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Back-to-School презентация
Содержание
- 1. Back-to-School
- 2. Back-to-school season continues to grow It’s the
- 3. Source: 1Gigwalk.com, Walking the Aisles: Back-to-School 2014
- 4. 2/3 of people begin at least three
- 5. Electronics, clothes, and supplies, oh my Over
- 6. School shoppers get their shop on everywhere
- 7. Source: Deloitte. 2014 Back-to-School
- 8. Source: Deloitte. 2014 Back-to-School Survey Rising to
- 9. 1eMarketer, “Haul Videos Haul in
- 10. Mobile insights for Back-to-School
- 11. Mobile commerce grew 42% in
- 12. Source: Punchtab survey. Back-To-School Shopping & Decision-Making
- 13. Source: Punchtab survey, Back-To-School Shopping & Decision-Making
- 14. 57% will use their smartphone for back-to-college
- 15. Mobile visitors spend half the time
- 16. Tablet users research and purchase products.
- 17. More likely to buy educational products online
- 18. More likely to search online for educational
- 19. More likely to search for and buy
- 20. More likely to spend on teen clothing
- 21. More likely to spend on kids and
- 22. More likely to buy a new PC
- 23. More likely to be interested in educational
- 24. Yahoo Bing Network search trends
- 25. Back-to-school search activity shifts each season .
- 26. . Source: Microsoft internal query data on
- 27. Top terms searched for back-to-school Source: Microsoft
- 28. Take advantage of high click-through rate weeks
- 29. Mobile click-through rates generally peak in mid-June.
- 30. Cost-per-click is lower between mid-June and mid-July
- 31. Mobile cost-per-click is highest in August across
- 32. Top searches during the back-to-school season Source:
- 33. Emerging technology trends for back-to-school Source: Microsoft
- 34. Get schooled on back-to-school search trends //
- 35. Source: Microsoft internal query data on Owned
- 36. Ad title Ad description Here’s how
- 37. Words that work // Books PC/Tablet Ad
- 38. Words that work // Books Top word
- 39. Words that work // Apparel & Accessories
- 40. Words that work // Apparel and Accessories
- 41. Words that work // Consumer Electronics PC/Tablet
- 42. Words that work // Consumer Electronics Top
- 43. Words that work // Mass Merchants
- 44. Words that work // Mass Merchants Top
- 45. Why advertise on Bing Ads?
- 46. New to Bing Ads? Get
- 47. Automotive Business & Finance Education Telecom Travel
- 48. Automotive Education Financial Health Home & Garden
- 49. To bid or not to bid?
- 50. More clicks? Let’s break that down. Wouldn’t
- 51. Bidding on your brand terms reduces opportunities
- 52. Drive even better performance with
- 53. You told us: We delivered: “Save
- 54. Already advertising on Google AdWords?
- 55. Connect with a Search Specialist who
Слайд 2Back-to-school season continues to grow
It’s the 2nd largest retail season, following
Source: National Retail Federation 2014 Back-to-School Survey.
Слайд 3Source: 1Gigwalk.com, Walking the Aisles: Back-to-School 2014 Trends, Aug 2014.
2 National
49%
Planned to spend more in 2014 than the previous year.1
The top reason people are increasing their budgets is the need for more expensive supplies like laptops and tablets.
Back-to-school shoppers are spending more
Слайд 42/3 of people begin at least three weeks or more before
Source: National Retail Federation, Monthly Consumer Survey, July 2014.
Back-to-school is not a last minute shopping season
When people will begin shopping for back-to-school:
Слайд 5Electronics, clothes, and supplies, oh my
Over 90% of households plan to
Source: Monthly Consumer Survey, National Retail Federation, July 2014.
How much shoppers plan to spend on top back-to-school items:
Tip: Consider capturing back-to-school intent searches by
adding “back-to-school” or “back-to-college” in your ad copy.
Слайд 6School shoppers get their shop on everywhere
Online shopping increased 20% for
Source: National Retail Federation, Monthly Consumer Survey, July 2014.
Слайд 7
Source: Deloitte. 2014 Back-to-School Survey Rising to the Head of the
Over half of parents research online
Prefer to buy from retailers who offer buy online/pick up in store, and buy online/return in store.
40% (up from 33% in 2013)
57% of parents research online before purchasing in-store.
Слайд 8Source: Deloitte. 2014 Back-to-School Survey Rising to the head of the
Female shoppers are more budget conscious
58% of females have budget in mind prior to back to school shopping (versus 47% of men).
Слайд 9
1eMarketer, “Haul Videos Haul in Back-to-School Shoppers,” September 2014.
