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Embed code for: Valentines Day Insights to Woo Digital Marketers
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Did you know that Valentine’s Day is the 4th largest retail holiday?
Lovers are swooning for tech gifts – 40% pine for a smartphone. And Valentine’s Day is not just for couples –nearly 60% of people plan to give a gift to another family member.
Read on to learn what Valentine's Day gifts are most popular, how consumers are shopping online and offline, and check out what the top searches powered by Bing are.
For more retail industry insights, visit bingads.com/IndustryInsights
Valentine’s Day Insights to woo digital marketers
Billions spent in the name of love
Total spending increased 10% from the $17.3 billion spent in 2014.
Valentine’s day is the 4th largest spending holiday, following winter holidays, back-to-school, and Mother’s Day.
SOURCE: National Retail Federation Monthly Consumer Survey, January 2015
Giving the gift of love
Half of shoppers plan to purchase a card or candy.
SOURCE: National Retail Federation, Monthly Consumer Survey, January 2015
Lovers pine for tech gifts
Nearly 40% of people would be infatuated with a smartphone gift this Valentine’s Day
Top tech gifts people would like to receive for Valentine’s Day
SOURCE: Usamp Valentine’s Day survey for eBates,, 2015
Valentine’s Day gifts are not just for couples
Nearly 60% of people plan to give gifts to family members.
The price tag of love
The average consumer spent $142 in 2015 on gifts for their significant other, friends, family members, and pets—a 6% increase from last year.
plan a get-together or evening out with other single friends/family members.
Celebrating “Singles Awareness Day”
45% of adults don’t plan to celebrate Valentine’s Day.
But many make other plans and still spend on February 14.
treat themselves to something special. (jewelry, spa, apparel, etc.)
purchase anti-Valentine’s Day gifts.
largest candy holiday.
Love is sweet
$1.7 billion is spent on candy for Valentine’s Day.
give candy as a gift.
SOURCE: National Retail Federation, 2015 Valentine’s Day Spending Survey
of candy sales are chocolate.
Chocolate is good for the heart – in more ways than one
For Valentine’s Day:
According to a study, people who eat the most chocolate had a:
37 percent lower risk of heart disease
31 percent reduced risk of diabetes
29 percent lower risk of stroke compared with those who ate the least2
SOURCE: 1 Food Manufacturing, February 2014
2 Chocolate Consumption and Cardiometabolic disorders; systematic review and meta-analysis, August 2011.
How do you celebrate Valentine’s Day?
Purchase a gift
Go out to dinner
Prepare a special meal at home
Go to the movies
Rent a movie
Go to a night club, drinks, and/or dancing
Show or concert
Visit friends at their home
SOURCE: American Express Spending & Saving Tracker: Valentine’s Day 2014
A day to mark eternal love
people planned or expected a marriage proposal on February 14. This is 12% of single Americans.
SOURCE: American Express Spending & Saving Tracker: Valentine’s Day 2015
Consumers are sweet on mobile shopping for Valentine’s Day
Help them call you.
http://advertise.bingads.microsoft.com/en-us/help-topic/how-to/51061/how-do-i-add-a-clickable-phone-number-to-my-adExtensions show your business phone number in your ad.
Help them find/visit you.
http://advertise.bingads.microsoft.com/en-us/location-extensionsExtensions show the address of your business location closest to the customer, including a local phone number. And, if the customer is viewing your ad on a smartphone, they can click that number to give you a call.
Help them see the right location.
http://advertise.bingads.microsoft.com/en-us/location-targetingLocation Targeting will help you show your ads to people in, searching for, or viewing pages about your targeted location.
total retail searchers
The Bing Ads Network packs value for retail
53M retail searchers not reached on Google.
total retail searches
SOURCE: comScore qSearch (custom), U.S., June 2015; industry categories based on comScore classifications
of all retail paid clicks
total flowers/gifts/greetings searchers
The Bing Ads Network packs value for flowers/ gifts/greetings
3.4M flowers/gifts/ greetings searchers not reached on Google.
total flowers/gifts/greetings searches
of all flowers/gifts/greetings paid clicks
Diamonds are forever
Compared to Google, the Bing Ads audience is:
23% more likely to have spent $500 or more on jewelry/watches/ accessories in the last
Source: comScore Plan Metrix, US, January 2015, custom measure created using comScore indices and duplication.
January data was used to reflect the month prior to Valentine’s Day.
