uk home & garden€¦ · since consumers are currently spending a lot more time at home, they...

Classified as Microsoft Confidential

UK Home &

Garden

As of April 18, 2020


HYPOTHESIS

Since consumers are currently spending a lot more time at home,

they might look to invest in more Home & Garden

products/equipment which will best suit their needs when they are

working/spending time at home.


‘Home & Garden’ search volume seeing 70% YoY growth

due to stay at home restrictions and good Easter weather

70% YoY

on last

week

Source: Microsoft Internal Data, All Devices

54% YoY

on last

week

05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr 12/Apr-18/Apr

2019 2020

Indexed Searches volume

Overall 25% YoY

Overall 6% YoY

Indexed Click volume


Spike in ‘Garden & Patio’ searches during long Easter weekend

the same growth is maintaining due to prolonged good weather

Query samples

Appliances: “Blender”, “kettle”,

“microwave”, “mini fridge.”

Bedding & Linen: “Mattress”,

“towels”, “bedding”, duvet covers.”

Furniture: ”Sofa”, “bedroom

furniture”, “single beds”, “bunk

beds.”

Garden & Patio: “Pergola”, “fire

pits”, “gas BBQ”, “garden sheds.”

Home Furnishing: “Clocks”,

“Blinds”, “Candles”, “Cushion

covers.”

Kitchen: “Kitchen tiles”, “Wine

glasses”, “Wok.”


Indexed Searches for

Home & Garden sub-verticals

Appliances Bedding & Linnen Furniture Garden & Patio Home Furnishings Kitchen


‘Home Furnishing’ searches have significantly increased year-on-

year including ‘Garden & Patio’, ‘Appliances’ and ‘Bedding & Linen’


Post lockdown = week 12 to week 16

YoY Search Growth for

Home & Garden sub-verticals

126%

YoY

-50%

0%

50%

100%

150%

200%


Appliances: +38%

Bedding & Linen: +3%

Garden & Patio: 57%

Kitchen: -19%

Home Furnishing: 110%


2020- Share of Volume Searches

Source: Microsoft Internal All Devices

29% 27% 28% 27% 26% 25% 24% 24% 24% 23% 25% 27% 26%22% 23%

10%10% 9% 8%

7% 7% 7% 7% 6% 5%6%

5% 5%

4%5%

24%23% 22% 22%

22%21% 22% 20%

19% 18%20% 17% 15%

12%13%

7%8% 8% 8%

9%9% 9%

9%10%

10%

10% 15%15% 29%

25%

22% 24% 25% 26% 29% 31% 29% 32% 35% 38%35%

32% 34%30% 29%

7% 8% 8% 8% 8% 8% 8% 7% 7% 6% 5% 4% 5% 4% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Searcher priorities have shifted since lockdown with more focus on

‘Garden & Patio’ and ‘Home Furnishings’ and less on ‘Furniture’


‘Home Furnishings’ search growth is being driven by searches for

‘Blinds’ and ‘Curtains’ as people look to update their interiors


*Searches indexed to 2nd calendar week in January **YoY Query Calculation based Year to Date 18th April

Top Growing Queries YoY

• Wooden blinds• Venetian Blinds

Indexed Searches for

Top 10 ‘Home Furnishing’ queries

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

blinds

blinds 2go

blinds go

clock

curtains

dunelm curtains

hillarys blinds

venetian blinds

wallpaper

wooden blinds


The ‘Garden & Patio’ category’s query growth is being driven by

searches for garden furniture and hot tubsIndexed Searches for

Top 10 ‘Garden & Patio’ queries

Top Growing Queries YoY

• Wickes garden sheds sale• Pergolas gardens


*Searches indexed to 2nd calendar week in January **YoY Query Calculation based Year to Date 18th April

