Mother’s Day Insights for digital marketers
Mother’s Day
Insights for digital marketers
In 2014, consumers spent nearly $20 billion on Mother’s Day – making Mother’s Day the 3rd largest retail holiday.
Source: National Retail Federation, Consumer Trends Blog, April 29, 2014
That’s $163 planned per shopper.
Lucky mom.
Source: Mother’s Day Spending Summary, National Retail Federation, April, 2014
People plan to spend the same, if not more, on mom this year compared to 2014
60%Plan to spend the same
16% Plan to spend more
8%Plan tospend less
15%Don’t celebrate
Source: Mother’s Day Spending Overview, National Retail Federation, April, 2014
It’s not just gifts for Mom
Consumers are shopping for more people than you’d think
23%Wife
10%Other relative
9%Daughter
8%Sister
64% Mother or Stepmother
7%Grandmother
Source: Mother’s Day Overview, Retail Insights Center, April 2014
6%Friend
Shoppers are wrapping up a variety of gifts this Mother’s Day, from the classics to experiences
57%special outing (brunch or dinner)
32% special piece of jewelry
67%flowers
81%greeting card
43%gift card or gift certificate
21% personal service (spa day, facial, massage)
Source: Mother’s Day Spending Summary, National Retail Federation, April, 2014
Source: The Society for American Florists, News Blog, safnow.org, June 5, 2014
Cut flowers are a perennial favorite for Mother’s Day
Flower Sales 2014
Cut Flowers 78%
Giving the gift of choice is more popular than ever
Source: National Retail Federation, Consumer Trends Survey, April 29, 2014
43.3% of those shopping for
a gift will buy a gift card
Gift card purchases were up
41.5% year over year
Total spending on gift cards is
expected to reach $2.1 billion
Women’s interest in technology increased in recent years, with
80%expressing an interest in consumer electronic products
77%of women said consumer
electronics make life easier
Source: Consumer Electronics Association, 2012
Though the classics are tradition, the gift of convenience is also on mom’s wish list
Source: 1eMarketer - Mothers' Little Helpers: The Mixed Blessings of Smartphones and Social Media, November 20142National Retail Federation, Families Look to Shower Mom with Gift Cards, Brunch, Apparel Items This Mother’s Day, According to NRF Survey, April 2014
And shoppers hear their mother’s wishes and the gifts are getting smarter
Around
13% of those
buying gifts planned to buy consumer electronics,with an average of $109per person2
A driver of the trendtowards gifting electronicsis the fact that
moms aremuch more tech-savvy now1
30% of shoppers will purchase gifts online, and they’ll spend more than the average shopper
more is spent by the online shopper for Mother’s Day
An average of
$225.87spent online for
Mother’s Day
Source: National Retail Federation, Consumer Trends Blog, April 29, 2014
38%
Research before purchase
Purchase
Check price, validate purchase while at store
Find store locations
But don’t miss the 70% of in-store shoppers
The shopping journey is becoming smarter. Gift shopping begins on smartphones, tablets and PCs including research, price checking, locating stores and more.
Source: Yahoo & Kenshoo, The Mobile Opportunity Gap, April 2014
13
Sorry, dads.
Search spend
for Mother’s
Day in 2014 was
110% higher
than Father’s
Day.
Tip: Increase your spend
for Mother’s Day instead
of splitting your budget
evenly between holidays.
Source: marinsoftware.com, Mom of Dad, Who Do We Love More? Paid Search Confirms, June 20, 2014
The Yahoo Bing Network puts the bow on Mother’s Day gifts
Gifts/Flowers Tech
PC/Tablet
Source: Microsoft internal data March 2014 – May 2014
Start campaigns a month in advance to catch the shoppers starting to research a tech-savvy gift for Mom. Searches peak almost a month in advance to Mother’s Day.
PC + Tablet Mobile
Source: Microsoft internal data March 2014 – May 2014
Last minute shoppers have their smartphone in hand to help find the perfect gift.
