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COVID-19: EMEA insights and advertising tips – June 11

Read: 7 min

As countries are slowly recovering from COVID-19, some key changes are taking place in the consumer behaviour, and this week, the following 5 categories stick out: 
 
  1. Apparel items are more around comfort than fashion.
  2. Electronic devices for tablets are growing in Europe.
  3. Real Estate in France is trending toward "green spaces" away from city centres.
  4. Internet and broadband searches in the UK have never been so high for speed and robustness.
  5. On-line gaming across various consoles in the UK, Italy, and Spain continue their ascension.
The following video provide a summary overview of the findings

Clothes shopping reflects home life 

Whilst apparel searches are slowly growing, search behaviours in this category resembles life in lockdown.  Consumers are seeking out items of comfort over fashion.  Track bottoms, flipflops and sportswear are all driving significant volume across Europe.
 
Advertising tips: 
  • Leverage generic search traffic to push your offers and services.
  • Keep an eye on pricing. Some high growth search queries have seen a decreasing average CPC easily leading to high ROI.
Apparels - UK, France, Italy and Spain

Audiences in Apparel – France

The search for tablets is on

Searches and clicks continue to grow across the electronic device categories with certain brands being favoured in some markets.  Italian, Dutch and UK users tend to search more for tablets whist others equally distribute their focus across laptops, computers, and tablets.

Advertising tips: 

  • Drive conversions by expanding the keyword mix to drive relevant traffic to online stores.
  • Make sure brand traffic is fully covered to defend position.
Tech & Telco - EMEA

Buying a home with green space 

Even though real estate generic search terms are down year-on-year in France, clicks are higher confirming intent.  This report reveals that French searchers are considering new cities to move to, other than Paris, and the additional having a “garden” seems to be a more important now as the lockdown experience may have change people priorities.

Advertising tips: 

  • Use DSA (Dynamic Search Ads) campaigns to address searched cities trends in an agile way.
  • Embrace the new “garden”.  Perspective need in both your keyword and ad copy tactics.

Real Estate - France

Speed and robust internet fuels UK growth

Behaviour is shifting in the ‘internet and broadband’ category as consumers strive to stay connected, by constantly running speed tests.  Priorities have shifted from changing service provider to customer service/trouble shooting related searches.
 

Advertising tips: 

  • Be present and review ad copy with the latest offers, installation, or customer service details.
  • Add all relevant ad extensions for maximum visibility. 
  • Tailor your ads for new versus existing customers. 

Tech & Telco - UK

Consumers make time for gaming

Gaming searches and clicks have accelerated throughout lockdown. Search terms and clicks for console accessories have grown as consumers look for the best and newest controllers and a surge for subscription services for various brands like Xbox have also grown.
 
Advertising tips:

  • Drive conversions by expanding your keyword set to drive relevant traffic to your stores.
  • Make sure your brand traffic is fully covered to defend your position.
  • Leverage generic search traffic to push your offers and services.
Online Gaming - UK, Spain and Italy

Remember all our COVID 19 related insights are available across all verticals and regions on the COVID-19 Hub.