Holiday related search queries are the highest in the week of Black Friday, Thanksgiving and Cyber Monday, with CTRs being highest in the same week which means for Content marketers and App marketers it’s important to be ready with the campaigns well in time to optimize the results from search queries.
Search Queries for Recipes and cooking are the highest on Sunday before Black Friday making it important for Search Marketers and Content Marketers to be ready with the ads and Social Media Engagement Posts as early as the first week of November. Planning your content in time for SEM and Social Networks can help you optimize your campaigns and boost referral traffic, taking advantage of lower CPC’s in the initial weeks of the Holiday season.
According to Social Times, “Adobe Digital Index analyzed consumer activity on branded sites from the third quarter of 2014 through the third quarter of 2015, examining more than 900 billion digital ad impressions from search and social platforms, as well as more than 23 billion referred visits from social networks including Facebook, Twitter, Pinterest, Tumblr, Reddit,YouTube and LinkedIn.
Highlights of the findings by Adobe Digital Index included:
- Facebook ad impressions rose 10 percent in the third quarter of 2015 compared with the previous quarter.
- Revenue per visit is rising across the board for social networks, with Facebook topping the list at USD 1.24, followed by Pinterest (USD 0.74), Twitter (USD 0.60) and Reddit (USD 0.57).
- Smartphone traffic from social networks doubled year-over-year, while desktop and tablet traffic from smartphones only rose 12 percent and 9 percent, respectively, over the same time period.
- Facebook continued to hold off Google in terms of growth in click-through rates, with the social network posting a 35 percent gain in the third quarter of 2015 versus the third quarter of 2014, compared with 25 percent for the search giant.”
Bing Ads recommends that Marketers are ready with the campaigns, and Ad Copy as early as first week of November. To guide your campaign planning for Black Friday and Thanksgiving here is a checklist offered by Bing Ads.
Holiday searches peak the week of Thanksgiving, so set budgets and bids to be strong during this time.
Get more from mobile with higher bids to show in position #1 or #2.
Highlight incentives and discounts in ad copy with phrases like “20% off holiday sale” and “free shipping.” DECEMBER
Update ad copy to create a sense of urgency, “Order now for delivery by Christmas” and “3 days left for free shipping.”
Offer “Free gift wrapping” as an incentive for last-minute shoppers.
Drive traffic to brick-and-mortar stores after last ship date.
Keep campaigns fully funded through December to catch post-Christmas shoppers redeeming gift cards