万圣节即将到来，大家纷纷准备好迎接自己的大采购。事实上，45%的消费者表示他们计划在9月份某个时候开始购物。以去年作为参照，我们可以推断消费者将今年在万圣节装备上的平均花费略高于100美元。和以往类似，今年度万圣节购物的前三大品类依然是：服装、糖果和装饰品。微软广告团队深度挖掘整个微软网络上的历史搜索趋势，来帮助您快速应对万圣节购物季，合理规划广告预算。

Halloween’s just around the corner, and people are already hitting the stores. In fact, 45% of consumers have said they plan to start their shopping sometime in September.1 Using last year as an example, we can infer that consumers will spend a little over $100 on Halloween gear. The top three categories for Halloween purchases are: Costumes, candy, and decorations.1 Microsoft Advertising Insights investigated past search trends on our network to help you plan your advertising budget accordingly. Here are our top three tricks to set your campaigns up for success this year!

以下是我们总结的广告活动必胜秘诀，请查收。

#01 Halloween trick

有孩子的父母，是当今社会最大的购买力，首先就要瞄准这一群体。在去年，微软搜索网络上大多数与万圣节相关的搜索都是由35-49岁的成年人产生的。这部分人是为家庭购买装饰品和糖果的主力，拥有家庭消费决策权，同时他们也会购买儿童的万圣节服装。

Target parents first, as most Halloween-related searches on the Microsoft Search Network were made by adults aged 35-49 last year.2 This is probably because adults are the ones buying decorations and candy for the household and will be the ones purchasing any children’s costumes. See the following chart for the full distribution of searches made on our network by consumers aged 18-65+.

#02 Halloween trick

在规划你的搜索广告时，从9月份开始增加你的广告花费，但要把大部分预算集中在10月份去投放。在回溯2021年与万圣节相关的搜索时，我们发现搜索在9月初开始缓慢增加，并一直持续到圣诞假期。去年搜索量最高的一周是在2021年10月23日左右。

When planning Search Ads, start elevating your spending in September, but keep the majority of your budget focused on October. When looking at Halloween-related searches made in 2021, we saw that searches started slowly building in early September and continued increasing until the holiday. The week with the highest number of searches last year came around October 23, 2021.

#03 Halloween trick

在启动搜索广告之前，请先激活微软受众网络Microsoft Audience Network，将用户转移到销售漏斗中。通过回顾去年的洞察，我们发现万圣节的受众广告Audience Ads流量在初夏（约6月或7月）开始增加。服装和糖果的点击量在不同的时间达到峰值；然而，服装品类点击量飙升了近2个月后，糖果的点击量才开始增长。这是可以预料的现象，因为食品的平均生命周期比服装类要短。

Activate ads on the Microsoft Audience Network earlier than Search Ads to move users down the funnel. In reviewing last year’s insights, we saw that Audience Ads for Halloween started to boost in early summer, around June or July.2 Clicks for costumes and candy peaked at different times; however, costume clicks spiked almost 2 months before candy. This is to be expected since consumer product goods have a shorter lifecycle than apparel categories on average.

无论你已经为万圣节的广告活动做好了完全的准备，还是仍未开始，都可以使用这些技巧来帮助你的品牌、产品来吸引消费者，因为他们正在为这个惊悚的季节做购物计划，并且他们对于装饰品和服装的购物规划会坚持到下单的最后一分钟。因此请务必在10月底之前投放广告，锁定父母这个消费群体，并将Microsoft Audience Network添加到你的广告系列中。

Whether you’re already set for your Halloween campaigns or still need to start, leverage these tips to help reach your consumers as they plan for the spooky season! Decorations and costumes are planned until the very last minute, so be sure to keep your ads up through the end of October, target parents, and add the Microsoft Audience Network into your campaign as well.