A rose by any other name
11% more likely to have spent $100 to $199 on flowers in the last 6 months
5% more likely to have spent $200 to $499 on flowers in the last 6 months
Satisfy your love’s sweet tooth
23% more likely to have spent $100 to $199 on gum or candy in the last 30 days
16% more likely to have spent $500 or more on gum or candy in the last 30 days
Tempt your Valentine with gift foods
Compared to Google, the Bing Ads audience is more likely to:
Have spent $100 to $199 on gift foods online in the last 30 days
Give the gift of choice and spread the love with gift cards
8% more likely to have used paid service for gift certificates in the last 6 months
Valentines aren’t just for grade school
Have bought greeting cards online in the last 6 months
Have spent $500 or more on greetings cards in the last 6 months
Valentine’s Day shopping heats up the first 2 weeks of February.
For some categories, mobile clicks are estimated to grow at a faster rate than PC/Tablet during the week of Valentine’s Day. Use bid modifiers to increase visibility of your top keywords.
SOURCE: Microsoft internal data January–February 2015
Valentine’s Day searches and clicks by category
Across all devices
Consider kicking off your campaigns in January to capture early shoppers before the competition becomes more heated the final two weeks before Valentine’s Day.
Valentine’s Day searches peak the two weeks leading up to the holiday – take advantage of this short window of time.
SOURCE: Microsoft internal data February 2015
Mobile captures roughly 1/3 of Valentine’s Day searches
Be consistent across devices. Offers on desktop, smartphone, and tablet should be identical and easy to find.
Valentine’s Day weekly click growth
Valentine’s shopping picks up beginning mid-January. Ensure your budget won’t go dark when sales peak toward the end of this top shopping period.
Valentine’s Day click growth by category
Jan 18 - 24
SOURCE: Microsoft internal data January-February 2015
Valentine’s Day click-through rate by day
Highest click-through rate period 4.9% average
Valentine’s Day click-through rate by category
Valentine’s Day hourly click-through rate
Feb 13 and 14
PC/Tablet searches and click-through rate peak February 13 in the afternoon from 2-8pm. Mobile volume is greatest on Valentine’s Day from 3-10pm.
Valentine’s Day cost-per-click
Top 10 search categories for Valentine’s Day
NOTE: Top 10 doesn’t include brand names
Top 10 Valentine’s Day searches
The top 10 searches represent 32% of the total Valentine’s Day search volume and brand terms represent 74% of the top 10 search volume.
Play defense—Bid on your brand terms to capture as many clicks as possible and protect your hard earned brand placement.
Play offense—Bid on brand terms of your competitors to gain more clicks and prominence on the search results page.
Top 10 Valentine’s Day flowers searches
Shoppers know what type of flowers they want to give and roses are still the favorite: 10% of the top 10 searches volume was driven by roses searches.
Use extensions. Reach mobile Valentine’s Day shoppers on the go with extensions. Help them call you.
http://advertise.bingads.microsoft.com/en-us/help-topic/how-to/51061/how-do-i-add-a-clickable-phone-number-to-my-adExtensions show your business phone number in your ad Help them find/visit you.
http://advertise.bingads.microsoft.com/en-us/help-topic/how-to/51100/how-does-location-targeting-and-ad-language-affect-who-can-see-my-adsExtensions show the address of your business location closest to the customer, including a local phone number. And, if the customer is viewing your ad on a smartphone, they can click that number to give you a call. Help them see the right location.
Consider using Bing Shopping Campaigns to differentiate your roses offerings with a relevant product image and product details.
Top 10 Valentine’s Day gifts and cards searches
Gift cards accounted for 16% of the top 10 volume. But lingerie is still the favorite gift, with 29% of the top 10 search volume.
eCards are equally as popular as cards: 19% of the top 10 searches are eCard related.
Consider promoting your gift cards in your digital marketing campaigns and promoting through Sitelink extensions, including “gift cards” in ad copy, and capitalizing on opportunity closer to Valentine’s Day when shoppers are looking for last minute gifts, may have missed shipping deadlines.
Top 10 candy/chocolate and jewelry searches
Highlight offers and deals in your ad copy and keywords—shoppers are often looking for a deal and will look both online and offline to find the best value.
Words that work
Top ad copy for Valentine’s Day
Here’s how to read a “heatmap”
Call To Action
Dynamic Keyword Insertion]
[Dynamic Keyword Insertion]
Our study results show that a Valentine’s Day ad highlighting a ‘brand’ in the title and ‘collection’ in the description has high Ad Quality.
