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Credit Cards Search Vertical Insights - September 2011 MARKET NEWS & TRENDS With the Christmas shopping season kicking off as has found. Two-thirds of people have not made the early as September, consumers will be looking for most of rewards on their everyday spending, which how best to cover their spending. Cue the credit card, include everything from retail vouchers to cashback. which endures one of its busiest periods through to the Some people are making the most of what is on offer, start of December. People want to be rewarded for the however, as 47 percent of women said they are more money they’re spending, whilst at the same time not likely to use their reward points now than they were a wanting to incur any interest on their expenditures. If year ago. (Quotezone) you’re now thinking, how do I reach as many consumers • Only one-third of credit card users admit to thinking as possible?, fear not, our Finance Creative Strategists about the impact on their finances every time they use are on hand to help nurture your accounts and give you their card to make a purchase, according to research a cost-effective slice of that credit card action. from Moneysupermarket.com. Although one in three Here are some of the highlights: card users said they thought about the impact of every purchase, almost as many - a whopping 29 • There are just over 50 balance transfer deals - up from percent - claimed a purchase would need to be over 24 two years ago - where the zero percent offer runs £100 before they thought about the effect on their for 12 months or more. Barclaycard tops the charts finances. (PR Newswire) with a 24-month interest-free offer on its Platinum card. Halifax MasterCard has a 20-month interest- free deal, while Virgin Money, MBNA and NatWest all have 18-month zero percent offers. (This Is Money) • Britons who are considering booking flights with Swiss and other Lufthansa Group airlines have been urged to think carefully about their method of payment, after new surcharges were announced for those paying by debit or credit card. Swiss said that it would introduce an optional payment charge for those choosing to pay by credit card, in line with the “general trend within the travel industry.” (Compare And Save) • Credit card users are missing out on around £3.6 billion of rewards every year by failing to make the most of their financial products, American Express ACCoUNT MANAGEMENT BEST pRACTICE Credit card accounts should include other card product Christmas shopping in mind, consumers will be looking terms such as debit, birthday and electron as excluded to use a credit card with 0% on purchases, 0% balance keywords to help qualify traffic. The Creative Strategist transfer periods and generally low APR rates so be sure team can run Subphrase Match Reports to help build to structure ad copy around these features. Reward out negatives from irrelevant queries picked up, as well incentives such as air miles cashback should also play a as finding extra keywords to add into the account. With prominent part. Top KEyWoRDS 7. 0 balance transfer credit card 14. credit card application 1. credit card 8. reward credit card 15. credit card uk 2. bad credit card 9. apply credit card 16. credit card payment 3. prepaid credit card 10. best credit card 17. 0 purchase credit card 4. 0 credit card 11. credit 18. platinum credit card 5. balance transfer credit card 12. low interest credit card 19. credit card air mile 6. compare credit card 13. business credit card 20. credit card offer Read on for: Credit Card Seasonality, Impressions vs. CPC. Fast-Moving Terms, Paid Organic Breakdown www.advertising.yahoo.co.uk Credit Cards Page 2 of 2 Vertical Insights - September 2011 CREDIT CARD SEASoNALITy The top credit card terms last year saw a surge in impressions during October with an obvious look ahead to Christmas. Consumers will be looking for cards with 0% purchase deals to foot their Christmas shopping lists so ensure that these campaigns are fully expanded. IMpRESSIoNS VS. CpC FAST-MoVING TERMS Some keywords are better value for money than others. Looking at the last 24 weeks’ credit card search activity Balance transfer credit card, for example, saw more from Hitwise, we can see which terms have been searches in July compared to 0 balance transfer credit searched for more over the past 12 weeks than in the 12 card yet its CPC was 18% cheaper. Be strategic about weeks previously. There has been a rise in prepaid traffic, which areas and keywords are the most cost-efficient to which ties in with consumers not wanting to incur foreign bid up on. bank withdrawal charges on their summer holidays, as well as not wanting to spend beyond their means. Bad credit searches are increasingly popular, thanks in part to the banks’ reluctance to give loans to people with credit problems. (Hitwise) SEARCH TERMS SHARE oF ALL poRTFoLIo CLICKS 6/8/11 7/5/11 1 credit card 9.32% 19.14% 2 0 interest 1.06% 4.47% credit cards 3 credit card charges 0.62% 3.80% pAID oRGANIC BREAKDoWN 4 prepaid credit card 0.97% 2.72% For the 12 weeks running up to December 2010, almost 5 compare credit 0.40% 1.99% 40% of search clicks came from paid as opposed to cards uk organic listings. Be creative with your ad copy, be 6 interest free 3.09% 2.20% competitive with your bidding and make sure your credit cards account is structured properly to help influence overall quality scores. (Hitwise) 7 credit cards for 3.95% 1.81% bad credit 8 best credit card 1.68% 1.93% 9 credit cards 0.98% 1.34% balance transfer 10 credit cards 0.31% 0.83% for people with bad credit 11 credit card numbers 0.41% 1.39% 12 0% credit card 0.66% 0.84% 13 credit card interest 0.37% 0.68% calculator 14 prepaid credit cards 2.67% 0.73% 15 credit card for 0.43% 0.59% bad credit ADVERTISING SoLUTIoNS email@example.com www.advertising.yahoo.co.uk Drive your business through a combination only Yahoo! offers: the science to target an audience, the art to create engagement, and the scale to reach the right audience in meaningful numbers.
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