a digital marketer's guide for back-to-school
TRANSCRIPT
Make the grade
for back-to-schooland get your share of the second largest retail shopping season of the year
Key digital insights for marketers to head to the top of the class TIMINGBe ready early for a long back-to-school shopping season
OFFLINE VS. ONLINEShoppers are heading in store more
Parents and students spent big for back-to-school last year—whether for their first day of kindergarten
or freshman yearIN 2015, SHOPPERS SPENT $68 BILLION:
SOURCE: National Retail Federation 2015 Back-to-School Survey.
63% was spent onback-to-college
37% was spent
on K–12
Back-to-school shopping is predicted to hit the books hard this year with continued growth
In 2016, general retail sales are
predicted to increase by
3.1% resulting in
SOURCE: Source: National Retail Federation 2016 Economic Forecast.
$70+ billion
20%
43%
30%
4% 3%
Timing is everything.Get an “A" in preparation63% of consumers start shopping 3 weeks to 2 months before school starts. That means they start as early as June and peak around July 4, so get your marketing and merchandise ready.
SOURCE: National Retail Federation, Monthly Consumer Survey, July 2015.
2+ months prior
3 weeks to 1 month
prior1–2 weeks
priorWeek school starts
After school starts
SUMMER
PC, mobile or mall? It’s a mad dash to the stores
91%
37%
16%7%
Retailer sites
Cash-back sites Mobile shopping apps
US parents planned to shop for back-to-school items in-store this year
SOURCE: FatWallet.com polling, June 2015.
Geography lesson: Shoppers get around
Home Furnishings or Home Décor Store
Local/Small Business
Drug Store
Electronics Store
Online
College Bookstore
Office Supply Store
Clothing Store
Department Store
Discount Store
12%
13%
23%
20%
45%
42%
36%
34%
47%
51%
SOURCE: eMarketer – Market Track, “Shopper Insight Survey: Back-to-School 2015,” Sept 9, 2015.
Where shoppers plan to shop for K–12 and college supplies
Online shoppers planned to spend 29% more for back-to-school in 2015
History lesson: Where back-to-school shoppers have been going
SOURCE: eMarketer – Market Track, “Shopper Insight Survey: Back-to-School 2015,” Sept 9, 2015
2%
1%
1%
1%
3%
4%
5%
9%
10%
64%Big-box retailerKmart, Target, Wal-Mart, etc.
DigitallyDepartment store
J.C. Penney, Kohl’s, Macy’s, etc.
Office storeOfficeMax, Staples, etc.
Clothing storeAbercrombie & Fitch, Aéropostale, Express, etc.
MallClub store
Costco, Sam’s Club, etc.
Electronics storeBest Buy, hhgregg, etc.
Discount storeNordstrom Rack, Ross, T.J.Maxx, etc.
Other64%
What’s in their backpack?
SOURCE: FatWallet.com polling, June 2015.
2%
6%
8%
16%
16%
17%
18%
25%
37%
41%
42%
50%ApparelFootwear
Backpacks/computer bagsStationery/supplies
Paper, pencils, pens, etc.
Tablets
Desktops/laptops
Sporting goodsHousewaresSheets, towels, etc.
Small appliancesBlender, microwave, toaster, etc.
FurnitureOther
WearablesFitness trackers, headphones, smart watches, etc.
Source: National Retail Federation, Economy’s Impact on Back-to-School Plans.
Shoppers are doing their homework and expect better prices and promotions from retailers
SOURCE: National Retail Federation, Economy’s Impact on Back-to-School Plans.
Shopping sales more oftenDoing more comparative shopping online
Buying more store brand/generic productsDoing more comparative shopping with ad circulars/newspapers
Spending less overallUsing coupons more
Postponing educational investments (i.e., family computer)Other
Shopping more online
The economy is impacting whether children will attend private or public school
Making do with last year’s school items
Cutting back on extracurricular activities or sports
Back to school plans will not change40%30%20%10%0%
SALE
Source: National Retail Federation, Economy’s Impact on Back-to-School Plans.
Tip 101: include shipping and timing information in your ad copy to attract more customers
SOURCE: National Retail Federation, Economy’s Impact on Back-to-School Plans.
Free shipping
Buy online, pick-up in store/ship to store
Expedited shipping
Same-day delivery
Reserve online
Other
Mobile insights for back-to-school
From living room to dorm room, car to café, mobile commerce
is on the rise37% of back-to-school shoppers will use their smartphone. That’s a 15% increase over the previous year.
12%will use their tablet.
SOURCE: IBM Digital Analytics Benchmark as cited in press release September 2, 2015.
