2017 Holiday insightsSuccessful strategies for digital marketers
Seasonality
Optimalflighting
Messaging
strategy
Tools
& tactics2017
Key takeaways
Audience
insights
AudienceinsightsSee who’s shopping on Bing
Source: comScore qSearch, Explicit Core Search, U.S. PC,
O&O, October 2016 – December 2016.
The Bing Network
audience spends
more online than the
average internet
searcher
October 2016 November 2016 December 2016
123
United States Buying Power Index (BPI)
100
123
100
118
100
Bing Network
BPI
BPI
average internet
+21% Toys and non-computer
games
online/offline
>$500
*Source: comScore, Plan Metrix, U.S., March 2017, industry categories based on comScore classifications.
+6% Cosmetics
online/offline
>$500
+34% Women’s adult
clothing
online/offline
>$500
+18% Jewelry and accessories
online/offline
>$500
+13% Home furnishings
online/offline
>$500
+13% Consumer electronics
online
$500 - $999
The Bing Network audience is more likely to spend $500 or more
in the following categories vs. Google*
Source: comScore qSearch, Explicit Core Search (custom),
U.S. November 2016, PC only, industry categories based on
comScore classifications.
Reach millions of PC
searchers not found
on Google
17.3 M
14.4 M
9.3 M
8.3 M
3.8 M
3.5 M
3.7 M
3.5 M
Bing Network
Apparel searchers
Searchers not reached on Google
Bing Network
Consumer electronics searchers
Searchers not reached on Google
Bing Network
Flowers/gifts/greetings searchers
Searchers not reached on Google
Bing Network
Toy searchers
Searchers not reached on Google
Home page
visitors
Past
purchasers
Holiday deal page
visitors
Cart
abandoners
Specific product or
category pages
Highlight holiday gift
ideas and offer
discounts on first orders
Source: Bing internal data; U.S., Remarketing vs. Non-Remarketing flight, 9/1/2016 – 11/13/2016.
Showcase popular new
product arrivals
Feature product
comparison pages or
reviews
Promote limited-time
offers or free shipping
Use annotations to
surface products people
also searched for
Bing remarketing ads see a 44% increase in conversion rate1
Sequence ad copy accordingly as users move down the funnel
Custom Audiences open beta
Leverage the most
powerful data source
— your own first-
party customer data
DMP
ID sync
Audience sync
DMPAdvertiser
Advertiser
Targeting
Complete integration process
between Bing Ads Custom
Audiences APIs into your Data
Management Platform (DMP)
Create and define richer
audience segments within
your DMP, which are then
synced with Bing Ads
Associate audiences to your
ad groups the same way you
would a remarketing list
22%
22%
Introducer
20%
16%
Influencer
35%
42%
One-step closer
23%
20%
Closer
Other paid search
Bing Ads
Paid search path positions
When Bing Ads is in the purchase path, we found
the following results:
• Higher one-step close rate than the other
leading paid search platform
• Higher average order values (AOVs)
across channels
• Faster conversions for paths closed on email
and social media channels
Source: Microsoft, Paid Search and Marketing Mix Study, 2016. Study of the customer journey across digital channels in the U.S.,
PepperJam, commissioned by Microsoft, 2.6MM orders and 17.7MM path events from ten (10) attribution clients (including a
majority of brands in the fashion and apparel industry), January 2015 to May 2016.
