Five Ways To Create Content For Retargeting

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Creating Content for engaging and retargeting The Holiday Shopper, can make all the difference to your campaign performance, from generating awareness to increasing conversions.  As you have a large set of audience that may have visited your brand’s site, you may choose to select a sub-segment for retargeting depending on your campaign objective. To know more about Best Practices For Cross-Device Mobile Retargeting, Click here.

Here are five ways to create content for retargeting audiences during the Holiday Season.

Content With Purpose

Walmart’s content for Holiday Season with ideas that can be navigated to from the main menu focuses on making holiday entertainment moments rewarding for engaged content users with tips and tricks, that mark the holiday season celebrations. One of the Features posted on Walmart’s Celebrations planning section, is tips on setting a Hot Chocolate Bar.

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Among other recipe ideas Walmart’s site allows for user reviews that users can browse through for inspiration. The ideas for cup-cake recipes  have a featured section with recommended recipes that helps users browse through other recipes of interest.
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For customers who are looking at gifts for holidays can pick one of the designed cards for Christmas, that adds to the Party Fun.

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Walmart’s content  has been designed to give a seamless experience for users who are looking at planning and entertaining. With a clear content strategy Walmart has engaged segments of Gift shoppers as well as those that entertain at home.

Takeaway: Create content that will answer search queries for all segments of Holiday Shoppers. In the content experience created by Walmart, audiences that are from different segments, right from Gift shoppers to those planning holiday parties are likely to discover content options.

Advertising:  Google’s  RLSA can help you promote your content for engaging the users that have browsed your retail site, but have not purchased. For Cart abandons, targeting audiences with content campaigns based on intent or behavioral signals can repurpose content for relevant search queries.

  • intent: user intent as expressed by the search term entered into the Google Search engine
  • behavioral signal: a previous visit to your website is generally a strong signal that the user is more likely to convert on your site than a searcher who has not yet visited your site

Google’s Text messaging can help you reach audiences that may have looked up your offers and deals for special promotions,targeting them with a text messaging campaign to sign up for content updates can turn them into repeat visitors.

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Content That Generates Interest

Know how your audiences are discovering content and promote your content with posts featured for those publishers. The Huffington Post, features deals for Star Wars fans with links to the sites where audiences are most likely to find the merchandise, with links to the landing page. In the example of the image below, Sphero – BB 8, customers can find the Star Wars merchandise at Best Buy or Sphero.com. The post features the two options, where users can decide on the

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Takeaway: Publisher content that your users are most likely to be looking for can feature brand content such as reviews that can help you upsell or convert .

Advertising:  Facebook’s  Social Media Posts from publishers provide a greater reach and obtain a higher number of viral impressions. Update the product Landing page with user-generated content that audiences are most likely to share.

Content That Is Suitable

The Cheesecake Factory posts remind audiences about relevance of  Desserts for the holiday menu.

The promotion on Gift card, engages audience with rewards that are extended post the holiday season.  For every $25 in gift cards purchased audiences receive a complimentary slice of cheesecake.

Takeaway : Create content that will answer a specific query within a context. In the content experience created by The Cheesecake Factory, audiences shopping for Dessert options, are,most likely to be looking for Dessert recipe ideas. Promoting recipe ideas sequentially can help engage audiences who have earlier visited your site for Holiday Season offers.

Advertising:  Facebook’s Promoted Posts and Twitter’s Promoted Tweets as well as Facebook offers can be used to promote the offer during the holiday season. Update the Offer Landing page with content that audiences are most likely to share.

Content That Is Snackable

As important as it is to make appealing and engaging content for gaining shares, Content that is snackable is most likely to be acted upon. The Yahoo Food post below gives Cookie Hacks that are presented in a visually engaging format which is more likely to be viewed. With video providing the entire experience in one go, audiences looking for answers or further information will visit the brand site. Engaged audiences that have gained information required are most likely to complete the purchase.

 

Takeaway : Creating Snackable content not only answers a query within a context, but helps audiences decide with relevant information.

Advertising : Formats that engage users with an engaging tagline can help you get the winning content piece. Start with how the content helps your audience. Use the advertising format on Social Networks that is appropriate for promoting your post.

Content That Provides Value

Macy’s Gift Guide features Today’s Top Gift that lets users choose the option that provides better value for special occasions.

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Takeaway : Creating offers-led content can re-engage users who may have looked for gifts earlier. Segmenting your users based on past purchase behavior can help you promote the content at the right time.

Advertising : Timing Matters. If Your customers convert at a later stage, promote posts and Shopping Campaigns with offers and deals when they are most likely to click-through and convert.

 

 

 

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

For Targeting Last-Minute shoppers Facebook has rolled out an anonymous target group that lets you advertise on Facebook and Instagram. According to Marketing Land, ” The social network is rolling out a new ad-targeting segment to enable brands to zero in on people who are highly engaged with content related to holiday shopping. The segment, which will run from Thanksgiving through New Year’s Day, can be used on any ad format on either network. Facebook will pull together the audience by sniffing out holiday-related keywords in posts that people publish and posts they like, comment on and share. Like all Facebook targeting, the audience is aggregated and anonymized.”  Use Social media posts to engage last-minute shoppers.

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 for different occasions.

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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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True View Shopping Campaign and Video Content Optimization

As shared by Google Insights, 26 percent Gift Shoppers say online videos are their go-to source for gift ideas, and 32 percent of shoppers say they plan to use online video more this year for holiday purchases. Additionally, people in the U.S. are spending nearly twice as much time watching fashion and apparel shopping videos this year over last. 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. have 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.

Retail Marketing Trends For Your Cyber Monday Campaign

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As Retail Digital marketing strategy for your  business evolves with better personalization and omni-channel marketing, newer challenges emerge for Retail Brands to tackle shopping cart abandons with a focus on improved ROI from Holiday Season campaigns.

Based on past eTail research, cart abandon results in an average loss of 13 percent of all revenue during the holiday season, and it continues to be a major issue throughout the year.

Some of the tactics suggested by a Study conducted by Sail Thru, SOASTA and Criteo for retail marketing experts from diverse categories, including apparel, beauty, consumer electronics, home furnishings, books, music, and department stores include tackling omni-channel marketing with a Mobile First approach. Personalization and location are seen to be important bringing together content and commerce for an innovative strategy that more brands are starting to adopt. Below are a few essentials for honing your Digital Strategy for Cyber Monday campaign.

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Five Unique Ways For Retargeting With AdWords Campaigns

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Retargeting With Product Listing Ads

Google PLAs are now available with a “Buy Now” option and select retailers can use the option to retarget audiences that have engaged with brand’s advertising by offering a Click-To-Buy option that comes with the newly rolled out Ads.

That ad will lead to a retailer-branded product page hosted by Google, where the shoppers are required to add their payment information that can be used for future transactions.

Google has rolled out a Conversation Search feature that according to the AdWords blog:

“On searches for the top-rated products, such as “Best women’s Nike running shoes,” we’re starting to show newly-designed shopping ads with authoritative rankings and product ratings. The new design is so helpful to those specific users that we’ve seen click-through-rate increases of up to 11 percent for retailers for these queries.Product queries that include “reviews” or “recommendations” are also increasingly common, so we’re showing new product review cards with product ratings and snippets from the most useful reviews from around the web. Finally, shoppers who want to learn more about a product’s features, like the resolution of the camera they’re considering purchasing, may now see a product attribute card with the most relevant information.”

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