Do you have an app for that? Mobile users check everything from pricesand locations before ever going into a store
SOURCE: http://www.emarketer.com/Article/How-Aware-Consumers-About-Their-Favorite-Fashion-Retail-Apps/1013619
OtherGet personalized recommendations
Share photos or styles digitally or via socialExplore trends or get inspirationScan barcodes for merchandise
Get notifications for new merchandiseMake a shopping list or wish list
Manage loyalty pointsFind location
Purchase itemsBrowsing
Check merchandise availabilityReceive promotions or discounts
Check prices
3%4%5%
13%13%14%
21%29%31%
45%51%
54%61%
74%
Ways in which US internet users use their favorite fashion retailer’s mobile app, Dec 2015
Get your most valuable info to your mobile users fast— you have half the time to capturethem as a PC userTipOrganize your back-to-school webpages how a customer might shop and what you’d like for them to see first—including any Back-to-School salesA 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
Bing Ads audience
More likely to buy educational products onlineCompared with Google, the Bing Network audience is:
5%more likely to have bought educational software online in the last 6 months
9%more likely to have bought other literary or educational products online in the last 6 months
SOURCE: comScore Plan Metrix, US, July 2015, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.
More likely to search for educational products onlineCompared with Google, the Bing Network audience is more likely to:
Have searched for other literary or educational products online in the last 6 months
SOURCE: comScore Plan Metrix, US, July 2015, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.
More likely to buy apparelCompared with Google, the Bing Network audience is:
SOURCE: comScore Plan Metrix, US, July 2015, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.
12%more likely to have spent $500 or more on kids clothing in the last 6 months
56%more likely to have spent $500 or more
on teen boys clothing in the last 6 months
7%more likely to have spent $200–$499 on
teen boys clothing in the last 6 months
More likely to buy a new PCCompared with Google, the Bing Network audience is:
“Somewhat likely” to buy a new PC in the next 12 months
SOURCE: comScore Plan Metrix, US, July 2015, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.
More likely to apply for an education loanCompared with Google, the Bing Network audience is:
45%more likely to have applied offline for an education loan in the last 6 months
SOURCE: comScore Plan Metrix, US, July 2015, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.
Bing Network search trends
2015 BTS searches by device
Make the honor roll with mobile queries
60%
40%
52%
48%
SOURCE: Microsoft internal data Jun 14 – Oct 17, 2015 & Jun 15 – Oct 18, 2014, searches across all devices
PC/tablet Mobile
60% of back-to-school searches are conducted on smartphones
2014 BTS searches by device
SOURCE: Microsoft internal data Jun 14 – Oct 17, 2015, searches by device
PC/tablet Mobile
06-14-2015__06-20-2015
06-21-2015__06-27-2015
06-28-2015__07-04-2015
07-05-2015__07-11-2015
07-12-2015__07-18-2015
07-19-2015__07-25-2015
07-26-2015__08-01-2015
08-02-2015__08-08-2015
08-09-2015__08-15-2015
08-16-2015__08-22-2015
08-23-2015__08-29-2015
08-30-2015__09-05-2015
09-06-2015__09-12-2015
09-13-2015__09-19-2015
09-20-2015__09-26-2015
09-27-2015__10-03-2015
10-04-2015__10-10-2015
10-11-2015__10-17-2015
BTS apparel—weekly searches by device
Get voted “best dressed” Shoppers start looking for their back-to-school wardrobe after July 4
SOURCE: Microsoft internal data Jun 14 – Oct 17, 2015, searches by device
PC/tablet Mobile
The ABCs of buying school supplies from July to September
06-14-2015__06-20-2015
06-21-2015__06-27-2015
06-28-2015__07-04-2015
07-05-2015__07-11-2015
07-12-2015__07-18-2015
07-19-2015__07-25-2015
07-26-2015__08-01-2015
08-02-2015__08-08-2015
08-09-2015__08-15-2015
08-16-2015__08-22-2015
08-23-2015__08-29-2015
08-30-2015__09-05-2015
09-06-2015__09-12-2015
09-13-2015__09-19-2015
09-20-2015__09-26-2015
09-27-2015__10-03-2015
10-04-2015__10-10-2015
10-11-2015__10-17-2015
BTS school supplies—weekly searches by device
SOURCE: Microsoft internal data Jun 14 – Oct 17, 2015, searches across all devices
Non-brand Brand
English 101: Keep it simple
14%
86%
Take advantage of consumers’ generic search terms to be part of their consideration set
Brand vs. non-brand searches—all devices
Apparel searches by device
SOURCE: Microsoft internal data Jun 14 – Oct 17, 2015, searches by device
PC/tablet Mobile
School supplies searches by device
Knowledge is powerMost school goers seek out their new shopping wardrobe on mobile devices while most PC and tablet users find school supplies
67%
33%41%
59%
Use words that work Ad copy analyses
% Off Accessories
Apparels
Brands
Call To Action
Cheap / Affordable
Deals / Discounts
Delivery / Shipping
DKI Free Jewelry
Men / Women
OnlineParam Insertion
Price / Pricing
Quality Sale Selecti
onServices Shoes Stores Styles Superl
atives
% OffAccessoriesApparelsBrandsCall To ActionCheap / AffordableDeals / DiscountsDelivery / ShippingDKIFreeJewelryMen/WomenOnlineParam InsertionPrice / PricingQualitySaleServicesShoesStoresStylesSuperlatives
Here’s how to read a heatmapAD
TIT
LE
AD DESCRIPTION
SOURCE: Microsoft Internal Data. Total Impressions Generated = 124 million, Total Ads Analyzed = 51K,Analysis Period = 1st July 15' – 31st August 15’Note: This categories represent groups of similar keywords.