1%
18%
8%
29%
Bing Ads vs. Other paid search Bing Ads vs. All channels
AOV difference between Bing Ads and other
channels on one- and multi-step paths
Multi-step One-stepOne-step
Multi-step
Shorter purchase paths, increased average order values
when Bing Ads is in the mix
Messaging strategyAlign ad copy with query trends and consumer insights
Recommended strategies
Query trends
10% of the top 100 search queries used Best or Ideas
27% referenced Christmas, Holiday or Thanksgiving
----
Best cell phone deals
Best flat screen TV deals
Thanksgiving ideas
Surveillance cameras / identify theft protection
Expand keyword coverage to research
terms “ideas”/”best” and holiday terms
Alleviate anxiety: urge shoppers to start
early, shop online to avoid crowds, take
advantage of pre-season deals and enjoy
a worry-free holiday
Utilize Review Extensions to highlight
positive reviews
Consider testing a “products under $50
page” to help shoppers with their
research
Early November: Instill brand confidence and alleviate
anxiety as users begin their holiday research
Source: Internal data, Bing Network, U.S., Nov 1 – 14, 2016.
Consumer insights
1. Source: Field Agent 2015 Holiday Report
2. NRF Holiday Planning Playbook 2017
DELETE BEFORE PRESENTING
Feel free to update with strategies
& queries most relevant to your
advertiser ’s sub-vertical. This is a
high level framework
See additional query options in
the Power BI.
96% of consumers feel at least a little anxiety about buying
Christmas gifts1
66% of shoppers research products at a price point of less
than $502
Recommended strategies
Query trends
20% of the top 100 search queries referenced a consumer electronic product
15% reference deals or sales
---
Black Friday ads/deals/sales/shopping
Best black Friday deals
<brand> Black Friday
Online deals
TV sale
Feature deals on big ticket items as users
tended to search for more expensive
consumer electronics products
Include combinations of deals keywords such
as ads/sales/coupons
Test “don’t miss out” or “limited availability”
messaging to prompt immediate action for
those searching Thanksgiving day
Thanksgiving week: Maximize the space occupied by
leveraging extensions to promote upcoming deals
Source: Internal data, Bing Network, U.S., Nov 20 – 24, 2016.
Consumer insights
Reasons that U.S. internet users would shop digitally at the
Thanksgiving table1:
1. Source: eMarketer October 2016: data from PayPal, conducted by
Koski Research
DELETE BEFORE PRESENTING
Feel free to update with strategies
& queries most relevant to your
advertiser ’s sub-vertical. This is a
high level framework
See additional query options in
the Power BI.
86% 86%87% 87% 85% 82% 86% 87%81%
14% 14%13% 13% 15% 18%14% 13%
19%
Nov 22
Source: Internal data, Bing Network, U.S., November 22 – 30, 2016.
Non-brand
search queries
Brand
search queries
BLACK FRIDAY CYBER MONDAY
Shoppers have specific brands in mind more
often on Black Friday and Cyber Monday
Nov 23 Nov 24 Nov 25 Nov 26 Nov 27 Nov 28 Nov 29 Nov 30
Recommended strategiesQuery trends
18% of the top 100 search queries referenced a brick-and-mortar store name
---
Best android phone
Virtual reality headset
<brand> official site
<brand> Black Friday
<brand> coupons
Ensure keyword coverage for variations
that include your brand name and
consider using a registered trademark
Leverage Location Extensions and
increase bids for users on mobile devices
near your store location
Use Flyer Extensions to surface coupons
that shoppers can redeem in-store
Black Friday: Make it easier for customers to find
your local store and coupon offers
Source: Internal data, Bing Network, U.S., Nov 25, 2016.
1. Market Track Holiday Shopping Survey 2016
2. UPS Pulse of the Online Shopper, June 2017
Consumer insights
73% plan to check prices online before going shopping in-store1
52% of US digital buyers said they still visit stores to buy products,
down just 1 percentage point vs. 20142
DELETE BEFORE PRESENTING
Feel free to update with strategies
& queries most relevant to your
advertiser ’s sub-vertical. This is a
high level framework
See additional query options in
the Power BI.
