Rockin’ around the holiday trends
Create a concrete plan for attacking the retail season, taking the well-known shopping days for your market, such as Boxing Day, into account. Use tools such as Yahoo!’s Buzz Index (http://buzzlog.buzz.yahoo.com) to figure out what people are searching for when building out your holiday-specific keyword list.
Have yourself a holiday campaign
Set up distinct campaigns for the holiday season. Schedule your ads around your holiday specials and target the right geographies and demographics. Make sure to review all of your bids, increasing and lowering bids based on their relative value during the holidays.
Fa-la-la-la-landing pages and ad copy
Write holiday-specific ads with as much detail as possible. Sales, special offers, and free shipping are sure-fire ways to attract potential buyers. Furthermore, select appropriate landing pages. If someone has searched for a specific product, clicking should take them to the page with a photo, price, and most importantly, instructions on how to buy it and when it must be purchased to arrive on time.
Is your business not doing Paid Search?
In 2008, Canadian businesses, large and small, spent $602 million on Paid Search. That’s 37% of all Online advertising spend! Here’s why:
- 20% of Canadian searchers are conducting more than five searches a day, and 60% of searchers are using more than one search engine to fill that search need.
- 80% of Canadians use the Internet to get detailed product information, and almost as many claimed to use a search engine to research their purchases.