Did you know that paid search spend during the holiday increased by 31% last year compared to 2010? According to comScore, a new record of $31.2 billion was spent on retail between November and December. If you’re an ecommerce company or retailer, how can you afford to NOT be focusing on your paid efforts during the holiday season?
We’re going to outline how you can not only prepare for the holiday season, but maximize your paid search efforts. Afterall, ’tis the season!
Know you need to have a dedicated holiday paid search campaign, but don’t know where to start? Perform a search analysis. Start with your year-to-date and last year’s data to determine your site’s top sellers by volume and highest ROI. Website patterns can shift during the holidays, so historical data is your friend. You can pull data from sales reports, Google Analytics and Adwords.
As a retailer, you probably have a good idea of which items will be popular and how long your inventory will last. You should also be considering these factors with your paid search strategy. Before you start advertising, make sure your inventory is not only accurate, but prepped to stay organized during the biggest selling season. Once you begin advertising on Google, Yahoo and Bing, be prepared to pause ads for sold-out products. If an agency or consultant is running your paid search campaigns for you, make it easy for them have access to inventory alerts as well.
Paid search campaigns are more than just keywords and ads. You’ll need landing pages that convert to support your ads. Highly SEO-optimized landing pages are not only good for search engines, but they language in your landing pages should match your ad copy for a complete, complimentary message. You’ll also want to make sure you landing pages can support the traffic from high-volume sellers.
Ad Copy Prep
Creating a comprehensive ad copy strategy should be a top priority for your holiday paid search strategy. You’ll want to have copy specific for early bird shoppers, Black Friday, Cyber Monday, and last minute buyers. Writing copy for all types of ads ahead of time will save you precious hours during this busy season. Additionally, offers directly related to the corresponding dates should be approved in advance and included in copy.
Things to consider for ad copy based on your business’s buyer profile:
- Price guarantees- Will items go on sale closer to the holidays?
- Shipping deals- Will they save by buying early?
- Price comparison- Are they saving by buying from you?
- Quality- Are your products of the highest quality?
- One-day-only/limited quantity coupons- Are there incentives for buying on Black Friday?
- Extended support/service- Will customer support be available during the extended shopping hours?
- Impulse add-ons – Consider inexpensive or last minute shopping cart adds
- In Stock- Will products still be available the week before Christmas? What about the day before?
- Last-minute steals- Are there any products on huge sale during the last big selling days?
- Rush holiday delivery – Will their orders be shipped in time for Dec. 25th?
Sound like a lot of work? Learn how Trada’s experts can do it for you.
Photo courtesy of Flickr user TheGiantVermin