Recommended strategiesQuery trends
11% of the top 100 search queries contained “cyber monday”
---
(Sunday prior) early cyber Monday deals
Cyber Monday deals/sales/specials
Christmas photo cards
Online coupons
Plus size sweaters
Leverage visual elements such as Image
Extensions & Bing Shopping Campaigns
For Bing Shopping Campaigns, bid lower for
product ads to match generic queries & bid
higher for product ads to match specific
queries
Utilize Dynamic Search Ads to match specific
long-tail search queries and stay up-to-date
with constant content changes
Test “treat yourself” copy for items popular
with self-gifters such as apparel
Cyber Monday: Help shoppers find exactly what they’re looking for
Source: Internal data, Bing Network, U.S., Nov 27, 28, 2016.
Consumer insights
90% of information transmitted to the brain is visual, and visuals are
processed 60,000X faster in the brain than text1
7 out of 10 shoppers treated themselves this past holiday season2
1. Source: “The Power of Visual Communication”, Billion Dollar Graphics, 2011
2. NRF Holiday Planning Guide 2017
DELETE BEFORE PRESENTING
Feel free to update with strategies
& queries most relevant to your
advertiser ’s sub-vertical. This is a
high level framework
See additional query options in
the Power BI.
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
Black Friday search queries peaked
on Thanksgiving, while searches
ramped up several weeks prior
11/24
Thanksgiving
Search
querie
s
CPC
11/26
SaturdayCyber Monday search queries
peaked the day of the main event
and had a shorter ramp up periodCyber Monday
Start bidding on Black Friday keywords early in the season, and expect
a shorter ramp up period for Cyber Monday keywords
Source: internal data, Bing Network, U.S., November 1, 2016 – December 31, 2016
Opportunity to
quantify bid changes
the weeks prior for
your advertiser.
Recommended strategies
Query trends
11% of the top 100 search queries referenced cell phone deals
16% were related to apparel
---
Online deals
Men’s pants
New years eve dresses
Cheap iphone 6
Women’s winter jackets
Call out customer service benefit or
hassle-free return policy
Promote discounts or deals on
future purchases
Encourage shoppers to redeem gift
cards or include a site link to easily
check the balance
After Christmas: Retain shoppers who are making returns and extend
campaigns through to the New Year
Source: Internal data, Bing Network, U.S., December 26, 27, 2016.
1. Source: NRF Holiday Planning Guide 2016
2. Source: UPS Online Shopping Study, 2015
3. Source NRF Holiday Planning Guide 2017
Consumer insights
2 out of 3 respondents to an NRF/Prosper survey said they planned to
shop after-Christmas sales1
67% review a retailer ’s return policy before making a purchase2
64% of shoppers who experienced friction in the return process said they
would be hesitant to shop at that retailer ever again3
DELETE BEFORE PRESENTING
Feel free to update with strategies
& queries most relevant to your
advertiser ’s sub-vertical. This is a
high level framework
See additional query options in
the Power BI.
Tools & tacticsUtilize these ad types and extensions to improve performance this holiday season
Elite Merchant Badge and Price Drop Alerts
Feature product ratings as shoppers research and
compare gifts
Badge displays only for merchants
with high ratings. Price drops automatically
detected by changes in feeds.
Ratings from customer’s site and
trusted third parties.
Display holiday deals for specific products or
site-wide sales
Merchants can create promotions
through Bing Ads online or submit a
promotions feed.
Improve the visibility of your products and promotions with
Bing Shopping Campaigns throughout the holiday season
Text ads and Bing
Shopping Campaigns
served simultaneously
CTR +71%
CPC +44%
Conversion
rate +76%
ROAS +22%
Leverage both text ads and Bing Shopping Campaigns this
holiday season to increase performance
Source: Internal data, Bing Network, U.S., November 1, 2016 – December 31, 2016.
Provide more product details in your feed to display
your ads in this exclusive shopping experience — give
shoppers more ways to filter products and get closer to
what they want to buy.
Increase traffic to your Product Ads
Include GTIN, MPN, Brand and other product-specific attributes in your
product feed to help increase the likelihood of your ads appearing in
new retail experiences.
