buy  free p&p  ®  view  free delivery  as seen on tv  compare  free returns  number 1  call  free shipping  ©  find  enquire  see  check  How to read an ad copy heat map  Strong impact, rarely used  Strong impact, sometimes used  Strong impact, but used often  Fair impact, rarely used  Fair impact, sometimes used  Fair impact, but used often  Limited impact, but rarely used  Limited impact, but sometimes used  Limited impact, but used often Individual Tokens Ad quality explanations Top Tip: The greener and fuller the circle, the more likely your ad will stand out We’ve looked at two dimensions in Bing Ads:
  34. 34. 2016 Christmas Retail – Other Retail (Department Stores) Ad Copy Analysis Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality official store  buy today  order and collect  luxe  +  buy now pay later  cake / cakes  aw 16  official site  comparison  order & collect  freshest  &  price comparison  console / consoles  autumn winter  official  check  free postage  inspiration  !  bargain  cosmetic / cosmetics  aw16  as seen on tv  collect  free returns  classic  {param2:  reductions  electrical / electricals  festive  ©  shop  free delivery  fresh  ?  low cost  present / presents  cyber monday  ™  order  click & collect  luxurious  {param1:  extra  grooming  black friday  [Brand Term]  enquire  same day delivery  designer  {keyword:  free  stocking / stockings  christmas  number 1 / number one  buy online now  click and collect  exclusive  [%] off  scarf / scarves  christmas eve  recommended  compare  next day delivery  beautiful  savings  onesie / onesies  christmas day  buy  free shipping  latest  [£]  wrap / wrapping  boxing day  get  free p&p  luxury  offer  rose / roses  new year  view  next day shipping  new  low prices  laptop / laptops  2016  see  48hr delivery  funny  upto [%]  handbag / handbags  winter  buy now  home delivery  limited edition  buy one get one free  makeup / make-up  autumn  call  24hr delivery  personalized  extra [%] off  trousers  nye  find  gorgeous  save [%]  boots  january  personalised  unbeatable  coat / coats  jan  party  save  jeans  xmas  original  sale  jackets  quality  cheap  mobile / mobiles  unique  deal  chair / chairs  best  discount  glove / gloves  joke  free credit  clothing / clothes  indulgent  1/2 price / half price  gift / gifts  comedy  [£] off  hob / hobs  newest  save upto [%]  chocolate / chocolates  secret  bogof  tablet / tablets  finest  value  bouquet / bouquets  special  affordable  scooter / scooters  stylish  [%] discount  lingerie  Idea / Ideas  guarantee  fragrance / fragrances  voucher / vouchers  underwear  electronic / electronics  bike / bikes  pc / pcs  footwear  dress / dresses  toy / toys  hat / hats  watch / watches  Products / Range SeasonalDynamic Pricing and valueBrand Endorsements CTA Delivery Incentives Descriptive
  35. 35. Layer-up ad extensions for greater impact For Retail, combining ad extensions on PC results in an increased average CTR of 22% Primary Ad Extension CTR Impression Share Click Share CPC Text Ad + Enhanced Sitelinks 22% 3.77% 9.15% £0.76 Text Ad + Multiple 22% 5.27% 12.41% £0.32 Text Ad 8% 50.82% 41.51% £0.30 2.75x uplift in CTR for 2.5x CPC
  36. 36. Make a big impact on the smaller screen Combining ad extensions on Smartphones results in an increased average CTR of 15%; increasing to 54% with an app! Primary Ad Extension CTR Impression Share Click Share CPC * Text Ad + App 54% 0.04% 1.23% £0.05 Text Ad + Multiple 15% 0.65% 4.92% £0.31 Text Ad 2% 58.60% 49.91% £0.20 7.5x uplift in CTR for 1.5x CPC
  37. 37. Layer-up ad extensions for greater impact For Retail, combining ad extensions on Tablets results in an increased average CTR of 37% Primary Ad Extension CTR Impression Share Click Share CPC Text Ad + Enhanced Sitelinks 37% 0.34% 2.85% $0.41 Text Ad 4% 41.60% 39.08% $0.20 Over 9x uplift in CTR for 2x CPC
  38. 38. Throughout Oct - Dec optimise for all devices and audiences Test ad copy & extension combs to find the best performing ads for your brand & products Ensure you have budget early on to take advantage of Black Friday sales peaks Search queries on Boxing Day more than double. Prepare budgets accordingly for Christmas week Get the most out of Bing Ads this Christmas:

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