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Kitchens and bathrooms arethe most popular household remodels.2
Home improvement industry sales fluctuate seasonally with spring driving the most searches and sales.4
Appliance shoppers rely on a retailer or brand’s website and are most in search of product information and pricing.3
The housing construction market continues to increase and is projected to grow through 2018.1
Source: 1IBISWorld Business Environment Profiles: Private Spending on Home Improvements; October 2013; 2National Kitchen and Bath
Association 2013 Kitchen & Bath Style Report; 3J.D. Power 2013 Appliance Shopper Website Evaluation Study, September 2013; 4IBISWorld US
Industry Reports: Home Improvement Stores.
The housing construction market is expected to continue growth through 2018, as it continues to recover.
Factors:Rebounding employmentwill place money backin homeowners’ pockets and drive stronger investment in homes. Rising home pricesand greater sales ofexisting homes willsupport demandfor renovations.
Source: IBISWorld Business Environment Profiles: Private Spending on Home Improvements; October 2013.
The spring season drives searches and sales
Highest sales volume: May-June
Lowest sales volume: October – DecemberSevere winter weather conditions and homeowners on vacation drive a drop in home improvement activity.1
Source: 1IBISWorld US Industry Reports: Home Improvement Stores, 2Bing Ads internal data.
Seasonality is reflected in the Yahoo/Bing Network with high search volume early in the year leading to a peak in May. 2
Searches in the Home Improvement Category
Total cost of the average remodel design in 2013:
Kitchen remodel: $47,308
Bathroom remodel: $18,538
Kitchen remodel spending slightly decreased, while bathroom spending remained flat
Source: National Kitchen and Bath Association 2013 Kitchen & Bath Style Report.
Source: National Kitchen and Bath Association 2013 Kitchen & Bath Style Report.
Countertops
Quartz was the second most popular material
used (after granite).
Colors
Gray is the 3rd most popular color – and
growing. (Whites and off-whites are most
popular, used in around 70% of kitchens and
bathrooms, followed by beige.)
Lighting
More LED lighting is used as consumer
awareness of energy efficiency grows.
Faucets
Touch-activated faucets are growing, although
pull out faucets rank first.
Satin Finish
Satin nickel has been the first choice for kitchens
since 2011.
Glass Backsplash:
Demand has spiked, although ceramic or
porcelaintiles are top.
Annual growth in popular remodel materials
Remodel materials insights can help inform ad copy and promotional materials
Product ratings/reviews and pricing are the most important website
features to appliance shoppers.
What appliance shoppers look for using a smartphone and/or tablet
when accessing a retailer or brand site:
• Store location
• Product pricing
• Sales and promotions
75% of appliance shoppers' online research takes place on a
desktop/laptop computer
42% of shoppers used a smartphone and/or tablet to research
appliances while at the physical store
The more useful a website is to appliance shoppers, the more likely they are to visit a store
Source: J.D. Power 2013 Appliance Shopper Website Evaluation Study, September 2013.
Source: comScore Plan Metrix, US, March 2013, custom measure created using comScore indices and duplication. March was
used to reflect spring cleaning season.
More likely to have added other room (exterior addition) in the last 12 months
More likely to have replaced siding or windows in the last 12 months
More likely to have added a deck or patio in the last 12 months
6% more likely to have bought home & garden products in online auctions in the last 6 months.
Compared to Google, the Yahoo Bing Network audience is:
In May 2013, the peak month of the year, the most searched category was “Kitchen and Housewares”
Source: Bing Ads internal data (PC & Tablet only).
Searches in the Home Improvement Category
While the most searched categorywas “Kitchenand Housewares” in May, it saw a lower CTR than most categories.
Highestclick-through rates: “Lawn & Garden” category
Costs per click:Ranged between$0.64 and $0.70across all top5 categories
Source: Bing Ads internal data (PC & Tablet only).
CTR by Category
CPC by Category
Black Frid
ay
Bran
d
Celeb
rity
Clo
thin
g
Cyb
er Monday
{KeyW
ord
}
Dom
ain
Food
Free
Free Ship
pin
g
Furn
iture
Gift(s)
New
Num
ber
Official S
ite
Pro
duct
Pro
motio
n
Purch
ase
Quality
Reso
urce
Service
Style/K
ind
Valu
e
Ven
ue
Web
Oth
er Word
s
Black Friday
Brand
Celebrity
Clothing
Cyber Monday
{KeyWord}
Domain
Food
Free
Free Shipping
Furniture
Gift(s)
New
Number
Official Site
Product
Promotion
Purchase
Quality
Resource
Service
Style/Kind
Value
Venue
Web
Other Words
Our study results show that a retail ad with a celebrity in the title and a product name in the description has high Ad Quality.
Ad
Title
Great Bad No DataGood Ad Description
% O
ff
Bla
ck F
riday
Bra
nd
Cyb
er
Mo
nd
ay
Fo
od
Fre
e
Sh
ipp
ing
Fu
rnitu
re
Gift
Gift(s)
Ho
liday
No
w
Officia
l Site
Pro
du
ct
Pro
mo
tion
Pu
rchase
Qu
ality
Reso
urce
Serv
ice
Size
Sty
le/K
ind
Valu
e
Ven
ue
Web
Oth
er
Wo
rds
% Off
Black Friday
Brand
Cyber Monday
Food
Free Shipping
Furniture
Gift
Gift(s)
Holiday
Now
Official Site
Product
Promo
Purchase
Quality
Resource
Service
Size
Style/Kind
Value
Venue
Web
Other Words
Source: Bing Ads internal data (PC & Tablet only), November 2012.
