The digital marketer’s guide to Weddings

Not exclusively in the wedding business?Perfect, these insights are for you, too. The lines have blurred—today, couples look to both traditional wedding products and services and everywhere else to create their unique wedding day.

Wedding festivities span more kinds of business than instantly come to mind—retail, services, travel, finance, and moreEngagement ringProposal to significant otherCeremony venueApparelTuxedo rentalsFlowersInvitationsWedding websiteDJ/live musicBridal partyReception toastsWedding cake

Wedding bandsPhotographerVideographerCustom photo booksGift registryHoneymoonTravel for guestsHair & makeupDecorationsDance lessonsWedding drinksProposing to bridesmaids

Rehearsal dinnerOfficiantBachelor & bachelorette partiesBridal showerWedding favorsGetaway car rentalReception menuFinancingWedding plannerDestination weddingHotel accommodations

Here are a few things top of mind for many couples preparing for a wedding:

You get the point. Couples have a lot to think about.

Millions and billions in the name of love

Let’s do some quick math

The average wedding costs $31,213.1

And 2.1 million marriages take place each year in the U.S.2

Ca-ching! The U.S. wedding industry woos billions of dollars each yearSOURCE: 1 The Knot.com, the Knot 2014 Real Weddings Survey 2 CDC/NCHS, National Marriage and Divorce Rate Trends, 2014

SOURCE: 1 xo group, 2013 Real Weddings Study, 2 xo group, 2015 Jewelry & Engagement Study

Popping the question

The average person spends 4.8 months researching rings before proposing.2

Engagement jewelry retailers and photographers can double down on advertising spend in August through autumn when people begin researching to meet the seasonal demand for the December engagement peak.

33% of engagements take place between Thanksgiving and New Year’s Day.2-3 times more people get engaged in December than any other month.

December

Engagements by month1

February

8%

March

7%

April

7%

May

9%

June

8%

July

8%

August

8%

September

7%

October

7%

November

8%

16%

January

6%

TIP Sitelink Extensions can help you highlight what ring shoppers care about in your ads—customer reviews, warranty info, store hours, employer discounts, etc. Product Ads allow you to feature engagement ring styles and help increase your click-through rateHelp them find you: Location ExtensionsEnsure you target local intent searches— ex: “top quality Seattle diamonds”Help them call you: Call ExtensionsShow them what you look like: Product Ads

All about the blingThe engagement ring$5,978 average spent on an engagement ring68% of women know how much was spent on the ring

Most popular rings22% received a Halo setting style49% received a round solitaire stone85% of men would rather buy a smaller, better quality diamond

Researching the ring4.8 months average time to research the perfect engagement ring5 retailers—average number of stores visited

Brides do their research67% of brides began researching rings before getting engaged43% used their mobile devices to browse ring styles35% shared ring ideas with their fiancé29% research ring designers or retailers

The wedding bandMost popular wedding band for women: 68% prefer white goldMost popular for men: 30% prefer tungsten

Average spent wedding bandHers: $1,417His: $558

SOURCE: xo group, 2015 Jewelry & Engagement Study

Proposals by the numbers

TIP Photographers should consider using Sitelink Extensions to highlight “engagement proposal” photography packages and help boost their click-through rate

SOURCE: xo group, 2013 Real Weddings Study

Documenting the milestone41% had a photographer or videographer capture the proposal in real-time79% of couples shared the relationship status update on social within 3 days

Proposal location45% in a public place 28% in a scenic spot21% at home 18% on vacation

Parents’ blessing77% asked for the father’s or parents’ permission to propose

Surprise40% of brides were completely surprised58% knew it was coming, but weren’t sure when

!

Popular seasons for weddings

SOURCE: xo group; Jam & Toast, Feb 2012

Share of wedding ceremonies by season in the U.S.:

Summer

35%

Fall

32%

Spring

26%

Winter

7%

Wedding season heats up

SOURCE: 1 xo group; Jam & Toast, Feb 2012.

Percentage of weddings by month1

Over half of weddings occur between May –August. June is the most popular month.

TIP Consider how far in advance of their wedding date couples book your wedding offering, and how far in advance of booking they begin researching it to capitalize on peak demand.

