a digital marketer's guide to mother's day

Mother’s DayInsights for digital marketers

SOURCE: Mother’s Day Fast Facts, CNN, 2014.

Over 100 years of celebrating MomIn 1914, Woodrow Wilson signed a bill recognizing Mother’s Day as a national holiday.

SOURCE: U.S. Census Bureau, Survey of Income and Program Participation, 2009.

Today we celebrate more than 85 million moms.

Mother’s Day continues to growMother’s Day is the third largest retail holiday.

was spent in 2015, up 7% from $19.9 billion in 2014.

$21.2 billion

SOURCE: National Retail Federation Monthly Consumer Survey, April 2015.

Celebrating all the mothers in our livesShoppers plan to buy gifts for more than just their mom.

SOURCE: Mother’s Day Overview, Retail Insights Center, April 2015.

Mother or stepmother

Wife

Daughter

Other relative

Sister

Grandmother

Friend

Godmother

63%

23%

10%

9%

9%

7%

6%

2%

Shoppers show their love with many types of gifts

SOURCE: Mother’s Day Spending Summary, National Retail Federation, April, 2015.

The average shopper planned to spend $173 on mom.

Greeting cards

Flowers

Special outing (ex: dinner or brunch)

Gift card/certificate

Clothing and accessories

Jewelry

Personal service (ex: spa or massage)

Books or CDs

Housewares or gardening tools

Consumer electronics or accessories

80%

54%

44%

36%

34%

21%

19%

40%

67%

20%

Many love to give the gift of choiceTotal spending on gift cards is expected to reach $2.2 billion.44.2% of shoppers plan to buy a gift card.

SOURCE: National Retail Federation, Consumer Trends Survey, April 2015.

For the love of mom—and flowers2/3 of Mother’s Day celebrants purchase flowers1, spending an average of $742.More people purchase fresh flowers

and plants for Mother's Day than for any other holiday except Christmas/Hanukkah3—totaling $2.3 billion spent in 20151.

SOURCE: 1National Retail Federation, Consumer Trends Survey, April 2015. 2The Society for American Florists, Mother’s Day Survey, May 2015.3Mother’s Day Fast Facts, CNN, 2014.

Mobile love for Mother’s Day3 in 10 shoppers will buy Mother’s Day gifts online.1

How Mother’s Day shoppers planned to use their smartphones:

Research or compare prices

Look up retailer information (location, store hours, directions, etc.)

Purchase gifts Use apps to research or purchase gifts

SOURCE: Mother’s Day Overview, Retail Insights Center, April 2015.

25% 15% 14% 7%

Bing AdsSearch trends

Mother’s Day searches on theBing Network

One in three Mother’s Day searches are for flowers

SOURCE: Microsoft Internal Data April 13 2015—May 10 2015, search and click volume in selected categories—all devices.

FlowersFoodGiftsJewelryCards

Source: Yahoo Bin

Mother’s Day searchers begin a month early

SOURCE: Microsoft Internal Data April 13, 2015–May 10, 2015, across all devices.

APRIL 13–19 MAY 4–10APRIL 27–MAY 3APRIL 20–26 APRIL 13–19 MAY 4–10APRIL 27–MAY 3APRIL 20–26

MOTHER’S DAY CLICKSBING NETWORK

MOTHER’S DAY SEARCHES BING NETWORK

CardsFlowersFoodGiftsJewelry

Searchers are most active the week prior to Mother’s Day, especially in search of flowers, gifts, and greeting cards

Searches across all devices

.

Mother’s Day searches by day

CardsFlowersFoodGiftsJewelry

25-APR 28-APR 1-MAY 4-MAY 10-MAY 14-MAY 17-MAY

Mother’s Day 2015:May 10

SOURCE: Microsoft Internal Data April 13, 2015–May 10, 2015, across all devices.

Mother’s Day mobile searches significantly grew this year

SOURCE: Microsoft Internal Data, Mobile, April 2015–May 2015.

