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Mother’s Day Insights for digital marketers

Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

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Page 1: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Mother’s Day

Insights for digital marketers

Page 2: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

In 2014, consumers spent nearly $20 billion on Mother’s Day – making Mother’s Day the 3rd largest retail holiday.

Source: National Retail Federation, Consumer Trends Blog, April 29, 2014

Page 3: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

That’s $163 planned per shopper.

Lucky mom.

Source: Mother’s Day Spending Summary, National Retail Federation, April, 2014

Page 4: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

People plan to spend the same, if not more, on mom this year compared to 2014

60%Plan to spend the same

16% Plan to spend more

8%Plan tospend less

15%Don’t celebrate

Source: Mother’s Day Spending Overview, National Retail Federation, April, 2014

Page 5: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

It’s not just gifts for Mom

Consumers are shopping for more people than you’d think

23%Wife

10%Other relative

9%Daughter

8%Sister

64% Mother or Stepmother

7%Grandmother

Source: Mother’s Day Overview, Retail Insights Center, April 2014

6%Friend

Page 6: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Shoppers are wrapping up a variety of gifts this Mother’s Day, from the classics to experiences

57%special outing (brunch or dinner)

32% special piece of jewelry

67%flowers

81%greeting card

43%gift card or gift certificate

21% personal service (spa day, facial, massage)

Source: Mother’s Day Spending Summary, National Retail Federation, April, 2014

Page 7: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Source: The Society for American Florists, News Blog, safnow.org, June 5, 2014

Cut flowers are a perennial favorite for Mother’s Day

Flower Sales 2014

Cut Flowers 78%

Page 8: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Giving the gift of choice is more popular than ever

Source: National Retail Federation, Consumer Trends Survey, April 29, 2014

43.3% of those shopping for

a gift will buy a gift card

Gift card purchases were up

41.5% year over year

Total spending on gift cards is

expected to reach $2.1 billion

Page 9: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Women’s interest in technology increased in recent years, with

80%expressing an interest in consumer electronic products

77%of women said consumer

electronics make life easier

Source: Consumer Electronics Association, 2012

Though the classics are tradition, the gift of convenience is also on mom’s wish list

Page 10: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Source: 1eMarketer - Mothers' Little Helpers: The Mixed Blessings of Smartphones and Social Media, November 20142National Retail Federation, Families Look to Shower Mom with Gift Cards, Brunch, Apparel Items This Mother’s Day, According to NRF Survey, April 2014

And shoppers hear their mother’s wishes and the gifts are getting smarter

Around

13% of those

buying gifts planned to buy consumer electronics,with an average of $109per person2

A driver of the trendtowards gifting electronicsis the fact that

moms aremuch more tech-savvy now1

Page 11: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

30% of shoppers will purchase gifts online, and they’ll spend more than the average shopper

more is spent by the online shopper for Mother’s Day

An average of

$225.87spent online for

Mother’s Day

Source: National Retail Federation, Consumer Trends Blog, April 29, 2014

38%

Page 12: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Research before purchase

Purchase

Check price, validate purchase while at store

Find store locations

But don’t miss the 70% of in-store shoppers

The shopping journey is becoming smarter. Gift shopping begins on smartphones, tablets and PCs including research, price checking, locating stores and more.

Source: Yahoo & Kenshoo, The Mobile Opportunity Gap, April 2014

Page 13: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

13

Sorry, dads.

Search spend

for Mother’s

Day in 2014 was

110% higher

than Father’s

Day.

Tip: Increase your spend

for Mother’s Day instead

of splitting your budget

evenly between holidays.

Source: marinsoftware.com, Mom of Dad, Who Do We Love More? Paid Search Confirms, June 20, 2014

Page 14: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

The Yahoo Bing Network puts the bow on Mother’s Day gifts

Page 15: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Gifts/Flowers Tech

PC/Tablet

Source: Microsoft internal data March 2014 – May 2014

Start campaigns a month in advance to catch the shoppers starting to research a tech-savvy gift for Mom. Searches peak almost a month in advance to Mother’s Day.

Page 16: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

PC + Tablet Mobile

Source: Microsoft internal data March 2014 – May 2014

Last minute shoppers have their smartphone in hand to help find the perfect gift.

