Five Ways To Optimize Campaigns For The Last-Minute Shopper

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According to Cardlytics, the largest holiday shopping segment is the Last-Minute Shoppers, a group of consumers who make up 36 percent of total holiday shoppers and do their gift buying between December 11 and December 31. The Last-Minute shoppers spend more than their counterparts and visit stores more frequently, as the holiday deadline looms. Last-Minute Shoppers contribute to 34 percent of overall holiday spending, with an average transaction of USD 64.34.

Targeting Last-Minute Holiday Shoppers

Use Social media posts to engage last-minute shoppers. Make your posts relevant with imagery and offers that resonate within the context.

Search Advertising

Optimize your search campaigns for the last-minute shopper. Google has introduced the possibility of announcing business hours for last-minute shoppers. The Structured Snippet allows you to target users with an automated messaging that can be customized.

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Structured Snippets are different from Call-outs. Use Call-outs for highlighting special announcements such as free shipping or extended business hours, while structured snippets are used for what you have on offer. You can also look at adding business hours for days where the store traffic is likely to be higher.

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TrueView Shopping Campaign and Video Content Optimization

TrueView for Shopping ads allow merchants to show Shopping ads for their own products in their own videos. Related products are shown dynamically, pulled from advertisers’ Google Merchant Center product feeds, and are now available for advertisers.

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Unboxing videos have become a growing phenomenon, as people turn to YouTube to inform their purchase decisions. In 2015 alone, people in the U.S. watched 60M hours of unboxing videos on YouTube, totalling 1.1B views.

Optimizing your Brand Campaign and Video content for discovery requires marketers to look at the factors that impact the discovery of video including Title, Description, Channel experience and Meta Tags.

Retargeting

Retarget audiences who have visited your site for offers and deals earlier in the holiday season. Google offers Search advertising with RLSA and Bing’s Remarketing campaigns.

Google has extended remarketing capabilities to both shopping ads (PLAs) and local inventory ads (LIAs) with shopping remarketing lists. Now you can optimize your shopping bids to re-engage high-value customers the next time they shop. For example, when those who’ve abandoned their carts on your sites or your loyal customers shop again on Google on desktop or mobile, you can use remarketing lists to tailor your shopping bids and reconnect with them at a more cost-efficient ROI.

App Store Optimization

Include Keywords in your app’s title, for discovery during the holidays. Revise your description to include relevant text, or any special holiday features and promotions your app may offer. It’s important to list these “above the fold” or just before Apple and Google cut off the description with a link to “Read More.” Change your App’s screenshots to include visuals that bring Holiday Offers and Gift Shopping up-front. For example, make your callout “Holiday Savings” or the seasonal keywords and phrases you targeted. Any core features and special offers can be highlighted visually in text and as a screen capture.

To know more about optimizing your app, click here.

Five Steps For Paid Social Media Advertising

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As you set out to create your Social Media and Digital marketing plans for 2017, here are some steps to help you plan your social media advertising for 2017. Based on the success of your organic content or previous advertising efforts you can choose social media network that delivers the best results.

Step One : Define Your Objectives

Start with defining your objectives.  If increasing awareness is your objective your goal will need to be more specific.After defining the objectives pen down the goals i.e. Increase awareness by 20 percent.

Step Two : Know your Target Audience

Who is your Target Audience?

What are their interests, lifestyles, frustrations?

What does this group of customers want/need?

What will motivate them to click on the ad?

Develop personas of your Target Audience. Here is an example of personas for foreign Language learning Software company.

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Step Three : Develop Compelling Creative

Generate interest with the creative that will make the customers click on the link or take action with you ad. It is essential to use Bold and striking imagery that will compel people to click on the ad creative.

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Create Intent by using phrases in your ad that users are most likely to be looking out for in your brand’s context.

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Include Call-to-Action in your ad copy. Promotions and Incentives help drive the intent to purchase, while CTA is important for increasing Click-through or allowing the audience to know how to engage with your content.

Specific Landing Pages

Design Specific landing pages tailored to different products and promotional offers. Well designed Landing Pages are essential for providing a quality experience for consumers and driving conversions with a personalized targeted message.  Fresh creative, iteration and constant testing  keeps  your brand current and top of mind, while avoiding saturation within your audience.

