tag:blogger.com,1999:blog-47480455637671176472024-02-08T08:49:56.225-08:00AdWords Retail Tips BlogAdWords Retail Tips.anonymoushttp://www.blogger.com/profile/17156437948131481359noreply@blogger.comBlogger14125tag:blogger.com,1999:blog-4748045563767117647.post-68526137086184715432009-06-17T09:07:00.000-07:002020-07-16T13:48:35.967-07:00This blog is being replaced!Thanks to everyone who has been a loyal reader of this blog over the past year and a half. We've decided to replace this blog by launching a new retail blog which includes a range of topics relating to the retail industry and not just AdWords related news. Go ahead and check out the new <a href="http://googleretailuk.blogspot.com/">Google Retail UK Blog</a> where you can subscribe and give feedback. We will post to it regularly with news, insights and opinion relating to the retail industry as well as tips on making the most out of our tools. Here is a list of blogs that you might find interesting:<br /><ul><li><a href="http://googleretailuk.blogspot.com/">Google Retail UK Blog</a> - the new blog replacing this one with news, insights and opinion relating to the retail industry (also <a href="http://twitter.com/ukretail">follow us on Twitter</a>!)</li><li><a href="http://insideadwords.blogspot.com/">Inside AdWords</a> - the official Google blog with news and information on Google AdWords</li><li><a href="http://googlebarometer.blogspot.com/">Google Barometer Blog</a> - recently launched, this blog focuses on UK insights, tips and tools for planning marketing campaigns</li><li><a href="http://conversionroom.blogspot.com/">Conversion Room</a> - tips on tracking and improving conversions online</li></ul><br />We hope you'll find some of the above blogs useful. Thanks for your time.<br /><br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://googleretailuk.blogspot.com"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 115px; height: 150px;" src="http://4.bp.blogspot.com/_bGAPqpZ50CA/SjkcHsAiL6I/AAAAAAAAABA/xPljLmdqiXI/s320/AdWords_Retail_Blog_Icon_white.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5348336950877237154" /></a><div style="text-align: center;"><span class="Apple-style-span" style="font-size: small;">Visit the new </span><a href="http://googleretailuk.blogspot.com"><span class="Apple-style-span" style="font-size: small;">Google Retail UK blog</span></a><span class="Apple-style-span" style="font-size: small;">!</span></div><br /><span class="byline-author">Posted by Dom Elliott, Product Marketing Team</span>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-4748045563767117647.post-25862923569885151412009-01-22T08:18:00.000-08:002020-07-16T13:48:35.774-07:00Valentines Day 09 – Use AdWords to Shape your Marketing Strategy <meta equiv="Content-Type" content="text/html; 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<br /><strong></strong><strong><span style="font-family:Georgia;"><o:p></o:p></span></strong></p> <p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-weight: normal;"><o:p> </o:p></span></strong></p> <p class="MsoNormal"><o:p> </o:p></p> <p style="margin: 0in 0in 0.0001pt 0.25in;"><strong><span style="font-weight: normal;"><o:p></o:p></span></strong></p> <p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-weight: normal;"><o:p> </o:p></span></strong></p> <p class="MsoNormal"><o:p> </o:p></p> <meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 11"><meta name="Originator" content="Microsoft Word 11"><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> </w:Compatibility> <w:browserlevel>MicrosoftInternetExplorer4</w:BrowserLevel> </w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:latentstyles deflockedstate="false" latentstylecount="156"> </w:LatentStyles> </xml><![endif]--><style> <!-- /* Font Definitions */ @font-face {font-family:Georgia; panose-1:2 4 5 2 5 4 5 2 3 3; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:647 0 0 0 159 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-parent:""; margin:0in; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman";} p {mso-margin-top-alt:auto; margin-right:0in; mso-margin-bottom-alt:auto; margin-left:0in; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman";} @page Section1 {size:8.5in 11.0in; margin:1.0in 1.25in 1.0in 1.25in; mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.Section1 {page:Section1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} </style> <![endif]--><strong style="font-weight: bold;"><span style="font-family:Georgia;">Tips for maximising on Valentine’s day traffic</span></strong><p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-family:Georgia;">
