Many shoppers actively use Live Search to find and buy apparel products. By advertising with Microsoft adCenter marketers can reach these highly active shoppers in the retail industry who account for:
- More than 10 million unique users per month.
- More than 34 million searches per month.1
More important, Live Search users converted the most buyers for online retailers. Live Search visitors also index higher than the online population in heavy online spending for clothing, shoes, and accessories.
2
Live Search converted 3.1 percent of searchers to buyers, more than AOL at 1.8 percent, Yahoo! at 1.6 percent, and Google at 1.3 percent.
In August 2007, Live Search was the most efficient means of driving purchases and spending, with 8 percent of search referrals and 17 percent share of referred dollars.
3
Seasonality Trends
The apparel industry follows holidays and seasons throughout the year. Mother’s Day, graduation, Father’s Day, back-to-school and the December holiday season are all popular times for consumers who are buying apparel and accessories.
Holiday Spending
During the December holiday season alone, sales for apparel account for nearly 25 percent of annual sales. Marketers can reach these shoppers by planning for the holiday season and budgeting accordingly.
The apparel category is popular year round with shoppers and especially during the holiday season. When planning your campaigns, consider current promotions, new product offerings, and offline sales or marketing activity. The following tactics can help you improve your campaign performance in Microsoft adCenter:
Keyword Expansion
Reach more customers through expanded keyword libraries. You can increase the potential for more traffic and help improve campaign performance in ranking, coverage of targeted terms, and coverage of tail terms.
Ad Copy Optimization
Appeal to consumer purchase behavior by optimizing ad copy. By using parameters and seasonal calls-to-action you can help boost your ROI by driving more click-throughs to your site.
Convert Searchers
Once a customer reaches your page, make sure the landing pages and offers align with ad copy to help convert more searchers to buyers.
Bid Optimization
Meet your campaign goals through bid optimization and reporting. By optimizing bids, you can help ensure you are prepared for heightened competition, increased demand, and seasonality trends.
Industry Focus: Retail Keywords
Microsoft adCenter Labs
It’s easy to start your Microsoft search advertising campaign—simply provide your contact details and pay a one-time $5 fee to create your Microsoft adCenter account. Sign up now to see what adCenter can do for you.