Page 17: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Know where to focus your spend

Top Mother’s Day gift searches on the Yahoo Bing Network

PC +

Tablet Mobile

Jewelry 21% 35%

Cards &

Gifts 19% 23%

Flowers 31% 18%

Source: Microsoft internal data March 2014 – August 2014

*Does not include Tech

Page 18: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

flowers mother day mother day gifts florists happy mother day

.Source: Yahoo Bin

PC/Tablet

Source: Microsoft internal data March 2014 – May 2014, top 10 queries in selected categories

*does not include branded terms or terms within ‘Tech’ category

Flower shops start advertising a month in advance and more heavily a week before.

Page 19: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

fashion jewelry mother day mother day gifts flowers when mother day

.Source: Yahoo Bin

Smartphone

Source: Microsoft internal data March 2014 – May 2014, top 10 queries in selected categories

*does not include branded terms or terms within ‘Tech’ category

Fashion jewelry retailers start advertising a month in advance.

Page 20: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

$-

$1.00

$2.00

$3.00

Cell phones Deals/sales Flowers Shipping Tablets

.

PC/Tablet

Source: Microsoft internal data March 2014 – May 2014

“Deals/sales“

increase here

Mother’s

Day

One week

prior

Two weeks

priorThree weeks

prior

Four weeks

prior

“Cell phones”

increase here

“Shipping“

increase here

“Flowers“

increase here

“Tablets”

increase here

Page 21: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Searches CTR

Mother’s Day related searches on the Yahoo Bing Network

Source: Microsoft internal data March 2014 – August 2014

Page 22: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Yahoo Bing Network audience behaviors

Page 23: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

10% more likely to have been the first among friends to own / buy / use the latest in online shopping / e-commerce

Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.

April data was used to reflect the month prior to Mother’s Day.

Compared to Google, the Yahoo Bing Network audience is:

Page 24: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

5% more likely to have used paid service for gift certificates in last 6 months

Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.

April data was used to reflect the month prior to Mother’s Day.

Compared to Google, the Yahoo Bing Network audience is:

Page 25: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

9% more likely to have bought greeting cards online in the last 6 months

6% more likely to have bought flowers online in the last 6 months

Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.

April data was used to reflect the month prior to Mother’s Day.

Compared to Google, the Yahoo Bing Network audience is:

Page 26: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

6% more likely to have searched for jewelry/watches/accessories online in the last 6 months

6% more likely to have searched for flowers online in the last 6 months

Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.

April data was used to reflect the month prior to Mother’s Day.

Compared to Google, the Yahoo Bing Network audience is:

Page 27: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

7% more likely to have spent $500 or more on jewelry/accessories online or offline in the last 6 months

9% more likely to spent $200 to $499 on jewelry/accessories online or offline in the last 6 months

25% more likely to have spent $500 or more on women’s clothing online or offline in the last 6 months

Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.

April data was used to reflect the month prior to Mother’s Day.

Compared to Google, the Yahoo Bing Network audience is:

Page 28: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

6% more likely to have spent $1,000 to $2,499 on

consumer electronics online in the last 6 months

9% more likely to have bought a stereo receiver

online in the last 6 months

11% more likely to have spent $100 to $199 on

consumer electronics online in the last 6 months

26% more likely to have bought a handheld video

game online in the last 6 months

28% more likely to have spent $500 to $999 on

consumer electronics online in the last 6 months

Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.

April data was used to reflect the month prior to Mother’s Day.

Compared to Google, the Yahoo Bing Network audience is:

Page 29: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Yahoo Bing Network ad copy research

Page 30: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

% O

ff

Ava

ilab

ility

Birth

day

Call

To

Act

ion

Card

s

Cheap

/Aff

ord

ab

le

Deliv

ery

/Ship

pin

g

Dis

count/

Deals

Eng

ravi

ng

s

Flo

wers

Gift

Go

ld/S

ilver

Gra

duatio

n

Guara

nte

e

Mo

ther's

Day

Occ

asi

on

Onlin

e

Pack

ag

ing

Part

y

Pers

onaliz

atio

n

Price

/Prici

ng

Pro

duct

s

Qualit

y/Sele

ctio

n

Serv

ice

Sto

re

Sty

le/T

ype

Sup

erlative

Variety

/Sele

ctio

n

Wed

din

g

% Off

Birthday

Call To Action

Cards

Cheap/Affordable

Delivery/Shipping

Discount/Deals

DKI

Engravings

Flowers

Gift

Graduation

Jewelry

Materntiy

Mother's Day

Online

Packaging

Param Insertion

Party

Personalization

Price/Pricing

Products

Quality/Selection

Store

Style/Type

Superlative

Variety/Selection

Wedding

Here’s how to read a heatmap

Ad description

Ad titl

e

Great Good Insufficient dataPoor

Our study results show that a flowers/cards/candy ad with Parameter Insertion in the title and a “call to action” in the description has high Ad Quality.