Make it easier for shoppers to find your products
Add more product-specific attributes to your product feed to help
provide more robust Product Ads and drive richer ad content.
Increase your click-through and conversion rates
Allow shoppers to narrow their search results by applying product filters
and seeing more targeted product offers.
NEW - Shopping Tab
Increase traffic to your Bing Shopping Campaigns with the Shopping Tab
Drive in-store holiday traffic. Showcase
your products and local retail store
information to nearby shoppers:
• Increase traffic from Bing Shopping Campaigns by
increasing click-through rates and click volume.
• Highlight your brick-and-mortar store locations to
increase foot traffic and sales in your retail stores.
• Promote products that are available in store only to
nearby shoppers.
** For representation only; final design may change.
NEW - open beta
Local Inventory Ads for Bing Shopping Campaigns
boost sales in your brick-and-mortar locations
Instill brand confidence as
shoppers begin their research
Callout Extensions Flyer Extensions – in pilot Image Extensions
Review Extensions Price Extensions – in pilot Dynamic Search Ads – in pilot
Learn More Learn MoreLearn More
Learn More Learn MoreLearn More
Maximize the space occupied to promote upcoming deals and
specific price points
Help shoppers find exactly what they’re looking for
DELETE BEFORE
PRESENTING
Swap out extension/
product options with
those most relevant to
your advertiser
5. Merchant Ratings
Build confidence in your brand
with high-rated reviews as
shoppers research on the go.
6. Product Ads
Showcase your products in an
impactful ad format that
includes custom images, price
and company name.
3. App Extensions
Promote your app on Bing.
Compatible with every major
app store.
4. Call Extensions
Make it easy for people
to call your business
by displaying your
phone number.
2. Sitelink Extensions
Promote specific holiday
deals or gift inspiration pages.
1. Location Extensions
Increase bids for users on
mobile devices within your
store’s vicinity.
Drive clicks this holiday season with these successful strategies across device types
SeasonalityFocus on key time periods of volume and efficiency
Source: Internal Data, Bing Network, U.S., PST time zone, November 25, 2016 and November 28, 2016.
Early morning had the
highest CPCs
Afternoon/evenings showed
better cost efficiency and
maintained click volume
Mobile click volumes spiked
late into the evening
PC/tablet showed a lull in click
activity from 3 – 4 p.m. PST
CPC and click volume by hour
Black Friday
Cyber Monday
Set time-of-day bid
modifiers to
maximize efficiencies
Examine your CPA
data to determine if
it follows the same
trend
Cyber Monday
Black Friday
DELETE BEFORE
PRESENTING
OPTION A:
Line is CPC and bars
are click volume
Source: Internal Data, Bing Network, U.S., PST time zone, November 25, 2016 and November 28, 2016.
Early morning had the
lowest CTRs
Afternoon/evenings showed
better CTR and maintained
click volume
Mobile click volumes spiked
late into the evening
PC/tablet showed a lull in click
activity from 3 – 4 p.m. PST
CTR and click volume by hour
Black Friday
Cyber Monday
Set time-of-day bid
modifiers to
capitalize on time
periods with better
performing CTR
Cyber Monday
Black Friday
DELETE BEFORE
PRESENTING
OPTION B:
Line is CTR and bars
are click volume
Ramp spend early to capture
early shoppers
Expect Black Friday to be the
largest day for mobile and Cyber
Monday for PC/tablet
Expect shoppers to research on
mobile during weekends, and
make PC/tablet purchase
decisions after
Plan for post-holiday
shopping sprees through
to the new year
Allocate budgets according to these key time periods
Source: Internal Data, Bing Network, U.S., November 1 2016 – December 31 2016.
