Insights

International opportunity: Reach new customers by targeting Canada

Now is the right time to consider a cross-border strategy into Canada if you haven’t already done so. Canada, just north of the United States, should be a natural extension for any advertiser already advertising in the U.S.  In fact, 75% of all Canadians live within 100 miles of the US-Canadian border.  Since the 2008 global recession, Canada has posted the strongest growth among the G7 countries, and the World Economic Forum ranked Canada as the world’s most stable economy for the sixth consecutive year. Many companies view Canada as a natural extension to their customer acquisition efforts, and more insights can be found in our white paper, Cross-Border E-Commerce in Canada.

Besides the US, Canada is the largest trading partner with the United Kingdom.

bing ads canada

According to McKinsey Global Institute1, there are five “global flows” of trade that connect the world economy across borders, they are: Goods, Services, Finance, People, and Data and communication. These flows provide actionable insights to companies looking to increase revenue:

  • Internet traffic increased by 18 times in the last 7 years, which makes up 1/5 of all Internet traffic
  • 35% of all goods cross borders—that’s 1 out of every 3 products
  • 90% of commercial sellers on eBay export to other countries.  25% of these sellers are  small businesses
  • Accenture2 estimates that retailers can grow their bottom line by up to 25% if they sold both online and cross-border

 

There is an opportunity to harness the changing attitude of consumers and businesses who are increasingly indifferent to where their goods are shipped from. Canada is ranked 8th on the McKinsey Global Institute Connectedness Index, which measures 131 countries across all five flows of trade. Canada’s flow value—its cross-border revenue activity both in and out of the country—is nearly $1.4B USD, which makes it a great economy to target for cross-border efforts.

If you're ready to get started with new campaigns targeted to Canadian audiences, be sure to check out the Location Targeting page here on the Bing Ads site.

Thanks for reading,

Maor

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1 McKinsey Global Institute, Global flows in a digital age

2 Accenture, European Cross-border E-commerce

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Bing Ads and You: Using Facebook Audience Insights to improve your CTR

When was the last time you even made eye contact with the salesperson at your favorite retail outlet, who could only manage to say “Hello,” as you walked briskly past? What if that salesperson already knew what you were looking for and could bring you right to it?  Would they have you at "Hello"? 

Having that audience intelligence before your customers even make eye contact with your ad on their screen is the first and most critical step to running a successful campaign.  As illustrated in the opening post of this Bing Ads and You series, knowing your customer better than the competition is the difference between a campaign that rocks and one that flops. 

Today, I will dive further into Audience, the cornerstone of our Marketing Development Cycle, leveraging MaternaLIFT’s case study to reveal techniques and best practices that will help have your customers engaged with the first, “Hello!”  

Key elements of the Marketing Development Cycle

bing ads marketing

While working with Kevin and Jessica at MaternaLIFT to identify their customers and develop a customer profile, we interviewed them to collect their customer engagement experiences. We used Campaign Planner within Bing Ads to study related customers' activities across the Yahoo Bing Network and we teamed up with social media expert, Dayna Moon, Sr. Director of Social Media at 3Q Digital to extract audience insights from MaternaLIFT’s Facebook account. 

Here is what this experience taught us, and how the campaign performed as a result:

1. Study customer activities with Bing Ads Campaign Planner

Bing Ads Campaign Planner helps you analyze potential customers’ activities on the Yahoo Bing Network and assess the competition in engaging with that audience. More importantly, Campaign Planner presents seasonal trends in a convenient daily/weekly/monthly/annual format to help you seize the moment and benchmark your campaign performance.

Using Bing Ads Campaign Planner to collect dynamic insightsbing ads campaign planner

2. Apply audience insights from Facebook to Bing Ads campaigns

In Facebook, you can collect audience insights from two activities:

1.) Facebook users interact with your Facebook page. By going through the Insights/People menu on your Facebook page, you can get general information, such as gender distribution, age range, prevalent locations and languages.

Audience insights from your Facebook page

bing ads facebook data

2.) Facebook users visited your website. Create a custom audience and select it from the Audience Insights menu.

How to collect audience insights on those visited your website/web page(s)

bing ads facebook data

Integrating the information from Campaign Planner and Facebook Audience Insights, you get a deeper view of your potential customers: not just who they are, but which ones are more likely to purchase your products during a certain season. 

For MaternaLIFT, a company selling an innovative maternity support product, Campaign Planner helps them confirm that there are relatively little seasonal changes for maternity products, but that some US states have a higher demand than others, and most related searches are conducted on a PC.

Likewise, Facebook’s audience insights helps them identify the age range of potential customers, confirm which city/state have the highest interest for their product and their purchasing behavior.  

MaternaLIFT tailored their Bing Ads campaign settings with the insights learned from both tools, and as a result, observed a 30% lift in CTR! 

