Now that the holidays are here, businesses are getting ready to have a solid year-end. Over the next month or so, there will be a lot of spending, so it’s essential to have a plan for getting to your customers and prospects before your competitors do. Here at BFO, we’ve compiled some valuable tips and strategies to help you make the most of the time you have to launch your holiday marketing campaign.
When coming up with holiday campaign concepts, it’s easy to forget about the ad copy. While the site design has a role, it is the copy that ultimately attracts visitors to your site.
To get excellent ad copy:
Remember to perform A/B tests to check what resonates better with the customer.
Ad extensions are extra pieces of information that Google will add to the main body of your text ad. They include:
In today’s competitive internet market, ad extensions help push your competitors down on search engine result pages.
With audience targeting, you can be more specific about who sees your ads. The Google Ads Editor lets you download, view, and assign audiences that have already been made. Depending on the type of campaign, you can target audiences based on the following:
With demographic targeting, you can reach a particular group of people based on their age, gender, household income, and whether they have children, for example.
Google Ad’s device targeting feature lets you control which ads appear on which gadgets. With this feature, you can make desktop-only ad groups, mobile-only campaigns, and tablet-only ad variations. Most people shop on their phones, so remember to make your ads mobile-friendly.
This feature allows you to reach out to users based on their passions, habits, and interests. Check on Google Analytics, and you might find that there are audiences that you didn’t know used your products.
First-party data is information collected directly from users. You can use information from emails or Google Analytics to segment your audience.
This feature allows you to reach people who have already engaged with your company’s products and services in the past.
When you advertise to a “lookalike audience,” you reach out to people similar to your current customers. Google Ads allows you to create audiences based on the following:
Pro Tip: Create audiences early before you need them, as they can take time to build. The only cost to creating audiences is time, so take a moment and make a few audiences based on your site.
Custom audiences in Google Ads allow you to reach your ideal audience by entering relevant keywords, URLs, and apps. URLs can include yours as well as your competitors’. Create custom audiences based on interest, purchase, intent, and app usage. Don’t be afraid to get creative.
Google doesn’t force you to create separate audiences; instead, you can target more than one audience with the same campaign. Bid up or down based on demographics, geo, day of the week, time of day, income, parental status, and more.
“Ad format” describes the appearance and placement of ads within different apps. There are a variety of ad formats to choose from, and each ad format specializes in displaying specific types of ads.
With Google Display Network targeting, you can choose when and where your ad will appear depending on demographic information about your target customers and the topics they are most interested in.
Google Discovery ads are personalized, eye-catching ads that show up in Google’s feeds on the YouTube, Google, and Gmail apps. They are meant to reach people when they are open to learning about new products and services.
When you do a Google search that sounds like you’re looking for a specific product, shopping ads will show up at the top of the page with the search results. The ads describe the product in detail, including its features, benefits, price, where to get it, and a photo of the item.
With Facebook and Instagram ads, you can target users browsing their feeds. Remember to use your first-party data and lookalike audiences.
Pro Tip: Lookalike audiences typically outperform interest targets in Facebook ads and will never disappear overnight.
Google Ads can only provide you with helpful information if it can track all the pages on your website. Audit all sources, like Google Analytics, the cash register, and the point of sale machine, to make sure the tracking is accurate. Also, remember to use multiple machines and browsers. Finally, do the math and know the averages, then document them.
Some important things to remember this holiday season:
Remember that if your ads are disapproved, you can submit a request for review via Google Support. When your request is not approved, you must wait 48 hours before re-submitting it.
To be successful this holiday season, you need to know what content marketing strategy will work best for your business. And we must admit, it makes all the difference to work with the right team.
When it comes to data analysis, Be Found Online has you covered. With our personalized service, you can be sure that your digital marketing efforts will be ahead of the curve and always produce impressive results. Get in touch with us today to learn how to perfect your holiday campaign.