Know where to focus your spend
Top Mother’s Day gift searches on the Yahoo Bing Network
PC +
Tablet Mobile
Jewelry 21% 35%
Cards &
Gifts 19% 23%
Flowers 31% 18%
Source: Microsoft internal data March 2014 – August 2014
*Does not include Tech
flowers mother day mother day gifts florists happy mother day
.Source: Yahoo Bin
PC/Tablet
Source: Microsoft internal data March 2014 – May 2014, top 10 queries in selected categories
*does not include branded terms or terms within ‘Tech’ category
Flower shops start advertising a month in advance and more heavily a week before.
fashion jewelry mother day mother day gifts flowers when mother day
.Source: Yahoo Bin
Smartphone
Source: Microsoft internal data March 2014 – May 2014, top 10 queries in selected categories
*does not include branded terms or terms within ‘Tech’ category
Fashion jewelry retailers start advertising a month in advance.
$-
$1.00
$2.00
$3.00
Cell phones Deals/sales Flowers Shipping Tablets
.
PC/Tablet
Source: Microsoft internal data March 2014 – May 2014
“Deals/sales“
increase here
Mother’s
Day
One week
prior
Two weeks
priorThree weeks
prior
Four weeks
prior
“Cell phones”
increase here
“Shipping“
increase here
“Flowers“
increase here
“Tablets”
increase here
Searches CTR
Mother’s Day related searches on the Yahoo Bing Network
Source: Microsoft internal data March 2014 – August 2014
Yahoo Bing Network audience behaviors
10% more likely to have been the first among friends to own / buy / use the latest in online shopping / e-commerce
Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.
April data was used to reflect the month prior to Mother’s Day.
Compared to Google, the Yahoo Bing Network audience is:
5% more likely to have used paid service for gift certificates in last 6 months
Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.
April data was used to reflect the month prior to Mother’s Day.
Compared to Google, the Yahoo Bing Network audience is:
9% more likely to have bought greeting cards online in the last 6 months
6% more likely to have bought flowers online in the last 6 months
Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.
April data was used to reflect the month prior to Mother’s Day.
Compared to Google, the Yahoo Bing Network audience is:
6% more likely to have searched for jewelry/watches/accessories online in the last 6 months
6% more likely to have searched for flowers online in the last 6 months
Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.
April data was used to reflect the month prior to Mother’s Day.
Compared to Google, the Yahoo Bing Network audience is:
7% more likely to have spent $500 or more on jewelry/accessories online or offline in the last 6 months
9% more likely to spent $200 to $499 on jewelry/accessories online or offline in the last 6 months
25% more likely to have spent $500 or more on women’s clothing online or offline in the last 6 months
Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.
April data was used to reflect the month prior to Mother’s Day.
Compared to Google, the Yahoo Bing Network audience is:
6% more likely to have spent $1,000 to $2,499 on
consumer electronics online in the last 6 months
9% more likely to have bought a stereo receiver
online in the last 6 months
11% more likely to have spent $100 to $199 on
consumer electronics online in the last 6 months
26% more likely to have bought a handheld video
game online in the last 6 months
28% more likely to have spent $500 to $999 on
consumer electronics online in the last 6 months
Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.
April data was used to reflect the month prior to Mother’s Day.
Compared to Google, the Yahoo Bing Network audience is:
Yahoo Bing Network ad copy research
% O
ff
Ava
ilab
ility
Birth
day
Call
To
Act
ion
Card
s
Cheap
/Aff
ord
ab
le
Deliv
ery
/Ship
pin
g
Dis
count/
Deals
Eng
ravi
ng
s
Flo
wers
Gift
Go
ld/S
ilver
Gra
duatio
n
Guara
nte
e
Mo
ther's
Day
Occ
asi
on
Onlin
e
Pack
ag
ing
Part
y
Pers
onaliz
atio
n
Price
/Prici
ng
Pro
duct
s
Qualit
y/Sele
ctio
n
Serv
ice
Sto
re
Sty
le/T
ype
Sup
erlative
Variety
/Sele
ctio
n
Wed
din
g
% Off
Birthday
Call To Action
Cards
Cheap/Affordable
Delivery/Shipping
Discount/Deals
DKI
Engravings
Flowers
Gift
Graduation
Jewelry
Materntiy
Mother's Day
Online
Packaging
Param Insertion
Party
Personalization
Price/Pricing
Products
Quality/Selection
Store
Style/Type
Superlative
Variety/Selection
Wedding
Here’s how to read a heatmap
Ad description
Ad titl
e
Great Good Insufficient dataPoor
Our study results show that a flowers/cards/candy ad with Parameter Insertion in the title and a “call to action” in the description has high Ad Quality.
Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14
Flowers/Cards/Gifts:
Ad performance heatmap for PC/TabletAd description
Ad titl
e
Great Good Insufficient dataPoor
Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14
% O
ff
Ava
ilab
ility
Birth
day
Call
To
Act
ion
Card
s
Deliv
ery
/Ship
pin
g
Dis
count/
Deals
Eng
ravi
ng
s
Flo
wers
Gift
Go
ld/S
ilver
Gra
duatio
n
Guara
nte
e
Mo
ther's
Day
Occ
asi
on
Onlin
e
Pack
ag
ing
Pers
onaliz
atio
n
Price
/Prici
ng
Qualit
y/Sele
ctio
n
Sto
re
Sty
le/T
ype
Sup
erlative
Variety
/Sele
ctio
n
Wed
din
g
% Off
Birthday
Call To Action
Cards
Delivery/Shipping
Discount/Deals
DKI
Engravings
Flowers
Gift
Graduation
Mother's Day
Online
Packaging
Param Insertion
Party
Personalization
Price/Pricing
Style/Type
Superlative
Variety/Selection
Wedding
Flowers/Cards/Gifts:
Top word combos
PC/Tablet Mobile
Title Description
Mother’s Day Personalization
Mother’s Day % Off
Mother’s Day Call to Action
Dynamic
Keyword
Insertion
% Off
Gift Gold/Silver
Title Description
Dynamic Keyword
Insertion
Price/Pricing
Mother’s Day % Off
Dynamic Keyword
Insertion
% Off
Mother’s Day Style/Type
Mother’s Day Call to Action
Key insights
- Using the phrase “Mother’s Day in the Title for both PC/Tablet and Mobile proves to be effective.
- The Dynamic Keyword Insertion variable is most effective across platforms for Flowers/Cards/Gifts when it is used with Descriptions that call out Price or Monetary Value.
Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14
% O
ff
Call
To
Act
ion
Cheap
/Aff
ord
ab
l e
Deals
/Pro
mo
tio
ns
Deliv
ery
/Ship
pin
g
Dia
mo
nd
s
Free
Gem
sto
nes
Gift
Go
ld/S
ilver
Jew
elry
Onlin
e
Pers
onaliz
atio
n
Price
/Prici
ng
Qualit
y/Sele
ctio
n
Sale
Sty
le/T
ype
Sup
erlative
Variety
/Sele
ctio
n
Venue
Watc
hes
Wed
din
g
% Off
Call To Action
Cheap/Affordable
Deals/Promotions
Diamonds
Dynamic Keyword Insertion
Gemstones
Gift
Gold/Silver
Handmade
Jewelry
Mother's Day
Online
Personalization
Price/Pricing
Quality/Selection
Style/Type
Superlative
Venue
Watches
Wedding
Jewelry:
Ad performance heatmap for PC/TabletAd description
Ad titl
e
Great Good Insufficient dataPoor
Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14
Jewelry:
Top word combos
PC/Tablet Mobile
Title Description
Diamonds % Off
Gemstones Cheap/Affordable
Dynamic
Keyword
Insertion
Cheap/Affordable
Dynamic
Keyword
Insertion
Gemstones
Deals/
Promotions
Cheap/Affordable
Title Description
Gemstones Online
Mother’s Day Call To Action
Gemstones Cheap/
Affordable
Wedding Variety/
Selection
Dynamic Keyword
Insertion
Gemstones
Key insights
- Using Cheap/Affordable in the Description line for PC/Tablet ads tends to yield higher ad quality.