<br /></span></strong></p> <p style="margin: 0in 0in 0.0001pt;"><o:p> </o:p></p> <p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-weight: normal;font-family:Georgia;" >· </span></strong><strong><span style="font-family:Georgia;">Target key age and gender demographics</span></strong><strong><span style="font-weight: normal;font-family:Georgia;" > with unique Valentine’s Day ad texts, keywords & landing pages</span></strong></p><p style="margin: 0in 0in 0.0001pt;">
<br /><strong><span style="font-weight: normal;font-family:Georgia;" ><o:p></o:p></span></strong></p> <p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-weight: normal;font-family:Georgia;" ><o:p> </o:p></span></strong></p> <p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-weight: normal;font-family:Georgia;" >· </span></strong><strong><span style="font-family:Georgia;">Launch your campaigns early</span></strong><strong><span style="font-weight: normal;font-family:Georgia;" > to meet increased search traffic by mid-January and don’t forget the last minute shoppers.</span></strong></p><p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-weight: normal;font-family:Georgia;" >
<br /></span></strong></p> <p style="margin: 0in 0in 0.0001pt;"><o:p> </o:p></p> <p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-weight: normal;font-family:Georgia;" >· Add both </span></strong><strong><span style="font-family:Georgia;">branded & non-branded keywords</span></strong><strong><span style="font-weight: normal;font-family:Georgia;" >.</span></strong></p><p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-weight: normal;font-family:Georgia;" >
<br /></span></strong></p> <p style="margin: 0in 0in 0.0001pt;"><o:p> </o:p></p> <p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-weight: normal;font-family:Georgia;" >· Use </span></strong><strong><span style="font-family:Georgia;">Google insights for search</span></strong><strong><span style="font-weight: normal;font-family:Georgia;" > to investigate your own product categories to see what searchers are interested in</span></strong></p><p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-weight: normal;font-family:Georgia;" >
<br /></span></strong></p> <p style="margin: 0in 0in 0.0001pt;"><o:p> </o:p></p> <p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-weight: normal;font-family:Georgia;" >· Expand keyword lists using the </span></strong><strong><span style="font-family:Georgia;">Search-Based Keyword Tool</span></strong></p><p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-family:Georgia;">
<br /></span></strong></p> <p style="margin: 0in 0in 0.0001pt;"><o:p> </o:p></p> <p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-weight: normal;font-family:Georgia;" >· Use the </span></strong><strong><span style="font-family:Georgia;">Google Content Network</span></strong><strong><span style="font-weight: normal;font-family:Georgia;" > to reach your target demographic and complement your search campaigns</span></strong></p><p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-weight: normal;font-family:Georgia;" >
<br /></span></strong></p> <p style="margin: 0in 0in 0.0001pt;"><o:p> </o:p></p> <p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-weight: normal;font-family:Georgia;" >· Consider placing your </span></strong><strong><span style="font-family:Georgia;">Content ads</span></strong><strong><span style="font-weight: normal;font-family:Georgia;" > on complementary sites; remember to target gifts for women on men’s sites and vice versa</span></strong></p><p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-weight: normal;font-family:Georgia;" >
<br /></span></strong></p> <p style="margin: 0in 0in 0.0001pt;"><o:p> </o:p></p> <p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-weight: normal;font-family:Georgia;" >· Use </span></strong><strong><span style="font-family:Georgia;">Display Ad Builder</span></strong><strong><span style="font-weight: normal;font-family:Georgia;" > to easily create image ads</span></strong></p><p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-weight: normal;font-family:Georgia;" >
<br /></span></strong></p> <p style="margin: 0in 0in 0.0001pt;"><o:p> </o:p></p> <p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-weight: normal;font-family:Georgia;" >· Set </span></strong><strong><span style="font-family:Georgia;">appropriate CPCs and competitive budgets</span></strong><strong><span style="font-weight: normal;font-family:Georgia;" > to anticipate increased traffic</span></strong><o:p></o:p></p>
