Maximising Father’s Day Opportunities

Make the most of ‘Father’s Day’ seasonal traffic peaks

June 15th is Father’s Day, a day to celebrate not only Dads but all men who have acted as father figures in our lives, whether as Stepfathers, Uncles, Grandfathers or “Big Brothers.”

Shoppers in the UK plan further ahead for Father’s Day than other occasions such as Valentine's or Mother’s Day. Capture this valuable surge in online spending by ensuring your campaigns are fully optimised. You may also wish to create a specific Father’s Day campaign or create a site targeted campaign to directly target this seasonal traffic.

-Build a campaign strategy that speaks both to the gift buyers as well as the Dads themselves.

Many Dads will receive gifts that they have asked for directly or hinted at & many will receive gift cards to spend as they please. Use your AdWords ad to influence the gift receivers by including special Father’s Day offers & discounts in your ad text. Use call to action phrases such as ‘Buy Online’, ‘Buy Now’ or ‘View Our Range’.

Target gift givers by highlighting your product or service & who it might be geared to. What kind of dad is he? A gadget-lover? An outdoorsman? A sports enthusiast? Use affinities that describe dad for the products you carry.

-Create ad text that sets you apart from your competitors.

Use price points (Gifts under £X) in your ad text to attract online shoppers. Test out attention grabbing statements such as ‘Find the Perfect Gift’ or ‘Ideal Gifts for Father’s Day. Take advantage of our ad text bolding feature by including your keyword in the title of your ad. Ensure special offers promoted in your AdWords ad are clear & prominent on your landing page. It is also a good idea to make it easier to shop by directing users to suggested items that make great gifts for Dad.

- Include seasonal specific keywords.

Run on Father’s Day specific keywords such as ‘Father’s Day Gifts’ or ‘Presents for Dad’ in your campaigns. Also include other relevant Father’s Day targets with keywords such as ‘Gifts for Grandfather’, ‘Godfather Presents’ or ‘Childs Fathers Day Gift’.

- Run Content Campaigns with Father’s Day terms.

Father’s Day related search terms can be expensive. Running these seasonal terms in a content campaign can be a cost-effective way to drive traffic. Content campaigns are also a great way to target users who are researching gift ideas.

- Consider a last minute push before Father’s Day.

Highlight fast and efficient delivery. Target last minute shoppers hoping to avoid queues by including guarantees of fast, efficient delivery such as 'Free Delivery', 'Next Day Delivery', '24hr Delivery' or 'Guaranteed Delivery Time'.

Convey urgency – Remind shoppers there is still time to get the perfect Father’s Day gift.

If you have physical stores, supplementing online marketing efforts with offline campaigns such as audio and print can also be highly effective.

“Fatherhood is pretending the present you love most is soap-on-a-rope”. ~ Bill Cosby

Thursday, 8 May 2008 at 07:00