make the virtual tills ring this christmas with bing ads uk
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Make the virtual tills ring!
2015With UK Retail Insights from Bing Ads
List of Contents
What’s the Industry saying?
Bing Ads Trends
Ad Copy Analysis
1
2
3
UK Retail Snapshot. .2015 eMarketer estimations
Average annual spend per shopper:
UK£1,174
Europe£820
Total UK retail sales are online
14%
YoY+9.6
%
Million UK digital
buyers
40.2+2%
YoY
Source: eMarketer 2015 Estimates Retail Report
In 2014, digital sales in the UK grew stronger than in-store sales:
+16% -2%Digital Sales In-store
In 2014, according to Capgemini the week of Black Friday accounted for 17% of total Christmas Sales in the UK1
Source: 1. Capgemini Jan 20152. IMRG & Experian Marketing cited in eMarketer 2014
Black Friday is bigger than Cyber Monday…
£810mSpent online on Black Friday in 20142
181mRetail sites were visited2
56%Of online orders were collected in shop vs. home delivered1
£720mSpent online on Cyber Monday in 20142
161mRetail sites were visited2
Black Friday
Cyber Monday
45%Of online sales on Black Friday & Cyber Monday were Mcommerce1
78% of Europeans still prefer receiving delivery information via email; 27% are also open to text message notifications1
42% of consumers in Europe prefer to search online and buy online vs offline as a method of purchase1
Over 70% of consumers in Europe would prefer to shop on foreign websites because products are not available in their region or they offer lower prices1
According to UPS, nearly half of European consumers prefer to search online and buy online, with free delivery as their top check-out ask1
Top factors in Europe that influence consumer online check out: 1
Free Shipping
Variety of payment options other than credit cardEstimate delivery date
Avoid entering information details before knowing shipping & delivery date
Source: 1. UPS Pulse of the Online Shopper 2015
*Sample study of 6,238 consumers across Europe
1
2
3
4
Retail Reach. .More than 70% of retail internet users also use Microsoft sites
Microsoft’s reach of retail internet users by market
Source 1: comScore Segment Metrix August 2015. Retail – All
UK FR DE
21%
71% 72%
33%
73%
20%
Percentage of retail internet users also using Microsoft sites
Percentage of retail internet users on Microsoft sites that are also using Bing.
23%
73%NLNL
What are we seeing on Bing Ads?Search patterns in 2014-2015
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
+11%
Clothing & Accessories
+19%
All Up Retail +3%
Beauty & Personal Care
+21%
+7%Toys & Hobbies
Consumer Electronics +35
%+5%
+9% +24%
Flowers & Greetings
+14%+11%
2015 Forecast
Search volume data indexed to average monthly volume in 2015 on UK Bing & Yahoo sites, all devices. *Forecast Estimates based on prior year seasonality
2015
+41%
Home & Garden
+13%
+18%
+9% +20%
+33%
+18%
+14% +31%
+16% +40%
+33%
+6% +37%
+22%
+14% +18%
+9% +10% +17%
+6%
+15%
Annual search query peaks for Retail sub-verticals on Bing Ads in the UK
0%
100%
200%
300%
400%
500%
600%
700%
Mobile PC Tablet Overall
Retail search activity ramps up in early October
Search volume growth with retail intent on Bing Ads:
. .