% of Retail clicks by Device
Cyber
Monday
Thanksgiving
weekMonday Green Monday
After
Christmas
Monday
Black
Friday
First weekend of
November
SundaySunday
Sunday
Mobile PC/Tablet
DELETE BEFORE
PRESENTING
OPTION A
This represents the
market activity. Exact
dates for bid mods and
budget allocations will
vary by advertiser
Cyber
Monday
+58%
Thanksgiving
Week
+15%
Monday
+10%
Green Monday
+8%
After
Christmas
+12%
Monday
-11%
Black
Friday
+33%
Ramp spend early November to
capture early shoppers
Cyber Monday totaled 3% of
November-December click
volume
Expect shoppers to make
online purchase decisions
after the weekend
Plan for post-holiday
shopping sprees through
to the new year
Allocate budgets according to these key time periods
Source: Internal data, Bing Network, U.S., November 1, 2016 – December 31, 2016.
First weekend of
November
+9%
Retail clicks
DELETE BEFORE
PRESENTING
OPTION B
This represents the
market activity. Exact
dates for bid mods and
budget allocations will
vary by advertiser
Hobbies & Leisure had stronger
click volumes early in the season
Black Friday had the highest
peak vs. Cyber Monday
Saturdays were the most
popular day of the week in
December vs. Mondays
Christmas day clicks were higher
vs. the day after Christmas
Define your strategy by category as consumer
behavior can shift based on product type
Hobbies & Leisure clicks
Cyber
Monday
Thanksgiving
week
Black
Friday
First weekend of
November
Saturday
Saturday
Christmas Day
Saturday
Source: Internal data, Bing Network, U.S., November 1, 2016 – December 31, 2016
DELETE BEFORE
PRESENTINGUpdate with a view relevant
to your subvertical or
advertiser. See appendix for
more options.
How does it differ from retail
all-up and why?
Before ThanksgivingYear-round
Expect a prolonged shopping season and ensure sufficient budget is
reserved for December
Cyber MondayThanksgiving weekend
(excluding Black Friday)Black Friday
7%4%10%9%
30%
1. eMarketer TrendSource, “Post-Holiday Consumer Insights Study,” February 9, 2017.
After Cyber
Monday/before
Christmas
40%of U.S. internet
shoppers did the
bulk of their holiday
shopping after
Cyber Monday1
Use this table as a guide:
Allocate budget according to the month-over-month
demand increases expected this holiday season
Bing Ads Internal Data, U.S., September – December 2016.
9%
Sept Oct Nov Dec
Retail click growth
projections
PC/Tablet Mobile
+9%+12% +12%
+9% +21% +3%
+9%+19% +4%
All devices
(+MoM%)
PC/tablet
(+MoM%)
Mobile
(+MoM%)Month % Increase Budget
September -
October (Sept $)*(9%)
November (Oct $)*(19%)
December (Nov $)*(4%)
DELETE BEFORE
PRESENTING
Update table for your
advertiser.
The % are an aggregate of
Retail. Consider updating for
your subvertical.
2017Key takeaways
Summary of key takeaways
As retailers prolonged their deal offerings and volumes remained strong
in December, ensure budget is sufficiently allocated throughout the
holiday season.
Define your strategy by category as consumer behavior can shift based on product type.
Shoppers have specific brands in mind more often on Black Friday and Cyber Monday.
Start building consideration for your brand early in the season.
Mobile searches peaked when consumers were likely on the go.
Differentiate your advertising strategy by device type and set
time-of day-bid modifiers.
Establish ad relevancy by aligning messaging strategy with top query trends.
Tap into a prequalified audience familiar with your brand.
Sequence ad copy according to remarketing lists as users move down the funnel.
© 2017 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 THE INFORMATION IN THIS PRESENTATION.
