HalloweenUK Bing Network 2016

Agenda: • What’s happening on Halloween?• Devices: What are we seeing on Mobile? • KPIs: What are the expected CPCs &

CTRs• Audience: Age and Gender splits• Audience: UK Location insights• Top trending costume themes• Top keywords: by sub-categories• Negative keywords to consider• Top tips for advertisers

MethodologyMethodology• The UK Bing Network (Bing & Yahoo

sites)• Top 8,870 Retail search queries based on

volume• Analysis period: Sept – Nov 2015

(inclusive)

Objectives• Identify Retail related Halloween shopping

trends• What does the Bing searcher look like?• What are their behaviours?• Advertiser opportunities

* UK Bing and Yahoo sites, all devices, 6 rolling Saturdays in lead up to Halloween: 03 Oct – 07 Nov, 2015

Halloween searches gain momentum in early October but really take off mid-month• Be prepared: Halloween shoppers get serious about costumes & party planning from the week commencing 17th

October• Halloween query volumes increase 1.2x the week before, and increases again 2.3x 48hrs before the day itself• On the day of Halloween volumes hit max peak of 3.6x as last minute shoppers snap up bargains and treats

Halloween Retail searches start to ramp from mid-October

Retail search queries related to Halloween indexed to the average daily volume*

In 2016Halloween

falls on Monday 31st

October

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0%

50%

100%

150%

200%

250%

300%

350%

400% Peak Period7 – 8 days before

37%

49%

14% Mobile PC Tablet

Retail search queries related to Halloween, queries Vs clicks by device, UK Bing and Yahoo sites, October, 2015

Halloween drives Retail Mobile Device Volume & Clicks during Oct

Halloween Retail searches on mobile devices* make up 51% of all volume, and 47% of all clicks

Volume Clicks

* A mobile device is defined as a small portable internet enabled smartphone and/or tablet

25%

53%

23%

All devices play an important part in the three days leading up to Halloween:• PC takes the early lead on both the 29th & 30th October prior to Halloween, searches peak 1.7 – 2x higher between

8am – 4pm• Tablets dominate the day before Halloween; with volumes peaking 2.3x in the evenings (6 – 8pm)• Mobile is the #1 device of choice for the duration of the 31st (Halloween) with volumes peaking 2.8x higher between

2 – 4pm

Retail Halloween searches peak on the day across all devices

Retail search queries related to Halloween indexed to the average hourly volume UK Bing and Yahoo sites, 29 – 31 October, 2015

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

29/10/2015 30/10/2015 31/10/2015

0%

50%

100%

150%

200%

250%

300%

Mobile Indexed Volume PC Indexed Volume Tablet Indexed Volume

1.7x1.8x

2x2.3x

2.7x

2.8x

2.1x

Internal Source: Device share of Halloween Retail search volume, UK Bing and Yahoo sites, Oct-2015* A mobile device is defined as a small portable internet enabled smartphone and/or tablet

• PC is still the #1 device of choice for many Halloween shoppers on Bing with search volumes avg. 51%, whilst Mobile devices* account on avg. 49% of all searches

• Costumes & Props is the category that sees the largest Mobile share, whereas Games remains firmly with PC

Costumes & Props Films & TV Reference Food & Drink Crafts & Makes Décor & Partywares Music Games0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

43% 40% 39% 36% 35% 34% 31% 26%

42% 49% 51%46% 50% 53% 53% 61%

15% 11% 10% 18% 15% 13% 17% 13%

Mobile PC Tablet

Which Halloween categories have the highest mobile device share?

Avg. CPC & CTRs across device types vary considerably over Halloween• Halloween related CPCs & CTRs vary by device; Tablet is the standout device with low avg. CPCs of £0.10

and CTR of 16%• Costumes & Props is by far the most popular and dominant category during Halloween, with an average

CTR of 13% and a CPC of £0.10

* CTRs and CPCs based on ads and clicks in the mainline above the organic search result, UK Bing and Yahoo sites, Oct-2015

Mobile PC Tablet0%2%4%6%8%

10%12%14%16%18%

£0.09

£0.12£0.10

CPC V CTR: Generic Halloween, by Device

CTR CPC

-2%0%2%4%6%8%

10%12%14%16%

£0.10

£0.15 £0.15

£0.08

£0.05

£0.13

£0.05

£0.10

CPC Vs CTR: Halloween Categories, All Devices

• 78% of UK Retail searches related to Halloween are made by young people and adults under 50 years old on the Bing Network

• Females account for 71% of all searches made in the 31 days leading up to Halloween on the Bing Network

Halloween searches driven by Generation X & Millennial Females

* Retail search queries related to Halloween, by age group & gender, UK Bing and Yahoo sites, Oct-2015

23% 21% 34% 19% 3%

<24 25-34 35-49 50-64 65+

71% 29%

Female Male

Spooky Central: locate your Halloween audience across the UKRetail search queries related to Halloween, by country & district area*

