Holiday Marketing Checklist For December

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640x360-Holiday-Gift-Cards-SOJ-2015With marketers focusing on  Holiday season shopper engagement to bring in loyal customers post the seasonal sales, here is a checklist for advertisers that can help them get the best Return on Ad Spend from their campaigns in the month of December.

 

 

Online Search 

According to Bing Ads Insights at least 80 percent of Shoppers plan on buying at least one Gift Card and 62 percent plan on buying their last gift in the week of Christmas.

Bing recommends planning your search campaigns with the following tips to maximize the campaign performance:

Highlight incentives and discounts in ad copy with 
phrases like “20% off holiday sale” and “free shipping.”
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.
Keep campaigns fully funded through December to catch 
post-Christmas shoppers redeeming gift cards.

Google has shared a Holiday Survival checklist that will help advertisers focusing on Best Sellers.

Manage seasonal or strategic products with a separate 
campaign at a higher campaign priority.
 Uncap budgets to match search growth for your products leading up to Prime Seasonal Days.
 Add new click share columns to find product groups that have the biggest headroom for more clicks.
 View overlap rate and outranking share from the auction insights report to compare performance with competitors on high value  products. 
Bid for categories that will help you boost conversions. Use eCPC to increase Click-share for products that are your  best sellers.
Gift Cards Promotion Strategy

gcGift Cards are the number one gift that people wanted to receive and the Top Three Gift card categories are Department Stores (38 percent), Restaurant (34 percent) and Coffee Shop (21 percent). The phenomenon of self-gifting is bigger than earlier with users choosing to gift themselves over others. Nearly 60 percent of consumers plan to splurge on themselves.

Plan your Gift card Strategy by engaging audiences when they are most likely to be shopping for last-minute gift ideas. Plan an email marketing and in-app messaging campaign to remind your audiences about the offers on your gift cards. For advertisers on Google, there are restrictions on using Google Shopping for Gift cards.

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Social Media Strategy

Twitter has shared tips that will engage the last-minute shoppers by reaching audiences by being in the conversation for holiday shopping. Brands looking at being on Twitter Holiday season shopping chat can  join the conversation with ‘Tis The Season.

Twitter recommends planning a Mobile App Promotion and targeting new audiences for mobile app downloads with a surge in sales of Mobile devices in Q4.

 

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Messaging Apps Campaign

If your core target audience is younger audiences, text messaging and messaging apps can help you reach audiences within Christmas context with 14 percent using messaging apps every day . Engaging your audience on Messaging Apps can help you reach the target audience within a context that helps you build a conversation. Developing your target audience profile based on unique app ids can help you engage audiences with UGC content or contest and promote offers across apps on social media networks and entertainment apps for Holiday Season campaign. Facebook is the most downloaded app and Targeting audiences with  Facebook Custom Audience, based on Unique app ids for your retail app and messaging app, with common conversation thread for Holidays, as seen for Starbucks and Match can create buzz and encourage sign ups for your seasonal offers and campaign.

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According to App Annie’s report on retail,  Intelligent Product Suggestions can boost engagement with the mobile-first consumer. If Your app has the ability to recommend products based on consumers shopping behavior, now is the time to up sell and cross-sell.

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Segment Your Audiences and Optimize Campaigns Based on Shopping Behavior

Optimize your campaign for different target segments based on Digital Shopping Insights shared by Prosper Insight and IAB;

18-34 year olds are more likely to read a product review on their smartphones (44 percent vs. 32 percent general population) and less likely to do so on tablets (32 percent).  They’re also inclined to check prices on a smartphone (42 percent vs. 33 percent general population) and are less likely to do so on a tablet (32 percent).
Those who are 35-54 are more prone to use tablets to read product reviews, locate stores, check store hours, and check product pricing (40 percent vs. 35 percent general population).
Adults ages 55-64 are more than twice as likely to make a purchase on a tablet (34 percent) than on a smartphone (15 percent).
Consumers 65+ are more than twice as likely to make a purchase on a tablet (26 percent) than on a smartphone (11 percent).  They are also nearly twice as likely to read a product review on a tablet (31 percent) than on a smartphone (17 percent).
Google Shopping Campaigns bring in higher conversions and here is a video shared by Google on “How To Optimize Shopping Campaigns” for boosting conversion rates from your campaign.

For optimizing your campaign on Google for bestsellers during the holiday season, cpcstrategy has a step by step guide.

Email Marketing

Set up a new email promotion workflow specifically for new offers and campaigns post Cyber Monday based on what holiday products, promotions, or categories a user you would like to promote in the weeks leading to Christmas. Include video in email where possible.

