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You’ve Heard It a Million Times…[briefly review the stats – say we’ve heard many retailers complaining about how Google just wants them to pay more money!

Justin D’AngeloDirector of Client

Services

Matt FisherSenior Program

Manager

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What You’ll Learn Today…

Which bid modifiers are your best friends in Q4.

The right settings & budgets for peak season.

The best ways to set seasonal goals.

Why (and how) to revert your account back to off-season operations.

Important industry trends & historical data.

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Are you advertising on Bing Ads?

5

Extend your Holiday cheer with Bing

50MUnique searchers exclusive to Bing Network1

+20%Higher spend from shoppers on Bing Network2

36%Paid click share for Bing Network ads in retail3

sLower CPC vs. Google AdWords in most verticals4

SOURCE1Microsoft Audience data represents Bing Web and Yahoo U.S. Web Search from comScore qSearch (custom), U.S., March 2016. Industry categories based on comScore classifications. 2comScore qSearch (custom), December 2015; Bing Network includes Microsoft sites, Yahoo sites (searches powered by Bing), and AOL sites in the United States3comScore qSearch (custom), US, March 2016; industry categories based on comScore classifications.4Marin Software US CPC by Vertical Q4 2015.

SOURCE: Microsoft Internal data (O&O and Partner Network), Nov 2015–Dec, US only, All Devices Vertical Categorization: based on Bing Ads account categorization

Click contribution by top retail sub-categories during the holiday season.17%Average click

volume increase YoY (Nov to Jan).

46%Holiday click trend—all devices Holiday top 10 retail sub verticals by click

volume

Bing Network grows click volume and click contribution during the Holidays.

The Bing Network delivers value for retail.

Bing users are typically more educated and affluent with more income to spend.

25–5457% of users

49%College

degree or higher

$75k+49% of

Household Incomes

Age

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Set Goals!Strategy #1

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Reevaluate Your Goals

Understand the Different Metrics in Play

Weigh volume gain against stricter ROI goals –which gives you more overall profit?

Find 2-3 seasonal KPIs that you can review easily. Review every day during peak season.

Set Goals!

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Data Driven Planning

Strategy #2

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Consumer & Industry Trends

Stay aware of the trends and news that affect your business.

SOURCE: eMarketer, US Holiday Shopping Preview 2016: Absorbing the Lessons of 2015

13.3%Growth ecommerce growth will account for more than two-thirds of retail sales growth during the holiday season

$868Billion US Holidays retail sales projected for 2016

Retailers know how important search advertising is.

Here’s how your competitors allocated their marketing budget in 2015.

SOURCE: Forrester Research panel, The State of Retailing Online 2015

Social/Affiliate

Remarketing

Email

SEO

Online marketplaces

Other

SEM

11%

13%

14%

16%

16%

20%

33%

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Use last Q4’s data as benchmarks. Don’t wait to make adjustments

Key Days

Create a map from last year’s Q4.Be sure to update for 2016 (day of week).

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Key Days

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Top Products

Use product performance reports to find top performers from last Q4.

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Top Products

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Top Search Terms

Capitalize on the non-branded search terms from your last peak season,sorted by revenue & conversions.

Send traffic to your most profitable keywords.

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Settings & BudgetsStrategy #3

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Off-Season Budgets

1,000.00

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3,000.00

Peak-Season Budgets

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Bid AdjustmentsStrategy #4

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Peak Season vs. Off Season

Keyword/Display

Hour of Day/Day of Week

Device Geography

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Keywords

Test paused or poor keywords. Use labels to mark tests.

Your Competitor

Organic only

Brand ad + organic

85% 9%

You

Your Competitor

You

52% 48%

Brand term bidding grabs attention on the search page.

In a study of 25M clicks in the retail vertical, Bing found that brand term bidding yielded a 64% lift in incremental paid and organic clicks.Bidding on your own brand terms means fewer clicks to competitors.

SOURCE: Microsoft Internal data, Bing Ads Brand Term Bidding Study, March 2016

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Hour of Day • Day of Week

Analyze & adjust your modifiers.Core shopping hours change.

Factor buyer behavioral changes.