SOURCE: Microsoft Internal data April 13, 2015–May 10, 2015 and April 14, 2014–May 11, 2014, search volume by device.

Over 1/3 of shoppers used their smartphones to find mom a gift in 2015

MobilePC/Tablet

APRIL 13–19 MAY 4–10APRIL 27–MAY 3APRIL 20–26

This is a 41% increase in mobile searches from 2014

WEEKLY GROWTH OF MOTHER’S DAY SEARCHES LEADING UP TO THE HOLIDAYBING NETWORK

SOURCE: Microsoft Internal Data April 13, 2015–May 10, 2015, click volume by device.

Mother’s Day clicks increase several weeks in advanceMOTHER’S DAY CLICKS BY DEVICE, BING NETWORK

Clicks doubled the week before Mother’s Day as shoppers made their final gift purchases.

MobilePC/Tablet

SOURCE: Microsoft Internal Data May 3–10, 2015, brand searches—all devices.

Mother’s Day shoppers search for brands

Brand searchesNon-brand searches

Mother’s Day gifts

Flowers

Jewelry

Gift cards

*Brand

*Brand

Gifts

*Brand

*Brand

*Brand

MOTHER’S DAY SEARCHES: BRAND VERSUS NON-BRAND BING NETWORK

TOP 10 MOTHER’S DAY SEARCHES: BING NETWORK

“Brand” searches make up over 25% of Mother’s Day searches—and half of the top 10 terms searched

SOURCE: Microsoft Internal Data May 3–10 2015, top 10 queries—all devices *does not include branded terms.

Searches across all devicesTop 10 search terms for Mother’s Day [non-brand]

Mother’s Day giftsFlowers

JewelryGift cards

GiftsChocolateGifts mom

Mother’s Day gifts: daughterFlowers deliveryMother day cards

SOURCE: Microsoft Internal Data May 3–10, 2015, searches and CTR in selected categories—PC/Tablet.

Source: Yahoo Bin

Click-through rate by category

.

Searches CTR

FLOWERS GIFTS

JEWELRY CARDS

//PC + tablet

SOURCE: Microsoft Internal Data April 1,3 2015–May 10, 2015, CPC and CTR in selected categories—all devices.

Cost-per-click and click-through rate by category

CTR CPC



TIP: Identify when click-through rate is high and cost-per-click is low to capitalize on this opportunity in your product category this Mother’s Day.FLOWERS GIFTS

JEWELRY CARDS

.

Product Ads via Bing shopping campaigns saw engagement spike the week of Mother’s Day

APRIL 20–26 MAY 4–10APRIL 27–MAY 3 MAY 18–24 MAY 25–31

Apparel and accessoriesBeauty and personal careConsumer electronicsDaily deals and couponsDepartment storesFlowers/candy/gifts/greetings/registriesJewelryMass merchantsSporting goods/fitness equipment

1.7%1.6%1.5%1.4%1.3%1.2%1.1%1.0%0.9%0.8%

SOURCE: Microsoft Internal Data, April 2015–May 2015, Product Ads CTR for advertisers in selected categories—all devices.

Product Ads click-through rate in 2015

MAY 11–17

Bing AdsAudience behaviors

Bing Ads packs value for retail

SOURCE: comScore qSearch (custom), U.S., September 2015; industry categories based on comScore classifications.

56M Retail searchers are not reached on Google

90M Total retail searches

725MTotal retail searches

37% of retail paid clicks

SOURCE: comScore Plan Metrix, U.S., April 2015, custom measure created using comScore indices and duplication. April data was used to reflect the month prior to Mother’s Day.

