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Paid Media 10 min read
Written by Ayesha Renyard
Content Writer @ Galactic Fed
Expert reviewed by Rachel Meyer
Paid Media Account Director @ Galactic Fed
Published 09 Dec 2020
You’ve decided that this is the year you’ll launch a holiday ad campaign. It’s been a challenging year full of unexpected twists and turns, but with many people avoiding public places, you have a feeling that there will be more shoppers online than ever before. Sure, you can’t see the future, but the timing just seems right (for your crystal ball business, that is).
Today, you open up your computer and read Deloitte’s annual holiday sales prediction: e-commerce holiday sales are expected to increase this year—generating between $182 billion and $196 billion. Called it.
But with many retailers shifting online this year, the market is also saturated—meaning that you’ll need to put in the effort to stand out.
To set you up for success, our paid media experts have compiled four PPC tips that will help steer your holiday campaign towards more holiday sales!
We’re not fortune-tellers, but we think this post will be worth the read.
You may have a strong understanding of who your customers are. However, when it comes to holiday PPC campaigns, you need to adjust your target audience. Why? Because many of your shoppers will be gift-givers. Let’s say you’re a company that sells strong-smelling candles (I’m looking at you, Bath & Body Works), and your target audience is mainly women who are a part of your loyalty program. During the holiday season, you’ll also need to consider their partners, friends, and family members who will not see your holiday emails.
That sounds like a lot of people. How can you narrow it down?
So we recommend retargeting them. Ad platforms, such as Facebook and Google, allow you to direct ads to past indecisive visitors using remarketing lists. Remarketing lists are created according to different user actions, including cart abandonment. As Christmas approaches, these ads will come in handy when last-minute shoppers are ready to make a purchase.
The need for eye-catching headlines and meta descriptions isn’t new news. Your ad copy informs searchers’ first impressions—and if it doesn’t demonstrate relevance or value to them right away, they won’t bother clicking. Because you’re targeting new audiences, this clarity is especially important. Here are a few tips when creating header tags and meta descriptions for your holiday ads:
Identify and promote your differentiator: As we said above, holiday shoppers are on the hunt for the best prices, deals, and shipping options? So do a little bit of research on your competitors and see what they’re advertising. Is it 2-day shipping? 15% off? Easy in-store returns? From here, find your edge. Can you offer free shipping? 25% off? An extended return policy? If searchers can see upfront how they’ll benefit from choosing your product, you’re guaranteed more quality click-throughs.
Want more tips? Read this post on ad copy that converts.
In my own hunt for gifts this past weekend, I searched for weighted blankets. Although I’m all about a good sale, Simple Sleep defines its differentiator much better than Hush or Dream Hug in its headline—it’s affordable! And in the supporting copy, the company boldly calls out its competition for being outrageously expensive. With some Hush blankets exceeding $300, I’m all about Simple Sleep’s $84 price tag (and no hidden fees with free shipping).
Tip: Explore ways to maximize your ad space on SERPs. Google Ad Extensions provide more opportunities to show off your value and guide searchers towards your call to action.
You identified new target keywords. You identified new audiences. You wrote a compelling headline and meta description—and even included an ad extension or two. It’s time to redecorate your content. If your ad copy promotes a standout holiday deal, the landing page should reflect that offer.
In a previous post, we share the essential components of a high-converting landing page. What does it tell us?
When it comes to your holiday campaign’s landing pages, we want to stress the importance of social proof. Your usual audience knows your product and brand, but gift-givers may not—they just know that Dad wants ANOTHER fishing rod.
So you give them the assurance they need through the recommendation of a past customer. If Bill, Frank, and Al can vouch for that fly rod, you’re probably in good hands.
TIP: Provide easy ways to gain customer feedback all year, so when the holiday season comes around, you can include testimonials specific to each product promoted.
If your product was endorsed or featured by another company or influencer—that also counts as social proof! If they’re well-known, that gives you another stamp of approval. Forbes Magazine featured your fly rod in its Gift Guide for Dads? Say no more—it must be good.
You just did all this work to build a strong holiday PPC campaign. Don’t let it fall to the wayside because of your budget (or lack thereof). During the holiday season, impressions can increase by as much as 350%! To prepare for a high cost-per-click (CPC), save a solid chunk of your marketing budget for your holiday campaign. That way, you can bid on all those high-converting (but expensive) keywords.
Source: Real Business
Hey, feel free to keep channeling your inner Leo. But we want to leave you a few tricks for maximizing your ad dollars:
Yep, we think you’re right. E-commerce stores will be extra busy this year—which means that the PPC landscape will be extra competitive. But with these four tips in your back pocket, we have a feeling that your ads will stack up against the rest just fine.
If you’re looking for more holiday marketing tips, keep your eyes peeled on our blog. There will be more coming your way this month!
Content Writer @ Galactic Fed