2Fluent, Level
Video bloggers enjoy flaunting their back-to-school clothing and supplies “haul” and sharing online with their peers.
Video haul selfies influence purchases
Слайд 11
Mobile commerce grew 42% in 20141
Source: 1mCommerce Daily, Mobile Shoptalk, “42%
2Experian, Back-to-School Trends Marketers Must Know, August 2014.
Слайд 12Source: Punchtab survey. Back-To-School Shopping & Decision-Making Moms, July 2014.
At home
Smartphones
How moms plan to use their smartphones for back-to-school shopping:
In store
Nearly half of moms will use their smartphone to look for coupons.
Tip: Ensure your store’s mobile coupons are easy to find and redeem - coupons are the number one way mobile moms plan to use their phone for back-to-school shopping.
Слайд 13Source: Punchtab survey, Back-To-School Shopping & Decision-Making Moms, July 2014.
Moms go
60%+
of moms will use smartphones – mainly to look for coupons.
89%
Of moms say coupons/deals are important in their back-to-school purchase decisions.
Слайд 1457%
will use their smartphone for back-to-college shopping.1
22%
will make a purchase on
Source: 1National Retail Federation, Infographic: Top 2014 back-to-school and college trends, August 2014.
2National Retail Federation Monthly Consumer Survey, July 2014.
Back-to-college shoppers go mobile
Слайд 15
Mobile visitors spend half the time on a website as those
Tip: You have half the time to get the same information to mobile visitors as PC visitors, so design and organize your back-to-school webpages accordingly.
A 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.
Слайд 16Tablet users research and purchase products.
Smartphone users look up retailer information
Source: National Retail Federation, 2014 Back-to-School Survey.
Tablets and smartphones are used differently
Слайд 17More likely to buy educational products online
Compared to Google, the Yahoo
Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.
9%
more likely to have bought textbooks online in the last 6 months
27%
more likely to have bought online educational classes (for credit) online in the last 6 months
56%
more likely to have bought other literary or educational products online in the last 6 months
Слайд 18More likely to search online for educational needs
Compared to Google, the
Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.
14% more likely to have searched online for textbooks in the last 6 months
14% more likely to have searched online for educational classes (for credit) in the last 6 months
19% more likely to have searched online for educational software in the last 6 months
24% more likely to have searched online for other literary or educational products in the last 6 months
49% more likely to have searched online for an education loan in the last 6 months
Слайд 19More likely to search for and buy apparel online
Compared to Google,
Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.
Слайд 20More likely to spend on teen clothing
Compared to Google, the Yahoo
Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.
Слайд 21More likely to spend on kids and teens clothing
Compared to Google,
Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.
Слайд 22More likely to buy a new PC
Compared to Google, the Yahoo
“Very likely” to buy a new PC in the next 12 months
Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.
Слайд 23More likely to be interested in educational media
Compared to Google, the
Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication. July data was used to reflect the back to school season.
Слайд 25Back-to-school search activity shifts each season
.
Source: Microsoft internal query data on
Clicks on the Yahoo Bing Network
PC/Tablet
Backpacks, Computers, and School Supplies grew in 2014
Слайд 26.
Source: Microsoft internal query data on Owned & Operated, PC, Tablets.
Back-to-school searches begin to peak in mid-July
Searches on the Yahoo Bing Network
PC/Tablet
Fitness
Слайд 27Top terms searched for back-to-school
Source: Microsoft internal query data on Owned
Represented data does not include brand terms.
Слайд 28Take advantage of high click-through rate weeks for your category this
Source: Microsoft internal query data on Owned & Operated, PC, lo-fi &hi-fi Mobile, Tablets. Data range: 5/31/2014 to 10/3/2014.
Click-through Rate
PC/Tablet
Слайд 29Mobile click-through rates generally peak in mid-June. Take advantage of high
Source: Microsoft internal query data on Owned & Operated, PC, lo-fi &hi-fi Mobile, Tablets. Data range: 5/31/2014 to 10/3/2014.
Click-through Rate
Mobile
Слайд 30Cost-per-click is lower between mid-June and mid-July across categories – pan
Source: Microsoft internal query data on Owned & Operated, PC, lo-fi &hi-fi Mobile, Tablets. Data range: 5/31/2014 to 10/3/2014.
Cost-per-click
PC/Tablet
Слайд 31Mobile cost-per-click is highest in August across categories. Plan accordingly to
Source: Microsoft internal query data on Owned & Operated, PC, lo-fi &hi-fi Mobile, Tablets. Data range: 5/31/2014 to 10/3/2014.