Transferring Facebook audience insights into your Bing Ads campaign settings

bing ads facebook data

bing ads facebook data

Until Next Time

Remember: audience intelligence anchors a successful advertising campaign; having a deeper understanding of your customers helps you develop an actionable marketing plan that promotes your value proposition with highly relevant content.  In the next article for Bing Ads and You, we'll discuss how to develop such a marketing plan.

Meanwhile, feel free to drop me a note if you have a question on building audience insights that will make customers say, “You had me at hello!

Happy Advertising,

Ping Jen

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Tax Season Insights: There's Still Time to Optimize Before April 15

If you’ve waited to invest in search during the tax season, it’s not too late to jump in right now. Many consumers wait until the IRS deadline is right around the corner. You can benefit from the huge spike in search behavior around taxes and related financial services.

Consumers are looking at their overall financial situation and assessing their options in insurance, loans and financial planning, so the impact of tax season goes far beyond tax preparation. Make sure you’re ready to take advantage of heightened awareness and activities for all financial services. 

Take a quick look at these slide highlights from the deck posted on SlideShare and consider the four key tips in the last slide below to make tax season search activities work as hard as they can for you.

Electronic tax return filing peaks in February and April.

Search activity peaks on the Yahoo Bing Network mirror the electronic tax return filing peaks.

It’s not too late to take advantage of tax season searchers. The week before the filing deadline has a huge spike in search activity, demonstrated by the top 25 tax-related searches below.

The Yahoo Bing Network delivered performance gains in 2014 in higher click-through rates and lower cost-per-click vs. 2013.

Here are few simple tips to follow to take advantage of the opportunities during the tax season.

For more seasonally-relevant information like this, be sure to check out the Animated 2015 Tax eBook for US Agencies, as well as the Industry Insights page here on the Bing Ads site.

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Top Tips and Insights to Put a Bow on Mother’s Day with Bing Ads

This post was co-authored by Christen Anderson.

Determining when and where to spend your Mother’s Day search advertising budget can be every bit as challenging as finding the perfect gift for your own mother. Bing Ads is here to help. With the latest insights on what mothers unwrapped on their special day last year, how shoppers are searching for gifts, and what trends are influencing retail and technology, you can leave the stress of campaign management behind.

First and foremost, don’t miss out on this huge retail opportunity. Mother’s Day is the third-largest retail holiday in the U.S., with a whopping $20 billion spent in 20141, and 76 percent of people surveyed plan to spend the same, if not more, this year2. And last year, search spend was 110 percent higher for Mother’s Day than Father’s Day3. (Although the Daddies are important too, of course!)

These impressive numbers suggest that people aren’t just shopping for Mom. While 64 percent are shopping for their mother or stepmother, 23 percent shop for their wife, nine percent shop for their daughters, 10 percent shop for other relatives, and the list goes on4.

With an average planned spend of $163 per shopper5, you may be asking what people are buying:

Though most shoppers are buying the classics (think cards and flowers), moms are dreaming about gifts that can make their life simpler. Eighty percent of women express an interest in consumer electronics and luckily, their loved ones are listening – around 13 percent of those planning to buy a gift for Mom plan to buy consumer electronics6.

We know what people are buying, but what does this have to do with search? Thirty percent of shoppers will purchase gifts online7, spending 38 percent more than offline shoppers. That’s an average online spend of $225.87, making Mom a very lucky lady indeed8. And don’t forget about the other 70 percent shopping in-store, because they’re searching too.

 

Yahoo Bing Network also has some tips on when and how to spend your search advertising budget for this popular holiday:

Tip #1: Start your campaigns early for technology-focused gifts. Shoppers start to research tech-savvy gifts over a month ahead of time.

Tip #2: Focus on mobile the week of Mother’s Day, which lands on May 10 this year. Last minute shoppers are using their smartphones to find the perfect gift the week before.

Tip #3: Floral shops listen up – we recommend that you start advertising a month in advance and more heavily the week before for PC and Tablet as “flowers” and “florists” searches start early and continue to grow.

Tip #4: Those who stock fashion jewelry take note – we recommend that you start advertising a month in advance for smartphone searchers as searches for bling for moms begin a month in advance.

Tip #5: Have your ads live two weeks before the holiday. Search volume peaks in the middle of April, but click-through rates peak two weeks before Mother’s Day.

For more trends, insights, and best performing ad copy to help put a bow on your ads, read the full set of Mother’s Day insights from Bing Ads



1 National Retail Federation, Consumer Trends Blog, April 29, 2014

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

3 Marin Software, “Mom or Dad, Who Do We Love More? Paid Search Confirms,” June 20, 2014

4 Mother’s Day Overview, Retail Insights Center, April 2014

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

6 National Retail Federation, The Long and Short of America’s Consumer Holidays, 2014

7 National Retail Federation, Consumer Trends Survey, April 29, 2014

8 National Retail Federation, Consumer Trends Blog, April 29, 2014

 

 

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