Drive foot traffic to your business• Location Extensions
• Location targeting
Target unique audiences• Device targeting
• Demographic targeting
Acquire new customers• Remarketing in Paid Search
• Universal Event Tracking
Increase ad clicks• Structured Snippet Extensions
• Sitelink Extensions and
Enhanced Sitelinks
Sell your products online• Bing Shopping Campaigns
• Elite Merchant Badge
Increase app installs & usage• App Extensions
• Mobile device targeting
Build your brand trust• Security Badge Annotation
• Merchant Ratings Annotation
• Review Extensions
Get more phone calls to your business• Call Extensions
• Day and time targeting
Streamline your campaign management• Google Import
• APIs for UET tags, conversion
goals and remarketing
• Automated Rules
Bing Ads device launch kitChoose the right tools to pursue shoppers.
Of the 73% who use both Bing and Amazon:
do not even visit Amazon. 27%
This makes Bing a crucial channel to reach your retail customers.
use both Bing and Amazon.73%
20%do use the same way.
do not perform the same retail category searches on both Bing and Amazon.80%
Bing user overlap with Amazon
Reach searchers not found on Amazon
Over a quarter of Bing users perform
retail searches exclusively on Bing
Source: Microsoft internal data, web browser logs, November 2016.
115%increase in mobile Bing Network syndication clicks
25%of Bing Network search volume is mobile
58%increase in Bing Networkmobile CTR
The Bing Network
via mobile
Source: Internal data, U.S. Bing Network data, fourth quarter, fiscal year 2017vs fourth quarter fiscal year 2016.
Mobile only.
Source: Internal data, Bing Network, U.S., November 1 – December 31, 2016.Day of week excludes Thanksgiving/Cyber Monday week and pre/post Christmas weeks.
Mobile searches peaked
when consumers were
likely on the go
Differentiate your
advertising strategy
by device typeSundays – Highest search volumes
Top days:
1. Black Friday, November 25
2. Sunday, November 27
3. Sunday, December 11
Mondays – Highest search volumes
Top days:
1. Cyber Monday, November 28
2. Black Friday, November 25
3. Monday, December 12
Monday
16%
Saturday
13%
Sunday
14%
Thursday
14%
Tuesday
15%
Wednesday
14%
Friday
14%
Monday
14%
Saturday
15%
Sunday
16%
Thursday
14%
Tuesday
14%
Wednesday
14%
Friday
13%
Ramp up spend the beginning
of November to capture
early shoppers
Cyber Monday totaled only
4% of November-December click
volume — reserve budget for
the remainder of the year
Expect shoppers to make
online purchase decisions
after the weekend
Plan for post-holiday
shopping sprees through
to the new year
Allocate budgets according to these key time periods
Source: Internal data, Bing Network, U.S., November 1, 2016 – December 31, 2016.
Retail clicks
Updated
for
Apparel
Cyber
Monday
Thanksgiving
week
MondayGreen Monday
After
Christmas
Monday
Black
Friday
First weekend of
November
71% 71%72% 70% 68% 64% 71% 72%62%
29% 29%28% 30% 32% 36%29% 28%
38%
Nov 22
Source: Internal data, Bing Network, U.S., November 22 – 30, 2016.
Non-brand
searches
Brand
searches
BLACK FRIDAY CYBER MONDAY
Shoppers have specific brands in mind more
often on Black Friday and Cyber Monday
Nov 23 Nov 24 Nov 25 Nov 26 Nov 27 Nov 28 Nov 29 Nov 30
Updated
for
Apparel
Start ramping up spend the first
weekend of November to
capture early shoppers
Cyber Monday totaled only
4% of November-December click
volume — reserve budget for
the remainder of the year
Expect shoppers to make
online purchase decisions
after the weekend
Plan for post-holiday
shopping sprees through
to the new year
Allocate budgets according to these key time periods
Source: Internal data, Bing Network, U.S., November 1 2016 – December 31 2016
Retail clicks
Cyber
Monday
Thanksgiving
weekMonday
Green Monday After
ChristmasMonday
Black
Friday
First weekend of
November
Updated
for
Consumer
Electronics
87% 87%87% 87% 87% 86% 88% 88%86%
13% 13%13% 13% 13% 14% 12% 12%14%
Nov 22
Source: Internal data, Bing Network, U.S., November 22 – 30, 2016.
