Speaker Name
Celebrating modern mumsMother’s Day 2017 insights for digital marketers Australia
The mother of all holidaysBecause Mother’s Day crosses all ethnic, religious, and cultural backgrounds, it’s a valuable opportunity for retailers.1
1.Association of National Advertisers, Consumers Pour on Mother’s Day Love for Record Spending, September 2015
2. McCrindle, Australian Mums Speak: Guidance on Gifts this Mother’s Day, May 2016
CELEBRATING MODERN MUMS
80%
of Australians plan to give their mum a gift2
Most popular giftsAustralians spoiled mum with something personal.2
8%Something she can wear: jewelry, clothes, etc.
10%Something for her: pampering, massage, spa treatments, etc.
10%Something for her home: flowers, décor, etc.
We can’t repay mum, but we try.
1. Australian Retailers Association via Sydney Morning Herlad, Mother's Day spending shows just how much Australians love their mums , May 2016
2. McCrindle, Australian Mums Speak: Guidance on Gifts this Mother’s Day, May 2016
Tip : Apply an Accelerated Budget for top-performing campaigns. The default standard budget leaves possible searches on the table.
$2B estimated total Australian spending on gifts in 20161
CELEBRATING MODERN MUMS
Be there for all mums.
Audience targeting with Bing is bigger than you think.
Search eye to eye with mum.
There’s never a better time to increase visibility.
Shop for mum.
There’s never a better time to increase conversions.
[Client] actions to take home
Actionable takeaways.
01. 02. 03. 04.
CELEBRATING MODERN MUMS
Agenda
Be there for all the mums in your lives.From mums to wives, step-mums to female relatives, and for female friends, as well as divorced and single-parent households.1
1. MediaPost, Consumers Pour on Mother's Day Love for Record Spending, April 28, 2015.
34% of retail searches related to Mother’s Day are made by those aged 35-49.
Females account for 70% of those searches throughout April
The everlasting bond with mumThinking of mum no matter our age.
Segment Mother’s Day audiences with Demographic Targeting by age and gender.
1. Retail search queries related to Mother’s Day, by age group & gender, AU, April & May, 2016.
BE THERE FOR ALL MUMS
Tip: Place a Bid Adjustment to increase the likelihood that your ad is displayed in a better position for customers who meet your targeting criteria.
Tip: Adjust Demographic Targeting using advanced campaign settings.
14% 21% 34% 25% 7%
18-24 25-34 35-49 50-64 65+
30% 70%
Males Females
28%More likely to buy the
premium version of a product versus the Google audience
39%More likely to make
100,001 - 140,000 AUD versus the Google
audience
Who shops on Bing?
Bing is bigger than you think.BE THERE FOR ALL MUMS
1. GlobalWebIndex, Q4 2016 – AU only
16%More likely to use
search engines to find out about new brands, products or services versus the Google
audience
22%More likely to buy brands
they see advertised versus the Google audience
The Bing Network packs value for retailers.Compared to Google, Bing Network users are more likely to…
1. GlobalWebIndex, Q4 2016 – AU only
BE THERE FOR ALL MUMS
Tip: On Google AdWords? Use Google Import to save time and reach more customers.
31% more likely to have purchased a gift for someone online in the past six months.
Buy a gift for someone
38% more likely to have purchased jewellery online in the past six
months.
Buy beauty products
60% more likely to have purchased fragrances online in the past six
months.
Buy fragrances
53% more likely to have purchased personal items
online in the past six months.
Buy personal items (watches, handbags,
etc.)
Inspiration to
purchase
Searching for information
before purchase
Purchase Share information
through social or chat apps
Smartphone1 52% 19% 29% 9%
Tablet1 18% 37% 19% 7%
Desktop/ laptop 17% 54% 36% 11%
Don’t sweep other devices under the rug.
1. InMobi and YouGov, The Role of Mobile in the Path to Purchase of FMCG/Retail Products in Australia, June 2015
BE THERE FOR ALL MUMS
Tip: Use Device Targeting to reach mobile customers.
1.8X*2.2X
Notable Mother’s Day search daysUse Day and Time Targeting to show ads at peak times or days.
BE THERE FOR ALL MUMS
• Shoppers are in research mode during April, PC/tablet browsing tends to happen during the work week.
• Two weeks before Mother’s day is a sprint in searches across all devices.
