Ten Last-Minute Tips For Holiday Marketing Campaigns

Optimize For Mobile

Shoppers use smartphones to find stores, check prices, research products and purchase products or Call for Information. To optimize your ad for mobile, Bing Ads recommends adding call extensions, location extensions, app extensions and sitelink extensions to ensure that your Smartphone audience is able to connect with your business for all search queries. The search queries for Mobile have the highest CTR in the last weeks of November and December making it the best time for increasing clicks for Retail.

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Messaging That Appeals To Holiday Shoppers’ Shopping Instinct
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Messaging for Holiday Season that appeals to the Shopper’s instinct gets seen more with 55 percent shoppers splurging on deals to stock-up for the rest of the year.

Engage and Upsell With Receipts

With shoppers shopping earlier in the Holiday Season, email receipts for your products can be a way to up-sell and cross-sell for key online shopping events such as Black Friday, Cyber Monday or other Online sales events.

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Tackle Cart Abandons With Remarketing

Tackle Cart abandons with  remarketing and retargeting options such as Bing Remarketing for Search  and Shopping campaigns, allowing advertisers greater flexibility for targeting with bids, keywords and ad groups to improve campaign ROI. Create Ad sets and Ad Creative that allow consumers to explore newer shipping options such as same day shipping for limited products or Waiving off shipping charges for orders above a certain value. Use Context to increase CTRs for your campaigns.

As high as 68 percent audience quote Price to be the key reason for abandoning the cart with Payments and Delivery options being unsuitable for completing purchases. Marketers tackling search traffic during the peak days can set up retargeting campaigns offers that assure audiences about the price as well as secure payment options. Google AdWords sitelink extensions can be used to highlight shipping and delivery options.  Google recommends, Increasing location bid adjustments for searches that occur close to a store location. Add all mobile-relevant extensions such as location, call, or app extensions to engage users on the go. Go with one description line, prioritize the most important information in the first line. For any new services launched, include relevant messaging and sitelink extensions,

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Optimize Campaigns For Click Share 

Maximize Clicks from your Search Campaigns to coincide with the increase in Search query volume in place of Impression Share. Check on the content and Keywords that your audiences are most likely to be searching for the holiday season.

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Include Topics and Context

Promote your services and offers linked to the Keywords for campaigns that are likely to increase clicks for your campaigns. Use ClickShare from Google to identify Product Groups that are likely to grow with search advertising. Include targeting based on Context with Topics that holiday shoppers are most likely to engage with.

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Real-time Bidding and Enhanced CPC For Maximizing Conversions

Use eCPC to optimize for user context and auction dynamics on top of your max CPC bid. With eCPC, while maintaining a manual max CPC bidding control you can get as many as 7 percent more conversions or sales at the same cost.

Location Based Targeting

Shopping Insights from Google can give location-based preference that can help you target audiences based on regional preference. Facebook Audience Insights will  feature the age demographic of the audience, and the distance from the store. The data is reported at an aggregate level under the location settings tab in account settings from the More section in Facebook mobile App. Read More about insights on AdAge.com. With location insights Retailers can target audiences with messaging and creative as well as campaign objectives such as Offer Claims that increases conversions.

Cross-Device Optimization

Increase conversions with Cross-device and Cross channel messaging, that is likely to target users as customers. Audiences that engage on one device, buy on another. Engage audiences on one device are likely to buy on another. Increase in-app messaging and advertising for digital propeties your audiences frequent for holiday shopping ideas.

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Include CTA In Mobile Video

Including CTA in Mobile Video Ads can increase clicks and conversion with the right information required to make the transaction.

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