Non-brand
Searches
Brand
Searches
BLACK FRIDAY CYBER MONDAY
Shoppers have specific brands in mind more
often on Black Friday and Cyber Monday
Nov 23 Nov 24 Nov 25 Nov 26 Nov 27 Nov 28 Nov 29 Nov 30
Updated
for
Consumer
Electronics
Ramp up spend the beginning
of November to capture
early shoppers
Black Friday totaled only 2%
of November-December click
volume — reserve budget for the
remainder of the year
Expect shoppers to make
online purchase decisions
after the weekend
Plan for a spike during and
after the Christmas holiday
Allocate budgets according to these key time periods
Source: Internal data, Bing Network, U.S., November 1 2016 – December 31 2016
Cyber
Monday
Thanksgiving
week
MondayGreen Monday
After
Christmas
Monday
Black
Friday
First weekend of
November
Updated
for
Hobbies &
Leisure
92% 92%92% 91% 90% 90% 92% 93%90%
8% 8%8% 9% 10% 10% 8% 7%10%
Nov 22
Source: Internal data, Bing Network, U.S., November 22 – 30, 2016.
Non-brand
searches
Brand
searches
BLACK FRIDAY CYBER MONDAY
Shoppers have specific brands in mind more
often on Black Friday and Cyber Monday
Nov 23 Nov 24 Nov 25 Nov 26 Nov 27 Nov 28 Nov 29 Nov 30
Updated
for
Hobbies &
Leisure
Ramp up spend the first
weekend
of November to capture
early shoppers
Cyber Monday totaled only
3% of November-December click
volume — reserve budget for
the remainder of the year
Expect shoppers to make
online purchase decisions
after the weekend
Plan for post-holiday shopping
sprees through to the
new year
Allocate budgets according to these key time periods
Source: Internal data, Bing Network, U.S., November 1 2016 – December 31 2016
Cyber
Monday
Thanksgiving
weekMonday Green Monday After
ChristmasMonday
Black
Friday
First weekend of
November
Updated
for Home
& Garden
87% 87%86% 86% 84% 83% 87% 87%85%
13% 13%14% 14% 16% 17%13% 13%15%
Nov 22
Source: Internal data, Bing Network, U.S., November 22 – 30, 2016.
Non-brand
Searches
Brand
Searches
BLACK FRIDAY CYBER MONDAY
Shoppers have specific brands in mind more
often on Black Friday and Cyber Monday
Nov 23 Nov 24 Nov 25 Nov 26 Nov 27 Nov 28 Nov 29 Nov 30
Updated
for Home
& Garden
THANKSGIVING
Ramp up spend the first
weekend
of November to capture
early shoppers
Cyber Monday totaled only
3% of November-December click
volume — reserve budget for
the remainder of the year
Expect shoppers to make
online purchase decisions
after the weekend
Plan for post-holiday shopping
sprees through to the
new year
Allocate budgets according to these key time periods
Source: internal data, Bing Network, U.S., November 1 2016 – December 31 2016
Cyber
Monday
Thanksgiving
week
Monday Green Monday
After
Christmas
MondayBlack
Friday
First weekend of
November
Updated
for
Occasions
& Gifts
90% 90%92% 92% 91% 87% 91% 91%86%
10% 10%8% 8% 9%13%
9% 9%14%
Nov 22
Source: Internal data, Bing Network, U.S., November 22 – 30, 2016.
Non-brand
searches
Brand
searches
BLACK FRIDAY CYBER MONDAY
Shoppers have specific brands in mind more
often on Black Friday and Cyber Monday
Nov 23 Nov 24 Nov 25 Nov 26 Nov 27 Nov 28 Nov 29 Nov 30
Updated
for
Occasions
& Gifts