<br /><span class="byline-author">
<br />Posted by Arlene Helbert - AdWords Optimisation Specialist
<br /></span>Arlene Helberthttp://www.blogger.com/profile/03793499300195418934noreply@blogger.comtag:blogger.com,1999:blog-4748045563767117647.post-21634835914502892472009-01-02T02:47:00.000-08:002020-07-16T13:48:35.646-07:00The New Year starts early for online shoppers in the days following Christmas<meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 11"><meta name="Originator" content="Microsoft Word 11"><link rel="File-List" href="file:///C:%5CDOCUME%7E1%5Carlene%5CLOCALS%7E1%5CTemp%5Cmsohtml1%5C01%5Cclip_filelist.xml"><o:smarttagtype namespaceuri="urn:schemas-microsoft-com:office:smarttags" name="country-region"></o:smarttagtype><o:smarttagtype namespaceuri="urn:schemas-microsoft-com:office:smarttags" name="place"></o:smarttagtype><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> </w:Compatibility> <w:browserlevel>MicrosoftInternetExplorer4</w:BrowserLevel> </w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:latentstyles deflockedstate="false" latentstylecount="156"> </w:LatentStyles> </xml><![endif]--><!--[if !mso]><object classid="clsid:38481807-CA0E-42D2-BF39-B33AF135CC4D" id="ieooui"></object> <style> st1\:*{behavior:url(#ieooui) } </style> <![endif]--><style> <!-- /* Font Definitions */ @font-face {font-family:TradeGothic; panose-1:0 0 0 0 0 0 0 0 0 0; mso-font-charset:0; mso-generic-font-family:auto; mso-font-format:other; mso-font-pitch:auto; mso-font-signature:3 0 0 0 1 0;} @font-face {font-family:TradeGothic-BoldTwo; panose-1:0 0 0 0 0 0 0 0 0 0; mso-font-charset:0; mso-generic-font-family:auto; mso-font-format:other; mso-font-pitch:auto; mso-font-signature:3 0 0 0 1 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-parent:""; margin:0in; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman";} a:link, span.MsoHyperlink {color:blue; text-decoration:underline; text-underline:single;} a:visited, span.MsoHyperlinkFollowed {color:purple; text-decoration:underline; text-underline:single;} @page Section1 {size:8.5in 11.0in; margin:1.0in 1.25in 1.0in 1.25in; mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.Section1 {page:Section1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} </style> <![endif]--><p class="MsoNormal" style=""><b><span style="color: rgb(64, 64, 64);font-family:TradeGothic-BoldTwo;font-size:10;" ><span style=";font-family:times new roman;font-size:100%;" ><a href="http://adwords.google.co.uk/support/"></a></span><o:p></o:p></span></b></p> <meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 11"><meta name="Originator" content="Microsoft Word 11"><link rel="File-List" href="file:///C:%5CDOCUME%7E1%5Carlene%5CLOCALS%7E1%5CTemp%5Cmsohtml1%5C01%5Cclip_filelist.xml"><o:smarttagtype namespaceuri="urn:schemas-microsoft-com:office:smarttags" name="country-region"></o:smarttagtype><o:smarttagtype namespaceuri="urn:schemas-microsoft-com:office:smarttags" name="place"></o:smarttagtype><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> </w:Compatibility> <w:browserlevel>MicrosoftInternetExplorer4</w:BrowserLevel> </w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:latentstyles deflockedstate="false" latentstylecount="156"> </w:LatentStyles> </xml><![endif]--><!--[if !mso]><object classid="clsid:38481807-CA0E-42D2-BF39-B33AF135CC4D" id="ieooui"></object> <style> st1\:*{behavior:url(#ieooui) } </style> <![endif]--><style> <!-- /* Font Definitions */ @font-face {font-family:TradeGothic; panose-1:0 0 0 0 0 0 0 0 0 0; mso-font-charset:0; mso-generic-font-family:auto; mso-font-format:other; mso-font-pitch:auto; mso-font-signature:3 0 0 0 1 0;} @font-face {font-family:Georgia; panose-1:2 4 5 2 5 4 5 2 3 3; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:647 0 0 0 159 0;} @font-face {font-family:TradeGothic-BoldTwo; panose-1:0 0 0 0 0 0 0 0 0 0; mso-font-charset:0; mso-generic-font-family:auto; mso-font-format:other; mso-font-pitch:auto; mso-font-signature:3 0 0 0 1 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-parent:""; margin:0in; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman";} a:link, span.MsoHyperlink {color:blue; text-decoration:underline; text-underline:single;} a:visited, span.MsoHyperlinkFollowed {color:purple; text-decoration:underline; text-underline:single;} @page Section1 {size:8.5in 11.0in; margin:1.0in 1.25in 1.0in 1.25in; mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.Section1 {page:Section1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} </style> <![endif]--> <p class="MsoNormal" style=""><b style=""><span style="font-family:Georgia;">The December shopping peak continues and increases after Christmas</span></b></p><p class="MsoNormal" style="">
