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Make the most of the festive season e-commerce surge with paid search

With Cyber Week 2020 just around the corner, autumn is the ideal time to boost festive peak readiness for your retail customers. In November and December 2019, the sales value of retailing in the UK amounted to nearly £90BN, this year as the global health pandemic keeps more consumers at home, we expect e-commerce to surge even higher.

What is the first stop for festive shoppers? Online search. Which means having a paid search strategy is key to driving retail sales.

Below, we’ve highlighted recent success stories to inspire winning campaigns that can help you maximise retail and brand advertising dollars. For additional guidance for capitalising on festive shopping trends, visit our Retail industry insights and resources.

MediaCom amplifies festive sales volume for Bose

In an increasingly competitive market, Bose needed to keep their products and brand top of mind while also driving conversions. To meet these objectives, MediaCom leveraged Microsoft Advertising to promote sales and offers, reinforce their brand message, and deliver enticing calls to action.

MediaCom built more than 50 Remarketing audience lists to target previous website visitors with highly relevant offers and messaging. To expand their audience, they leveraged curated lists of in-market searchers through In-market Audiences, and used Similar Audiences to target shoppers who resembled current Bose customers.

Their efforts paid off. Bose enjoyed a 69% click-through rate (CTR) increase from Black Friday to Cyber Monday year on year. Additionally, In-market Audiences delivered a 28% higher CTR than non-audience visitors, as well as a 21% higher conversion rate. In fact, 47% of all Bose’s site visits can be attributed to using the three audience targeting features.

Read the full Bose story here.

Merkle styles paid search success for fashion retailer

A leading fashion retailer that emphasises individual style needed to increase volume while driving conversions over the festive peak — all while maintaining a steady return on ad spend (ROAS). To help, advertising partner Merkle worked with Microsoft Advertising to tailor-fit a paid search strategy using the Microsoft Audience Network and Product Audiences.

As a result, they were able to increase conversion rates by 153% while increasing ROAS by 182% and decreasing cost per acquisition (CPA) by 75%.

Read the full Merkle story here.

i-Cherry helps Brazilian fashion retailer expand online audience

With consumers choosing online shopping over in-person experiences, retailer Riachuelo needed to transform its website into its primary sales channel, so they looked to digital marketing agency i-Cherry. By partnering with Microsoft Advertising, i-Cherry identified and implemented comprehensive campaign optimisations to drive traffic, boost online sales, and lift revenue.

The first month following the optimisations accounted for 65% of revenue captured in 2020, representing a 224% increase over the month prior, which was the second-best month. Additionally, they achieved strong ROAS of 4.08%, a substantial improvement over the first quarter of the year.

Read the full Riachuelo story here

Paid search is critical to omnichannel retail strategies, especially with the predicted spike in e-commerce this festive season. Advise advertisers to set up their paid search campaigns right now to make the most of the early festive shopping, while increasing chances of capturing last-minute shoppers.

For additional industry insights and resources, including festive shopping trends, get the Festive Guide 2020 and visit the Microsoft Advertising retail hub.

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