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9 Tips to A Most Jolly
Holiday Selling Season Are
You Ready?
As the weather turns cooler, days shorter and leaves more colorful, it's a
reminder that we're entering the early stages of the upcoming holiday season.
If you haven't started laying out your holiday strategies yet, you'd better jump
on the sleigh quickly, 'cause the reindeer are getting antsy to leave.
According
to a study by comScore, non-travel holiday season online sales increased 25% from 2004
to 2005. The key to getting Saint Nick to fill his bags full of your products
lies in a combination of a solid understanding of your customer/prospect, sound
web marketing execution and a strong reliance on your web analytics to guide
your decision-making.
If you do any pay-per-click marketing, you can
soon expect the competition for holiday shoppers to heat up, likely requiring
a higher average cost per click to attract qualified visitors.
To keep your overall cost per order/lead from also
increasing here are 9 Holiday marketing tips, 1 from each of Santa's reindeer:
1.
Include holiday-related keywords - Dasher
reminds us to not forget to expand our keyword listing with holiday references such as "gift", "holiday", and
"presents" in your ad title. Also, take this opportunity to
review your negative keyword list - you don't want to be spending your precious
holiday marketing budget on unqualified visitors.
2.
Ensure consistency between your holiday keywords, ad title and ad creative
- Dancer suggests that as you add new holiday keywords, be sure your ad title
and ad descriptions are also in-synch with those keywords. Setup separate
AdGroups for this new subset of keywords so you can tailor your ads specifically
to these new keywords.
In
addition, look at last year's ad performance reports for clues on what creative
returned the highest profit on your click charges.
3.
Create landing pages that flow from your ad creative
- Prancer wants us to be sure to create unique landing pages for the new
holiday-themed keywords we're bidding on. And remember that these
visitors may be looking to buy gifts for others and therefore less product
savvy than your typical buyer.
It's important to recognize that, in general,
broader search terms, like "digital cameras" suggest the visitor may
be in the information gathering mode, while specific keyword phrases such as,
"Canon PowerShot A620" are more likely to reflect a visitor who's
further along in the buying cycle. For best conversion, tailor your
landing pages based on where you believe the visitor is in the buying cycle.
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