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12 A

M1

AM2

AM3

AM4

AM5

AM6

AM7

AM8

AM9

AM10

AM

11 A

M12

PM

1 PM

2 PM

3 PM

4 PM

5 PM

6 PM

7 PM

8 PM

9 PM

10 P

M11

PM

12 A

M1

AM2

AM3

AM4

AM5

AM6

AM7

AM8

AM9

AM10

AM

11 A

M12

PM

1 PM

2 PM

3 PM

4 PM

5 PM

6 PM

7 PM

8 PM

9 PM

10 P

M11

PM

12 A

M1

AM2

AM3

AM4

AM5

AM6

AM7

AM8

AM9

AM10

AM

11 A

M12

PM

1 PM

2 PM

3 PM

4 PM

5 PM

6 PM

7 PM

8 PM

9 PM

10 P

M11

PM

Thanksgiving Black Friday Saturday

Apparel Consumer Electronics Toys & Games

Black Friday Weekend

Cyber Monday

Christmas Eve/Day

Every hour counts on the biggest shopping days.Hourly Shopping Trends

SOURCE: Microsoft Internal data, All Devices, US only

12 A

M1

AM

2 A

M3

AM

4 A

M5

AM

6 A

M7

AM

8 A

M9

AM

10 A

M11

AM

12 P

M1

PM2

PM3

PM4

PM5

PM6

PM7

PM8

PM9

PM10

PM

11 P

M12

AM

1 A

M2

AM

3 A

M4

AM

5 A

M6

AM

7 A

M8

AM

9 A

M10

AM

11 A

M12

PM

1 PM

2 PM

3 PM

4 PM

5 PM

6 PM

7 PM

8 PM

9 PM

10 P

M11

PM

12 A

M1

AM

2 A

M3

AM

4 A

M5

AM

6 A

M7

AM

8 A

M9

AM

10 A

M11

AM

12 P

M1

PM2

PM3

PM4

PM5

PM6

PM7

PM8

PM9

PM10

PM

11 P

M

Sunday Cyber Monday Day after Cyber Monday

Apparel Consumer Electronics Toys & Games12

AM

1 AM

2 AM

3 AM

4 AM

5 AM

6 AM

7 AM

8 AM

9 AM

10 A

M11

AM

12 P

M1

PM2

PM3

PM4

PM5

PM6

PM7

PM8

PM9

PM10

PM

11 P

M12

AM

1 AM

2 AM

3 AM

4 AM

5 AM

6 AM

7 AM

8 AM

9 AM

10 A

M11

AM

12 P

M1

PM2

PM3

PM4

PM5

PM6

PM7

PM8

PM9

PM10

PM

11 P

M12

AM

1 AM

2 AM

3 AM

4 AM

5 AM

6 AM

7 AM

8 AM

9 AM

10 A

M11

AM

12 P

M1

PM2

PM3

PM4

PM5

PM6

PM7

PM8

PM9

PM10

PM

11 P

M

Christmas Eve Christmas Day Day after Christmas

Apparel Consumer ElectronicsToys & Games

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Device

Adjust mobile for purchase assists and seasonal buyer behavior.

29

27 28 29Black Friday

$1.66B23 24 25 26

Shoppers are in research mode during November, with 8 of the top 10 mobile search days falling in this month.

Mobile browsing tends to occur on weekends.

Top ecommerce spending days vs. top search days

SOURCE: comScore Inc. Final 2015 Desktop Online Holiday Sales Reach $56.4 Billion, Up 6 Percent vs. Year Ago, Jan 8, 2016Microsoft Internal data, All Devices, US only

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

9 10 11 12 13 14 15

2 3 4 5 6 7 8

6

16 17 18 19 20 21 22

10 5 4

6 7 9

10 3 1

TIP Use mobile-friendly keywords and boost your mobile ads on big mobile days.

November is for window-shopping on mobile.

Top 10 Mobile Search Days Top 10 PC/Tablet Search Days

30

Cyber Monday kicks off a 3-day streak of huge desktop search and ecommerce spending.

December 11 (two weeks before Christmas) is the fourth highest ecommerce spending day.

Desktop browsing tends to happen at the beginning of the work week.

Top ecommerce spending days vs. top search days

SOURCE: comScore Inc. Final 2015 Desktop Online Holiday Sales Reach $56.4 Billion, Up 6 Percent vs. Year Ago, Jan 8, 2016Microsoft Internal data, All Devices, US only, December 2015.

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

7 8 9 10 11 12 13$1.48B$1.40B 1.40B $1.24B

30 1 2 3 4 5 6

$2.28B

$1.95B $1.24BCyber Monday

14 15 16 17 18 19 20

$1.41B

Green Monday

21 22 23 24 25 26 27

8 2

1 2 3

5 4 9

8 7

Top 10 Mobile Search Days Top 10 PC/Tablet Search Days

December is for clicking the buy button.

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Factor weather into seasonality.

Geography

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Rollback!Strategy #5

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Wrapping Up Seasonality

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Wrapping Up SeasonalityRun filters at least twice a week.

Competitive “post-mortem” analysis.

Lower your budget (prevent expensive mistakes).

Return to off-season bidding strategy.

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Key Takeaways

Adjust seasonal bids with bid modifiers.

Change settings & budgets to accommodate traffic.

Reevaluate your goals in light of seasonality.

Don’t lose profits by forgetting to revert your account back to off-season operations.

Make sure you’re working with the right data.

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Don’t Miss These Other Resources…

Join Bing - August 18th

at 11am PT

New report exploring click trend data, just in time for the holidays!

Join Bing - August 16th

at 11am PT