Retail Search volume indexed to the average daily volume of Sept 2014, all devices, Bing and Yahoo sites 2014
17% 200%
184%
Increase on the first week of
OctoberUplift during the week of Black Friday & Cyber
Monday(biggest peak during the
period)
on Boxing Day making it the
second highest peak day for retail
queries
45%Increase
during Nov-Dec
Cyber Monday
Black Friday
Boxing Day
Search volume growth indexed to the average daily volume of Sept 2014
Top 10 Retail search days..Nov Dec
Nov 2014M Tu W Th F Sa Su
1 23 4 5 6 7 8 911 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30
Dec 2014M Tu W Th F Sa Su1 2 3 4 5 6 78 9 10 11 12 13 1415 16 17 18 19 20 2122 23 24 25 26 27 2829 30 31
- All Devices -
Nov Dec DecDec
Tablets are big on weekends with 60% of the top search days taking place on a Saturday or a Sunday
PC Tablet
1. 28-Nov2. 27-Nov3. 1-Dec4. 30-Nov5. 26-Dec6. 29-Nov7. 26-Nov8. 2-Dec9. 8-Dec10.25-Nov
Nov 2014M Tu W Th F Sa Su
1 23 4 5 6 7 8 911 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30
Dec 2014M Tu W Th F Sa Su1 2 3 4 5 6 78 9 10 11 12 13 1415 16 17 18 19 20 2122 23 24 25 26 27 2829 30 31
Nov 2014M Tu W Th F Sa Su
1 23 4 5 6 7 8 911 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30
Dec 2014M Tu W Th F Sa Su1 2 3 4 5 6 78 9 10 11 12 13 1415 16 17 18 19 20 2122 23 24 25 26 27 2829 30 31
MobileNov 2014M Tu W Th F Sa Su
1 23 4 5 6 7 8 911 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30
Dec 2014M Tu W Th F Sa Su1 2 3 4 5 6 78 9 10 11 12 13 1415 16 17 18 19 20 2122 23 24 25 26 27 2829 30 31
Tip
Top 10 days by retail search volume during the Christmas Period on Bing Ads, split by device
Top retail search volume days indexed to the average daily volume of Sept 2014, all devices. Bing & Yahoo UK sites, Nov-Dec 2014
8 out of 10 top retail activity days took place on the last week of November and first week of
December
This Christmas, make sure to secure enough budget early on to take advantage of the volume peaks in November
Device share of retail queries, Bing and Yahoo sites, UK Sept-Dec 2014
Key Retail sub-categories on Bing Ads..Clothing & Accessories dominates both search and click share.Consumer Electronics and Home & Garden are the other two sizeable categories.
ClicksSearches
Clothing & Accessories
ConsumerElectronics
Home & Garden
20% 26%
9% 7%
8% 11%
Bing & Yahoo UK data, based on top retail search volume, Oct-Dec 2014
Which Retail categories have the highest mobile share?. .Mobile devices account for nearly 50% of search volume during the all up Christmas period in the UK.70% of Jewellery searches are performed on a smartphone. Toys & Hobbies leads in tablet.
Device share of retail search volume, Bing and Yahoo sites, UK Oct-Dec 2014
Jewellery Consumer Electronics
Beauty & Personal
Care
Books Home & Garden
Apparel & Accessories
Sports & Fitness
Toys & Hobbies
Deals & Coupons
Gifts, Flowers & Greetings
19%39% 39% 40% 43% 43% 50% 50% 52% 53%9%
13% 14% 16% 17% 17%17% 19% 14% 16%72%
48% 46% 43% 40% 39% 33% 31% 33% 31%
PC Tablet Mobile
We get more mobile nearer the Christmas periodLast year, mobile retail search query share rose dramatically on Bing Ads
Retail mobile volume share Sept-Dec 2014
People are the most mobile on Christmas Day
Tablet
Mobile
PC
Retail search volume share split by device, during 23rd - 27th Dec 2014
..
23% 30% 33%
39%Sept Oct Nov Dec
Device share of retail search volume, Bing and Yahoo sites, UK Sept-Dec 2014
23-Dec 24-Dec 25-Dec 26-Dec 27-Dec
49% 46% 35% 37% 38%
15% 17%17% 19% 19%
36% 37% 48% 44% 43%
Brits start early on Boxing DayHourly search volume for retail queries on Bing & Yahoo sites, 24th-26th Dec 2014, split by device
On Christmas Day, online activity peaks around 4pm after Christmas Dinner, with mobile queries up 5 times the average week in September. As early as 8am, Brits want to get their hands on the best Boxing Day deals, as mobile retail search queries peak to nearly 4 times the average in the morning.
PC
Tablet
Mobile
PC
Tablet
Mobile
PC
Tablet
Mobile
1.1X
1.3X
4.5X
9am 1pm
1.7X10am 3pm
5pm 9pm
8am 12pm
5X6pm 10pm
5X4pm 10pm
2X7pm 10pm
3X4pm 9pm
2X6pm 9pm
2X9am 11am
1.4X7pm 10pm
24th
Dec
25th
Dec
26th
Dec
. .