0

5

10

15

20

25

garden furniture

garden sheds

garden sheds sale

garden storage

gazebo

grattan

hot tub

hot tubs

pergola


Source: Internal Data, All Device

*Considering Week 15 and 16

Category QueryPhrase WoW CTR WoW CPC

Appliances Washers dryers 106% 1094%

Bedding & Linen Deep fitted sheets 433% -27%

Furniture Cheap dining chairs 119% -15%

Garden & Patio Metal garden ornaments 147% -6%

Home Furnishing Orange curtains 575% -72%

Kitchen Shot glasses 299% -45%

Searches with the highest weekly CTR increase


AppliancesBedding &

LinenFurniture

Garden &

Patio

Home

FurnishingsKitchen

dyson mattress oak furniture land Garden furniture Wooden blinds wickes kitchen

blender dunelm bedding Furniture grattan Wallpaper b&q kitchens

washing machines emma mattress Beds Garden sheds venetian blinds Kitchens

best vacuum

cleaner

highest rated

mattresses

Sofa Hot tubs blinds go Kitchen

Washing machines bedding Sofas Hot tub clock ikea kitchens

Shark vacuum

cleaner

mattresses Oak furniture land uk gazebo dunelm curtains kitchen units

Tassimo Dormeo mattress

uk

Sofa beds Sun loungers Blinds Kitchen taps

microwave Mattress topper Cotswold furniture pergola Blinds 2go Kitchen designs

Best coffee machine Duvet covers Oakland furniture Parasol Curtains Kitchen sinks

Washing machine Memory foam

mattress

Oak furniture Garden sheds

sale

Hillarys blinds Kitchen tiles

Source: Microsoft Internal Data, All Devices, March 2019 vs March 2020. Until 18th April

Top 10 Volume Searches by Category


Top 10 Volume Searches YoY by Category

Appliances Bedding & Linen Furniture Garden & Patio Home Furnishings Kitchen

Capsule coffee

machine

Highest rated mattresses Best leather sofas Wickes garden sheds

sale

Wooden blinds Casserole dishes

Best coffee pod

machine

Silk pillowcases UK Furniture living room Pergolas gardens Venetian blinds Scoville neverstick pans

Pod coffee machines Mattress topper double Oakfurnitureland Garden storage boxes

waterproof

Shutter blinds wok

Cordless vacuum

cleaner

Silk pillowcases Table top freezer Trellis fence panels Window blinds Dunelm kitchen table

chairs

Dyson hair dryer sale Marks spencer towels Oak furniture land uk Solar garden lights

outdoor

Roller blinds windows Tefal pans

Soup maker machines Pillows neck pain Table protector Cloches garden Ex display dining sets Latte glasses

Dyson uk Flannelette bedding Oakland furniture uk Hot tubs sale Door mats indoor kitchen

Vax vacuum cleaners Luxury bedding sets clearance Rise recliner chair Hot tub Blinds2go uk Plant pots

Vacuum cleaner Bedspreads king size Gaming chairs uk Summer houses

garden

Curtain rods aprons

Microwaves currys Weighted blankets Leather recliner chairs Hot tubs Cushions dunelm Kitchen waste bins

Source: Microsoft Internal Data, All Devices, March 2019 vs March 2020. Until 15th March

Leverage the Microsoft Audience Network to

reach users actively engaging with audience ads for Home & Garden


Clicks from the Microsoft Audience Network have been trending upward week

over week for Home & GardenUK All-up MSAN performance (Retail-Home & Garden)

Microsoft Ads; UK 2020


While cost-per-click and click-through-rate across the Microsoft Audience

Network continue to improveUK All-up MSAN performance (Retail-Home & Garden)

Microsoft Ads; UK 2020

MSAN CPC for Home & Garden is down 30% MoM, indicating an opportunity for efficient traffic volume

MSAN CTR for Home & Garden continues to trend upward into May, due to marketplace improvements & high user engagement


Three ways to leverage the Microsoft Audience Network today

Corporate

Responsibility

Messaging For

Wide Reach

Highlight Products

With Increased

Demand

Maintaining Brand

Awareness &

Future-Proofing

Source: Internal Microsoft Data


• In the UK, the hypothesis continues to prove correct with all categories

experiencing an increase in year on year growth post lockdown announcement

• Update budgets and use competitive bid strategies for ‘Garden & Patio’

With the increase in searches for ‘Garden and Patio’ products experienced

during the long Easter weekend we expect to see a similar trend in the

upcoming early may bank holiday weekend

• Use broad campaign tactics like DSA to catch new query variations

Several categories are seeing increased year-on-year growth with searcher

focus shifting towards garden and furnishing searches. A significant portion

of daily queries are new to our network, this may also be accelerated with the

accelerated year-on-year growth

Conclusion & Recommendations


Users exposed to Microsoft Audience Ads search more

on Bing for Home & Garden-related queries

MSAN can be a vehicle for exposing corporate

responsibility messaging, promote products in high-demand, and for future-

proofing

Click volume and KPIs are improving for Home &

Garden across the Microsoft Audience

Network

KPI: Key Performance Indicators


advertising.microsoft.com

https://about.ads.microsoft.com/en-us?s_int=en-us-gct-web-src_ppt-sub_0-cam_ic_flx_endslide_msahp

uk home & garden€¦ · since consumers are currently spending a lot more time at home, they...

Documents