Valentine's Day - Ads

It is important to separate your keywords into specific ad groups tailored to different Valentine customers. Things to consider are:
  • Men: Create specific ads for male customers, stressing the ease and speed with which they can shop. If you sell lingerie and provide easy sizing guides or tips, make this known within your ad copy. Lingerie sales are expected to be down this year, in part due to falling prices but perhaps also because of the potential "risk" of the purchase. Overall, make it as easy as possible for men to get it right!
  • Women: Popular presents could include accessories (wallets, scarves, cuff links), underwear and jewellery. In the main, women are less last-minute, so a good returns policy or delivery deal may be more appealing.
  • Last-Minute Shoppers: If you have next-day delivery, make sure this is prominently displayed in the ad. If delivery is free, make it even more pronounced, and if you are able to deliver to multiple addresses (e.g. home or office), make this known too. Include last delivery dates in your ad, and reassure the customer that you will deliver by 14th, if you are able to. Other reassuring messages can help customers find you more easily (e.g. "Forgotten Valentine's Day? / Don't Worry! 100s of gift ideas online")
  • Flowers: Special deals, delivery discounts and flexibility are often the most important part of any ad, but it's worth also mentioning the quality and freshness of flowers, as well as range. Make sure your rose keywords are in a separate ad group, with highly tailored ads (trial at least three), and if you have any special deals (e.g. "Spend £30 - free chocolates"), these must be mentioned. It seems obvious, but the facility to write a "personalised message" with your flowers may also appeal.
  • Manage Budgets Effectively: Use last year's results and industry predictions to estimate peak buying times for your products. Ad-scheduling could help you fine-tune efficiency levels and help you deal most effectively with seasonal hikes in traffic. Last year, for example, searches for "flowers" on Google started to rise dramatically on 11th February, peaking on 12th, but not really tailing off until the end of the day on 14th Finally, separate high-performing keywords into tailored ad groups and manage this budget separately.
Posted by Emily Whitchurch – Retail, Google UK

Monday, 14 January 2008 at 07:58