Search volume on Bing & Yahoo Sites during 24th-26th Dec, indexed to the average week volume of Sept 2014
18-2413-17 25-34 35-49 50-65 65+
4%12%
19%
30%27%
9%
Top demographics by retail intent search queries Oct-Dec 2014
More than 50% of retail search queries on our network are coming from 35-64 years old
On Bing Ads, Generation X are retail ready..
Searches from those aged +50 tend to be more altruistic
Clothing &
Accessories
Beauty & Personal Care
Jewellery
Deals & Coupons
Toys & Hobbies
Sports & Fitness
13 – 24
25 – 34
Deals & Coupons
Sports & Fitness
Consumer Electronics
35 – 49
Home & Garden
Books
Flowers & Greetings
50 – 64
Books
Flowers & Greetings
Home & Garden
65+years old
years old
years old
years old
years old
Age:
Top sub-categories split by demographics, retail search volume on Bing & Yahoo sites, Oct-Dec 2014
Microsoft Confidential
What happened during Black Friday & Cyber Monday?
Search patterns in 2014
Microsoft Confidential
Black Friday & Cyber Monday. .Search volume queries with retail intent vs. the average September 2014 daily volume
Day before Black Friday
Black Friday Cyber Monday
All Up Retail 3X 2X 1.5X
Mobile Retail 5X 2X3X
Shoppers prepare themselves early
Black Friday is Mobile Day54% of retail-intent queries are made on a mobile device, with 41% of those queries coming from a smartphone.
41%
13%
46%
Black Friday
PC
Mobile
Tablet
33%
16%
51%
Christmas Period
PC
Mobile
Tablet
Sept-Dec 2014 28th Nov 2014Cyber Monday
1st Dec 2014
37%
14%49%
Tablet
Mobile
Microsoft Confidential
4 101 7 13 16 19 22 1 4 7 10 13 16 19 22 1 4 7 10 13 16 19 22 1 4 7 10 13 16 19 22 1 4 7 10 13 16 19 22 1 4 7 10 13 16 19 22 1 4 7 10 13 16 19 22Date 26-Nov 27-Nov 28-Nov 29-Nov 30-Nov 1-Dec 2-Dec
Black Friday
Hourly View of Black Friday & Cyber Monday1
. .
1Search volume of retail intent queries relative to the average hourly volume of Sept 20142Average paused campaigns analysis on Bing and Yahoo Sites during 26th Nov – 1st Dec as indexed to Sept
2014
Tip
Cyber Monday
9X 10X
8X
5X
3X4X 5X
7X
3X4X
• Eve of Black Friday: 9X• 7am on Black Friday: 10X
• Eve of Black Friday: 5X• 7-8pm on Black Friday: 5X• 7-8pm on Cyber Monday:
4X
• 7-11am on Black Friday: 4X• 8-11am on Cyber Monday:
3X
Early birds on Black Friday & late owls on Cyber Monday
Hot Hours
Last year we saw an average increase of 31% in automated paused campaigns during the week of Black Friday & Cyber Monday. Manage your budget caps carefully the last week of November and ensure that you don’t exhaust your budget before the end of the day when many conversions take place.2
Microsoft Confidential
Sports & FitnessToys & Hobbies
Gifts, Flowers & GreetingsDeals & Coupons
Clothing & AccessoriesHome & Garden
Beauty & Personal CareConsumer Electronics
BooksJewellery
All Up Categories
34%
35%
36%
36%
37%
51%
52%
55%
60%
83%
40%
15%
17%
15%
13%
15%
13%
10%
10%
11%
5%
13%
50%
48%
50%
52%
48%
36%
37%
35%
29%
12%
46%
Mobile Tablet PC
Which retail categories are the most mobile on Black Friday?. .On Black Friday, Jewellery sees the largest mobile share with over 80% of search queries coming from a smartphone. This is followed closely by Books and Consumer Electronics with over half of their search queries on Black Friday coming from a mobile device.
Device share of retail queries on Black Friday, Bing and Yahoo sites, UK 28th Nov 2014
Microsoft Confidential
How does this differ to Cyber Monday?