Jan Feb March April May June July Aug Sept Oct Nov Dec

3% 3%4%

8%

13%

16%

12%

10%11%

14%

4%3%

Average agethat Americans get married:Bride—29 years oldGroom—31 years old

Forever young—and married

SOURCE: PRNewswire.com, The Knot 2014 Real Weddings Study, March 2015.

DécorRustic weddings are a popular theme featuring wood grains, doilies, mason jars, pie for dessert, and more

SOURCE: 1 WeddingWire.com, Winterbook 2015

Flowers1

1. Rose 2. Hydrangea3. Peony

4. Calla Lily5. Baby’s Breath

Colors2016 Pantone colors of the year:

Top 5 bridesmaid dress colors:1

Rose quartz Serenity

Blue Purple Pink

BlackGreen

It’s all in the details

#LoveWins—and so do digital marketersHalf of unmarried LGBT Americans said

they’d like to wed if given the opportunity, when asked in 20131

9 million Americans identify as LGBT—4% of our population1

On June 26, 2015 the United States legalized same-sex marriage across the nation

Combine the $31,000 average cost per wedding2 with a population of millions of people recently permitted to marry—that’s a lot of celebration dollars for digital marketers to capitalize on.

Let’s get this party started!SOURCE: 1 Pew Research Center, Half of unmarried LGBT Americans say they would like to wed, June 2016. | 2CDC/NCHS, National Marriage and Divorce Rate Trends, 2014

#LoveWins: tips for digital marketers

TIPSBid on keywords that LGBT couples may use to perform wedding searches and include in your ads: equality, same-sex wedding, alternative, non-traditional, etc.Optimize the language and pictures on your website. Attract potential clients, using words like equality, same-sex wedding, alternative, non-traditional, etc. Consider your photography featured on your site and collateral —include pictures of same-sex couples.Same-sex couples may look to see if you have a listing with your local business association for LGBT allied businesses—a surefire way to signal you’re up for working with them on the big day. If you haven’t, consider registering.Consider a presence at the “One Love Wedding Expo” in your area—many same-sex couples consult this wedding show without attending any other standard wedding shows.Attire varies for same-sex couples. Some brides wear gowns, others may opt for a jumpsuit. Bridal jumpsuits can be tricky to find—if you offer non-traditional attire, highlight this in your ads and bid on these keywords.

Same-sex couples search for signs that your business is excited to work with them on their special day. Most business connections are word-of-mouth.

SOURCE: One of Bing Ads’ very own brides-to-be, interview, Nov 2015.

TIP A bridesmaid shopping for her own black bridesmaid dress may search for “black dress” without including “bridesmaid” in her search—a great opportunity to show your ad for a potential wedding intent search. Consider Sitelink Extensions to capture the intent behind “black dress” such as bridesmaid dress, bridesmaid jumpsuit, flower girl dress, wedding suit, mother of the bride dress, and others to capture the demand for formal apparel that may also be worn to a wedding.

TREND:

Bridal parties choose their own attireToday many brides ask their bridal party members to wear a gown of their choice in a shade of the same color—or jumpsuit. Bridal parties are also increasingly gender-mixed, including bridesmen and groomswomen, requiring more flexibility in wedding apparel.

OPPORTUNITY: for retailers who sell or rent semi-formal apparel

TIP Consider bidding on keywords such as “DIY” and “Do-it-yourself” or including these terms in your Sitelink Extensions to promote your items whether they are actually “do it yourself” or if they are a viable alternative that someone would select instead of making the item themselves. Since DIY can often prove costly, highlight any cost-savings or discounts you offer for couples on a budget.

TREND:

Do-it-yourself everything

With the general popularity of do-it-yourself and Pinterest, many brides/or grooms feel pressure to host a unique, do-it-yourself décor wedding, which may appear to be less costly, but according to many ends up costing more than buying it. Ironically, many feel their “do-it-yourself” (DIY) wedding décor is

“in competition” with other DIY weddings.

OPPORTUNITY: for retailers big & small, online & offline

TREND:

Gift registry “funds”

As the average age to marry increases, many couples have the traditional household registry items they need and prefer other types of gifts.