Great
Good Bad
Insufficient data
Our study results show that apparel & accessories/clothing & shoes with cheap/affordable in the title and a deals/discounts keywords in the description presents high ad quality performance
Words that work—back to school // Apparel & accessories/clothing & shoes AD DESCRIPTION
SOURCE: Microsoft Internal Data. Total Impressions Generated = 124 Million, Total Ads Analyzed = 51K, Analysis Period = 1st July 15' – 31st August 15’Note: This categories represent groups of similar keywords.
Great
Good Bad
Insufficient data
% Off Accessories
Apparels
Brands
Call To Action
Cheap / Affordable
Deals / Discounts
Delivery / Shipping
DKI Free Jewelry
Men / Women
OnlineParam Insertion
Price / Pricing
Quality Sale Selecti
onServices Shoes Stores Styles Superl
atives
% OffAccessoriesApparelsBrandsCall To ActionCheap / AffordableDeals / DiscountsDelivery / ShippingDKIFreeJewelryMen/WomenOnlineParam InsertionPrice / PricingQualitySaleServicesShoesStoresStylesSuperlativesAD
TIT
LE
PC + Tablet
Stores Stores Stores Stores Online
Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL
Men/women Free Delivery/shipping Apparels Apparels
Mobile
Quality Quality Quality Quality Quality
Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL
Sale Deals/discounts Superlatives % off Price/pricing
PC + Tablet: For the title Stores (e.g., “official store”, “outlet”, “store”) related keywords show the best performance. While for the description the options are much more diverse with token buckets like Men/Women (e.g., “men shirts”, “shoes women”, “women watches”), free (e.g., “free”, “get free”, “free returns”), and apparels (e.g., “clothes”, “shirts”, “tank tops”).
Mobile: Smartphones users are all about the quality (e.g., “authentic”, “quality”) in the ad tittle. While consistently responding to more diversity in the description with Sale (e.g., “boots sale”, “sale now”, “shoe sale”), deals/discounts (e.g., “wholesale”, “save”, “deals”), superlatives (e.g., “latest styles”, “new”, “unique”), among other great performers.
SOURCE: Microsoft Internal Data. Total Impressions Generated = 124 Million, Total Ads Analyzed = 51K, Analysis Period = 1st July 15' – 31st August 15’Note: This categories represent groups of similar keywords.
Apparel & accessories/clothing & shoes Top 5 ad combinations by device//
Men/Women
Call To Action
Price/Pricing
Stores
Brands
Online
Apparels
Delivery/Shipping
Accessories
Cheap/Affordable
Opportunities Overall the season presents a lot of opportunities to create high ad quality without much competition. The top of these opportunities are:
Cheap/affordable(e.g., “cheap online”, “cheap prices”, “cheap women”)
Accessories (e.g., “bracelets”, “handbags”, “hats”) They both present a present a high ad performance for this season and are severely underutilized by advertisers
Find your opportunityIf ad quality is high and there aren’t very many advertisers showing on these terms. Read—great opportunity!
Ad qualityAdvertiser #
SOURCE: Microsoft Internal Data. Total Impressions Generated = 124 Million, Total Ads Analyzed = 51K, Analysis Period = 1st July 15' – 31st August 15’Note: This categories represent groups of similar keywords.