Cost-per-click
Mobile
Слайд 32Top searches during the back-to-school season
Source: Microsoft internal query data on
*Brand indicates a brand term was used, represented by multiple brand names in this category
Yahoo Bing Network searches // PC/Tablet
Слайд 33Emerging technology trends for back-to-school
Source: Microsoft internal query data on Owned
Data including “brand” denotes a brand term was used
Searches on the Yahoo Bing Network:
Top 10 emerging trends searches
onenote
wearable tech fashion
text speech
dragon naturally speaking
microsoft onenote
lightscribe
evernote com
onenote tutorial
dragon software
evernote download
Слайд 34Get schooled on back-to-school search trends // PC and Tablet
Source: Microsoft
Слайд 35Source: Microsoft internal query data on Owned & Operated, PC, lo-fi
Get schooled on back-to-school 2014 search trends // Mobile
Слайд 36Ad title
Ad description
Here’s how to read an ad copy “heat map”
Our
Слайд 37Words that work // Books
PC/Tablet
Ad title
Ad description
Source: Microsoft internal data, July
“Brand” and “superlative” represent a group of this category of words, rather than the actual word itself.
Слайд 38Words that work // Books
Top word combinations by device
Tip: For mobile
For ads targeting books across devices, a call to action in the ad title combined with comparison terms in the ad description can help drive high ad quality.
Source: Microsoft internal data, July – September 2014.
Слайд 39Words that work // Apparel & Accessories
PC/Tablet
Ad title
Ad description
Source: Microsoft internal
“Brand” and “superlative” represent a group of this category of words, rather than the actual word itself.
Слайд 40Words that work // Apparel and Accessories
Top word combinations by device
Tip:
Source: Microsoft internal data, July – September 2014.
Слайд 41Words that work // Consumer Electronics
PC/Tablet
Ad title
Ad description
Source: Microsoft internal data,
“Brand” and “superlative” represent a group of this category of words, rather than the actual word itself.
Слайд 42Words that work // Consumer Electronics
Top word combinations by device
Tip: For
Source: Microsoft internal data, July – September 2014.
Слайд 43Words that work // Mass Merchants
PC/Tablet
Ad title
Ad description
Source: Microsoft internal data,
“Brand” and “superlative” represent a group of this category of words, rather than the actual word itself.
Слайд 44Words that work // Mass Merchants
Top word combinations by device
Source: Microsoft
Слайд 46
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Get $100 to spend on search advertising*
Request your
Go to:
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*Limit one coupon per advertiser. Current Bing Ads advertisers are not eligible. Offer expires June 30, 2015, and applies only to advertisers opening a new Bing Ads account. Ads must be stopped after ad credit is used up or 90 days after coupon redemption, whichever comes first, or credit card will be charged. Any portion of ad credit not used within 90 days will expire.
Слайд 47Automotive
Business & Finance
Education
Telecom
Travel
Retail
13M
27M
19M
11M
19M
40M
Source: Audience data represents Bing Web and Yahoo US
Industry categories based on comScore classifications.
Access searchers not reached on Google
Слайд 48Automotive
Education
Financial
Health
Home & Garden
Legal
Shopping
& Classified
Telecommunications
Travel
Source: AdGooroo, Google Adwords vs. Yahoo Bing
Bing Ads is more cost effective than Google AdWords
Слайд 49
To bid or not to bid?
See what our Bing Ads research
Should I bid on my brand terms?
Слайд 50More clicks? Let’s break that down.
Wouldn’t I receive some of those
Yes, however 32% are incremental clicks gained as a result of brand term bidding.
Bing Ads research study, January - March 2014.
Study looked at the financial services industry and captured 50 million impressions.
Note: Brand Ads are in Mainline Position 1
No brand ad in this case means organic only listing
Слайд 51Bidding on your brand terms reduces opportunities for your competitors to
2
Brand term bidding means fewer clicks to competitors
Bing Ads research study, January - March 2014.
Study looked at the financial services industry and captured 50 million impressions.
Note: Brand Ads are in Mainline Position 1
No brand ad in this case means organic only listing
To learn more about the value of bidding on your brand terms,
check out the complete Bing Ads research study and white paper
Companies that bought their brand terms reduced competitors’ share of clicks from 24% to 7%.
Слайд 52
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Source: Microsoft internal data, May 2013
Слайд 53
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“Save me time, make it easier”
“Support me to
“Provide me with more insights to make better decisions”
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You spoke,
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advertising on the Yahoo Bing Network
easier and more effective.
Слайд 54
Already advertising on
Google AdWords?
yLearn how to import your campaigns
It’s quick and
Слайд 55
Connect with a Search Specialist who can help you get started
@bingads
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