australia easter and anzac day insights 2017 - australia
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Easter and Anzac Day2017Bing Ads Australia
Easter holidays offer families and friends the opportunity to
spend time together
Source: Facebook IQ celebrating Easter together 2015
Eggs ( chicken and other)
Food and beverages
Fish and seafood
Alcoholic beverages
Chocolate
Holiday and travel
17M
191140
12451228
Consumers spend the most on travel, food and beverages during Easter holidays
Easter consumer spending ($ million)
Pubs, bars and taverns
85% spend contribution by “holiday and travel” & “food and beverages”
Source: IBISWorld’s: Easter spending: sweets, seafood and the great Australian
road trip 2014
66246
14.2%
search share
Source: comScore Explicit Core Search (custom) - Jun 2016, comScore qSearch (custom) - Aug 2016 Bing Network includes Microsoft Core Search sites and partner sites in AU.
14.2%
6.0%6.7%
9.4%
10.1%10.8%
5.5%
Mar ‘15 Jun ‘15 Jul ‘15 Aug ‘15 Dec ‘15Dec ’14 Sep ‘15
6.8%
Aug ‘16
The Bing Network is an effective marketplace for capturing Easter retail opportunities Bing delivers incremental volume with less effort.
The Bing Network has a well-educated, affluent audience who are looking to purchase
IncomeHigher household incomes in the $100k+range
EducationWell-educated; diploma/ bachelor degree or higher
RegionMainly living in New Sales Wales and Victoria
RelationshipsMarried couples as well as singles
GenderSlightly more females
AgeOlder especially age 35+
The Bing Network audience
Source: Nielsen Consumer & Media View National Database, Oct’ 15 - Sep '16 | Base: 14+
24%Spend more than $150 or more on Easter celebrations
Click contribution by Easter show related queries 39%Year on year search volume
increase (Feb to Apr).35%Top 5 verticals by click volume
total searches total clicks
2015 2016
+35%
Search and click volumes on the Bing Network grow during the Easter holidays
Family & Community
Hobbies & Leisure
Travel & Tourism
Food & Groceries
Arts & Entertainment
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
7%
16%
18%
20%
39%+21%
Source: : Microsoft internal data, AU search volume Feb-Apr 2015, 2016 AU All devices
Food and Grocery
Click icon to add picture
14% 21% 31% 27% 8%
18-24 25-34 35-49 50-64 65+
NT<1 %
SA6 % NSW
&ACT39%
QLD19%
VIC24 %
TAS2 %
WA10 %
Searches by state
Females take the lead for food and grocery research online
33%
67%
Searches by gender
58% of food and grocery searches are generated by 35-64 age group.
Searches by age
Source: : Microsoft internal data, AU search volume Feb-Apr 2016 AU All devices
Searches tend to surge 3 weeks prior to the Easter long weekend. Last minute shoppers lead the momentum to Easter and Anzac Day
Consumer interest begins in early March and peaks in Easter and Anzac weeks
+297%+6%+4%
+21%+3%+2% +3%
15-21 Feb 22-28 Feb
29 Feb- 6 Mar
7-13 Mar
14-20 Mar
11-17 Apr 21-27 Mar
28 Mar-3 Apr
4-10 Apr 18-24 Apr
25 Apr - 1 May
1-7 Feb 8-14 FebAnzac Day
25 April
TIPAllocate incremental budget to capture traffic uplifts. Set budgets and finalise campaigns at least 3 week before each holiday
Source: : Microsoft internal data, AU search volume Feb-Apr 2016 AU All devices
Easter Weekend
25 - 28 Mar
Food and grocery searches indexed to the average weekly volume ( Feb- Apr 2016)
+293%
Run up to the Easter holiday period delivered the highest search volume increase for confectionary and baking ingredients categories
+43% year on year growth
in search volume Feb – Apr
Baking Ingre-dients
Confectionary Fish & Seafood Herbs & Spices Meat & Poultry90%
95%
100%
105%
110%
115%
120%
125%
130%
Monthly growth in search volume by sub-category
Feb Mar Apr
Source: : Microsoft internal data, AU search volume Feb-Apr 2016 AU All devices
Easter egg related searches grow over 4x in the days directly before the holidaySignificant increase in demand starts about two weeks before the Easter weekend
0%50%
100%150%200%250%300%350%400%450%500%
2016 daily trends for Easter egg related queries
3.2X
4.4X
1.9X
1.1X
April 2017M Tu W Th F Sa Su
27 28 29 30 31 1 23 4 5 6 7 8 910 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30
TIPKeep an eye on your budget 2 weeks before Easter holiday to make sure it doesn’t get depleted by increased demand
1. 2017 key dates predict based on 2016 trends. Microsoft internal data, AU search volume Feb-Mar 2016 AU All devices
Predicted top search dates1
Easter Weekend
2 weeks 1 week3 weeks4 weeks5 weeks6 weeks7 weeks8 weeks
0%
200%
400%
600%
800%
1000%
1200%2016 daily trends for Easter trading related queries
10.2X
8.4X
9.2X
“+trading hours” is the must-have keyword to capture last minute shoppersAll Easter trading hours related queries surge in interest at the beginning of the Easter weekend
Easter Weekend Anzac Day
April 2017M Tu W Th F Sa Su
27 28 29 30 31 1 23 4 5 6 7 8 9
10 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30
TIPKeep an eye on your budget 1 week before both holidays to make sure it doesn’t get depleted by increased demand
2 weeks 1 week3 weeks4 weeks 2 weeks 1 week3 weeks4 weeks
Predicted top search dates1
1. 2017 key dates predict based on 2016 trends. Microsoft internal data, AU search volume Mar-Apr 2016 AU All devices
TravelClick icon to add picture
12% 18% 29% 31% 9%
18-24 25-34 35-49 50-64 65+
NT<1 %
SA6 % NSW
&ACT39%
QLD19%
VIC24 %
TAS2 %
WA10 %
Searches by state
Females take the lead for Easter holiday research
45%55%
Searches by gender
60% of travel searches are generated by 35-64 age group.