Step Four : Test New Layouts and Styles

Define the goal for your creative testing. Advertisers test ad creative to understand how to improve the performance or which ad concept resonates with the target audience. Set aside a budget for testing. Test different themes to arrive at the best performing themes. Test thematically to top performing audience segments, and use iterations of winning themes concepts. Narrow down on best performing content prior to roll out.

CTRs increase and CPA decreased with a change in creative.

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Step 5 : Target and Optimize

Optimize your campaign by targeting the top performing audience groups. Targeting your audience is based on Age, Gender and location. Narrow down your targeting options to include audiences that are most likely to respond based on your buyer personas. Specify the behaviors, interests and demographics in detailed targeting. For an Organics brand, here is an example of Detailed Targeting and Interests that can be used to narrow down and targeting specifically.

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Source : The Secret To Facebook Advertising Success, Image sourced from Social Media Examiner

Ten Steps To Your Social Media Campaign For Holiday Season

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socialmedia1Planning your Holiday Season Social Media Campaign can engage users and help you achieve your Social Media goals during Holiday Season.

According to a survey in 2015, as high as 51 percent  users turned to Social Media for Gift Ideas. Nearly half the users look for Discounts, Coupons and sale information on Social Media.

With the growing importance of Social Media in the buyer journey, It’s important for brands to be ready with  a social media plan that brings measurable results.

 

Start with Your Objectives

Objectives are the overarching reason for your campaign. The objective for your Holiday Campaign are often linked to your business objectives.

Objectives can vary drastically from brand to brand, and industry to industry. For example, some brands want to tailor their holiday campaigns to increase customer retention, while others are focused on amplifying reach in the marketplace. Whatever your objective is, set it and let it be the guiding principle behind the rest of your campaign plan.

An example of Objective can be :

” Increase awareness, reputation and goodwill for Brand X on social media”

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Create Your Goals

Next step is creating goals that are mapped to your overall objective. Goals are the building blocks for your campaign. They are

• Specific (simple, sensible, significant).

• Measurable (meaningful, motivating).

• Achievable (agreed, attainable).

• Relevant (reasonable, realistic and  results-based).

• Time bound (time-based, time limited, time/cost limited, timely, time-sensitive)
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Create a Plan

Your plan should include

Goals    Audience Breakdown   Content Requests    Timeline      Budget   Measurement Plan

Write down the content marketing plan giving details for each of the elements as far as possible.

Make a Campaign Brief

To ensure consistency in message make a campaign brief document, so that all key stakeholders are aligned. Outline the key factors  that are likely to contribute to the success of your campaign. Include Remarketing activities to ensure all audiences are reached on social media channels.

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Create a Tracking Document

Enlist all the key initiatives for your Holiday Campaign  and create a tracking document for all content elements , including Blog, Website, Social Media and Email. Use a tracking document that details all activities, responsibility and weekly completion of activities. Monitor and track roll-out of activities to ensure timely roll-out.

Identify KPIs For Measurement

Measure your performance on different social media channels with KPIs that are most relevant. Monitor performance across channels, even if  you are focusing on one or two channels.

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Hashtag Monitoring

To leverage the conversation surrounding the key topics start with hashtag monitoring. Track your campaign  Hashtag for the goals you want to achieve. Monitor earned impressions for your Hashtag. Find Top influencers around your hashtag. Once you know the conversation surrounding your Hashtag and other trending hashtag you can optimize content for Brand Awareness goal.

Monitor Earned Mentions 

Track earned mentions for your brand. As important as it is that your content is liked, it’s equally important that your content is shared. Create a report to understand the profile of        audience that  is interacting and  sharing your content.

Create a Reporting Cadence

Analyze your performance at regular intervals to  understand performance of your campaigns and measure achievement rate for goals.

Summarize Results

Create a summary of results to see the achievement of results vis-a-vis the goals. How many audiences did you reach? How many new followers did you gain? What kind of lift in conversation were you able to generate?

 

To know more, Click here.

