Holiday SEM Tips – Week 2
Now that the biggest shopping day of the year is well underway, we’ve rounded up our list of recent insights from our search leaders to help you navigate through the keywords, remarketing and higher bids considerations of Black Friday, Cyber Monday and the rest of the holiday shopping season.
Tip #4: Implement a strategic remarketing strategy. Did a customer on your email list receive a communication showcasing a specific holiday product? Follow up by featuring this same product through targeted display ads.
Tip #5: Your highest performing products and seasonal gifts may be more effective in a separate campaign with an accelerated delivery method. Reallocating these products into a subsequent campaign that supports higher budgets and bids will drive your ROI.
Tip # 6: Is “free shipping” included in your list of top keywords? This phrase was among the most popular search terms on Black Friday and Cyber Monday in 2012.
Tip # 7: Prepare feeds & keywords specifically for Cyber Monday. Recently, shoppers have shown altered search behaviors on this day in search of the best deals. The attribute for promotional text in Google’s Merchant Center can help you relay your product promotions effectively.
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