Searches by devicePC/tabletMobile
• Last week before Mother’s day brings strong searches on PC/Table
• Mobile captures last minute shoppers towards the end of the week
Mother’s Day2 weeks 1 week3 weeks4 weeks5 weeks
April 2017M Tu W T
hF S
aSu
3 4 5 6 7 8 910 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30
Predicted top search dates1
May 2017M Tu W Th F Sa Su
1 2 3 4 5 6 78 9 10 11 12 13 14
15 16 17 18 19 20 2122 23 24 25 26 27 28Top PC/Tablet search days Top mobile search days
• Indicates % growth
compared to Apr 1st
search volume
1. Microsoft internal data, search volume in selected categories related to Mother’s Day – all devices, AU, April – May, 2016. .
Search eye to eye with mumThere’s never been a better time to increase visibility.
Last-minute shoppers turn to mobile for researching gift ideas
1. Microsoft internal data, search volume in selected categories related to Mother’s Day – all devices, AU, April 1, 2016 – May 15, 2016. .
BE THERE FOR ALL MUMS
Tip: Speaking of devices, use App Extensions to highlight your app link in your search ads.
Mobile is a lower-cost, higher-CTR alternative to reach Mother’s Day searchers.1/
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Mot
her's
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PC/tabletMobile
Mother’s day search volume by device
PC/tabletMobile
Mobile search share 45%(Apr 29-May 1)
1. Microsoft internal data, search volume in selected categories related to Mother’s Day – all devices, AU, April 1, 2016 – May 15, 2016. .
BE THERE FOR ALL MUMS
1. mother's day gift ideas
2. mother's day3. mother's day
handbags4. flower5. mother's day cards6. mother's day
gardening7. mother's day gifts8. watch9. Jewellery10. online shopping
Top Mother’s Day searched terms
1. mother's day gift ideas2. mother's day handbags3. mother's day gardening4. mother’s day jewellery5. mother's day clothing6. flowers7. mother’s day greeting
cards8. mother’s day shoes9. mother’s day tech gifts10. mother’s day spa and
massage
PC/Tablet Mobile
“+mother’s day” is the must-have keyword
Handbag and accessoriesPC/Tablet searches happen during week days, and demand picks up a week before Mother’s Day
SEARCH EYE TO EYE WITH MUM
Accessories search volume by devicePC/tabletMobile
10/0
4/20
16
12/0
4/20
16
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16
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6
Moth
er's
Day
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PC/tabletMobile
1. mother's day handbags
2. sunglasses3. hat4. hats5. cap6. bags7. scarf8. bag9. tote10. scarves
Handbag and accessories top non-branded searched terms – all devices
1. Microsoft internal data, search volume and top search queries in “ “Apparel & Accessories” category – all devices, AU, April 1, 2016 – May 15,2016.
Tip: Apply incremental bids using Advanced Targeting to target weekdays for PC/Tablet.
SEARCH EYE TO EYE WITH MUM
PC/tabletMobile
Jewellery and watch top non-branded searched terms– all devices
Jewellery and watch search volume by device
Jewellery and watchPC/tablet searches peak toward Thur and Fri, with strong volume increase a few days before Mother’s day
10/0
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2016
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Moth
er's
Day
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5/20
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5/20
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PC/tabletMobile
1. Microsoft internal data, search volume and top search queries in “ “Jewellery” category – all devices, AU, April 1, 2016 – May 15,2016.
Tip: Promote most searched products and leverage Ad Extensions to capture potential conversions.
1. mother's day jewellery
2. watch3. jewellery4. silver chain5. watches6. diamond7. engagement rings8. jewellery stores9. birthstones10. diamonds
25/0
4/20
1626
/04/
2016
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ther
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y9/
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PC/tabletMobile
SEARCH EYE TO EYE WITH MUM
PC/tabletMobile
1. roses2. rose3. orchids4. pictures of flowers5. lily6. orchid7. sunflower8. tulips9. tulip10. images of flowers11. lilies12.protea13.bouquet14.flower pictures15. lisianthus16.gerbera17.flowers pictures18.carnations19. ranunculus20.pink peonies
Flowers top searched terms– all devices
Flower search volume by device
FlowersRoses rule Mother’s Day flowers, searchers are 152% more likely to search for roses than orchids
1. Microsoft internal data, search volume and top search queries in “Flower Arrangement” category – all devices, AU, April 1, 2016 – May 15,2016.
Tip: Help increase click-through rates and direct searchers to specific pages for rose with Sitelink Extensions.