OPPORTUNITY: for retailers, whether they currently offer a gift registry or not

TIP For retailers who offer gift registry:• Sitelink Extensions are a great place to highlight your

gift registry or non-traditional registry• Ensure product pages have an “add to my registry”

button to capture interest in the product

• Apps that will turn a customer’s smartphone into a scanner help capture demand easilyFor retailers who do not offer your own gift

registry service:• Consider offering a registry through a 3rd party

software like GiftLogic

• Include a link/button/icon to an aggregator like MyRegistry, which is similar to adding a “Pin It” button on each page or product listing. This also works for giving to honeymoon funds and with PayPal for cash gifts

• Consider surfacing your site’s “wish list” offering to help people identify potential gifts

TIP Consider bidding on phrases like “bridal party proposal” to capture the intent of those looking to give a gift or customized gift.

TREND:

”Proposing” to the bridal party

Retailers with customizable items, such as monogramming, initials or names, and more since bridal party apparel often follows this theme.

Asking “Will you be my bridesmaid?” is a popular way many couples invite their friends to be part of their special day, whether with a gift, package in the mail, or secretly capturing the moment on video to share on social media.

OPPORTUNITY: for retailers of customizable goods

TIP Consider bidding on keywords for “wedding venue” for example, to attract the attention of couples looking for a potentially more economical venue or wedding. Highlight the lower cost of destination weddings in your ad description and consider bidding up to capture peak demand season May–July.

TREND:

Destination weddingsOPPORTUNITY: travel industry advertisersThe growing opportunity

24% of couples choose to have a destination wedding—and 45% of those weddings are held internationally The costThe average cost of a destination wedding is $10,000 v. $31,000 of a non-destination wedding1 The stayCouples typically stay seven nights and guests stay fourTime of yearMost destination weddings take place in May, followed by June, then July

SOURCE: Destination Weddings Travel Group Trend Report 2015

TIP Consider incorporating the top destinations and emerging destinations into your keywords, ad copy, and considering the peak season of May–June.

To capture LGBT couples researching, consider bidding on gay friendly, LGBT-friendly, etc. to capture demand for these top locations.

TREND:

Destination weddingsOPPORTUNITY: travel industry advertisers

SOURCE: Destination Weddings Travel Group Trend Report 2015

Top destinations:1. Mexico2. Jamaica3. Dominican Republic4. Hawaii

Emerging destinations:1. Costa Rica2. Puerto Rico3. St. Lucia4. Grenada

Top destinations:1. Mexico2. Tahiti3. St. Maarten4. Hawaii

Emerging destinations:1. Dominican Republic2. St. Thomas3. Curacao4. Florida

Top LGBT-Friendly Destinations:

TIP If you have an app, consider enabling App Extensions in your ad to drive app downloads.

TREND:

Weddings go digital and mobile

• Online RSVPS growing in popularity• Electronic Save the Dates• Wedding websites, easily customizable

and mobile-optimized• Wedding planning apps• Pinterest create wedding boards to use

with planners, apparel stores, décor, and more

• Wedding and couple-specific hashtags• Couples creating their own app to

request guest photo uploads

OPPORTUNITY: providers of digital wedding tools used for weddings

TREND:

A fun twist on foodDessert bars, candy bars, and food trucks can be found at on trend weddings this year

You’re not a wedding business, but are you reaching your wedding customers?RestaurantsCouples need a place to host a rehearsal dinner, and a place for a smaller reception.TIP: if your venue accommodates sizable parties, consider showing your ads when people search for rehearsal dinner or wedding reception venueSitelink Extensions can help feature wedding offerings to make this top of mind for searchers

Beauty—hair, makeup, spa, nailsBridal parties and the couple need beauty services.TIP: consider showing your ads for wedding hair, nails, makeup, spa, etc., to capture this unique intent and highlighting if able to accommodate larger parties or provide special servicesSitelink Extensions can help feature wedding services

Pre-marital counselingCouples seek pre-marital counseling, but can be difficult to identify where to find this or where to begin for many.Sitelink Extensions can help feature this offering from a therapist or officiant

ApparelBrides and grooms seek full dress from gowns, shoes, jewelry, and more—most is not official bridal wear.TIP: Capture wedding related searches by showing your apparel when people search for wedding shoes, bridesmaid dress, flower girl dress, etc.

