Microsoft makes three predictions for which product categories will drive more ad clicks in the new year and advises you how to optimize your campaigns accordingly.
According to a global study by Opeepl, people’s most popular New Year’s Eve is to get healthier, which they plan to achieve through diet and exercise.
Looking at upcoming health trends, Microsoft Advertising shares ways to improve campaigns for the three most important product categories.
1. Increase “Organic Food” by 20%
Microsoft Advertising predicts that clicks on ads for organic foods will rise during the week of January 14, resulting in 20% growth over the same week in December.
To capitalize on this trend, Microsoft Advertising suggests the following:
“Target users looking for healthy, nutritious food options in January with in-market audience segments. Our internal forecast data says clicks will peak during winter on January 14th, so although it should Increase your budget after the holidays are over, make sure you don’t run out in the middle of the month.”
2. “Sportswear” in early December through January
Microsoft Advertising expects searches for activewear to start picking up in early December and continue through January.
In a blog post, Microsoft Advertising shares the following tips:
Use Shopping Campaigns to showcase activewear and fitness products in late November and early December during the holiday shopping sale. Internal Microsoft data estimates that consumers will be most searching for gear between the weeks of November 26th and 3rd. December, but activity will remain high through January.”
3. Searches for “fitness and nutrition” are coming in waves
Unsurprisingly, searches for fitness and nutrition are expected to pick up steam in the new year.
However, Microsoft Advertising advises an “always on” approach to targeting this category, as search interest will grow many times over the course of the year.
“Using the 2021 data as a comparison of what to expect in terms of activity over the next year, we can assume that clicks for nutrition and fitness will peak in January, May, July and October. Consider an always-on approach where audience ads are shown to push users down the funnel for search methods” .
source: Microsoft Advertising
Featured image: SeaStudio / Shutterstock