Shop for mumThere’s never been a better time to increase conversions.
2015 2016 2017
12.1
12.4
12.6
Online shopping is growing among Australians.
1. eMarketer, Digital Buyers Worldwide, by Country, 2015-2020, Aug 2016
SHOP FOR MUM
Digital buyers in Australia (in millions)1
mum shopping hackIncrease convenience by taking shoppers
directly to product pages with Bing Shopping Campaigns.
SHOP FOR MUM
Tip: Already have a Google Shopping Campaign? Import it directly into your Bing Ads account.
Remarketing in Paid Search
delivers your message to previous visitors when they
search on Bing and/or Yahoo.
Remarket 3x 1/3rd of respondents use positive
words to describe remarketing when seeing an ad three times.
However, if they saw the ad four or more times, it became intrusive.2
65% of marketers say it’s the most
effectivepay-per-click channel, second
only to text ads at 85% of marketers saying it’s most
effective.1
Visitor
Your website
User added to remarketing list
Visitor leaves Former visitor searches on Yahoo or Bing Your ad is served
User returns to your site
Don’t waste your visitors.Reconnect with visitors that leave your website
1. Hanapin Marketing, The State of PPC 2016-2017, September 26, 2016. 2. InSkin Media/RAPP: Retargeting report, October 2014.
SHOP FOR MUM
Increase/decrease the bid amount.
Learn more with the Remarketing in Paid Search webcast.
Optimise your bids, ads and keywords to those who search on Bing with Bid Modifiers.
Place a Universal Event Tracking (UET) tag across your website.
1Create Remarketing in Paid Search lists, based on user activity or pages users have visited.
2Associate Remarketing in Paid Search lists to ad groups.
3 4
UET
Conversion tracking
Remarketing in Paid Search
Home page
Category of form pages
Shopping cart
Ad group 1
Ad group 2
Ad group 3
Increase bids for shopping cart abandoners.
Reduce bids for people that already have made a purchase.
Learning to launchGet started with Remarketing in Paid Search.
SHOP FOR MUM
Bing Ads Mother’s Day to-do listBe there ahead of time. Review last season’s
campaigns for successes and lessons learned.
Set budgets to accommodate increases in traffic.
Upload Mother’s Day campaigns early.
Double-check to make sure all relevant accounts and campaigns are active.
Follow up on any rejected ads.
Add new, relevant and emerging keywords.
Optimise Bing Shopping Campaigns. Test different images of the
same product to determine which image performs best.
Given that Mother’s Day is a short seasonal event, refresh your product feed daily.
Go beyond the required attributes and populate your feed with as many recommended attributes as possible for each product offer.
Use the SKU column and unique identifiers to help differentiate product titles and descriptions that may only differ in size, color, etc. All unique identifiers should be consistent between data feeds.
Include specific brands, product types or individual products that align with your business goals.
Find approaches for a better ROI. Plan your campaigns for
April through May. Budget for PC/tablet and
mobile traffic. Plan your budgets for
periods of high CPC. Bid on your competitors –
and your own – brand terms.
Use long-tail brand terms. Optimise your keywords
and ads.
Optimise keywords, ads and bids. Leverage the right
combination of ad extensions.
Test ad copy variations. Set bids in anticipation of
increased competition during the seasonal peaks.
Apply bid boosting to take advantage of key audiences.
Set up Automated Rules to schedule and automate your top campaign management tasks on a weekly, or even daily, basis for invaluable time savings and efficiency gains.
Drive local store visits.• Location Extensions
Target unique audience segments.• Device Targeting• Demographic Targeting• Day and Time Targeting
Acquire new customers.• Remarketing in Paid Search• Universal Event Tracking• Bing Shopping Campaigns
Increase ad engagement.• Sitelink Extensions and
Enhanced Sitelinks
Improve ease of management.• Google Import• Bing Ads Editor for Mac• Bing Ads app for Andriod
and iOS
Increase mobile app engagement.• App Extensions• Mobile Device Targeting
Mother’s Day recipe for success
Use a mix of Bing Ads ingredients.
It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few Searches.Learn how to import your campaigns
Already advertising
on Google AdWords?
@bingads
linkedIn.com/company/bing-ads
facebook.com/bingads
blog.bingads.com.au
instagram.com/bingads
slideshare.net/bingads
youtube.com/bingads
Connect with a Search Specialist who can help you get started today. Call 1800 030 716 or check out Getting started
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Bing Network. Be there.
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