- Dynamic Keyword Insertion features in ads with high quality across both all devices, however the pairing of title and description in jewelry show little other themes or trends, suggesting testing is key.
Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14
% O
ff
Ava
ilab
ility
Bra
nd
s
Call
To
Act
ion
Co
mp
ariso
n
Deliv
ery
/Ship
pin
g
Dis
count/
Deals
Ele
ctric
Ap
plia
nce
s
Free
Furn
iture
Ho
me D
éco
r
Inst
alla
tio
n
Low
est
Onlin
e
Outd
oo
r
Pers
onaliz
atio
n
Price
/Prici
ng
Qualit
y/Sele
ctio
n
Quantity
Sale
Savi
ng
s
Sto
re
Sup
erlative
Utilit
y
% Off
Brands
Call To Action
Dynamic Keyword Insertion
Electric Appliances
Free
Furniture
Home Décor
Official Site
Online
Outdoor
Param Insertion
Personalization
Price/Pricing
Quantity
Sale
Store
Utility
Home & Garden
Ad performance heatmap for PC/TabletAd description
Ad titl
e
Great Good Insufficient dataPoor
Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14
Home & Garden
Top word combos
PC/Tablet Mobile
Title Description
% Off Quantity
Outdoor % Off
Home Décor Savings
Param Insertion Comparison
% Off Superlative
Title Description
Sale Furniture
Dynamic Keyword
Insertion
Furniture
Online Call to Action
Online Online
% Off Delivery/
Shipping
Key insights
- Searchers are looking for Home & Garden deals over Mother’s Day… Using % Off or Sale terms in ad titles yields higher ad quality.
- Furniture terms feature in mobile ad descriptions as peaking searcher’s interest, using these with Sale terms or Dynamic Keyword Insertion can make for more appealing ads.
Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14
Consumer Electronics:
Ad performance heatmap for PC/TabletAd description
Ad titl
e
Great Good Insufficient dataPoor
% O
ff
Acc
ess
ories
Bra
nd
Nam
e
Bra
nd
ed
Pro
duct
s
Call
To
Act
ion
Case
s/C
ove
rs
Cheap
/Aff
ord
ab
le
Deals
/Off
ers
Devi
ce
DKI
Featu
res
Free
Info
rmatio
n
Onlin
e
Price
/Prici
ng
Pro
duct
s
Serv
ices
Ship
pin
g/D
eliv
ery
Sup
erlative
s
Venue
% Off
Accessories
Brand Name
Branded Products
Call To Action
Cases/Covers
Cheap/Affordable
Deals/Offers
Device
DKI
Features
Free
Information
Online
Param Insertion
Price/Pricing
Products
Services
Shipping/Delivery
Superlatives
Venue
Source: Microsoft Internal Data. Total Impressions Generated = 16 Million, Total Ads Analyzed = 13k, Analysis Period = 20th April 14' - 20th May 14'
Consumer Electronics
Top word combos
PC/Tablet Mobile
Title Description
Branded
Products
Dynamic
Keyword Insertion
Price/ Pricing Brand Name
Param Insertion Deals/ Offers
Cheap/
Affordable
Accessories
Brand Name Price/ Pricing
Title Description
Brand Name Dynamic
Keyword
Insertion
Call to Action Branded
Products
Call to Action Cases/ Covers
Dynamic Keyword
Insertion
Branded
Products
Dynamic Keyword
Insertion
Brand Name
Key insights
- For Consumer Electronics
products, the best performing
ad copies had the name of the
tech product in the ad title
and used Dynamic Keyword
Insertion for the ad
description, for maximum
impact.
- Capture the attention of
searchers ready to buy, by
adding information about the
price, promotional offers or
affordability in either the ad
title or ad description.
Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14
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13M
27M
19M
11M
19M
40M
Source: Audience data represents Bing Web and Yahoo US Web Search from comScore qSearch (custom), US, September 2014. Industry categories based on comScore classifications.
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