<br /><b style=""><span style="font-family:Georgia;"><o:p></o:p></span></b></p> <p class="MsoNormal" style=""><span style="color: rgb(0, 138, 255);font-family:TradeGothic;font-size:10;" ><o:p> </o:p></span></p> <p class="MsoNormal" style=""><st1:country-region st="on"><st1:place st="on"><span style="color: rgb(64, 64, 64);">UK</span></st1:place></st1:country-region><span style="color: rgb(64, 64, 64);"> shoppers aren’t prepared to wait until the New Year’s January Sales to start<o:p></o:p></span></p> <p class="MsoNormal" style=""><span style="color: rgb(64, 64, 64);">spending again.</span></p><p class="MsoNormal" style="">
<br /><span style="color: rgb(64, 64, 64);"><o:p></o:p></span></p> <p class="MsoNormal" style=""><span style="color: rgb(64, 64, 64);"><o:p> </o:p></span></p> <p class="MsoNormal" style=""><span style="color: rgb(64, 64, 64);">Research shows that search activity on apparel jumps in the days immediately after<o:p></o:p></span></p> <p class="MsoNormal" style=""><span style="color: rgb(64, 64, 64);">Christmas, as shoppers head online to search for early bargains in the sales and to<o:p></o:p></span></p> <p class="MsoNormal" style=""><span style="color: rgb(64, 64, 64);">look for accessories for gifts which they received.<o:p></o:p></span></p> <p class="MsoNormal" style=""><span style="color: rgb(64, 64, 64);font-family:TradeGothic;font-size:10;" ><o:p> </o:p></span></p> <p class="MsoNormal" style=""><span style="color: rgb(64, 64, 64);">Make sure you don’t miss out on the opportunity to finish 2008 and start 2009 on a positive note.</span></p><p class="MsoNormal" style="">
<br /><span style="color: rgb(64, 64, 64);"><o:p></o:p></span></p> <p class="MsoNormal" style=""><span style="color: rgb(64, 64, 64);font-family:TradeGothic;font-size:10;" ><o:p> </o:p></span></p> <p class="MsoNormal" style=""><b style=""><span style="font-family:Georgia;">Our advice<o:p></o:p></span></b></p> <p class="MsoNormal" style=""><span style="color: rgb(64, 64, 64);">• Make sure your campaigns stay active.<o:p></o:p></span></p> <p class="MsoNormal" style=""><span style="color: rgb(64, 64, 64);">• Consider raising your budgets or CPCs to ensure you have enough exposure<o:p></o:p></span></p> <p class="MsoNormal" style=""><span style="color: rgb(64, 64, 64);">for this increased demand.<o:p></o:p></span></p> <p class="MsoNormal" style=""><span style="color: rgb(64, 64, 64);">• Set up special ad texts for the time period – for example, calling out any<o:p></o:p></span></p> <p class="MsoNormal" style=""><span style="color: rgb(64, 64, 64);">special offers you might have at this time.</span></p><p class="MsoNormal" style="">
<br /><span style="color: rgb(64, 64, 64);"><o:p></o:p></span></p> <p class="MsoNormal" style=""><span style="color: rgb(64, 64, 64);"><o:p> </o:p></span></p> <p class="MsoNormal" style=""><b style=""><span style="font-family:Georgia;">Find out more<o:p></o:p></span></b></p> <p class="MsoNormal" style=""><span style="color: rgb(64, 64, 64);">For more advice and information, remember you can always visit the <b>AdWords Help<o:p></o:p></b></span></p> <p class="MsoNormal" style=""><b><span style="color: rgb(64, 64, 64);">Center </span></b><span style="color: rgb(64, 64, 64);">at <b><a href="http://adwords.google.co.uk/support/">http://adwords.google.co.uk/support/</a></b></span></p><p class="MsoNormal" style="">
<br /><span style="color: rgb(64, 64, 64);"><b><o:p></o:p></b></span></p> <p class="MsoNormal" style=""><b><span style="color: rgb(64, 64, 64);font-family:TradeGothic-BoldTwo;font-size:10;" ><o:p> </o:p></span></b></p> <p class="MsoNormal" style=""><b><span style="color: rgb(64, 64, 64);font-family:TradeGothic-BoldTwo;font-size:10;" ><o:p> </o:p></span></b></p> <span class="byline-author">Posted by Arlene Helbert - Optimisation Specialist
