Making the most of search intents this Christmas

Cedric Chambaz | Head of Marketing Europe, Bing Ads

eRetail Europe – October 7, 2015.

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NEED

What is a search engine?

DESTINATIONQUESTION ANSWERINTENT ACTIONKEYWORD CONTENT

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The Digital Universe is Expanding…

2 Billion Facebook updates per day

300 MillionFacebook photos per day

350 MillionSnapchat photos per day

400 MillionTweets per day

5 MillionFoursquare check-ins per day

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…and so are our Tools and Needs

UsersRising Expectations

DevicesConstraints, Opportunities

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Web innovation needs a search revolution

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The intelligence fabric poweringMicrosoft & 3rd party experiences

Connecting advertising

Partneringin the ecosystem

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Hi Cedric! How can I

help?

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Cortana – the next generation personal digital assistant

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SEARCH REMAINS A DATA BASE OF informational

navigational

transactional

INTENTS

Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec

Clothing &

Accessories

+4%All Up

Retail+2%

Beauty & Personal

Care

Toys & Hobbies

Consumer

Electronics

+10%

Flowers &

Greetings

2015 Forecast

Search volume data indexed to average monthly volume on NL Bing & Yahoo sites, all devices. *Forecast Estimates based on prior year seasonality

2015

Home & Garden

+5% +11%

+34%

+21%

+7%

+2%

Annual search query peaks for Retail sub-verticals on Bing Ads in the NL

+9% +3%

+27%+2%

+15% +155% +26%

+11% +8% +9%

+20% +10%

+5%+6%+8% +3%

Retail search activity ramps up from October

Search volume query growth with retail intent on Bing Ads:

. .

6% 43%

Increase in the month of October

21%

Increase in the month of November

Increase on December 1st

(highest peak)

0%

20%

40%

60%

80%

100%

120%

140%

160%

1-Oct 8-Oct 15-Oct 22-Oct 29-Oct 5-Nov 12-Nov 19-Nov 26-Nov 3-Dec 10-Dec 17-Dec 24-Dec 31-Dec 7-Jan 14-Jan 21-Jan 28-Jan

Overall

+12% 28th Dec

18%

Increase in the month of January

Search volume growth relative to the average daily volume of Sept 2014 in the Netherlands

+43% Dec 1st +37% 22nd Dec

Shoppers get ready for Sinterklaas on the 5th Dec, as retail search queries peak the most on

the 1st December by +43% versus September levels

.

6 out of 10 top day retail activity days

occurred in November

.Nov Dec

A list of the top 10 days with the most retail search queries during the Christmas Period on Bing Ads, by device

- All Devices -

Mobile is big on the weekends – with

90% of the top search query days

taking place on a Sunday

PC TabletMobile

This Christmas, make sure you set

enough budget early on to capitalise

the large volume of searches in

November

Tip

Nov-14

M Tu W Th F Sa Su

1 2

3 4 5 6 7 8 9

10 11 12 13 14 15 16

17 18 19 20 21 22 23

24 25 26 27 28 29 30

1 1-Dec

2 22-Dec

3 24-Nov

4 2-Dec

5 16-Nov

6 17-Nov

7 26-Nov

8 15-Dec

9 30-Nov

10 25-Nov

Dec-14

M Tu W Th F Sa Su

1 2 3 4 5 6 7

8 9 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28

29 30 31

Nov-14

M Tu W Th F Sa Su

1 2

3 4 5 6 7 8 9

10 11 12 13 14 15 16

17 18 19 20 21 22 23

24 25 26 27 28 29 30

Dec-14

M Tu W Th F Sa Su

1 2 3 4 5 6 7

8 9 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28

29 30 31

Nov-14

M Tu W Th F Sa Su

1 2

3 4 5 6 7 8 9

10 11 12 13 14 15 16

17 18 19 20 21 22 23

24 25 26 27 28 29 30

Dec-14

M Tu W Th F Sa Su

1 2 3 4 5 6 7

8 9 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28

29 30 31

Nov-14

M Tu W Th F Sa Su

1 2

3 4 5 6 7 8 9

10 11 12 13 14 15 16

17 18 19 20 21 22 23

24 25 26 27 28 29 30

Dec-14

M Tu W Th F Sa Su

1 2 3 4 5 6 7

8 9 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28

29 30 31

Top 10 Retail search days

Top days in the Christmas period with the highest retail search volume relative to the average daily volume of Sept 2014, all devices.

Bing & Yahoo sites NL, Nov-Dec 2014

Device share of retail queries, Bing and Yahoo sites, UK Sept-Dec 2014

Key Retail Sub-Categories on Bing Ads ..Apparel & Accessories dominates both search and click share, Home & Garden and Consumer Electronics are the other two sizeable categories

ClicksSearches

Apparel &

Accessories

Home &

Garden

Consumer

Electronics

18% 32%

11% 11%

10% 11%

Bing & Yahoo NL data, based on top retail queries, Oct-Dec 2014

Which devices are driving retail categories?. .Mobile devices accounts for 16% of the search volume during the Christmas period in the Netherlands.

Jewellery is the most mobile, with over 30% of searches performed on a mobile or tablet device.

Device share of retail queries, Bing and Yahoo NL sites, UK Oct-Dec 2014

61%70% 72% 72% 70% 75% 73% 75% 74% 75% 78% 80% 84%

13%

10% 10% 10% 13% 8% 10% 10% 11% 11% 9% 8%6%26%

20% 19% 18% 17% 16% 16% 16% 15% 13% 13% 12% 10%

JEWELLERY GROCERY

SUPERMARKETS

BEAUTY &

PERSONAL CARE

SPORTS &

FITNESS

BOOKS CONSUMER

ELECTRONICS

APPAREL &

ACCESSORIES

DEALS &

COUPONS

HOME &

GARDEN

TOYS &

HOBBIES

PET SUPPLIES OTHERS GIFTS, FLOWERS

& GREETINGS

PC Tablet Mobile

.. On Bing Ads, generation X are Retail ready

18-2413-17 25-34 35-49 50-65 65+

8%13%

19%

32%

21%

6%

More than 50% of retail search queries are coming from those aged 35-64

Top demographics by retail search volume, NL Bing & Yahoo sites, Oct-Dec 2014

Age:

Growth of Retail on Bing Ads

August 2015

+62%

+76%

Bing Ads the Netherlands, Bing, Yahoo & Partner sites, comparing top retail queries August 2014 vs. 2015

Growth in all up Retail clicks year-over- year

Growth in mobile Retail clicks year-over- year

. .NL

Retail KPIs on Bing Ads

August 2015

. .

100%

79%

115%

€0.17

€0.13

€0.08

Average Retail CPCs NL Retail CTRs vs. desktop (indexed)

Average Retail CPC by device, on Yahoo & Bing sites in NL

Average CTR for top queries in retail, indexed to desktop, on Yahoo and Bing sites, in NL

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Sp

end

€0.32

Eurozone

Go

og

le

Bin

g

Marin Software EMEA Global Advertising Benchmark, Eurozone data Q2 2015All devices, partner network excluded.

For Retail in Eurozone, Bing Ads continues to be

more cost effective than Google AdWords

€0.16

-49%

The More the MerrierFor Retail, combining ad extensions on PC + Tablet results

in an increased average CTR

62%

50%

22%

7%

5%

3%

CTR

Text Ads

Location Extensions

Site Links

Location Extensions + Sitelinks

Enhanced sitelinks

Enhanced sitelinks + location extensions

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