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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© 2017 Microsoft Corporation. All rights reserved.