Searches by age
Source: : Microsoft internal data, AU search volume Feb-Apr 2016 AU All devices
+293%
Specialty and last minute travel related queries will see a strong increase in search volume leading up to the holidays
+28% year on year growth
in search volume Jan – Mar
Accommod
ation
Travel
destin
ation
s
Travel
booki
ng se
rvices
Holiday
packa
ges
Speci
alty t
ravel
Last m
inute
travel
90%92%94%96%98%
100%102%104%106%
Monthly growth in search volume by travel category
Jan Feb Mar Source: : Microsoft internal data, AU search volume Jan – Mar 2015, 2016 AU All devices
Accommodation
• Camping, caravan & RV accommodation
• Hotels, Motels & Resorts
• Accommodation Packages
• Zoos & aquariums • Regional parks &
gardens• Theme parks
• Ecotourism • Agritourism• Family holidays &
travel
Destinations Specialty travel
TIPReserve incremental budget to capture search volume increase and set up shared budget to make sure your campaigns do not go dark
Source: : Microsoft internal data, AU search volume Feb-Apr 2015, 2016 AU All devices
Top 3 travel categories with highest year on year increase in search volume from Feb –Apr
“+accommodation” is the must-have keyword to maximise your Easter holiday traffic
hotelsaccommodation
hotelcaravan parks
campingaccommodation canberra
accommodation gold coastcairns accommodation
melbourne hotelsairlie beach accommodation
caloundra accommodationlorne accommodation
hotels in melbournecairns hotels
hotels canberra
easter holidays
wikicamps australia
wicked campers
accommodation canberra
free camping
exploroz
caravan park
camping
accommodation
caravan
Accommodation: Top growth termsAccommodation: Top non-branded searched terms
TIPUse Keyword Planner to help identify the most effective ad groups and keywords to boost your campaign performance.
Source: : Microsoft internal data, AU search volume Feb – Apr 2016, 2016 AU All devicesTop growth terms show movement in the top 100 terms for accommodations between Nov 15 – Jan 16 and Feb – Apr 16
Zoos and theme parks are a go to family attraction this time of the year
taronga zoodreamworld
melbourne zooaustralia zoomovie world
disneylandluna park
phillip islandblue mountains
seaworldperth zoo
dubbo zootiger palm beach zookakadu national park
wet n wild
kakadu national park
park
sea world gold coast
kings park
wilsons promontory national park
discovery holiday parks
tokyo disneyland
seaworld gold coast
universal studios hollywood
lake macquarie
Tourists destinations: Top growth termsTourists destinations: Top searched terms
TIPUse Sitelink and Enhanced Sitelink Extensions to promote special Easter offerings, services or sections of your site and lead searchers to the right information they need to learn more and take action.
Source: : Microsoft internal data, AU search volume Feb – Apr 2016, 2016 AU All devicesTop growth terms show movement in the top 100 terms for accommodations between Nov 15 – Jan 16 and Feb – Apr 16
Great Barrier Reef tops the charts for Easter holiday fun
great barrier reeftownsville
fitzroy islandsovereign hill
daintree rainforestthe great barrier reef
moreton baygreen island
paronella parkskyrail
cape tribulationbrisbane kids
holidays with kidsfraser island tours
daintree
skyrail
the great barrier reef
macquarie island
hervey bay queensland
great barrier reef
daintree rainforest
hinchinbrook island
moreton bay
daintree
skyrail rainforest cableway
Specialty travel: Top growth termsSpecialty travel: Top searched terms
TIPMaximise your conversions while still having control over your bids by using the Enhanced CPC automated bidding strategy, along with Universal Event Tracking (UET).