More likely to spend on flowers and jewelryCompared to Google, the Bing Ads audience is more likely to:

Have spent $200–$499 on jewelry/accessories (online or offline) in the last six months

Have spent $100–$199 on flowers (online or offline) in the last six months


More likely to buy greeting cards online

Have bought greeting cards online in the last six months

Compared to Google, the Bing Ads audience is more likely to:

More likely to spend on gift certificates


Have used free service for gift certificates in the last six months



More likely to spend on consumer/personal electronics

23% more likely to have spent $10,000 or more online on consumer electronics in the last six months

13% more likely to have spent $2,500 to $4,999 online on personal electronics in the last six months

8% more likely to have spent $500 to $999 online on personal electronics in the last six months

27%more likely to have spent $1,000 to $2,499 online on consumer electronics in the last six months


Words that workTop ad copy for Mother’s Day

AD DESCRIPTION

% off Call to action Cards

Deals/discounts

Delivery/shipping

DKI (dynamic keyword insertion)

Florist Flowers Free Gifts

Mother's Day

OnlinePrice/pricing

Quality/selection

Sales Style/type

Superlative(adjective/ adverbs)

Wine

AD TITLE

% offCall to actionCardsDelivery/shippingDKI (dynamic keyword insertion)FloristFlowersFreeGiftsMother's DayOnlineParameter insertionPrice/pricingQuality/selectionSalesStyle/typeSuperlative(adjective/adverbs)Wine

Here’s how to read a heatmapGreat Bad Insufficient

dataGood

SOURCE: Microsoft Internal Data. Total impressions generated = 4 million, total ads analyzed = 6k, analysis period = April 1, 2015–May 15, 2015.

Note: These categories represent groups of similar words.

Our study results show that a flowers/cards/gifts/candy ad highlighting “online” in the ad’s title and “cards” in the ad’s description has high ad quality.

Words that work //flowers/cards/gifts/candy

AD DESCRIPTION

% off Call to action Cards

Deals/discounts

Delivery/shipping


Florist Flowers Free Gifts Mothe

r's day OnlinePrice/pricing

Quality/selection

Sales Style/type

Superlative(adjective/adverbs)

Wine

AD TITLE

% offCall to actionCardsDelivery/shippingDKI (dynamic keyword insertion)FloristFlowersFreeGiftsMother's dayOnlineParameter insertionPrice/pricingQuality/selectionSalesStyle/typeSuperlative(adjective/adverbs)Wine

Great Bad Insufficient data

Good



AD DESCRIPTION

AD TITLE

% off Brands Call to action

Delivery/shipping Free Guarante

e Jewelry Online Price/pricing

Style/type

Superlative(adjective/adverbs)

Watches

Brands

Call to action


Guarantee

Jewelry

Online

Style/type

Watches

Words that work //jewelryGreat Bad Insufficient

dataGood



Top five ad copy combinations //across all devicesTOP PERFORMING AD TITLE + AD DESCRIPTION COMBINATIONS

FlowersOnline Deals/discounts Online Gifts Delivery/shippingDisplay URL Display URL Display URL Display URL Display URL Style Gifts Gifts Florists % Off

Cards Delivery/shipping Delivery/shipping Superlative BrandsDKI (dynamic keyword insertion)

Display URL Display URL Display URL Display URL Display URL Online Price/pricing Online eCards Price/pricing

GiftsBrands Online Brands Online BrandsDisplay URL Display URL Display URL Display URL DisplayURL Deals/discounts Deals/discounts Apparels DKI (dynamic keyword

insertion)DKI (dynamic keyword insertion)

CandyBrands Brands Flavor Brands BrandsDisplay URL Display URL Display URL Display URL DisplayURL Free Gifts Online DKI (dynamic keyword

insertion) Delivery/shipping

JewelryCall to action Style/type Watches Style/type DKI (dynamic keyword

insertion)Display URL Display URL Display URL Display URL Display URL Call to action Call to action Call to action Online OnlineKEY INSIGHTS

Flowers

Top performing ads include online (e.g., “online”, “official site”, “order online”) and gifts (e.g., “apparel”, “bags”, “baskets”)

Cards Delivery/shipping (e.g., “day delivery”, “fast delivery”, “free shipping”) are top performing words in the ad title

Gifts Align your gift’s ad copy to what your audience is searching for by using “brand” terms in the ad title and “dynamic keyword insertion” in the ad description