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Facebook Rolls Out Ads For Leads Generation

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Facebook had earlier announced testing of “Lead Ads”, that are now available for all advertisers. The Leads generation ads that are available differ from the formats that are available through the other link and domain ads available on Facebook as the creative is customized with pre-filled information making the format mobile user-friendly and at the same time making it easier for businesses, brands and retailers to understand their customers’ requirements better.

leadadsAccording to Facebook For Business, Lead Ads are designed with a mobile friendly format allowing customers to reach you and your business with minimum information. Facebook allows advertisers the following Calls-To-Action that can be used in the Lead Ads:

There are six call-to-action buttons that are available for Leads Ads: Sign Up, Learn More, Apply Now, Get Quote, Subscribe and Download.

Businesses that are using information as the key sales technique will find the Ad format extremely useful. Facebook for business has seen success with early advertisers who have reportedly seen        a 50 percent decrease in acquisition Costs. Facebook recommends that advertisers optimize for Leads. Before choosing the pricing it may be important to ascertain the acquisition cost associated with each action that the business wants to offer on Facebook.

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Customize the form to capture just the info that’s important to your business.

Grow inbound inquiries, email subscriptions, sign ups, applications, registrations, pre-orders and more.

Capture lead information from people who have expressed intent.

Facebook Leads Analytics are available on Publishing Tools
  • Click Publishing Tools at the top of your Page
  • Click Lead Ads Forms (only visible once you’ve created a lead ads campaign)
  • Within the Forms Library, select a form and click Download to export the leads in a CSV format

Some of the use cases that shared by Facebook are Newsletter Sign-ups, Deals and offers, Product Demos, Services Infomercials.

 

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Optimizing The Ad Creative For Generating Leads

Facebook recommends, Providing more context than you would with a traditional ad, given that you’re requesting immediate action from the viewer.

For example, if the signup is to receive a particular deal, ensure that it’s clear that the viewer must submit their contact details in order to receive the deal.

Consider including coupons or other incentives in the ad creative for lead ads – anything that gives the viewer an incentive to share their information with you.
The ad copy is also an opportunity to highlight the value proposition – try letting the user know why sharing their information with you is good for them.

For Lead ads forms

Try to create a few different ad sets with different forms. Experiment with forms to find the format that gives you the lowest cost per lead.
Ask only the information that you really need – while more information is great, it comes with a trade-off. Additional questions add additional screens that the viewer has to click through – every additional screen increases chances of abandonment.
Keep free-form text input to a minimum. With custom questions you have the ability to ask open-ended questions but keep in mind that any text input increases friction in filling the form. Try providing some options for the answer that they can choose from instead.
For questions where the viewer can choose one of many options, try to limit the options to 3 or 4. Minimizing scrolling leads to a better the experience.

Engaging Mobile Shopper With Holiday Messaging Campaign

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Mobile Messaging moments extend throughout the Customer Journey offering brands an opportunity to engage consumers early in the holiday shopping cycle.

Getting your mobile campaign ready requires knowing mobile moments for your brand that are seen as more relevant.

Knowing your customers’ journey is important to promote with mobile messaging as it identifies opportunities that are present for your brand or app to increase engagement with your audience.

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Five Ways To Promote Your App This Summer

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Planning your App’s summer campaign ahead and promoting the same on channels where your app is most likely to be discovered is going to keep your app ranking at the top this summer. With App Store being the most preferred place to search for apps, your App description and App Store Search Strategy should be optimized for Keywords that are likely to feature in your target audience’s search queries.

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Optimize  Keywords For App Discovery

Optimize your app for relevant keywords. As suggested for App Store  optimization use keywords that your users are most likely to be searching for this summer.

 

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Sensor Tower‘s a tool that lets you analyze the keywords for your app and predict the likelihood of your app ranking in the Top 10 charts for any of the keywords. With Sensor Tower’s App Store optimization tool you can, track daily category and keyword rankings for any app. You can also Search traffic score estimates and keyword difficulty ratings, helping you compare the Keywords for your App vis-a-vis, the competition. To arrive at the right keywords for your campaign it is important to look at keywords that are relevant and are going to get your app ranked higher. Difficulty score becomes important for ranking your app higher as it is inversely proportional to  the probability of the user finding your app above the competitor’s app. The third important factor is keyword traffic, however it is important to look at keyword traffic, with difficulty score in mind as though a keyword may generate traffic, however, the traffic may not be the one that you are most interested in making targeting less effective for your campaign.

To set up a priority for keywords, if you have two keywords with a similar Difficulty Score and Relevance, go for the one with higher Traffic Score. Keep in mind that you should evaluate your Traffic Score as the very last step of your keyword optimization.

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