Source: : Microsoft internal data, AU search volume Feb – Apr 2016, 2016 AU All devicesTop growth terms show movement in the top 100 terms for accommodations between Nov 15 – Jan 16 and Feb – Apr 16
+293%
Triple your opportunity to engage with your consumer’s domestic holiday planning
2/1/20
16
2/4/20
16
2/7/20
16
2/10/2
016
2/13/2
016
2/16/2
016
2/19/2
016
2/22/2
016
2/25/2
016
2/28/2
016
3/2/20
16
3/5/20
16
3/8/20
16
3/11/2
016
3/14/2
016
3/17/2
016
3/20/2
016
3/23/2
016
3/26/2
016
3/29/2
016
4/1/20
16
4/4/20
16
4/7/20
16
4/10/2
016
4/13/2
016
4/16/2
016
4/19/2
016
4/22/2
016
4/25/2
016
70%75%80%85%90%95%
100%105%110%115%120%
Weekly search volume index by travel category
Car hire Flights Accomodations
Source: Microsoft internal data, AU search volume Feb-Apr 2016 AU All devices
TIP• Create Easter
campaigns and finalise campaigns in late Feb to ensure that you capture the 3 peak periods for domestic travel researchEaster Weekend
(25 - 28 March, 2016)
7 weeks prior
+14%* 4 weeks
prior+10%*
4 weeks prior
+9%*
• Indicates % increase compared to weekly average for accommodations related queries
Queensland attracted interstate sun-seekers during
Easter holidays
Top 5 domestic destinations with highest increase in search volume from Feb to Mar
Source: : Microsoft internal data, AU search volume Feb – Mar 2016 AU All devices
+293%
7 weeks prior to the break is key to capture last minute international travel bookings for Easter holidays
2/1/20
16
2/4/20
16
2/7/20
16
2/10/2
016
2/13/2
016
2/16/2
016
2/19/2
016
2/22/2
016
2/25/2
016
2/28/2
016
3/2/20
16
3/5/20
16
3/8/20
16
3/11/2
016
3/14/2
016
3/17/2
016
3/20/2
016
3/23/2
016
3/26/2
016
3/29/2
016
4/1/20
16
4/4/20
16
4/7/20
16
4/10/2
016
4/13/2
016
4/16/2
016
4/19/2
016
4/22/2
016
4/25/2
016
70%75%80%85%90%95%
100%105%110%115%
Weekly search volume index by travel category
Car hire Flights Accomodations
TIP• Set budgets
and finalise campaigns in late Feb to capture your potential customers
Source: : Microsoft internal data, AU search volume Feb - Apr 2016 AU All devices
Easter Weekend(25 - 28 March,
2016)
+15%*
* Indicates % increase compared to first week of Feb for Accommodations related queries
Southeast Asia and New Zealand are
popular last minute getaway
destinations
Top 5 international destinations with highest increase in search volume from Feb to Mar
Source: : Microsoft internal data, AU search volume Feb – Mar 2016 AU All devices
Sydney Royal Easter show fans finalise their plans through MarchAll Easter show related queries surge in interest at the beginning of March
0%50%
100%150%200%250%300%350%400%450%500%
Searches Clicks
2016 daily search volume index for Easter show related queries
Sydney Royal Easter Show
Mar - Apr 2017M Tu W Th F Sa Su
20 21 22 23 24 25 2627 28 29 30 31 1 23 4 5 6 7 8 9
10 11 12 13 14 15 1617 18 19 20 21 22 23
TIPIncrease your bids and budget at least 2 week before the start date of Easter show this year
1 week3 weeks4 weeks5 weeks6 weeks7 weeks
Predicted top search dates1
1. 2017 key dates predict based on 2016 trends. Microsoft internal data, AU search volume Feb-Mar 2016 AU All devices
4.6X 4.1X
2 weeks
Grow your business with
the Bing Network
Bing Shopping Campaigns manages
Product Ads. Benefits of Product Ads are:
Bing Shopping Campaigns put Easter and Anzac day searchers closer to a purchase decision
Visually engaging ad formatYou can stand out from the crowd and attract attention by sharing images of the products you’re selling online.
More real estateProduct Ads enable you to highlight more than one product on the same search results page.
Efficient setupIf you’re already running Google Shopping Campaigns, it’s easy to import them directly into your Bing Ads account.
Contoso Fabrikam
Contoso Fabrikam
Adjust bid amountsfor high-value audiences including shopping cart abandoners and previous customers.
Be there to help boost ad performance by re-engaging with high-value users who have previously visited your site
Implement Universal Event Trackingacross web & mobile sites.
Repurpose Holiday Remarketing Lists Existing lists have been tested and just need to be refined for Easter and Anzac day behaviours.
Broaden Keywords to top Easter and Anzac day search terms.
Helping you achieve business resultsBing Ads provides actionable insights and an easy-to-use platform for your marketing success.
Efficient campaign management• Import Campaigns from Go
ogle AdWords
• Bing Ads Editor for PC and Mac
• Bing Ads App for Android and iOS devices
• Bing Ads Intelligence
Intelligent audience marketing• Universal Event Tracking (U
ET)• Remarketing in Paid Search
• Device targeting• Location targeting
Powerful ad creation• Sitelink and
Enhanced Sitelink Extensions
• App Extensions• Call Extensions• Location Extensions• Callout Extensions• Review Extensions
It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few Searches.Learn how to import your campaigns
Already advertising
on Google AdWords?
Thank you
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