Seamstress, alterations,

dry-cleaningBrides and bridal parties need alternations - some brides need custom gowns or jumpsuits, and many brides preserve their gown after the wedding with special dry cleaning services.TIP: Sitelink Extensions can help feature wedding specific offeringsConsider showing when wedding alterations, dry-cleaning, or custom wedding dress type terms

Getaway carCouples may want to rent a cool custom car, sports car, etc. for their big dayTIP: consider showing ads for wedding car or getaway car type searches

Bing Adsaudience

Here comes the brideCompared with Google, the Bing Network audience is:

17%more likely to be partially responsible for paying for wedding of son or daughter in the next 6 months

26%more likely to be fully responsible for paying for wedding of other family member in the next 6 months

SOURCE: comScore Plan Metrix, US, June 2015, custom measure created using comScore indices and duplication. June data was used to reflect the popular month for weddings.

With this ring, I thee wedCompared with Google, the Bing Network audience is:

6%more likely to have spent $500 or more on jewelry/watches/ accessories in the last 6 months

SOURCE: comScore Plan Metrix, US, June 2015, custom measure created using comScore indices and duplication.June data was used to reflect the popular month for weddings

Will you marry me?Compared with Google, the Bing Network audience is more likely to:

Have gotten engaged in the last 6 months

Have had a son/daughter get engaged in the last 6 months

SOURCE: comScore Plan Metrix, US, June 2015, custom measure created using comScore indices and duplication.June data was used to reflect the popular month for weddings

Just the two of usCompared with Google, the Bing Network audience is more likely to:

Have had son/daughter get married in the last 6 months

Have had other family member get married in the last 6 months

SOURCE: comScore Plan Metrix, US, June 2015, custom measure created using comScore indices and duplication.June data was used to reflect the popular month for weddings

Something old, something new, something borrowed, something blueCompared with Google, the Bing Network audience is more likely to:Have had a budget of $50,000 to $99,999 on other family member’s wedding in the next 6 months*

SOURCE: comScore Plan Metrix, US, June 2015, custom measure created using comScore indices and duplication. June data was used to reflect the popular month for weddings.*Survey question is “Of each of the following people whose wedding you will be fully or partially paying for, how much, in total, is the wedding budget? Options are self, son or daughter, or other family member.”

Bing Adssearch trends

Invitation searches peak at the New Year and again after Valentine’s Day

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SOURCE: Microsoft internal data, Jan-Jun 2015, Search volume across all devices

TIP Wedding invitations are just the beginning—don’t forget about the bridal shower invites, bridal shower thank you cards, wedding thank you cards, Save the Dates, and more

Wedding invitation searches are generalThis presents opportunity to share your unique offering with searchers who may still be in the research and discovery phase of their shopping journey

wedding invitations

bridal shower invitations

wedding invitation

wedding invitation wording

cheap wedding invitations

wedding invitation kit

wedding announcements

wedding invitation templates

wedding invitation cards

wedding thank you cards

Top 10 non-brand invitation searches

SOURCE: Microsoft internal data, Jan-Dec 2015, Top 10 non-brand Invitation-related searches across all devices.

Wedding jewelry searches peaked in the New YearWedding rings were the most popular search within wedding jewelry

SOURCE: Microsoft internal data, Jan-Dec 2015, Search volume across all devices.

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016

Searches—jewelry

Generic jewelry terms are an opportunity to dazzle newly-engaged couples

SOURCE: Microsoft internal data, Jan-Dec 2015, Top 10 non-brand Jewelry-related searches across all devices.

At this stage, people are open to influence and seeking out wedding ring options.

wedding rings

men wedding bands

wedding rings women

jewelry wedding

designer wedding ring

wedding rings set him her

men wedding rings

jewelry wedding bands

wedding ring

wedding ring sets

Top 10 non-brand jewelry searches

Wedding apparel shopping peaks at the beginning of the year

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SOURCE: Microsoft internal data, Jan-Jun 2015, Brand search volume across all devices.

But shoppers are busy all year.

The dress and shoes are top of mind

SOURCE: Microsoft internal data, Jan-Dec 2015, Top 10 non-brand Apparel-related searches across all devices.

wedding dresses

wedding dress

mother bride dresses

wedding shoes

petite wedding dresses

bridal shoes

wedding dresses bride 2015

mother bride dress

plus size wedding dresses

wedding gowns

Top 10 non-brand apparel searches

And mom will not be outdone – Mother of the Bride dress searches are also popular.

