Brittney Thomas

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Top Tips and Insights to Put a Bow on Mother’s Day with Bing Ads

This post was co-authored by Christen Anderson.

Determining when and where to spend your Mother’s Day search advertising budget can be every bit as challenging as finding the perfect gift for your own mother. Bing Ads is here to help. With the latest insights on what mothers unwrapped on their special day last year, how shoppers are searching for gifts, and what trends are influencing retail and technology, you can leave the stress of campaign management behind.

First and foremost, don’t miss out on this huge retail opportunity. Mother’s Day is the third-largest retail holiday in the U.S., with a whopping $20 billion spent in 20141, and 76 percent of people surveyed plan to spend the same, if not more, this year2. And last year, search spend was 110 percent higher for Mother’s Day than Father’s Day3. (Although the Daddies are important too, of course!)

These impressive numbers suggest that people aren’t just shopping for Mom. While 64 percent are shopping for their mother or stepmother, 23 percent shop for their wife, nine percent shop for their daughters, 10 percent shop for other relatives, and the list goes on4.

With an average planned spend of $163 per shopper5, you may be asking what people are buying:

Though most shoppers are buying the classics (think cards and flowers), moms are dreaming about gifts that can make their life simpler. Eighty percent of women express an interest in consumer electronics and luckily, their loved ones are listening – around 13 percent of those planning to buy a gift for Mom plan to buy consumer electronics6.

We know what people are buying, but what does this have to do with search? Thirty percent of shoppers will purchase gifts online7, spending 38 percent more than offline shoppers. That’s an average online spend of $225.87, making Mom a very lucky lady indeed8. And don’t forget about the other 70 percent shopping in-store, because they’re searching too.

 

Yahoo Bing Network also has some tips on when and how to spend your search advertising budget for this popular holiday:

Tip #1: Start your campaigns early for technology-focused gifts. Shoppers start to research tech-savvy gifts over a month ahead of time.

Tip #2: Focus on mobile the week of Mother’s Day, which lands on May 10 this year. Last minute shoppers are using their smartphones to find the perfect gift the week before.

Tip #3: Floral shops listen up – we recommend that you start advertising a month in advance and more heavily the week before for PC and Tablet as “flowers” and “florists” searches start early and continue to grow.

Tip #4: Those who stock fashion jewelry take note – we recommend that you start advertising a month in advance for smartphone searchers as searches for bling for moms begin a month in advance.

Tip #5: Have your ads live two weeks before the holiday. Search volume peaks in the middle of April, but click-through rates peak two weeks before Mother’s Day.

For more trends, insights, and best performing ad copy to help put a bow on your ads, read the full set of Mother’s Day insights from Bing Ads



1 National Retail Federation, Consumer Trends Blog, April 29, 2014

2 National Retail Federation, Mother’s Day Spending Overview, April, 2014

3 Marin Software, “Mom or Dad, Who Do We Love More? Paid Search Confirms,” June 20, 2014

4 Mother’s Day Overview, Retail Insights Center, April 2014

5 National Retail Federation, Mother’s Day Spending Summary, April 2014

6 National Retail Federation, The Long and Short of America’s Consumer Holidays, 2014

7 National Retail Federation, Consumer Trends Survey, April 29, 2014

8 National Retail Federation, Consumer Trends Blog, April 29, 2014

 

 

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Key Insights to Prepare Your Bing Ads Campaigns for the Holiday Season (US Only)

Celebrate this holiday season with better ad copy and better results!

Let me first start by saying that there is an inordinate amount of data that marketers try to consume in the months and weeks leading up to the holiday season in order to lock down a strategy that will blow last year’s numbers out of the water… I get it. I’ll make this message short and sweet – if you remember nothing else from the copious amounts of data you’ve consumed already, employ these key tactics in your search campaigns to get some small (or big) wins this holiday season.

What are people planning to buy and how do you capitalize on that information?

Last season, from the National Retail Federation to Gallup polls and everything in between, it was reported that shoppers planned to spend anywhere from $537 - $786 on holiday gifts ranging from clothing to plants[1].

This year is likely to be very similar.

What will be important is how to capitalize across gift categories to ensure that you are showing up when people are beginning their research and with the right message.  People begin researching early for the holiday season, and this year will be no exception.

So, how can you ensure that you get qualified searchers to your site when they are searching early? We did an extensive study on ad copy from last year’s holiday season [2] and have a few tips for you to use in these key shopping categories. Below are some "Should Do’s" and some "Maybe Avoids" for your holiday ad copy efforts.

"Mobile strategy" seems to be everybody’s new buzz phrase. Given that, perhaps one of the simplest things to consider when creating your mobile holiday search strategy is to look at how consumers plan to use mobile this holiday season. Based on a research study from IAB released in the months leading up to last year's holiday season, we see that people planned to use mobile in the following ways (which can help inform your strategy for this year):

˗  Checking availability of items before they go to the store (55%) [3]

˗  Tracking sales at stores / finding items that are on sale (50%) [3]

˗  Researching gift ideas (49%) [3]

Take advantage of this information by being present on mobile at the moment people are searching. Many advertisers lose out to high quality mobile traffic on critical shopping days due to lack luster CPC maintenance for mobile. To help you, we reviewed CPC fluctuation across all mobile devices during the critical days for the 2013 holiday season. For the Yahoo Bing Network, we found the peak of CPCs for Black Friday to be at 12am EST! What’s more interesting, Cyber Monday CPCs peak later in the evening – a time you could miss traffic if you’ve already packed up for the day.

We know that the holiday shopping season can be the catalyst to your year – employing a few simple tactics to your already robust strategy could be that incremental layer of holiday cheer you are looking for.

For more retail insights related to the holiday season, check out our animated holiday infographic, as well as this presentation on SlideShare:

Happy holidays and best wishes for a successful selling season!

Comments? Questions? Leave them below, or ping us on Twitter.


 

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Now on SlideShare: The Importance of PPC in an Omni-Channel World

Developing effective ad copy is a challenge, matching your PPC strategy to a user’s location, intent, and device adds a layer of complexity, tracking a person through to a conversion is yet another important step. Today’s retail marketers are navigating through a multi-channel world which can make driving and understanding the path to conversion somewhat difficult.

As a long time search marketing veteran in the retail vertical space, I will walk you through tactics for reaching consumers with the right message, developing methods for quantifying efforts, and tracking return on investment. Understanding the full story, is critical to developing a scalable strategy. Follow these tips and tricks from beginning the process through to generating smart, measureable tests.

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