While the holiday shopping fever might sound exciting to a regular shopper, it is a frustrating and challenging time for any marketer. As a marketer, it is never too early to start planning advertising campaigns with an eye on the holidays. However, if you find yourself racing against time trying to leverage the holiday fever, these sure-fire Google ad words campaign ideas will bring great success in no time.
Keyword research holds the key
Keywords play an important role in deciding the success or failure of your Google Ad words campaign. Targeting the same keywords every holiday season is certainly not going to take you places. Although there are certain business-specific core terms that you will have to use, however, using keywords that are currently in trend (Google Trends), figure high on seasonal searches and those that can scale up the sales will be beneficial.
Understand your competitor
While understanding your business and your marketing strategy is imperative, it is also recommended that you try and capture the essence of your competitor’s campaign as well. Once you have bid and pocketed some nice ‘click-worthy’ keywords for this festive season, it is time you looked at the keywords and phrases your competition is relying on. There are a number of free (and legal!) tools out there that give you a list of all the keywords your competitor is using, historical advertising data, and ROI among others. Pick those keywords that are relevant to your business and get down to work.
Keep an eye on ad copy
Keywords as such cannot grant you success unless you don’t invest in getting a good, sales-worthy ad copy prepared specifically for the festive season. Writing a unique ad copy is hugely important and it is easier said than done. There are a few finer points that are sure to help you. Including information on sales and discounts along with seasonal messaging helps customers know that your ads are for the current festive season. Make sure your ads create a sense of urgency in your shoppers. Urge customers to click by including time-sensitive offers, sales countdowns, free shipping, coupons and dime-worthy discounts.Needless to say, prepare a fresh, unique and compelling copy instead of dusting out the old one.
Make your landing pages worth the time
With a great keyword embedded into a compelling ad copy, your prospective customer has no option but to click on your ad. Yes, you have done it! However, our profit goes north only if every click is converted into a sale. If you are an advertising newbie, your prospective customer would have landed on your homepage wondering what to do next. Your landing page is not the right destination for your ad. It might be informative, but does nothing to compel your prospective buyers into loyal customers. It is always advisable to create a dedicated landing page that manages to satisfy all the promises made in the ad copy. A great landing page has an eye-popping and relevant headline that reiterates the promise made in the ad. Make sure you include information about your products, provide offer details and show social credibility.
Sharpen your ad extensions skill right away
Although most marketers use ad extensions, there are still a few of them who do not take full advantage of all its features. Make the best use of ad extensions by displaying useful content that is interactive, shares more information succinctly, and attracts customers in a variety of ways. Make sure that you have sitelink extensions that has holiday- specific terminology and appropriate landing pages. Provide location extensions, call extensions with accurate phone numbers with a clickable button and review extensions that help convince customers about your products and services.
Shopping ad campaigns could be all you need
Shopping ad campaigns or Product listings – call it what you may – should be a core part of your marketing strategy for festive seasons. Shopping ad campaigns are highly effective and most used during festive seasons when the competition is high. These are great according to customers as they provide the right information without the hassles of clicking on links. Make use of real images of your products, instead of stock pictures,for better conversion.
Finally, Remarketing will tip the balance
Yes, remarketing could actually tip the balance in your favor. Imagine spending all the time and money on launching paid campaigns for a single shot at sales. It is not a risk worth taking. Shoppers look at various websites before buying the product simply because they want a better deal. Remarketing helps you capture all the traffic that you thought you lost in your site simply by placing your ads in other sites.
[Originally published Jan 10, 2017 14:39:00 PM, updated Nov 27 2020]