Note many categories represent a group of words rather than the actual word itself. Source: Microsoft internal data, January – February, 2015.
Words that work // Valentine’s Day
Top ad copy combinations
Gifts Ad copy performs best when there are Superlatives (eg. “best”, “top”, “great”) in the ad title. Pair with details about Price/Pricing, Electronics or a Call to Action to increase ad quality.
Top ad title and description combinations across devices
Call to Action
Dynamic Keyword Insertion
Flowers Flower selection is important to shoppers in search of flowers. Make sure that your ad description mentions the great Selection (eg. “selection”, “choose”)
Candy Align your Candy ad copy to what your audience is searching for by using Parameter Insertion and Dynamic Keyword Insertion in the ad title or description. Include information about Delivery/Shipping (eg. “free shipping”, “__ day shipping”) to further boost ad interest.
Cards The top performing Cards ad copy combination uses Call to Action (eg. “send”, “now”, “make someone”) in the ad title and Deals/Discounts (eg. “save”, “discounts”) in the description as a way to target potential customers about to take action on their card-sending plans.
Note many categories represent a group of words rather than the actual word itself. A superlative is an adjective or adverb – example best, top, great. Source: Microsoft internal data, January – February, 2015.
Top ad copy combinations // by device
Gifts Superlative terms (eg. “best”, “top”, “great”) work well for Gift ads across all devices. However, ad descriptions containing Price/Pricing wording (eg. “prices”, “low prices”, “$”) perform better with PC/Tablet, while a Call to Action (eg. “shop”, “order now”, “get”) had greater success with Smartphones searchers.
Flowers Target PC/Tablet searchers by using a Parameter Insertion in the ad title and highlight your Selection (eg. “selection”, “choose”) in the ad description. Smartphone users are more likely to click on ads with a combination of Superlative wording (“great”, “fast”) and Free (“free”, “flowers free”, “roses free”).
Candy Delivery/Shipping (eg. “free shipping”, “__ day shipping”) is key for Candy searchers across devices, so add these details to your ad descriptions. Details on Price/Pricing promotions (“discount”, “great prices”, “$__ orders”), in the ad title grabs the attention of PC/Tablet users , while Parameter Insertion works well for Smartphone searches.
Cards PC/Tablet ad copy for Cards benefit from highlighting the Occasion (eg. “valentine”, “valentine day”) in the ad title, paired with the Brand. The best performing ad combination for Smartphones includes type of Cards (eg. “photo postcards”, “ecards”, “valentine ecards”) in the ad title and information about Delivery/Shipping in the ad description.
Top ad copy combinations // Sitelink Extensions
How to read this: 1. Ad quality is high 2. There aren’t very many advertisers showing on these terms. Read – great opportunity!
Electronics (eg. popular gifts such as “phone”, “iphone”, “ipod”) was a top performer when featured in Sitelink Extension ads and is a relatively untapped opportunity.
Occasion (eg. “occasions”, “anniversary”, “wedding”) and Valentine (eg. “valentine day”, “valentine gift”) also perform well, but are underutilized by advertisers.
Number of Advertisers
Why Bing Ads
Access searchers not reached on Google
Business & Finance
SOURCE: Audience data represents Bing Web and Yahoo U.S. Web Search from comScore qSearch (custom), U.S., March 2015.
Industry categories based on comScore classifications.
Already advertising on Google AdWords?
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.
Call 1-800-518-5689 or check out
http://advertise.bingads.microsoft.com/en-us/get-started Getting started.
© 2015 Microsoft Corporation. All rights reserved.
Bing SMB Advertisers – Search Ads
© 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista 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.
Source: National Retail Federation, Monthly Consumer Survey, January 2015
Source: Usamp Valentine’s Day survey for eBates, 2015
Source: National Retail Federation, Monthly Consumer Survey, January 2014
Source: Sweetworks, 2014
Source: American Express Spending & Saving Tracker, Valentine’s Day and Couple Spending, February 2014
Source: American Express Spending & Saving Tracker, Valentine’s Day and Couple Spending, February 2015
National Retail Federation, Monthly Consumer Survey, Jan 2015
CPC: when is the marketplace most engaged and competitive?
Given the extensive number of ads analyzed in this study, certain variables were bucketed by common theme.
Most variables represent the exact word or phrase being featured in the ad copy, or close variants to the variable theme.
National Retail Federation, Monthly Consumer Survey, September 2014
Source: National Retail Federation, September 2014
Source: Source: National Retail Federation, Halloween Overview, September 2014
Page f 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.