Jewellery
Books
Consumer Electronics
6%
10%
3%
Toys & Hobbies
Sports & Fitness
Clothing & Accessories
No Change
1%Deals & Coupons
Sports & Fitness
Gifts, Flowers& Greetings
1%
2%No
Change
Change from Black Friday
Change from Black Friday
Change from Black Friday
. .
4%
Device share change of retail queries on Cyber Monday, Bing and Yahoo sites, UK 1st Dec 2014
The retail categories with the highest mobile activity on Black Friday saw a drop in volume. However, Cyber Monday sees an increase in desktop activity with a 4% share increase for
Sports & Fitness.
Retail KPIs on Bing AdsAugust 2015
. .100%
126%
172%
£0.17
£0.19
£0.13
Average Retail CPCs UK Retail CTRs vs. desktop (indexed)
Average Retail CPC by device, on Yahoo & Bing sites in the UK
Average CTR for top queries in retail, indexed to desktop, on Yahoo and Bing sites, in the UK
Microsoft ConfidentialGo
ogle
Spen
d
Spen
d
€0.32£0.29
UK Eurozone
Bing Go
ogle
Bing
Marin Software EMEA Global Advertising Benchmark, UK & Eurozone data Q2 2015All devices, partner network excluded.
€0.16
-49%
£0.33-12%
More efficient retails clicks in the UK & Eurozone
Comparison of average mainline CTR for Retail, UK Bing & Yahoo sites, PC & Tablet (Q2-2015)
The More the MerrierFor Retail, combining ad extensions on PC + Tablet results
in an increased average CTR
47%38%
33%24%23%
19%16%
9%7%7%
CTRCall Metered Extensions
Text Ads
Location Extensions
Site Links
Location Extensions + Sitelinks
Call Extensions + Sitelinks
Location Extensions + Call Metered Extensions + Sitelinks
Enhanced Sitelinks
Location Extensions + Call Metered Extensions + Enhanced Sitelinks
Enhanced Sitelinks + Location Extensions
with Bing Shopping Campaigns Unwrapping ChristmasWith Bing Shopping
Campaigns!
+45%greater average CTR than text
ads1
*now piloting
Be more promin
ent on the search results page
Product images
& details displayed in
your ad
1Ignition One Digital Marketing Report, Q4 2013
How do I get set up?
1
Bing Shopping Campaigns *Piloting
2 3 4Create Bing Shopping
campaigns or import Google campaigns
Create Bing Merchant Center
StoreUpload your product
catalogClaim domain in Bing Webmaster
Tool
Make it an ‘Appy’ Christmas!With Bing Ads on iOS and Android
Manage your campaigns, ad groups, ads & keywords on the go this season.Access your accounts and campaigns to see performance data: View performance Edit bids & budgets Pause & enable
campaigns, ad groups, ads & keywords
Rules for achieving a Merry Christmas
Automated Rules
1.Start and stop a campaign for a special event
2.Avoid costs on poor performing keywords or ads
3.Keep your ads on the first page
Get out and enjoy the merriment by automating your top campaign operations:
Make your ad sparkle
With 2014 Retail Ad Copy Learnings
Brand & Endorsements CTA Delivery Incentives
Token Ad Quality Token Ad Quality Token Ad Quality™ º collect � same day delivery �official � shop � home delivery �Brand Term � get � next day delivery �recommended º buy � free p&p º® º view � free delivery �as seen on tv � compare º free returns ºnumber 1 � call º free shipping �© � find � enquire � see º check º
How to read an ad copy heat map
� Strong impact, rarely usedº Strong impact, sometimes used
� Strong impact, but used often� Fair impact, rarely usedº Fair impact, sometimes used� Fair impact, but used often� Limited impact, but rarely usedº 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
How well tokens impact your ad
quality
How many other
advertisers are actively using
the token
We’ve looked at two dimensions in Bing Ads:1 2
. .
