Valentine’s day is just around the corner and whether you have already planned your advertising campaigns or not, there is still time to get your AdWords account fully prepared for this busy online shopping period. After the long January wait for payday over, consumers will be ready to loosen their purse strings which mean your ad campaigns need to be ready to capture these shoppers at the moment of purchase.
In 2015, reports suggested that £1.6bn is spent on gifts for Valentine’s day. How did your account perform in last year? And what about the year before that? Explore the data you have sitting in your Google AdWords & Google Analytics account to gain as much insight into which products sold well and when they began to sell. Did a particular ad format work better than the other? Did the landing pages convert visitors into customers? All of this information will be in your account history – you just need to dig it out.
Today’s savvy shoppers like to do their research and shop around. In the same way, that a user would visit multiple shops on the high street before making a purchase, an online shopper will visit a wide range of sources when looking for gift ideas. Take a look at the search I performed below. My search term ‘valentines gifts for her’ has delivered three different types of products from three retailers trying to give the user ideas on what to purchase their significant other. These ads were live in January, a full 3 weeks before Valentine’s day.
Ad extensions are a great way to give your ads more presence and real estate in the search engines. Make sure all key extensions such as site links, callouts, phone number & location is correctly filled out and active. Tailor your site links and callouts with Valentine’s related messaging that will resonate with the end user. Test different versions to catch people at the different stages of the buying process. The more information you can deliver to a visitor in the first instance, the more chance you have of securing that click through to your landing page.
Join us over on Twitter to carry on the discussion. Have you started your 2016 AdWords Valentine’s campaigns already?
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