Bing AdsPPC Strategy for the holidays@BingAds@JmGagnon#SMX

Searches

Time zone: Eastern Standard Time

Searches peaked:

3PM (EST)1

Total online sales grew

20% from last year2

Source: 1Microsoft Internal Data, PC/Tablet 2013, 2IBM Core Metrics, 2013 Holiday Season Report

#SMX@BingAds@JmGagnon

Holiday is the #1 retail season – and growingThe steady growth of online shopping is a significant growth driver.

Total holiday spending grew 3.8% from the $592.3 Billion spent in 2012.

E-commerce spend grew more quickly at 9.3% growth from 2012, totaling $95.7 Billion.

$601.8 Billion

Source: National Retail Federation 2013 Holiday report

#SMX | @BingAds | @JmGagnon

Don’t miss out on potential customers

31%

Million 31

Source: comScore qSearch (custom), US, March 2014; industry categories based on comScore classifications.

Of all retail paid clicks

Retail searchersnot reached on Google

#SMX | @BingAds | @JmGagnon

Shoppers begin early and end lateAn earlier Thanksgiving means a longer shopping period before Christmas than last year.

Source: National Retail Federation Monthly Consumer Survey, Oct 2013

Before Sep-tember

September October November First 2 weeks of December

Last 2 weeks of December

12%8%

21%

39%

16%

4%

When people begin shopping for the holiday season:

#SMX | @BingAds | @JmGagnon

.Source: IBM Core Metrics, 2013 Holiday Season Report

Thanksgiving, Black Friday, and Cyber Monday all increased their daily retail sales about 20% from last year.

The top three shopping days continue to grow

#SMX | @BingAds | @JmGagnon

Half of the top shopping days fell in the same week

Top 10 transaction days – Holiday 2013

Event Day Transaction rank

Cyber Monday Monday 1Black Friday Friday 2Thanksgiving Thursday 3Sunday after Black Friday Sunday 4November 15th Friday 5Day Before Thanksgiving Wednesday 6November 8th Friday 712 days until Christmas Friday 8Day after Cyber Monday Tuesday 97 days until Christmas Wednesday 10

Source: Experian.com, Jan 2014#SMX | @BingAds | @JmGagnon

26.9%

32.7%

40.4%

Click breakout over the 3 “Critical Hol-idays”

On the Yahoo Bing Network

Thanksgiving

Black Friday

Cyber Monday

Thanksgiving Day share of clicks grew 20%

Source: Microsoft Internal Data, 2013 #SMX | @BingAds | @JmGagnon

Making a list and checking it twiceThe average shopper planned to spend $738 on holiday gifts.

Flowers/Plants

Home decor or furnishings

Personal care or beauty items

Consumer electronics or accessories

Books, CDs, DVDs, videos or video games

Clothing or accessories

9%

19%

20%

23%

25%

33%

33%

44%

49%

59%

61%

Gifts people plan to buy this holiday season

Source: National Retail Federation Monthly Consumer Survey, Nov 2013

#SMX@BingAds

Searches

Time zone: Eastern Standard Time

Searches peaked:

3PM (EST)1

Total online sales grew

20% from last year2

Source: 1Microsoft Internal Data, PC/Tablet 2013, 2IBM Core Metrics, 2013 Holiday Season Report#SMX | @BingAds | @JmGagnon

Searches

Search peak:

5AM (EST)1

Total online sales grew

19% from last year2

Time zone: Eastern Standard TimeSource: 1Microsoft Internal Data, PC/Tablet 2013, 2IBM Core Metrics, 2013 Holiday Season Report#SMX | @BingAds | @JmGagnon

Searches

Time zone: Eastern Standard TimeSource: 1Microsoft Internal Data, PC/Tablet 2013, 2IBM Core Metrics, 2013 Holiday Season Report

Search peak:

5AM (EST)1

Total online sales grew

21% from last year2

Tips to thrive this holiday season:

• Don’t “set it and forget it”

• Ensure budget is large enough for key dates

• Check in on top days, monitoring position and bids

#SMX | @BingAds | @JmGagnon

Even Scrooge cannot resist a holiday dealShoppers are willing to spend the time looking for and redeeming coupons.

