I’m back to give you part 2 of what search marketers should be doing to kill it this holiday season. This part will focus on what search marketers should be doing on each major shopping day- what ad titles and descriptions they should be including, important keywords to go after, and what they should be doing with their budgets on these days.
Thanksgiving takes place on Thursday, November 28 this year. Most Americans typically eat their Thanksgiving dinner early, between 2 and 4 p.m., and then what do they do? I would’ve guessed that they lie on the couch and take a power nap, but according to Bing, many people get back on their computers to finish shopping until around 11 p.m.
On Thanksgiving, marketers’ ad titles and descriptions should include discounts, Black Friday, etc. Some important keywords are store hours, locations and Black Friday. As far as your budget goes, before you leave your office for Thanksgiving make sure you’ve got lots of budget left for these critical days.
Black Friday starts pretty much after Thanksgiving dinner is finished, but the official date this year is Friday, November 29. Last Black Friday 24% of shoppers visited a retail site on a mobile device. Your ad titles and descriptions should include discounts, Black Friday, brand names and free shipping in the title. Important keywords include store hours and locations. On Black Friday make sure your budget is robust.
Cyber Monday hits after the first of December, which means automated budgets will be renewed and ready to hit hard. The official date this year is Monday, December 2. Last year multiscreen shoppers were in stores, online and on mobile devices to get the best bargains. Your ad titles and descriptions should include discounts and Cyber Monday. Important keywords include store hours and locations. Your budget will renew the day before, so make sure your dollars are going where you want them. Make sure to verify ad positions and adjust bids.
The shoppers who wait until last minute should start getting a little frantic around December 17. It’s the last shipping date for those who want their gifts by Christmas, and shoppers want to know that their gifts will arrive in time. Ad titles, descriptions and titles should answer this for them. After this point, online shopping slows down and shoppers visit brick and mortar stores. Ads should include store locations, hours and phone numbers.
Now let’s fast forward to December 26, 2013. It’s the day after Christmas, and although the holiday is over, by no means should you stop. All those gift cards that were given out will be redeemed online. About 60% of people asked for gift cards in 2012, and nearly 50% of Bing’s survey respondents planned to buy at least one gift card.
With all of this said, I hope you have already started to plan your holiday search marketing strategy. I’ll leave you with some information on how to choose your words carefully, or how word choice affects search ad success for the retail industry. Below are four tables of the most clickable words combos for the top four categories by ad spend- consumer electronics, toys & hobbies, apparel & accessories and department stores.
Good luck this holiday season and happy selling!