Top performing copy // Sitelink ExtensionsApparel & accessories/clothing & shoes
% OffAccessories
Brands
Call To Action
Cheap / Affordable
Custom
Deals / Discounts
Delivery / Shipping
DKI Dorm
Dorm Furniture
Fast / Easy
Free Lighting
Local
Material
Online
Price / Pricing
Products
Quality
Roommate
Sales SaveSele
ctionServices
Small Appliances
Store
Styles
Superlatives
% OffAccessoriesBrandsCall To ActionCheap / AffordableCustomDeals / DiscountsDelivery / ShippingDKIDormDorm FurnitureFreeLightingLocalMaterialOnlineParam InsertionPrice / PricingProductsQualityRoommateSalesSaveSmall AppliancesStoreStylesSuperlatives
Words that work—back to college // Consumer electronics, home & garden, home furnishingsAD DESCRIPTION
SOURCE: Microsoft Internal Data. Total Impressions Generated = 124 Million, Total Ads Analyzed = 51K, Analysis Period = 1st July 15' – 31st August 15’Note: This categories represent groups of similar keywords.
Great
Good Bad
Insufficient data
AD T
ITLE
PC + Tablet
Online Online Online Online Online
Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL
Free Sales Cheap/affordable Online Fast/easy
Mobile
Styles Quality Products Superlatives Param Insertion
Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL
Local Deals/discounts Brands Material Brands
PC + Tablet: Online (e.g., “shop online”, “site”, “online”), wins the title wars with the top 5 spots. For ad description the dominant players are like free (e.g., “day free”, “free delivery”, “get free”), cheap/affordable (e.g., “low”, “low prices”, “affordable”), and fast/easy (e.g., “fast delivery”, “fast free”, “easy”).
Mobile: Smartphones users don’t present a unique preference in ad tittle nor description. For ad tittle we can highlight tokens like Styles (e.g., “mid century”, “handcrafted”, “modern”), products (e.g., “parts”, “products”), and quality (e.g., “guarantee”, “high quality”, “quality furniture”). While for description local (e.g., “local”, “USA”) and material (e.g., “fabric”, “glass”, “wood”).
SOURCE: Microsoft Internal Data. Total Impressions Generated = 124 Million, Total Ads Analyzed = 51K, Analysis Period = 1st July 15' – 31st August 15’Note: This categories represent groups of similar keywords.
Consumer electronics, home & garden, home furnishingsTop 5 ad combinations by device//
Opportunities: Overall the season presents a lot of opportunities to create high ad quality without much competition. The top of this opportunities are:
Brand termsDelivery/shipping (eg. “day shipping”, “shipping orders’) With the highest level of opportunities above all other tokens in our listSuperlatives
Sales
Dorm Furniture
Store
Quality
Cheap/Affordable
Online
Free
Delivery/Shipping
Brands
OpportunitiesOverall the season presents a lot of opportunities to create high ad quality without much competition. The top of these opportunities are:
Brand termsDelivery/Shipping (e.g., “day shipping”, “shipping orders’) With the highest level of opportunities above all other tokens in our list
Find your opportunityIf ad quality is high and there aren’t very many advertisers showing on these terms. Read—great opportunity!
Ad qualityAdvertiser #
Top performing copy // Sitelink ExtensionsConsumer electronics, home & garden, home furnishings
SOURCE: Microsoft Internal Data. Total Impressions Generated = 124 Million, Total Ads Analyzed = 51K, Analysis Period = 1st July 15' – 31st August 15’Note: This categories represent groups of similar keywords.
Why advertise on Bing Ads?
The Bing Network is cost effective
Auto B2B Services Education Finance Healthcare Retail Technology Travel
$2.03 $2.28
$4.23
$2.17
$3.00
$0.72
$1.29
$0.90
$1.96
$1.27
$2.76
$2.38 $2.48
$0.79 $0.93 $0.65
Google Bing
Average CPC by vertical
SOURCE: US Marin Software CPC by Vertical Q4 2015.
Access searchers not reached on Google
Automotive
Business and finance
Education
Telecom
Travel
Retail54M
24M
12M
22M
15M
34M
SOURCE: Audience data represents Bing Web and Yahoo U.S. Web Search from comScore qSearch (custom), U.S., December 2015. | Industry categories based on comScore classifications.
It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few clicks.Learn how to import your campaigns
Already advertising
on Google AdWords?
@bingads
linkedIn.com/company/bing-ads
facebook.com/bingads
blog.bingads.com
instagram.com/bingads
slideshare.net/bingads
youtube.com/bingads
Connect with a Search Specialist who can help you get started today. Call 1-800-518-5689 or check out
Getting started