<br /></span>Arlene Helberthttp://www.blogger.com/profile/03793499300195418934noreply@blogger.comtag:blogger.com,1999:blog-4748045563767117647.post-89947211393807298272008-12-15T02:51:00.000-08:002020-07-16T13:48:36.287-07:00Christmas 2008 – Getting the Most from AdWords<meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 11"><meta name="Originator" content="Microsoft Word 11"><link rel="File-List" href="file:///C:%5CDOCUME%7E1%5Carlene%5CLOCALS%7E1%5CTemp%5Cmsohtml1%5C01%5Cclip_filelist.xml"><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> </w:Compatibility> <w:browserlevel>MicrosoftInternetExplorer4</w:BrowserLevel> </w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:latentstyles deflockedstate="false" latentstylecount="156"> </w:LatentStyles> </xml><![endif]--><style> <!-- /* Font Definitions */ @font-face {font-family:Georgia; panose-1:2 4 5 2 5 4 5 2 3 3; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:647 0 0 0 159 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-parent:""; margin:0in; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman";} h3 {mso-margin-top-alt:auto; margin-right:0in; mso-margin-bottom-alt:auto; margin-left:0in; mso-pagination:widow-orphan; mso-outline-level:3; font-size:13.5pt; font-family:"Times New Roman";} @page Section1 {size:8.5in 11.0in; margin:1.0in 1.25in 1.0in 1.25in; mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.Section1 {page:Section1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} </style> <![endif]--><span style="font-weight: bold;font-family:Georgia;font-size:100%;" >Ensure your Campaigns are fully optimised:<o:p></o:p></span> <span style="font-size:100%;">
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<br /></span><meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 11"><meta name="Originator" content="Microsoft Word 11"><link rel="File-List" href="file:///C:%5CDOCUME%7E1%5Carlene%5CLOCALS%7E1%5CTemp%5Cmsohtml1%5C01%5Cclip_filelist.xml"><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> </w:Compatibility> <w:browserlevel>MicrosoftInternetExplorer4</w:BrowserLevel> </w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:latentstyles deflockedstate="false" latentstylecount="156"> </w:LatentStyles> </xml><![endif]--><style> <!-- /* Font Definitions */ @font-face {font-family:Georgia; panose-1:2 4 5 2 5 4 5 2 3 3; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:647 0 0 0 159 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-parent:""; margin:0in; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman";} h3 {mso-margin-top-alt:auto; margin-right:0in; mso-margin-bottom-alt:auto; margin-left:0in; mso-pagination:widow-orphan; mso-outline-level:3; font-size:13.5pt; font-family:"Times New Roman";} span.nfakpe {mso-style-name:nfakpe;} @page Section1 {size:8.5in 11.0in; margin:1.0in 1.25in 1.0in 1.25in; mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.Section1 {page:Section1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} </style> <![endif]--><span class="nfakpe" style="font-size:100%;"><span style="font-weight: normal;">-Plan ahead & allocate sufficient budget to capture the sudden increase in traffic.<o:p></o:p></span></span><span class="nfakpe" style="font-size:100%;"><span style="font-weight: normal;">
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<br />-Ensure all your products are covered to capture maximum traffic.<o:p></o:p></span></span><span class="nfakpe" style="font-size:100%;"><span style="font-weight: normal;">
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<br />-Be prepared to increase maximum CPCs at a time of increased auction intensity.<o:p></o:p></span></span><span class="nfakpe" style="font-size:100%;"><span style="font-weight: normal;">
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<br />-Have seasonal keywords & ad texts ready.<o:p></o:p></span></span><span class="nfakpe" style="font-size:100%;"><span style="font-weight: normal;">
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<br />-Ensure your activity continues through to January as searches continue well into the New Year. Have ad text & keywords to promote January sales & offers prepared & ready to go live.<o:p></o:p></span></span><span class="nfakpe" style="font-size:100%;"><span style="font-weight: normal;">
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<br />-Use both search & content for maximum effect.<o:p></o:p></span></span><span class="nfakpe" style="font-size:100%;"><span style="font-weight: normal;">
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<br />________________________________________________________________________<o:p></o:p></span></span><span style=";font-family:Georgia;font-size:100%;" ><span style="font-weight: bold;">
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<br />Christmas Content Campaigns:</span></span><span style="font-weight: bold;font-size:100%;" ><o:p></o:p></span><span style=";font-family:Georgia;font-size:100%;" ><span style="font-weight: bold;">