Top Ten Tips For Planning Your Holiday Season Campaign

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Holiday 2015 non-store retail sales grew 9 percent to a total of over USD 105 billion. Cyber Monday was the leading Sales day, the sixth year in a row, with more than USD 2.2 Billion spent on Desktop Computers alone. According to NRF, “Holiday sales in 2015 increased 3 percent to USD 626.1 billion — solid growth considering the unforeseen weather events across the country and an extreme deflationary retail environment.” NRF forecasted total growth, including online sales, of 3.7 percent.

Adobe reported mobile devices accounted for about 25 percent of sales and 45 percent of visits to retail websites from Nov. 1-Dec. 22. According to MarketWatch, Adobe said online sales in 2015 holiday season were up 12.7% to $83 billion. More than 31 days during the period between Nov. 1 and Dec. 31 surpassed the $1 billion mark in sales, a record that exceeds 25 days in 2014. Online sales grew 56% year-over-year on Dec. 23, up to $920 million from $590 million in 2014. “It wasn’t until the very end of the season that we saw a significant surge in sales, which drove the 12.7% year-over-year growth,” said Tyler White, an analyst with the Adobe Digital Index. “Phone traffic exceeding desktop traffic some days was one of the drivers of that growth.” The buy-online-pick-up-in-store option was a growth driver in the week before Christmas. Adobe had forecast 11% overall growth for the season, White said.

According to Marin, for the days between Black Friday and Cyber Monday, smartphone clicks grew by 87 percent YOY almost equaling desktop clicks. This reflects a dramatic increase compared to 2014 when smartphone clicks accounted for only 28 percent of all clicks.

Clicks grew across smartphones, tablets, and desktops, with the large increase in smartphone click share being attributed to growing smartphone adoption. The increase in tablet and desktop clicks YoY shows that people are using their smartphones in addition to desktop and tablet devices, not instead of them.

Marin saw similar trends across spend, with the ad spend share for mobile growing by 66 percent YoY.
Overall ad spend for mobile was up 101 percent with spend doubling on both Google and Bing YoY.

Cyber Monday beat Black Friday in terms of clicks and ad spends for both 2014 and 2015 with cost per click (CPC) prices markedly higher than any other day over the weekend.

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Top Ten Tips for Planning Your Holiday Campaign 2016

Decide on your campaign theme and core campaign idea.

Start with analyzing the holiday data that is available to you from last year as well as Back To School campaign data. Highest priority is to make sure all budgets and metrics are aligned to factor in any changes in consumer behavior.

Allocate budgets to optimize your campaigns across channels and devices with a single customer view. Key days are Thanksgiving, Cyber Monday, Black Friday and Christmas.

According to an SEO firm,WPromote the best practice is to begin setting up heavily targeted paid ads, display (video/image ads) product listing ads, and remarketing ads in Google AdWords and Bing Ads at the earliest to coincide with seasonal days.

Plan your Mobile engagement strategy. Optimize your every campaign for mobile, with mobile PLAs, a mobile website, and accurate device tracking set up in your analytics. In case you have an app then planning an app engagement campaign within your brand campaign can increase your conversions. Native Social Media Ads are important for Targeting Mobile users. Mobile App Promotion Ads can get your app installed and downloaded before the start of the holiday season.

Develop content marketing and promotion initiatives as early as mid-October and launch content systematically during the downtime between holidays, instead of only in limited windows around the holidays themselves. Follow up your content marketing with Remarketing and Retargeting campaigns.

Create holiday-optimized content, including an infographic or holiday gift guide, hosted on a website page instead of a blog, and leave it on the main site navigation until launch in order to get indexed in Google and start building equity as early as possible. This could improve CTR for holiday related terms.

Embark on a campaign of social network posting about holiday gift guides, sales, wish lists, and other promotions as early as October but no later than the beginning of November; budget for paid/promoted social posts to increase visibility and audience reach, especially in the run-up to Thanksgiving.

Set up a new email promotion workflow specifically for the holiday season based on what holiday products, promotions, or categories a user visits on your site.

Personalize your promotions, in particular, mobile, social and email promotions; tailor specific offers to customers’ needs to increase CTRs and conversions and turn mobile, email and social channels into huge revenue generators. Look for the mobile moments that are right for promoting your offers with push messaging campaigns. Create a Follow through marketing plan to optimize ROI from your campaigns, by analyzing reasons for cart abandons and setting a remarketing or an email marketing campaign.