Locations Volume of Searches

England 89%Scotland 6%Wales 3%Northern Ireland

2%

* UK Bing and Yahoo sites, Oct-2015

England1. London2. Birmingham3. Sheffield4. Manchester5. Berkshire

Scotland1. Glasgow2. Edinburgh3. Aberdeen4. Aberdeenshire5. Fife

Wales1. Cardiff2. Swansea3. Rhondda4. Newport5. Gwynedd

N. Ireland1. Belfast2. Antrim Borough3. Derry City4. Craigavon

Borough5. Newry & Mourne

Ready to scare: UK top 10 most searched for Halloween Costume ThemesRetail search queries related to Halloween fancy dress costumes ranked by volume*

Costume Themes Volume of Searches#1: Animals (Bats, Cats, Spiders)

14%

#2: Dracula / Vampire 9%#3: Zombies 8%#4: Ghosts 8%#5: Witch / Witches 8%#6: Creepy / Scary 6%#7: Decades (50s, 60s, 70s, 80s)

5%

#8: Sexy / Burlesque 4%#9: Clowns 4%#10: Couples / Duos 4%All other costumes 31%

* UK Bing and Yahoo sites, Oct-2015

Food & DrinkHalloween1. Halloween2. Pumpkin carving patterns3. Pumpkin carving4. Halloween 20155. Pumpkin carving ideas6. Halloween games7. Halloween pictures8. Halloween ideas9. Happy Halloween10. When Halloween11. Halloween pumpkins12. Halloween songs13. Halloween party games14. Trick treat15. Halloween games kids

1. Halloween costume(s)2. Halloween costume ideas3. Halloween makeup4. Fancy dress5. Fancy dress costumes6. Halloween makeup ideas7. Vampire makeup8. Kids Halloween costumes9. Halloween outfits10. Halloween costumes UK11. Halloween costumes kids12. Halloween fancy dress13. Halloween costumes

women14. Halloween contact lenses15. Adult Halloween costumes

1. Halloween cake(s)2. Halloween cupcake(s)3. Halloween food4. Halloween food ideas5. Halloween recipe(s)6. Halloween party food7. Halloween cocktails8. Halloween cake ideas9. Halloween biscuits10. Halloween treats11. Halloween cupcake ideas12. Halloween baking13. Halloween party food ideas14. Halloween cookies15. Halloween sweets

Costumes & Props Partyware & decor1. Halloween decoration(s)2. Halloween party idea(s)3. Halloween party4. Halloween background(s)5. Halloween decoration

ideas6. Halloween decorations

make7. DIY Halloween

decorations8. Halloween poster(s)9. Halloween decorating

ideas10. Make Halloween

decorations11. Halloween shop12. Halloween invitation(s)13. Halloween parties14. Halloween lights15. Halloween cards

Top 15 generic Halloween keywords (by category)

* Top 15 Retail search queries related to Halloween, all devices & demographics, UK Bing and Yahoo sites, Oct-15

Skeleton(s)Ghost(s)• ghost perfume / fragrance• ghost adventures• ghost rider• ghost shell• ghost chair(s)• ghost dress / dresses• ghost town• ghost train• ghost ship• brooks ghost• ghost musical• ghost band• Ella Henderson ghost• ghost world• holy ghost• cod ghost• ghost lyric(s)• ghost meliora• ghost serenity• jo ghost

• pumpkin patch• pumpkin seed(s)• pumpkin spice• pumpkin seed oil• pumpkin puree• canned pumpkin• Libby pumpkin• growing pumpkins• grow pumpkins• pumpkin plant(s)• Thanksgiving pumpkin(s)

• skeleton watch(es)• axial skeleton• exoskeleton• Minecraft skeleton(s)• dinosaur skeleton• appendicular skeleton• anatomical skeleton• dog skeleton(s)• medical skeleton(s)• animal skeleton(s)• anatomy skeleton(s)• skeleton labels• real skeleton• skeleton army• diagram human skeleton• parts skeleton• skeleton bone name(s)• skeleton bob• skeleton Olympics

Pumpkin(s) Trick or Treat1. magic trick(s)2. treatment3. new tricks4. hattrick5. card tricks6. rabbit treats7. trick questions8. cheap trick9. treated timber10. treat thinning hair11. dog treat(s)12. treat ingrown hair13. guinea pig treats14. hat trick15. tips tricks16. treat ticket Belfast17. treat burn18. puppy training treats19. mind tricks20. Treats magazine

Halloween negative keywords to consider

Halloween Seasonal Actions:1. Confirm there’s enough budget so Halloween

campaigns run a treat throughout October

2. Scare up mobile users, especially those showing Halloween / Retail intent

3. Review bid modifiers (age, gender, device, time & location) to capture the attention of primed Halloween shoppers

4. Review and adjust negative keywords to drive relevant traffic and improve CTR

5. Up your visual appeal: opt into Bing Shopping Campaigns, Image, and Sitelink Extensions

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