Wedding guests shop for gifts most often during the summer

SOURCE: Microsoft internal data, , Jan-Dec 2015, Search volume across all devices

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Searches—gifts & gift registries

Branded wedding gift registries searches peak in the summer

SOURCE: Microsoft internal data, Jan-Dec 2015, Brand search volume across all devices.

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Searches—gifts & gift registries

Wedding guests use smartphones to find store registries and available giftsSearches by device—gifts & gift registries PC/tabletMobile

SOURCE: Microsoft internal data, Jan-Dec 2015, Brand search volume across all devices.

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17/1

51/

18 -

1/24

/15

1/25

- 1/

31/1

52/

1 - 2

/7/1

52/

8 - 2

/14/

152/

15 -

2/21

/15

2/22

- 2/

28/1

53/

1 - 3

/7/1

53/

8 - 3

/14/

153/

15 -

3/21

/15

3/22

- 3/

28/1

53/

29 -

4/4/

154/

5 - 4

/11/

154/

12 -

4/18

/15

4/19

- 4/

25/1

54/

26 -

5/2/

155/

3 - 5

/9/1

55/

10 -

5/16

/15

5/17

- 5/

23/1

55/

24 -

5/30

/15

5/31

- 6/

6/15

6/7

- 6/1

3/15

6/14

- 6/

20/1

56/

21 -

6/27

/15

6/28

- 7/

4/15

7/5

- 7/1

1/15

7/12

- 7/

18/1

57/

19 -

7/25

/15

7/26

- 8/

1/15

8/2

- 8/8

/15

8/9

- 8/1

5/15

8/16

- 8/

22/1

58/

23 -

8/29

/15

8/30

- 9/

5/15

9/6

- 9/1

2/15

9/13

- 9/

19/1

59/

20 -

9/26

/15

9/27

- 10

/3/1

510

/4 -

10/1

0/15

10/1

1 - 1

0/17

/15

10/1

8 - 1

0/24

/15

10/2

5 - 1

0/31

/15

11/1

- 11

/7/1

511

/8 -

11/1

4/15

11/1

5 - 1

1/21

/15

11/2

2 - 1

1/28

/15

11/2

9 - 1

2/5/

1512

/6 -

12/1

2/15

12/1

3 - 1

2/19

/15

12/2

0 - 1

2/26

/15

12/2

7 - 1

/2/2

016

Half of the top wedding gift searches

are for specific store registriesTop 10 non-brand gift searches Top 10 gift searches

wedding gift

wedding gifts

wedding registry

bridal shower gifts

wedding registry ideas

wedding gifts couple

personalized wedding gifts

wedding wishes

wedding gift ideas

wedding cards

wedding gift

wedding gifts

*brand

wedding registry

*brand

*brand

*brand

bridal shower gifts

*brand

wedding registry ideas

SOURCE: Microsoft internal data, Jan-Dec 2015, Top 10 Gift-related searches across all devices.

