A Sleighful of Chocolate and Candies For Last-Minute Gifts and Shopping



choccandyRecipes are all the rage this Holiday Season, however, Chocolate is the leading Search Term in Shopping category. For the Food and Drink category, Recipes, Chocolate Candies, Candies, Cookies and Chocolate are correlated. For Mass Merchant and Department Stores Category, bench-marking the search terms to Category shows positive trend for Chocolate and Candy (Search terms), where as the correlation is negative for Recipes, Cookies and Cake, showing clear segmentation for Gift purchases for Chocolate and Candy.


Key Takeaways 

To get your Holiday Gift Shopper’s attention for Candies in Mass Merchant category, it is important to engage audiences with Candy themed Brand content and optimize the campaign for “Candies” or “Candy” Search Keyword click-share in the category. Google now features an image recommendation in search results, prioritizing brand content optimized with related searches.


Chocolatiers and Candy Marketers with a Gifts focused strategy are leading the Search trends in Food and Drinks category. Chocolate Candies and Cookies are over-indexing Food and Drinks searches.


Candy retailers with a Gifts focused strategy have created social media buzz with content that is targeted at gift shoppers as can be seen from See’s Candies Facebook Post below. Though the buyer journey for Gift buyers during the holiday season may differ for segments, Content Marketing optimized with search keywords can get you results from your SEO.



Rocky Mountain Chocolate Factory, has a Gifts Focused strategy and is seen to be trending in December according to Google trends.


Optimize Content and Products that are right for the campaign. If you are targeting Gift Shoppers for Shopping category then Brand Content that is most likely to engage the segment is the one that is Chocolate linked. Create exclusive Brand Content that features keywords that are likely to feature in the search intent for Chocolate such as peppermint, mocha.
Walmart has identified a clear niche segment of Holiday Shoppers targeting the audience with Sweet-themed campaign. The most intersting addition is Star Wars merchandise that is available in Gifts Under USD 10.




Shipping makes for an important part of Gifting, and engaging Gift Shoppers requires a clear shipping strategy.


Build interest in the category and your products earlier in the season with a Sweepstakes contest or a price-off as can be seen in See’s Candies post with a time-bound offer that was available till 12th December. The Sweepstakes was a weekly contest with winners announced every week.

enhanced-buzz-10984-1449606761-19Recipes is the most searched term in the Food and Drink Category. Cookies are more popular than chocolate.

Chocolate is also the most searched term for Shopping category. For brands targeting Audiences for in-home entertainment, Recipes, Cookies and Chocolate are most searched terms. Brand Content optimized with Keywords such a Chocolate and Cookies is most likely to feature in the shoppers’ feed.





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 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.




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.