This Christmas, retailers have predicted a huge upswing in the numbers of shoppers turning to online stores to get their present shopping done in time, with minimum fuss and most importantly – with minimum time spent in the crush at the shopping centre. To this end, marketers’ focus and budget has shifted to optimising search engine advertising, to ensure that their ads provide a help to time-poor shoppers. QUISMA have a number of tips to help companies get the most out of their SEA at this important, and lucrative, time of year.
1. Adapting texts and keywords to the season
A key factor influencing a successful Christmas shopping season is to adapt the keywords in your search ads according to the time of year. Christmas promotions, discounts, and tailored product offerings ideally pique the customers’ interest when searching for presents:
Expanding the keyword basis with Christmas-specific terms is one way to increase the overall share of impressions. This allows companies to improve the search query coverage during the holidays, however, don’t forget to limit the duration of fully seasonal campaigns. Nothing deters potential customers more than coming across Christmas promotions once the Twelfth Night is over.
2. Use Google remarketing
Potential customers rarely decide to buy a product after having seen it only once, therefore, it is important not to lose possible customers at crucial stages in their purchasing journey. An excellent way to prevent this from happening is Google Remarketing, whereby it is possible to reach potential customers who have already visited your online store. It allows you to place customised ads praising, for instance, Christmas promotions, when the users visit another page within the Google display network. Even though this model seems very promising, using it in a targeted manner is advised, otherwise there is the danger of over-exposure to certain potential customers. If customers do begin to feel harassed, most of the time they will simply abort the purchasing process.
3. Increasing awareness with display and mobile ads
In order to increase brand awareness, placing ads in the display and mobile sector can be worthwhile in due course. Visual call-to-actions help to attract customers at a time when everyone is vying for their attention. The call to action should ideally route the customer through to a specifically-designed Christmas shopping homepage, in keeping with the season.
4. Consider delivery times
When planning the campaigns’ budget, keep in mind that you need a certain lead-time for presents bought online. It might be helpful for the users to clearly indicate the delivery time in your advert’s text. In general, shortly before Christmas Day the search queries already significantly diminish, firstly because by then – hopefully – all Christmas presents have already been bought, or they may still need to be bought at the last minute, but this will typically be done offline. Allocating a higher budget before Christmas is generally advised, as usually, online demand slows dramatically during the holidays.
5. Do not forget the post-Christmas shopping season
We all know this situation: well-meaning Christmas presents do not go down well with the recipient. This is why for online store operators the holiday shopping season does not end on December 24, but lasts until well into the New Year. Therefore, on the one hand, after the presents have been exchanged under the Christmas tree it should be fast and easy to return them. On the other hand, it is important to entice the many voucher holders back to the store. This way, tailored adaptations on budget and keywords make the post-Christmas shopping season an equal success.