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<br />Start Early:</span></span><span class="nfakpe" style="font-size:100%;"> </span><span class="nfakpe" style="font-size:100%;"><span style="font-weight: normal;">Ensure content campaigns are running well before Christmas to capture the attention of consumers browsing their favorite sites.</span></span><span style=";font-family:Georgia;font-size:100%;" >
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<br /><span style="font-weight: bold;">Build Ad Group Themes:</span></span><span style="font-weight: bold;font-size:100%;" class="nfakpe" > </span><span class="nfakpe" style="font-size:100%;"><span style="font-weight: normal;">Build content campaigns with general keywords. Form a theme & combine synonyms & product ranges.</span></span><span style=";font-family:Georgia;font-size:100%;" >
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<br /><span style="font-weight: bold;">Direct, Complimentary & Audience Ad Groups:</span> </span><span class="nfakpe" style="font-size:100%;"><span style="font-weight: normal;">Create tightly themed ad groups. Think of the types of sites where you’d like your ads to appear, for example targeting those looking for the specific product you sell such as ‘flowers’, the audience that will be looking for ‘flowers’ i.e. boyfriends as well as complementary websites related to your product for example ‘chocolate’ & ‘gift sites’.<o:p></o:p></span></span><span style=";font-family:Georgia;font-size:100%;" ><span style="font-weight: bold;">
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<br />Include Seasonal Ad text:</span></span><span style="font-weight: bold;font-size:100%;" class="nfakpe" > </span><span class="nfakpe" style="font-size:100%;"><span style="font-weight: normal;">Remember to include Christmas specific ad text, special offers & delivery times & to test out different variations of your ad text.<o:p></o:p></span></span><span style=";font-family:Georgia;font-size:100%;" ><span style="font-weight: bold;">
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<br />Use Images:</span></span><span class="nfakpe" style="font-size:100%;"> </span><span class="nfakpe" style="font-size:100%;"><span style="font-weight: normal;">Images are a powerful way of reaching & interacting with users especially for products with a visual unique selling proposition, for example luxury goods.<o:p></o:p></span></span><span style=";font-family:Georgia;font-size:100%;" ><span style="font-weight: bold;">
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<br />Ad Formats:</span></span><span style="font-weight: bold;font-size:100%;" class="nfakpe" > </span><span class="nfakpe" style="font-size:100%;"><span style="font-weight: normal;">Use Google’s different as formats (image, Gadget Ads) to connect with different types of consumers in different ways.<o:p></o:p></span></span><span class="nfakpe" style="font-size:100%;"><span style="font-weight: normal;">
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<br />______________________________________________________________________<o:p></o:p></span></span><span class="nfakpe" style="font-size:100%;"><span style="font-weight: normal;">
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<br />Check out older posts on this blog for more Christmas optimization tips!<o:p></o:p></span></span> <h3><span class="nfakpe" style="font-size:100%;"><span style="font-weight: normal;"><o:p> </o:p></span></span></h3> <span style="font-size:100%;">
<br /></span><span class="byline-author"><span style="font-size:100%;">Posted by Arlene Helbert - AdWords Optimisation Specialist</span>
<br /></span>Arlene Helberthttp://www.blogger.com/profile/03793499300195418934noreply@blogger.comtag:blogger.com,1999:blog-4748045563767117647.post-9738242284290300832008-10-20T03:58:00.000-07:002020-07-16T13:48:36.350-07:00Halloween 2008 – Optimisation Tips <meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 11"><meta name="Originator" content="Microsoft Word 11"><link rel="File-List" href="file:///C:%5CDOCUME%7E1%5Carlene%5CLOCALS%7E1%5CTemp%5Cmsohtml1%5C01%5Cclip_filelist.xml"><o:smarttagtype namespaceuri="urn:schemas-microsoft-com:office:smarttags" name="country-region"></o:smarttagtype><o:smarttagtype namespaceuri="urn:schemas-microsoft-com:office:smarttags" name="place"></o:smarttagtype><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> </w:Compatibility> <w:browserlevel>MicrosoftInternetExplorer4</w:BrowserLevel> </w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:latentstyles deflockedstate="false" latentstylecount="156"> </w:LatentStyles> </xml><![endif]--><!