Great Bad No DataGood Ad Description
Ad
Title
Insights for Home and Garden
˗ Across all devices, “venue” (i.e. home, party, garden) pairings yielded significantly high clickability.
˗ The combination of “venue” with “purchase” on mobile ad copy is the least frequently used but highest indexing.
PC
TITLE DESCRIPTION
Venue Now
Venue Free shipping
Venue Service
Venue Brand
Venue Purchase
Source: Bing Ads internal data (PC & Tablet only), November 2012.
Mobile
TITLE DESCRIPTION
Venue Purchase
Venue Product
Venue Style/kind
Promotion Web
Resource Now
Tablet
TITLE DESCRIPTION
Venue Free shipping
Venue Service
Venue Brand
Venue Value
Venue Product
Source: Bing Ads internal data (PC & Tablet only), November 2012.
Opportunities to check: Action Explanation
Update your keyword list Ensure you have all new products or
services covered by your keyword list.
Keeping your keyword list up to date is essential to attract
potential customers. You can use the Google Import function
in Bing Ads to migrate keywords that might be missing but are
present in AdWords.
Bid on all match types Increase ad performance by bidding on
exact, phrase, and broad match types.
Each match type has different advantages, so by having each
keyword set to deliver on all three match types offers you the
benefits of them all.
Place highest bid on exact
match
Create a tiered bidding structure with
highest bid on exact, followed by broad
and phrase.
Exact match typically delivers at higher CTR and often CPA.
This action will likely save you money while improving
performance.
Bid for mainline positions Utilize the ‘top vs. other’ column in your
keyword report and average position to
determine which keywords need higher
bids.
Most clicks are generated in the mainline (ads above organic
listings). Mainline ads also see typically much higher click-
through rates. Moving keywords from the sidebar (ads to the
right of the organic listings) to the mainline will increase
volume and improve performance.
Implement broad match
modifier (BMM)
Add a plus sign in front of a keyword
entity to ensure the term is present in a
user’s search (example: Boston +roof
+installation)
Broad match can greatly increase the number of impressions
and clicks you are receiving. BMM ensures that relevance of
your keywords remains high.
Add negative keywords Add negatives on the campaign or ad
group level to control against which
searches your ads should appear.
Negative keywords give you additional control when your ads
should appear. (Example: Your home improvement business is
focused on windows replacement. ‘Download’ would be a
recommended negative keyword for ‘windows’, so your ads
don’t show when someone searches for Windows software
downloads.)
Opportunities to check: Action Explanation
Implement Sitelink
Extensions
Enter up to 10 Sitelink
Extensions for each campaign.
Sitelink Extensions lets you add additional links to
your website within an ad, so searchers can access
the pages that interest them most.
Use Location Extensions Add your address and phone
number to your ad copy to
help local searchers find you.
Location Extensions are a must-have if you have a
physical store because it lets you show both your
address and phone number in your ad. If you have
multiple business locations, Bing Ads will display the
address and phone number for the location closest
to the searcher.
Improve CTR with Dynamic
Keyword Insertion in ads
Have at least one dynamic ad
per ad group and compare
results to static ads.
By implementing dynamic text the ad copy reflects
exactly the search terms the user was looking for,
thus greatly improving relevance and CTR.
Test ad copy frequently Run ad performance reports
frequently and pause or
modify underperforming ads.
Ad copy is what attracts a searcher to your website.
By testing different copies you’ll quickly discover
which elements generate the most clicks.
Opportunities to check: Action Explanation
Target by deviceSeparate your campaigns and target
phones, tablets and PC individually.
mCommerce is the fastest growing online channel. By creating
unique campaigns for each device type you are perfectly set up
to capitalize the different user intentions.
Create a mobile-optimized
website
Ensure your mobile webpage uploads
quickly and accurately and is visually
tailored for smartphone screens.
Navigating on a mobile phone is different than on a PC. Ensure
your webpage uploads quickly and accurately and is visually
tailored for smartphone screens.
Use Location ExtensionsAdd business address and phone
number to your ad.
Mobile searches have a high local intent like finding the nearest
restaurants in the area. Providing your business information is
crucial to attract shoppers to your location.
Opportunities to check: Action Explanation
Leverage incremental
bidding
Increase or decrease bids
based on your customer
profiles.
Incremental bidding is a powerful way for small businesses to compete against
industry giants. You can boost bids for example by gender or location of your
customers.
Radius and geographical
targeting for local stores
Select your business
location and define the
radius or area where
your ads will appear.
Radius or geo-targeting by city or state allows to show your ads only to those
customers that live close to your business. However, you can choose toad
intent targeting for greater reach (Example: A searcher in Boston looking for
yard services in Chicago).
And yes, the perfect time to (spring) clean your Bing Ads account!
Which advertisers should optimize their accounts in spring:
Tools & Hardware Stores
Garden Centers
Nurseries
Appliance Stores
Furniture Stores
Kitchen Designers
Landscape Designers
Lawn & Yard Care Services
Cleaning Services
Contractors
Electricians
Plumbers
Painters
Handyman Services
Windows & Roofing
Services
Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance.
Increase in clicks is dependent upon a seasonality and advertiser vehicle.
Up to 13%higher CTR using Sitelink Extensions than with standard text ads
New to search advertising?
Bing Ads Express enables you to find customers easier
Want to reach millions of
customers looking for businesses
like yours?
Just tell us about your business
and we will do the rest.
Getting started with Bing Ads
Express
Already advertising online elsewhere?
It’s quick and easy to import your Google AdWords
campaigns directly into Bing Ads with just a few clicks.
Learn how to import your campaigns
Connect with a Search Specialist who can help you get started today
1-800-518-5689 or check out Getting started
@bingads
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© 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on
the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.