Mobile Traffic on Thanksgiving reached 60 percent and an upward trend was seen on Black Friday. As reported by Internet Retailer, “Early data points to about 15 percent year-over-year e-commerce sales growth year on the Friday after Thanksgiving, with a total of USD 2.6 billion in online spending projected for the day, according to Adobe Digital Index data”. Thanksgiving Day, however, may have put a dent in early Black Friday sales. Record online sales of USD 1.73 billion Thursday were 25 percent higher than in 2014, Adobe said Friday.
For retailers looking at optimizing Campaigns for Cyber Monday here are the Fast Fives :
Bing’s Flyers With Deals
Get your offers to a flying start with Bing’s Flyer ads that are hosted on Flipp.com. The top deals are featured above search results and can be browsed in a carousel format, for Brand Keywords. The users can click on the ad to shop the deal from the retailer’s site as shared by Search Engine Land. Advertisers using PLAs and Flyer ads can look at Remarketing campaigns to increase conversions.
Structured Snippets For Cyber Monday
Google has introduced Structured Snippet for Cyber Monday allowing for automated ads targeting users with different ad creatives.
Brands can target audiences with Dynamic structured snippets on “Search Network with Display Select” or “Search Network only” campaign types.
Use Call-out extensions to promote your Gift Guide and deals for the day. Highlight the Offer in the headline. Use Call-out extensions to get the user to offer landing page. Optimize for Mobile as search traffic from Mobile has exceeded Desktop.
Optimize For Click-Share With eCPC To Maximize Conversions
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. 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. ECPC for text ads is available on the Search Network and the Display Network, except in campaigns that promote mobile app downloads. For Product Listing Ads, ECPC works only on Google Search. Including advanced conversions setting for Mobile lets you include cross-device conversions providing for cross-device channel conversion optimization. Googlr recommends using eCPC for Shopping Campaigns and here’s how to set the eCPC for Shopping Campaigns.
- Sign in to your AdWords account.
- From your Campaigns tab, click the name of the Shopping campaign you want to work with.
- Click the Settings tab.
- Find the “Bid strategy” section. Click Edit.
- Choose the “Focus on clicks” option and then check the box for Enable Enhanced CPC.
Promote Offers On Social Media
Time your Social Media offers for Online Moment of activation. Promote your offers with trends and Keywords that are most likely to be searched for on Cyber Monday.
Extend your brand campaigns with online deals to promote offers that are likely to appeal to online shoppers on Cyber Monday.