Which ad copy tokens help your ad stand out?Ad Copy Analysis
Clothing & AccessoriesCTA Pricing Deliver
yView ½ price Same DayCollect Deal Christm
asdeliveryReduction
s
Clothing & Accessories
Beauty & Personal CareCTA Pricing Deliver
yBargain Same DayCollectReductions
Home
Beauty & Personal Care
Consumer ElectronicsCTA Pricing Deliver
yView Unbeatable
48hr Collect Price
Comparison
24hr
Consumer Electronics
Home & GardenCTA Pricing Deliver
yView ½ price HomeCollect Half price
Home & Garden
Sport & FitnessCTA Pricing Deliver
yView Unbeatable
Next dayCollect ½ price Click &
Collect
Sport & Fitness
Toys & HobbiesCTA Pricing Deliver
yEnquire From £ Free P&PUnbeatable
Christmasdelivery
Toys & Hobbies
Check
Drive higher ad quality in your ad copy with these top tokensAd copy for Electronics, Toys and Fitness should demonstrate value in pricing, whereas reduced deals are the most eye-
catching for beauty, Clothing and home & garden..
. .
Brand & Endorsements CTA Delivery Incentives Dynamic &
Special SymbolPricing & Value
PerceptionToken Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality
official � view � same day delivery º {param2} � 1/2 price � Brand Term � collect � christmas delivery º & � deal º ® � find º free returns � ! � Brand Term º number one � check º free p&p � ? º reductions º number 1 � shop � free delivery � + � half price º recommended º get � next day shipping � {param1} � value º as seen on tv º compare � 48h shipping � {keyword} º free � © � buy � click and collect º sale � ™ � enquire � next day delivery � offer � see º 24h delivery � affordable � call º home delivery º % off � free shipping � low prices º Savings º unbeatable º cheap � save � extra � off � bargain � % discount � From £ � just £ � price
comparison � discount � guarantee �
Clothing & AccessoriesAd Copy Analysis
Consumer ElectronicsAd Copy Analysis
Brand & Endorsements CTA Delivery Incentives
Dynamic & Special Symbol
Pricing & Value Perception
Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Qualityrecommended � view � 48h delivery � {param2} � unbeatable �official � collect � 24h delivery � & � price
comparison �Brand Term � check º home delivery º ! � low prices ºnumber one � buy � click and collect º {keyword} º value ºas seen on tv � shop º christmas delivery º + � free �© � compare º same day delivery º {param1} � affordable �® � get � next day delivery � ? º offer �™ º find � free returns � guarantee �number 1 º enquire � free delivery � off � see º next day shipping � % off � call � free shipping � savings º free p&p � extra º cheap � sale � save � discount � 1/2 price � just £ � reductions � half price � deal º Brand Term º bargain º
Home & GardenAd Copy Analysis
Brand & Endorsements CTA Delivery Incentives
Dynamic & Special Symbol
Pricing & Value Perception
Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Qualitynumber one � view � home delivery º ! º 1/2 price �official � collect � next day delivery � + � half price ºBrand Term � check º free p&p � & � unbeatable º™ º shop � free delivery � {param2} � Brand Term ºnumber 1 º see º christmas delivery � {keyword} � low prices ºrecommended � find º same day delivery º {param1} � extra º® � get � free returns º ? º value ºas seen on tv � buy � click and collect � sale �© � enquire � 24h delivery � off � compare º free shipping � free � call � % discount � bargain º cheap � discount � guarantee � offer � save � savings � just £ � price
comparison � reductions � % off � from £ � deal º affordable �
Make the most out of Bing Ads this holiday season:
Throughout the holiday months, optimise for all devices.
Test different ad copy combinations to find the best performing ads for your brand and product.
Make your ad more visually appealing by joining Bing Shopping Campaigns pilot.
Ensure you have budget early on to take advantage of November traffic peaks.
Search queries on Boxing Day nearly double. Prepare budgets accordingly for the Christmas week.
