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Reach shoppers with health-related New Year’s resolutions

Woman sitting on a yoga mat interacting with a tablet.

The start of a new year is a time for everyone to act upon any new resolutions they made to change their behaviour for the better. According to a global study ran by Opeepl, 6 out of 10 consumers said they made at least one New Year’s resolution in 2022. Of those who didn’t make a resolution, almost half (49%) of them still changed their behaviour in some way in the beginning of the year.  This same study found that the most popular resolution for people is to get healthier, which is often done through either diet or exercise (or both).

That’s why Microsoft Advertising Insights looked at upcoming Health trends and is here to give you the scoop for you to leverage New Year online activity and prepare your December campaigns for success.

  • 1. Target users searching for healthy, nutritious food options in January with In-market Audiences. Our internal forecasting data suggests that clicks will peak during the winter on 14 January , so although you should ramp up your budget after the holidays end, make sure you don’t run out midway through the month.

Expect clicks for Organic Food to peak during the second week of January.

Forecast of Apparel searches for November and December 2022.

  • 3. Complement your search strategy by activating Audience Ads on the Microsoft Audience Network. Using 2021 data as a comparison for what to expect activity wise over the next year, we can assume clicks for Fitness & Nutrition will peak in January, May, July, and October.  Consider an always-on approach since Audience Ads are shown to drive users down the funnel to search tactics.

2021 data for Fitness & Nutrition clicks in the Microsoft Audience Network.

Stay informed

Now that you’ve read about our top tips for the New Year, are you interested in other seasonal moments as well? If you love insights, we have a lot more coming in 2023. Sign up for the weekly Microsoft Advertising Insider newsletter to keep up with the latest insights, tips and tricks, thought leadership, and product updates. You can also visit the Microsoft Advertising Insights content hub, which is updated weekly.