Microsoft Advertising insights retail Microsoft Audience Network … · 2020-05-26 · Microsoft...

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CPG Microsoft Audience Network trends by category (global)

Transcript of Microsoft Advertising insights retail Microsoft Audience Network … · 2020-05-26 · Microsoft...

Page 1: Microsoft Advertising insights retail Microsoft Audience Network … · 2020-05-26 · Microsoft Audience Network click volume for CPG is up 50% post-COVID-19 All-up CPG performance.

CPG Microsoft Audience Network trends by category (global)

Page 2: Microsoft Advertising insights retail Microsoft Audience Network … · 2020-05-26 · Microsoft Audience Network click volume for CPG is up 50% post-COVID-19 All-up CPG performance.

Analysis compares pre vs. post timeframes

11-Jan 18-Jan 25-Jan 1-Feb 8-Feb 15-Feb 22-Feb 29-Feb 7-Mar 14-Mar 21-Mar 28-Mar 4-Apr 11-Apr 18-Apr 25-Apr 2-May 9-May

“Pre” timeframe “Post” timeframe

Determined by the COVID-19 National Emergency Declaration date

Page 3: Microsoft Advertising insights retail Microsoft Audience Network … · 2020-05-26 · Microsoft Audience Network click volume for CPG is up 50% post-COVID-19 All-up CPG performance.

Microsoft Audience Network click volume

and KPIs* are improving for CPG

Advertisers running on the Microsoft Audience

Network are seeing improvements in Paid

Search campaigns

Food & Makeup are the sub-categories seeing the most Microsoft Audience

Network growth post-COVID-19

*KPIs = Key Performance Indicators

Page 4: Microsoft Advertising insights retail Microsoft Audience Network … · 2020-05-26 · Microsoft Audience Network click volume for CPG is up 50% post-COVID-19 All-up CPG performance.

Microsoft Audience Network click volume for CPG is up 50% post-COVID-19All-up CPG performance

Microsoft Advertising Data; 2020

Impressions Clicks

Post-COVID-19Pre-COVID-19

Page 5: Microsoft Advertising insights retail Microsoft Audience Network … · 2020-05-26 · Microsoft Audience Network click volume for CPG is up 50% post-COVID-19 All-up CPG performance.

CTRCPC

Click-through rate (CTR) and cost per click (CPC) KPIs continue to improve due to marketplace improvements and increase in user engagementAll-up CPG performance

Microsoft Advertising Data; 2020KPIs = Key Performance IndicatorsCTR = Click Through RateCPC = Cost Per Click

-30% CPC post-COVID-19

14% CTR post-COVID-19

Page 6: Microsoft Advertising insights retail Microsoft Audience Network … · 2020-05-26 · Microsoft Audience Network click volume for CPG is up 50% post-COVID-19 All-up CPG performance.

Microsoft Advertising Data;, 2020

Clicks for Food & Beverage are up 14%post-COVID-19

Clicks for Beauty & Personal Care are up 69% post-COVID-19

Clicks for Household Products have more than doubledpost-COVID-19

All CPG categories are seeing growth post-COVID-19All-up CPG clicks

Page 7: Microsoft Advertising insights retail Microsoft Audience Network … · 2020-05-26 · Microsoft Audience Network click volume for CPG is up 50% post-COVID-19 All-up CPG performance.

Food & Makeup sub-categories have seen the largest increase in clicks post-COVID-19CPG subcategories by clicks and % increase in clicks post-COVID-19

Microsoft Advertising Data; January – April 2020*Household Products sub-category breakout currently unavailable

-100%

0%

100%

200%

300%

400%

500%

600%

700%

-10000

0

10000

20000

30000

40000

50000

60000

70000

Makeup Skin Care Dental Care Baby Hair Food Beverages Pet Food Products

Beauty & Personal Care Food & Beverages Pet Care HouseholdProducts

Clicks Post-COVID % Increase Post-COVID

Page 8: Microsoft Advertising insights retail Microsoft Audience Network … · 2020-05-26 · Microsoft Audience Network click volume for CPG is up 50% post-COVID-19 All-up CPG performance.