Appendix+ Ad Copy Analysis for all categories
Beauty & Personal CareAd Copy Analysis
Brand & Endorsements CTA Delivery Incentives Dynamic &
Special SymbolPricing & Value
PerceptionToken Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality
™ º collect � same day delivery � + º bargain �official � shop � home delivery � & � reductions �Brand Term � get � next day delivery � {keyword} º unbeatable ºrecommended º buy � free p&p º ! � deal º® º view � free delivery � {param2} � guarantee �as seen on tv � compare º free returns º ? � cheap �number 1 � call º free shipping � discount �© � find � free � enquire � off � see º low prices º check º value º extra º savings º offer � sale � save � % off � price
comparison � Brand Term � 1/2 price � half price º affordable �
BooksAd Copy Analysis
Brand & Endorsements CTA Delivery Incentives Dynamic &
Special SymbolPricing & Value
PerceptionToken Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality
recommended � collect � click and collect º {keyword} º unbeatable �official � compare º free shipping � + � 1/2 price �Brand Term � check º free delivery � & � deal ºnumber one � buy � home delivery � {param1} � low prices º® � enquire � free p&p º ! � free �© � shop � next day delivery � {param2} � save �™ � get � christmas delivery � ? º cheap �as seen on tv � find � free returns º discount �number 1 º view � off � see º Brand Term � call º % off � extra º half price º guarantee º sale � affordable �
price comparison �
reductions � value º bargain º offer � savings �
Deals & CouponsAd Copy Analysis
Brand & Endorsements CTA Delivery
IncentivesDynamic &
Special Symbol
Pricing & Value
PerceptionProducts
Token Ad Quality Token Ad
Quality Token Ad Quality Token Ad
Quality Token Ad Quality Token Ad
Qualityrecommended � shop º click and
collect � ! º from £ � roses �official � get � home delivery º & � % off � jackets �Brand Term � find � free returns º {keywor
d} º half price � lingerie �
number one � buy � next day delivery � + � value º surface �
© � collect � christmas delivery º {param2
} � savings � chocolate �™ � see º free shipping � ? � save � sportswear �number 1 � compar
e º free delivery � offer � laptops �as seen on tv º call � next day
shipping � off � baskets º® º view � 24h delivery � discount � toys º enquire � free p&p � 1/2 price � latest � check º bargain º mobile � Brand
Term º gift � guarantee º phone � low prices º phones � cheap � games � affordable � furniture � free � fashion � %
discount � gifts �
price comparison
� exclusive �
Gifts, Flowers & GreetingsAd Copy Analysis
Brand & Endorsements CTA Delivery Incentives
Dynamic & Special Symbol
Pricing & Value Perception
Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Qualitynumber 1 º collect � home delivery � + � 1/2 price �official � see º free shipping � & � % off �Brand Term � shop � free delivery � {keyword} º savings ºas seen on tv � buy � christmas delivery � ! º extra ºrecommended º view � free returns º {param2} � value º™ � check º next day delivery � ? � off �® � get � same day delivery º sale �number one � find � free p&p º free �© � enquire � guarantee � compare º reductions � call º deal º low prices º affordable � save � cheap � offer � bargain � from £ � price
comparison � unbeatable � Brand Term º half price º discount �
Sports & FitnessAd Copy Analysis
Brand & Endorsements CTA Delivery Incentives
Dynamic & Special Symbol
Pricing & Value Perception
Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Qualityofficial � view � next day shipping � ? º unbeatable �Brand Term � collect � click and collect � + � 1/2 price �® � check º free delivery � & � bargain ºnumber one � shop � home delivery º {param2} � free �© � compare º next day delivery � ! � savings �recommended º get � free shipping � {param1} � save �™ � find � free p&p � {keyword} º sale �number 1 � buy � same day delivery � offer �as seen on tv � enquire � free returns º off � see º % off � call º extra º guarantee º low prices º discount � cheap � affordable �
price comparison �
reductions � half price � value º deal º Brand Term º
Toys & HobbiesAd Copy Analysis
Brand & Endorsements CTA Delivery Incentives
Dynamic & Special Symbol
Pricing & Value Perception
Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Qualityrecommended � enquire � free p&p º {keyword} º from £ �official � shop � christmas delivery º & � unbeatable �Brand Term � find � free delivery � ! � Brand Term �number one � buy � free returns � {param2} � savings º© � compare º next day delivery � ? º low prices ºnumber 1 º check º same day delivery � {param1} � sale �® º call º free shipping � + � affordable �as seen on tv � get � discount �™ � view � off � collect � 1/2 price � see º half price � extra º free � offer � cheap � save � % off � price
comparison � reductions � value º deal º bargain º guarantee �
Market Summary Overview
Retail Snapshot. .2015 eMarketer estimations
Average Annual Spend per Shopper:
UK£1,174
Europe£82
0
Source: eMarketer 2015 Estimates Retail Report
In 2014, digital sales grew stronger than in-store sales:
+16%
-2%
Digital Sales
In-store
Million digital buyers
40.2+2%
YoY
29.9+4%
YoY
47.1+3%
YoY
UK FR DE
Billions in total B2C
online digital sales
$99.4+15%
YoY
% of the total retail sales are
online
14% 5% 7%
$42.6+11%
YoY
$61.8+12%
YoY +23%
-1.8%
+17%
-1.7%
UK FR DE
France£847
Germany£1,02
3
..