Click-through-rate & Cost-per-click // by wedding categoryInvitations Jewelry

Apparel & accessories Gift & gift registries

1/4 - 1

/10/15

1/25 -

1/31

/15

2 /15

- 2/21

/15

3/8 - 3

/14/15

3/29 -

4/4/1

5

4/19 -

4/25

/15

5/10 -

5/16

/15

5/31 -

6/6/1

5

6/21 -

6/27

/15

7/12 -

7/18

/15

8/2 - 8

/8/15

8/23 -

8/29

/15

9/13 -

9/19

/15

10/4

- 10/1

0/15

10/25

- 10/3

1/15

11 - 1

5 - 11

/21/15

12/6

- 12/1

2/15

12/27

- 1/2/

2016

0.0%0.5%1.0%1.5%2.0%2.5%3.0%

$- $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.70 $0.80

1/4 - 1

/10/15

1/25 -

1/31

/15

2/15 -

2/21

/15

3/8 - 3

/14/15

3/29 -

4/4/1

5

4/19 -

4/25

/15

5/10 -

5/16

/15

5/31 -

6/6/1

5

6/21 -

6/27

/15

7/12 -

7/18

/15

8/2 - 8

/8/15

8/23 -

8/29

/15

9/13 -

9/19

/15

10/4

- 10/1

0/15

10/25

- 10/3

1/15

11/15

- 11/2

1/15

12/6

- 12/1

2/15

12/27

- 1/2/

2016

0.0%0.5%1.0%1.5%2.0%2.5%3.0%3.5%4.0%

$-

$0.50

$1.00

$1.50

$2.00

$2.50

1/4 - 1

/10/15

1/25 -

1/31

/15

2/15 -

2/21

/15

3/8 - 3

/14/15

3/29 -

4/4/1

5

4/19 -

4/25

/15

5/10 -

5/16

/15

5/31 -

6/6/1

5

6/21 -

6/27

/15

7/12 -

7/18

/15

8/2 - 8

/8/15

8/23 -

8/29

/15

9/13 -

9/19

/15

10/4

- 10/1

0/15

10/25

- 10/3

1/15

11/15

- 11/2

1/15

12/6

- 12/1

2/15

12/27

- 1/2/

2016

0.0%0.5%1.0%1.5%2.0%2.5%3.0%3.5%4.0%

$- $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 $1.40

Cost-per-Click

1/4 - 1

/10/15

1/25 -

1/31

/15

2/15 -

2/21

/15

3/8 - 3

/14/15

3/29 -

4/4/1

5

4/19 -

4/25

/15

5/10 -

5/16

/15

5/31 -

6/6/1

5

6/21 -

6/27

/15

7/12 -

7/18

/15

8/2 - 8

/8/15

8/23 -

8/29

/15

9/13 -

9/19

/15

10/4

- 10/1

0/15

10/25

- 10/3

1/15

11/15

- 11/2

1/15

12/6

- 12/1

2/15

12/27

- 1/2/

2016

0.0%0.2%0.4%0.6%0.8%1.0%1.2%

$- $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 $1.40 $1.60

Click-Through-Rate

SOURCE: Microsoft internal data, Jan-Dec 2015, CTR & CPC across all devices.

Wedding shoppers use PC/tablet and mobile for different itemsInvitation searches by device Jewelry searches by device

Apparel searches by device Gift & gift registry searches by device

77%

23%

77%

23%32%

68%

58%

42%

PC/tabletMobile

SOURCE: Microsoft internal data, Jan-Dec 2015, search volume by device.

% Off

Accessories

Apparel

Availability

Brands

Call To Action

Collection

Custom

Deals/ Discounts

Delivery/ Shipping

Find FootwearFree

Gift Category

Gifts Official

Official Site

Online

Parameter Insertion

Price/ Pricing

Quality

Sales

Selection

Services

Shop

Style

Superlatives[ex: Best]

Watches

% OffAccessoriesApparelBrandsCall To ActionCollectionCustomDeals/DiscountsDecorativesDKI [Dynamic Keyword Insertion]FlowersFootwearGift CategoryGiftsJewelryOfficialOfficial SiteOnlineParameter InsertionPrice/PricingQualitySalesShopStoresStyleSuperlatives[ex: Better, Best]WatchesWedding Shopping

Here’s how to read a “heatmap”

Our study results show that an Apparel & Jewelry ad with “Gift Category” in the title and “Custom” in the description represents high Ad Quality

Great

Good Bad

Insufficient data

AD T

ITLE

AD DESCRIPTION

SOURCE: Microsoft Internal Data. Total Impressions Generated = 29 Million, Total Ads Analyzed = 30k, Analysis Period = 1st June 15' – 31st October 15’ | Note: These categories represent groups of similar keywords

% Off

Accessories

Apparel

Availability

Brands

Call To Action

Collection

Custom

Deals/ Discounts

Delivery / Shipping

Find FootwearFree

Gift Category

Gifts Official

Official Site

Online

Parameter Insertion

Price/ Pricing

Quality

Sales

Selection

Services

Shop

Style

Superlatives[ex: Best]

Watches

% OffAccessoriesApparelBrandsCall To ActionCollectionCustomDeals/DiscountsDecorativesDKI [Dynamic Keyword Insertion]FlowersFootwearGift CategoryGiftsJewelryOfficialOfficial SiteOnlineParameter InsertionPrice/PricingQualitySalesShopStoresStyleSuperlatives[ex: Better, Best]WatchesWedding Shopping

Words that work //apparel & jewelry

Great

Good Bad

Insufficient data

AD T

ITLE

AD DESCRIPTION

SOURCE: Microsoft Internal Data. Total Impressions Generated = 29 Million, Total Ads Analyzed = 30k, Analysis Period = 1st June 15' – 31st October 15’ | Note: These categories represent groups of similar keywords