During a 3-month study, advertisers running on the Microsoft Audience Network saw improvements in

their Paid Search campaigns

1. Jan – Mar 2019; Exposed vs. Control lifts for both clicks and searches per user; Searches based on ad flag for selected advertiser and other advertisers in that vertical. On average, those clients saw the reported lift in Search Impressions per user and reported lift Search Clicks per user for exposed users compared to those who were not exposed to an ad on the Microsoft Audience Network.

Page 9: Microsoft Advertising insights retail Microsoft Audience Network … · 2020-05-26 · Microsoft Audience Network click volume for CPG is up 50% post-COVID-19 All-up CPG performance.

Users searched more on Bing after being exposed to Microsoft Audience Network adsAverage search lift across multiple advertisers & multiple verticals

Lift in impressions post-exposure1

Lift in clicks post-exposure1

+37%

+47%

MicrosoftSearch

Network

Microsoft Audience Network

1. Jan 2019 – Mar 2020; Exposed vs. Control lifts for both clicks and searches per user; Searches based on ad flag for selected advertiser and other advertisers in that vertical. On average, those clients saw the reported lift in Search Impressions per user and reported lift Search Clicks per user for exposed users compared to those who were not exposed to an ad on the Microsoft Audience Network. This is based on a sample of our pilot advertisers and is not a marketplace lift. The experienced lift is on a per-user basis for the exposed users, not the advertisers’ full search program.

Page 10: Microsoft Advertising insights retail Microsoft Audience Network … · 2020-05-26 · Microsoft Audience Network click volume for CPG is up 50% post-COVID-19 All-up CPG performance.

Three ways to leverage the Microsoft Audience Network today

Corporate responsibility messaging for wide reach

Highlight products with increased demand

Maintaining brand awareness and future-proofing

Microsoft Advertising; 2020

Page 11: Microsoft Advertising insights retail Microsoft Audience Network … · 2020-05-26 · Microsoft Audience Network click volume for CPG is up 50% post-COVID-19 All-up CPG performance.

Layer additional audience targeting solutions for a deeper connection with your customers across the Microsoft Audience NetworkChoose one or more targeting tools to reach your ideal customer

User and intent targeting

Remarketing In-marketAudiences

CustomAudiences

Product Audiences

Similar Audiences

Customer Match

Custom Combination

Lists

User profile targeting

LinkedIn Profile Targeting

Age and gender targeting

Location and device

Location targeting

Device targeting

*Three LinkedIn profile dimensions available at pilot kickoff: company, industry and job function, with more to follow.

Page 12: Microsoft Advertising insights retail Microsoft Audience Network … · 2020-05-26 · Microsoft Audience Network click volume for CPG is up 50% post-COVID-19 All-up CPG performance.

Takeaways

• Post-COVID-19 online user activity has led to an increase in Microsoft Audience Network engagement for CPG

• Search lift post ad exposure is high for advertisers running on the Microsoft Audience Network

• Keep budgets high in sub-categories seeing the most growth, including Food & Makeup

• Layer additional audience target solutions for more granular targeting across the Microsoft Audience Network

Page 13: Microsoft Advertising insights retail Microsoft Audience Network … · 2020-05-26 · Microsoft Audience Network click volume for CPG is up 50% post-COVID-19 All-up CPG performance.

Strategies and recommendations

Learn immediate and recovery-phase strategies, and how to approach new opportunities and optimize account health in the Digital Advertiser’s Guide to COVID-19

Page 14: Microsoft Advertising insights retail Microsoft Audience Network … · 2020-05-26 · Microsoft Audience Network click volume for CPG is up 50% post-COVID-19 All-up CPG performance.