Candy Brand names rule in driving performance in the ad title for candy

Jewelry Ad copy performs best when there are style/type (e.g., “unique”, “colors”, “styles”) details in the ad title. Pair with call to action (e.g., “buy”, “order now”, “get free”) to increase ad quality



Top ad combinations //by deviceCATEGORY PC + TABLET MOBILE

FlowersOnline % offDisplay URL Display URL Style Online

CardsDelivery/shipping Price/pricingDisplay URL Display URL Online Cards

GiftsBrands BrandsDisplay URL Display URL Deals/discounts Apparel

CandyFree FlavorDisplay URL Display URL Gifts Gifts

JewelryStyle/type Call to actionDisplay URL Display URL Online Brands

KEY INSIGHTSFlowers For mobile, % off (e.g., “%”, “save %”) performs well in the ad title, combined with online in the ad description

CardsOn mobile devices, price/pricing (e.g., “cash”, “affordable”, “price”) works best in the ad title when paired with cards (e.g., “gift cards”, “cards”, “postcards”) in the description

Gifts Brand terms in the ad title rule across devices, and paired with deals/discounts (e.g., “limited”, “now save”, “offer”) perform well on PC

Candy Combine gifts in your ad descriptions with free for PC and flavor (e.g., “vanilla”) for mobile in your ad titles

Jewelry On mobile devices, call to action in the ad title boosts ad quality



Top ad copy opportunities //site link extensions

Ad qualityAdvertiser #

Gifts

Quality/Selection

Call To Action

Wine

% Off

Free

Sales

Superlative

Cards

Online

TOP OPPORTUNITY EXAMPLES OF TERMS TO INCLUDE IN SITELINKS:

Online: (e.g., “order online”, “official site”)

Sales: (e.g., “sale”, “wholesale’)

HOW TO READ THIS:When “online” terms are included in an ad’s site link extensions, the ad quality is high.And the number of advertisers showing with this high quality “online” term in ads with site links is small.When ad quality is high and there aren’t very many advertisers showing on these terms, competition is low. Read “great opportunity” to include in site link extensions for flowers, cards, gifts, and candy products.

Flowers/cards/gifts/candy top ad copy in site link extensions



Use high quality images• Use images with a white

background to make them pop• Do not include any text within

your images (e.g., promo messaging for free shipping)

• Test different images of the same product to determine which image performs best

Keywords• Put as many relevant keywords

in the product title and description as possible

• Add negative keywords to prevent ads from showing on items you do not offer

Test multiple promotional texts to determine which resonates most

Apply larger bids to your best-selling items

BING SHOPPING CAMPAIGNS //OPTIMIZE YOUR DATA FEED FOR MOTHER’S DAY

Data validation• Ensure your product feed

is properly formattedProduct discoverability• Use the SKU column and unique

identifiers to help differentiate product titles and descriptions that may only differ in size, color, etc. All unique identifiers should be consistent between data feeds

• Use a descriptive title with all the relevant information possible in your title

Go beyond the required attributes and populate your feed with as many recommended attributes as possible for each product offer. The more information you make available, the more likely your Product Ads will be shown for relevant searches

Create at least one campaign that targets all products in the feed to gain insights about products that may deserve your feed beyond “all-inclusive”, include specific brands, product types, or individual products that align with your business goals

Create custom labels• Custom labels can help you

group your products and better target (e.g., high margin products, items with low/high return on ad spend, etc.).

Given that Mother’s Day is a short seasonal event, refresh your product feed daily

Bing shopping campaigns—quick tips for Mother’s Day

Why advertise

on Bing Ads?

Access searchers not reached on Google

Automotive

Business and finance

Education

Telecom

Travel

Retail56M

26M

13M

25M

17M

33M

SOURCE: Audience data represents Bing Web and Yahoo U.S. Web Search from comScore qSearch (custom), U.S., September 2015. Industry categories based on comScore classifications.

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