In this COVID-19 Insights weekly instalment, we feature new ‘
Isolated Life’ trends regarding luxury goods, takeaways and deliveries, and re-examine home and garden vertical updates. In our ‘
New Financial Realities’ section, we also explore online loans and lending trends.
This week, we have added some invaluable insights regarding the value of
branded keywords vs. generic terms and the importance of
updating your ad copy to remain connected with customers. This way, by understanding what is important to your audience today, you can continue to make more informed decisions about the best ways to update your marketing strategies.
Isolated life
This week, our reports are split across 4 key categories:
- Luxury trends - FR
- Home and Garden - UK
- Food Takeaway and Delivery - UK
- Online Gambling Refresh - UK
With individuals spending increasingly more time at home, our vertical insights reveal the following rise in search trends:
- Luxury FR: Fashion, leather goods, jewellery, watches, perfumes & cosmetics show consistent search growth volumes over time.
- Home & Garden UK: +70% year on year increase, particularly garden and patio products (+57%) & home furnishings (+110%).
- Takeaways & Deliveries UK: Generic searches peak vs. brands as consumers search for wider food ranges to order from. ‘Deliveries’ have now overtaken ‘takeaways’.
- Online Gambling Refresh UK: Non-sports book gambling remains gambler’s new preferred choice, as poker year on year growth spikes (+457%), along with casino (+64%) & bingo (+18%).
New financial realities
This week, our reports are split across 2 key categories:
- Loans and Lending – EMEA
- Microsoft Audience Network – UK
- Loans & Lending EMEA: Lending searches over-indexed the monthly average from Jan-Feb 2020. Men tend to search within this vertical, with individuals between 35-49 being the most popular age range. PC is the predominant device for searching but mobile is more commonly used in UK & Spain.
- Microsoft Audience Network UK: Loans & lending clicks remain relatively steady week over week, while Click Through Rates are at +30% month over month.
Brand vs. generic insights
The combination of falling consumer confidence and financial challenges is likely to have an impact on how consumers search for products and services to buy online. Are people relying on brands they trust or are they looking at generic searches in the hope of getting a better deal?
Take a look at this report and think about how to update your campaigns with strong generics coverage, which is more important now, than ever.
For top brands, consider how to stay relevant by, for example, analysing converting queries, revisiting ad copy and managing bids.
Brand vs. Generic - EMEA
Act now – copy matters!
- 70% of French consumers think brands should show how they are responding to COVID-19.
- 65% of global consumers think a brands response during COVID-19 will have a huge impact on their likelihood of repurchasing it in future.
Keeping these statistics in mind, we notice many of our clients have not updated their accounts and ad copy during this time. Check out this report for tips and guidance on how to update your ad copy to stay relevant and maintain brand loyalty.
Ad Copy - FR (Note: guidance applicable to all markets)
Did you miss last week’s insights or only have two minutes to spare in your schedule?
If so, not to worry! Check out the following short video which sums up our weekly insights into a snackable format.
Don’t forget, all our insights can be found on the
COVID-19 Hub.