The Anatomy Of Back To School Shopping


According to research from NRF and Deloitte, Back To School Shoppers plan to start shopping earlier and Apparel and Electronics are the key shopping categories. The NRF survey estimates total Back To School spending of USD 75.8 billion in 2016. The key shopping destinations are Discount Stores followed by Department stores, while online is the preferred Go-To source for shopping of electronic gadgets and shopping research, with a surge of 30 percent in Online Shopping over last year. Online retailers who offer Free Shipping are preferred by Online Shoppers, according to a survey conducted by Deloitte.

Social Media advertising serves as the primary source of information for users who use social media sites for Back To School shopping.


Shoppers for electronics and electronic gadgets are likely to begin the shopping earlier, while apparel shoppers are likely to complete their purchases later.


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With insights that show the users are increasingly looking for information on their mobile devices, adding location to your campaigns can increase the ROI for your campaigns. 4 in 5 consumers want ads customized to their city, zip code or immediate surroundings.

  • 53 percent look up store locations
  • 37 percent locate a store that carries a particular product
  • 70 percent will make a purchase in-store
  • 60 percent have used location information in ads


Adding Location to your advertising can increase the ROI for your campaigns. Targeting content and Ads with Location of presence or Area of interest, can help you place your ads in a context that increases the local searchers interest. Here are some of the ways you can target users based on location targeting.

Target Users on AdWords based on Geo-location

AdWords allows you to specify whether to show your ads to users by their physical Location of Presence (LOP) or by their Area of Interest (AOI). Location targeting in your campaign can also be done with Radius Targeting that allows you to define your target audience for a select radius.  In one of the Case Studies shared by MOZ, the clicks from locally targeted campaigns increased by nearly 8X.


Target Shoppers With Local Awareness Ads on Facebook

Facebook Local Awareness Ads target users based on geographic locations.  As high as 60 percent of shoppers turn to Facebook to look for information prior to visiting a store.  Creating a Location awareness ad is easy. You can create ads right from your Facebook Page via the Promote button on the top right-hand corner. Target Back To School shoppers with an engaging message to drive In-Store traffic in the target location. You can choose Local Awareness as a campaign objective in Power Editor.




Target Users Based On Geographic location With Custom Audiences 

With targeting on Facebook, the additional fields on Facebook allow users to reach the target audience based on fields that allow advertisers to target Website Custom audiences based on Location. This can be used to create lookalike audiences in any region that you wish to target.

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With Advanced Matching Pixel, advertisers can retarget audiences effectively. Adding an Advanced Pixel, has shown during a beta,  an increase of over-10-percent  in attributed conversions and a 20-percent increase in reach. To add Advanced Pixel, here is a useful guide  for better match rates on the Facebook pixel.

Increase Click-through Rate with Location Extensions on Bing



Bing Ads insights shows that 60 percent of the mobile users are searching online prior to an In-store visit and adding Location Extensions increases click-through by 7 to 10 percent.

Ten Last-Minute Tips For Holiday Campaign Optimization

Gingerbread Cookies are the most searched Holiday Cookies. Among the most searched holiday recipes are Green Bean casserole and Sugar Cookie recipe. Publishing your content and holiday social media campaigns optimized with Keywords that are most searched for the holiday season can increase Click-through rate for your Campaign.

Here are ten last-minute tips for optimizing your campaign till Christmas.

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.


Messaging That Appeals To Holiday Shoppers’ Shopping Instinct

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.



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,








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.


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.


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 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.




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.


Key Trends To Boost Your App Marketing In 2015


Apps have emerged as a standalone sales  channel bringing in new customers for brands beyond the online, retail store-fronts and social networks. To engage audiences in 2015, a study  by Localytics has been shared in The App Marketing Guide 2015. Personalized campaigns based on segmentation are recommended as an effective Marketing Tactic for 2015 to engage and retain your App users.

Users are spending more time than ever with their apps, but certain app categories show a greater increase than others. In a similar manner Push messaging has brought in more  engaged users with higher app installs and iPad users have longer app sessions. App customers acquired through Paid advertising campaigns are as likely to return to the return the app within 60 days with second and third session more likely for the Paid ad acquired user than the organic user. Push messaging is seen more effective in certain context and for certain verticals such as Travel & Leisure. The open rates for e-commerce push messaging is the highest in anticipation of deals.

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