Nov Dec DecDec
The Germans leave it a little later - with 8 out of 10 top Retail days taking
place in December
UK DENov 2014M Tu W Th F Sa Su
1 23 4 5 6 7 8 911 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30
Dec 2014M Tu W Th F Sa Su1 2 3 4 5 6 78 9 10 11 12 13 1415 16 17 18 19 20 2122 23 24 25 26 27 2829 30 31
Nov 2014M Tu W Th F Sa Su
1 23 4 5 6 7 8 911 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30
Dec 2014M Tu W Th F Sa Su1 2 3 4 5 6 78 9 10 11 12 13 1415 16 17 18 19 20 2122 23 24 25 26 27 2829 30 31
FRNov 2014M Tu W Th F Sa Su
1 23 4 5 6 7 8 911 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30
Dec 2014M Tu W Th F Sa Su1 2 3 4 5 6 78 9 10 11 12 13 1415 16 17 18 19 20 2122 23 24 25 26 27 2829 30 31
The last week of November and first week of December saw 80% of the
top retail activity days
We seen an even divide of top retail days across November and
December in France
UK shoppers prepare early for Christmas whilst the Germans start looking in December.
Top 10 Retail search days
Top 10 days by retail search volume during the Christmas Period on Bing Ads, in UK, France and Germany.
Top retail search volume days indexed to the average daily volume of Sept 2014, all devices. Bing & Yahoo UK, FR & DE sites, Nov-Dec 2014
In all markets, Christmas Day highlights the peak in mobile
We are mobile over the holiday season
..
UK FR DE48% 32% 25%
Retail smartphone search volume share, 25th Dec 2014
UK leads with more than 50% of search volume coming from mobile devices Retail search volume share split by device, Nov -
Dec 2014
UK FR DE
48%72% 77%
36%21% 16%16% 8% 7%
PC Mobile Tablet
Which retail categories have the highest mobile share?..Retail search volume share by device & sub categories, Nov - Dec 2014
UK France & Germany
Mobile devices account for 55% of search volume during Christmas in the UK, and 25% in France & Germany
Jewellery
Beauty & Personal Care
Consumer Electronics
Books
Apparel & Accessories
Home & Garden
Sports & Fitness
Deals & Coupons
Toys & Hobbies
Gifts, Flowers & Greetings
All up
70%
45%
45%
39%
38%
37%
32%
32%
30%
29%
40%
10%
14%
14%
17%
17%
18%
17%
15%
18%
16%
15%
20%
40%
41%
44%
44%
45%
51%
54%
51%
55%
45%
Mobile Tablet PC
Jewellery
Sports & Fitness
Beauty & Personal Care
Apparel & Accessories
Consumer Electronics
Gifts, Flowers & Greetings
Home & Garden
Books
Toys & Hobbies
Deals & Coupons
Alll up
24%
23%
21%
19%
18%
17%
16%
13%
13%
11%
17%
12%
8%
8%
8%
6%
7%
8%
6%
6%
8%
8%
64%
69%
70%
73%
76%
76%
76%
81%
81%
81%
75%
Mobile Tablet
Average top demographics by retail intent search queries, Nov-Dec 2014 across UK, France & Germany
18-2413-17 25-34 35-49 50-65 65+
4%12%
20%
31%25%
7%
More than 50% of retail search queries are coming from those aged 35-64 across UK, Germany and France
Generation X are retail ready..
UK FR DE
58% 59% 46%
42% 41% 54%
Female Male
Women search for retail queries more than men on
Bing Ads
..
Nearly 60% of the retail search volume on our network are by women in the UK & France. Men take the lead for retail queries in Germany
Top demographics by retail intent search volume Nov-Dec 2014
Age:
top related