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

Page 31: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Flowers/Cards/Gifts:

Ad performance heatmap for PC/TabletAd description

Ad titl

e

Great Good Insufficient dataPoor

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

% O

ff

Ava

ilab

ility

Birth

day

Call

To

Act

ion

Card

s

Deliv

ery

/Ship

pin

g

Dis

count/

Deals

Eng

ravi

ng

s

Flo

wers

Gift

Go

ld/S

ilver

Gra

duatio

n

Guara

nte

e

Mo

ther's

Day

Occ

asi

on

Onlin

e

Pack

ag

ing

Pers

onaliz

atio

n

Price

/Prici

ng

Qualit

y/Sele

ctio

n

Sto

re

Sty

le/T

ype

Sup

erlative

Variety

/Sele

ctio

n

Wed

din

g

% Off

Birthday

Call To Action

Cards

Delivery/Shipping

Discount/Deals

DKI

Engravings

Flowers

Gift

Graduation

Mother's Day

Online

Packaging

Param Insertion

Party

Personalization

Price/Pricing

Style/Type

Superlative

Variety/Selection

Wedding

Page 32: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Flowers/Cards/Gifts:

Top word combos

PC/Tablet Mobile

Title Description

Mother’s Day Personalization

Mother’s Day % Off

Mother’s Day Call to Action

Dynamic

Keyword

Insertion

% Off

Gift Gold/Silver

Title Description

Dynamic Keyword

Insertion

Price/Pricing

Mother’s Day % Off

Dynamic Keyword

Insertion

% Off

Mother’s Day Style/Type

Mother’s Day Call to Action

Key insights

- Using the phrase “Mother’s Day in the Title for both PC/Tablet and Mobile proves to be effective.

- The Dynamic Keyword Insertion variable is most effective across platforms for Flowers/Cards/Gifts when it is used with Descriptions that call out Price or Monetary Value.

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

Page 33: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

% O

ff

Call

To

Act

ion

Cheap

/Aff

ord

ab

l e

Deals

/Pro

mo

tio

ns

Deliv

ery

/Ship

pin

g

Dia

mo

nd

s

Free

Gem

sto

nes

Gift

Go

ld/S

ilver

Jew

elry

Onlin

e

Pers

onaliz

atio

n

Price

/Prici

ng

Qualit

y/Sele

ctio

n

Sale

Sty

le/T

ype

Sup

erlative

Variety

/Sele

ctio

n

Venue

Watc

hes

Wed

din

g

% Off

Call To Action

Cheap/Affordable

Deals/Promotions

Diamonds

Dynamic Keyword Insertion

Gemstones

Gift

Gold/Silver

Handmade

Jewelry

Mother's Day

Online

Personalization

Price/Pricing

Quality/Selection

Style/Type

Superlative

Venue

Watches

Wedding

Jewelry:

Ad performance heatmap for PC/TabletAd description

Ad titl

e

Great Good Insufficient dataPoor

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

Page 34: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Jewelry:

Top word combos

PC/Tablet Mobile

Title Description

Diamonds % Off

Gemstones Cheap/Affordable

Dynamic

Keyword

Insertion

Cheap/Affordable

Dynamic

Keyword

Insertion

Gemstones

Deals/

Promotions

Cheap/Affordable

Title Description

Gemstones Online

Mother’s Day Call To Action

Gemstones Cheap/

Affordable

Wedding Variety/

Selection

Dynamic Keyword

Insertion

Gemstones

Key insights

- Using Cheap/Affordable in the Description line for PC/Tablet ads tends to yield higher ad quality.

- Dynamic Keyword Insertion features in ads with high quality across both all devices, however the pairing of title and description in jewelry show little other themes or trends, suggesting testing is key.

