Back in August we gave our audience and our advertisers a jump start on the 2013 holiday planning with our Step-by-Step Guide to Holiday Campaign Planning . We are happy to report that many businesses took our advice and are already enjoying the returns.
Is it too late to get your share? No! But you have to act fast to take advantage of the holiday spending bonanza. We’ve created shortlist of tips that you can do now to improve your holiday campaigns.
1. Utilize keywords in your ad copy that correspond with the shopper’s intent of gift giving and their search queries. Some good examples include terms such as: “great for mom”, “women’s gift ideas,” “gifts for dads” or “the perfect gift for X”, as those terms will potentially match up with the intended goal of your shoppers.
2. Experiment with including holiday-related terms in the title and description of your ads, as this will put you on the same page with your shoppers. They’re both expecting, and looking for, holiday-themed messages. Here is a great example of an advertiser whose ad looks yummy and whose reader can already envision the dessert on the
Thanksgiving table:
3. Shoppers need to feel like they are getting amazing deals and this is even more important around the big promotional days like Thanksgiving Weekend, Black Friday and Cyber Monday which are all coming in quick succession this year. When writing your ad copy be sure to communicate that you not only have the perfect gift, but also offer special incentives (1 Day Sales, Free Shipping on Cyber Monday!)
4. Try experimenting with different ad copy that targets different types of shoppers. For example, some shoppers are looking for the best deal possible. You can target these bargain hunters with special discounts and savings. Other shoppers wait until the last minute and have no choice but to select overnight shipping for their purchases. You can target procrastinators by offering crunch-time incentives, such as discounted shipping on last-minute purchases. Here is a great example from one of our advertisers:
5. Build landing pages that incorporate gift guides. Start with your best selling products that fit into a particular category and promote via a designated CPC campaign.
6. Be sure to infuse the “gifting categories” into your ad copy so that you can grab the attention of the “lost souls” wandering the internet for that perfect gift.
The great thing about online advertising is that you can quickly see what is producing results and what may need some more work. Remember to have fun, be flexible and keep things fresh!
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Written by: Greg Gossler, Director of Marketing for NTENT
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