Source: Holiday Study by IPSOS and Yahoo, 2014

41% Will spend more time shopping for holiday offers and promotions.

37% Will use online coupons more this year.

27% Will only buy gifts at places where they have a coupon.

Top ad copy combinations

Daily Deals & Coupons - PC/Tablet

TITLE DESCRIPTION

% Off % Off

Official Site % Off

% Off Products

Official Site Products

Brand Name "Products"

Source: Microsoft Internal Data, 2013 #SMX | @BingAds | @JmGagnon

Shopping with mobile brings holiday cheerSmartphones generate more online traffic, but tablet shoppers spend more time, money, and make more purchases.1

Tip: Set your mobile bids high enough so your ad shows in location #1 or #2, which can help you show on mobile.

76% of smartphone owners plan to use their device for holiday shopping.

1/5 of Cyber Monday and Black Friday online sales came from mobile - 50% growth since last year.

39% of smartphone owners have made a purchase on their smartphone, compared with 63% of tablet users who’ve purchased2

Source: 1Mobile Commerce Daily, Nov 2013, 2eMarketer, Apr 2013#SMX | @BingAds | @JmGagnon

Mobile users get their holiday shop on

55% Check availability of items before going to the store

50% Track sales at stores and find items on sale

49% Research gift ideas

Source: iab, Nov 2013

Words that workAnd words that don’t work. Most clickable ad combinations.

Source: Microsoft Internal Data, PC/Tablet, 2013

Ad combo most likely to be clicked

Ad combo least likely to be clicked

Toys & HobbiesTITLE DESCRIPTION

Brand Name Call to Action

Compare Call to Action

#SMX@BingAds

#SMX | @BingAds | @JmGagnon

Apparel & Accessories Toys & Hobbies Consumer Electronics

TITLE DESCRIPTION TITLE DESCRIPTION TITLE DESCRIPTION[Param Insertion] Save/Savings Brand Name Call to Action Online Call To Action

Products[Param Insertion] Compare Call to Action Cheap Affordable

[Dynamic Keyword Insertion]

Flowers, Cards, Gifts, Greetings

Sporting Goods, Fitness Equipment

Clothing & Shoes

TITLE DESCRIPTION TITLE DESCRIPTION TITLE DESCRIPTION

Books Call To Action[Param Insertion] Products Call to Action Call to Action

[Param Insertion] Products "Brands" "Brands" “Brands” “Brands”

Beauty & Personal Care Books Jewelry & Watches

TITLE DESCRIPTION TITLE DESCRIPTION TITLE DESCRIPTION

Online Call To Action % Off Call to Action[Param Insertion] Price/Pricing

“Brands” “Brands”[Param Insertion] % Off Gifts Call to Action

Words that workAnd words that don’t work. Most clickable ad combinations.

Source: Microsoft Internal Data, PC/Tablet, 2013

Ad combo most likely to be clicked

Ad combo least likely to be clicked Parameter insertion: dynamic insertion of words into the ad title or description based on a list of words you specify.

1Microsoft partnered with Mercent to compare Product Ads to text ads on the Yahoo Bing Network [4 advertisers involved in the study], Q1 2014.

2Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance. Increase in clicks is dependent upon a seasonality and advertiser vehicle.

Reach your holiday shoppers online and on the go

Want to drive shoppers to your website?

Want to drive online shoppers to your store front?

Up to 29% Lower cost-per-click with Product Ads than with standard text ads1

Up to 9%higher click-through rate with Location Extensions than with standard text ads2

#SMX @BingAds

Meet Top Movers – a report that makes it easy to quickly identify performance changes and possible causes.

The best new gift from Bing Ads this holiday season

#SMX@BingAds

Don’t miss out on potential customers

31%

Million 31

Source: comScore qSearch (custom), US, March 2014; industry categories based on comScore classifications.

Of all retail paid clicks

Retail searchersnot reached on Google

#SMX | @BingAds | @JmGagnon

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