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

Page 35: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

% O

ff

Ava

ilab

ility

Bra

nd

s

Call

To

Act

ion

Co

mp

ariso

n

Deliv

ery

/Ship

pin

g

Dis

count/

Deals

Ele

ctric

Ap

plia

nce

s

Free

Furn

iture

Ho

me D

éco

r

Inst

alla

tio

n

Low

est

Onlin

e

Outd

oo

r

Pers

onaliz

atio

n

Price

/Prici

ng

Qualit

y/Sele

ctio

n

Quantity

Sale

Savi

ng

s

Sto

re

Sup

erlative

Utilit

y

% Off

Brands

Call To Action

Dynamic Keyword Insertion

Electric Appliances

Free

Furniture

Home Décor

Official Site

Online

Outdoor

Param Insertion

Personalization

Price/Pricing

Quantity

Sale

Store

Utility

Home & Garden

Ad performance heatmap for PC/TabletAd description

Ad titl

e

Great Good Insufficient dataPoor

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

Page 36: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Home & Garden

Top word combos

PC/Tablet Mobile

Title Description

% Off Quantity

Outdoor % Off

Home Décor Savings

Param Insertion Comparison

% Off Superlative

Title Description

Sale Furniture

Dynamic Keyword

Insertion

Furniture

Online Call to Action

Online Online

% Off Delivery/

Shipping

Key insights

- Searchers are looking for Home & Garden deals over Mother’s Day… Using % Off or Sale terms in ad titles yields higher ad quality.

- Furniture terms feature in mobile ad descriptions as peaking searcher’s interest, using these with Sale terms or Dynamic Keyword Insertion can make for more appealing ads.

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

Page 37: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Consumer Electronics:

Ad performance heatmap for PC/TabletAd description

Ad titl

e

Great Good Insufficient dataPoor

% O

ff

Acc

ess

ories

Bra

nd

Nam

e

Bra

nd

ed

Pro

duct

s

Call

To

Act

ion

Case

s/C

ove

rs

Cheap

/Aff

ord

ab

le

Deals

/Off

ers

Devi

ce

DKI

Featu

res

Free

Info

rmatio

n

Onlin

e

Price

/Prici

ng

Pro

duct

s

Serv

ices

Ship

pin

g/D

eliv

ery

Sup

erlative

s

Venue

% Off

Accessories

Brand Name

Branded Products

Call To Action

Cases/Covers

Cheap/Affordable

Deals/Offers

Device

DKI

Features

Free

Information

Online

Param Insertion

Price/Pricing

Products

Services

Shipping/Delivery

Superlatives

Venue

Source: Microsoft Internal Data. Total Impressions Generated = 16 Million, Total Ads Analyzed = 13k, Analysis Period = 20th April 14' - 20th May 14'

Page 38: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Consumer Electronics

Top word combos

PC/Tablet Mobile

Title Description

Branded

Products

Dynamic

Keyword Insertion

Price/ Pricing Brand Name

Param Insertion Deals/ Offers

Cheap/

Affordable

Accessories

Brand Name Price/ Pricing

Title Description

Brand Name Dynamic

Keyword

Insertion

Call to Action Branded

Products

Call to Action Cases/ Covers

Dynamic Keyword

Insertion

Branded

Products

Dynamic Keyword

Insertion

Brand Name

Key insights

- For Consumer Electronics

products, the best performing

ad copies had the name of the

tech product in the ad title

and used Dynamic Keyword

Insertion for the ad

description, for maximum

impact.

- Capture the attention of

searchers ready to buy, by

adding information about the

price, promotional offers or

affordability in either the ad

title or ad description.

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 30k, Analysis Period = 20th April 14' - 20th May 14

Page 39: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Why advertise

on Bing Ads?

Page 40: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Automotive

Business & Finance

Education

Telecom

Travel

Retail

13M

27M

19M

11M

19M

40M

Source: Audience data represents Bing Web and Yahoo US Web Search from comScore qSearch (custom), US, September 2014. Industry categories based on comScore classifications.

Access searchers not reached on Google

Consumer Goods

Health

Page 41: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

Drive even better performance with Ad Extensions

Sitelink Extensions

Improve click-

through rate (CTR)

and conversions

by providing

direct access to

site content and

purchase pages.

13%

lift in click-through-rates

Location Extensions

Drive more in-

store conversions

with store

locator, click-to-

call, merchant

ratings, and click-

to-direction.

20%

lift in click-through-rates

Call Extensions

Connect

customers

quickly to your

business with

click-to-call.

10%

Source: Microsoft internal data

Page 42: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

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Page 43: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

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Page 44: Mother’s Day - Microsoft · for Mother’s Day in 2014 was 110% higher than Father’s Day. Tip: Increase your spend for Mother’s Day instead of splitting your budget evenly between

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