Great

Good Bad

Insufficient data

% Off

Accessories

Availability

Call To Action

Cards/ Greetings

Custom

Deals/ Discounts

Delivery/ Shipping

DKI [Dynamic Keyword Insertion]

Flowers Free

Gift Category

Gifts Local Occasions

Online

Price/Pricing

Quality Sales Selec

tionServices

Stores

Superlative[ex: Best]

Superlatives

Wedding Shopping

% OffAccessoriesAvailabilityBrandsCall To ActionCandyCards/GreetingsCustomDeals/DiscountsDecorativesDelivery/ShippingDKI [Dynamic Keyword Insertion]FlowersFreeGift CategoryGiftsLocalOccasionsOnlineParameter InsertionPrice/PricingQualitySalesSelectionServicesStoresSuperlatives[ex: Best]Wedding Shopping

AD T

ITLE

AD DESCRIPTION

SOURCE: Impressions Generated = 29 Million, Total Ads Analyzed = 30k, Analysis Period = 1st June 15'– 31st October 15’Note: These categories represent groups of similar keywords.

Words that work // flowers/candy/gifts/greetings/registry

Top 5 ad combinations by device

PC+Tablet: Top performing ad titles cover a range of topics like Selection (e.g., “huge selection”, “personalized”), when paired with Services (e.g., “arrangements”, “rehearsal”) in the description.Mobile: Top Occasions and Online performed well in mobile ad titles, when paired with descriptions including Cards/Greetings (e.g., “invitations”, “cards”), Free and %Off.

PC + Tablet

Call To Action Official Online Official ShopAd · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Footwear Online Footwear Footwear Delivery/Shipping

MobileOfficial Site Quality Quality Superlatives Official SiteAd · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Quality Availability Sales Availability Gift Category

PC + Tablet

Selection Gift Category Deals/Discounts Sales AvailabilityAd · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL

Stores Services Services Accessories Accessories

MobileOccasions Selection Online Online QualityAd · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Free Cards/Greetings Cards/Greetings % Off Superlatives [ex: Better.

Best]

Apparel & jewelry

Flowers/candy/gifts/greetings/registry

PC +Tablet: Ad titles with a wide range of Call To Actions (e.g., “buy now”, “must”, “shop now”), Online (e.g., “online”, “online store”) and Shop (e.g., “shop latest”, “outlet”, “shopping”) related terms performed best, while Footwear performs best in the description. (e.g., “heels”, “sandals”). Mobile: Top performing ad titles included Official Site and Quality (e.g., “luxury”, “top quality”). For the description consider Availability (e.g., “day”, “direct”) and Sales (e.g., “handbags sale”, “wholesale”).

SOURCE: Microsoft Internal Data. Total Impressions Generated = 29 Million, Total Ads Analyzed = 30k, Analysis Period = 1st June 15'– 31st October 15’ | Note: These categories represent groups of similar keywords.

Quality

Free

Services

Deals/Discounts

Cards/Greetings

Wedding Shopping

Gift Category

% Off

Custom

Occasions

Official Site

Call To Action

Quality

Gifts

Accessories

Footwear

Style

Jewelry

Watches

Shop

Top performing copy // Sitelink extensionsHow to interpret this:

If Ad quality is high and there aren’t very many advertisers showing on these terms, read—great opportunity!

Apparel & jewelry Flowers/candy/gifts/greetings/registry

The top 3 opportunities for each category are:Apparel & Jewelry: Shop (e.g., “returns”, “shop watches”, “shop latest”), Watches (e.g., “watches”, “women watches”) and JewelryFlowers/Candy/Gifts/Greetings/Registry: Occasions, Custom and Gift Category

Ad qualityAdvertiser #

Ad qualityAdvertiser #

SOURCE: Microsoft Internal Data. Total Impressions Generated = 29 Million, Total Ads Analyzed = 30k, Analysis Period = 1st June 15'– 31st October 15’ | Note: These categories represent groups of similar keywords

Why advertise

on Bing Ads?

Access searchers not reached on Google

Automotive

Business and finance

Education

Telecom

Travel

Retail54M

24M

12M

22M

15M

34M

SOURCE: Audience data represents Bing Web and Yahoo U.S. Web Search from comScore qSearch (custom), U.S., December 2015. | Industry categories based on comScore classifications.

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