--[if !mso]><object classid="clsid:38481807-CA0E-42D2-BF39-B33AF135CC4D" id="ieooui"></object> <style> st1\:*{behavior:url(#ieooui) } </style> <![endif]--><style> <!-- /* Font Definitions */ @font-face {font-family:Georgia; panose-1:2 4 5 2 5 4 5 2 3 3; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:647 0 0 0 159 0;} @font-face {font-family:Arial-BoldMT; panose-1:0 0 0 0 0 0 0 0 0 0; mso-font-charset:0; mso-generic-font-family:swiss; mso-font-format:other; mso-font-pitch:auto; mso-font-signature:3 0 0 0 1 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-parent:""; margin:0in; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman";} h3 {mso-margin-top-alt:auto; margin-right:0in; mso-margin-bottom-alt:auto; margin-left:0in; mso-pagination:widow-orphan; mso-outline-level:3; font-size:13.5pt; font-family:"Times New Roman"; font-weight:bold;} p {mso-style-link:"Normal \(Web\) Char"; mso-margin-top-alt:auto; margin-right:0in; mso-margin-bottom-alt:auto; margin-left:0in; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman";} span.nfakpe {mso-style-name:nfakpe;} span.NormalWebChar {mso-style-name:"Normal \(Web\) Char"; mso-style-locked:yes; mso-style-link:"Normal \(Web\)"; mso-ansi-font-size:12.0pt; mso-bidi-font-size:12.0pt; mso-ansi-language:EN-US; mso-fareast-language:EN-US; mso-bidi-language:AR-SA;} @page Section1 {size:8.5in 11.0in; margin:1.0in 1.25in 1.0in 1.25in; mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.Section1 {page:Section1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} </style> <![endif]--><span style="font-weight: bold;font-family:georgia;font-size:100%;" >Double, double toil and trouble; fire burn and cauldron bubble……..
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<br /></span><span style=";font-family:Georgia;font-size:14;" ><o:p></o:p></span> <p class="MsoNormal" style=""><span class="nfakpe">Halloween is now the third most lucrative trading period after Christmas & Easter & ahead of Bonfire Night & Valentines Day, so it’s well worth ensuring your campaigns are fully optimised to get the most from this valuable traffic season.<o:p></o:p></span><b><span style="font-family:Georgia;">
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<br /></span></b></p><p class="MsoNormal" style=""><b><span style="font-family:Georgia;">Be Creative:</span></b><span class="nfakpe"> </span>Halloween is about more than just fancy dress, parties for adults & kids means an increase in searches for alcohol, food, games & decorations. Think about whether something from your product line may fit into Halloween celebrations.<span class="NormalWebChar"><b>
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<br /></b></span></p><p class="MsoNormal" style=""><span class="NormalWebChar"><b>Start Early:</b></span><span class="nfakpe"> </span>We have seen that Halloween preparations starts earlier and earlier every year. Ensure your Campaigns are ready to go and budgets are tuned to capture the early traffic.</p> <p class="MsoNormal" style=""><o:p> </o:p></p> <p class="MsoNormal" style=""><span class="NormalWebChar"><b>
<br /></b></span></p><p class="MsoNormal" style=""><span class="NormalWebChar"><b>Leave Hide & Seek to the Kids:</b></span><span class="nfakpe"> </span>Let searchers know that you stock Halloween merchandise by including it in you Ad Text. Ensure you link directly to the page that sells your merchandise and include any important details such as last delivery times/ free delivery in your Ad Text.</p><p class="MsoNormal" style="">
<br /></p> <p class="MsoNormal" style=""><o:p> </o:p></p> <p class="MsoNormal"><span class="NormalWebChar"><b>Targeting:</b></span><b><span style="font-family:Arial-BoldMT;"> </span></b><span class="nfakpe">Halloween</span> is even more of a traditional event in <st1:country-region st="on">Ireland</st1:country-region> than in the <st1:country-region st="on">UK</st1:country-region>, so it’s worth ensuring your ads are targeted to <st1:country-region st="on">Ireland</st1:country-region> as well as the <st1:place st="on"><st1:country-region st="on">UK</st1:country-region></st1:place> if you can deliver there. As the market is less saturated than the <st1:place st="on"><st1:country-region st="on">UK</st1:country-region></st1:place> it is likely that your keywords well cost you less as well as help you reach a wider targeted audience.</p><p class="MsoNormal">
<br /></p> <p class="MsoNormal"><o:p> </o:p></p> <p class="MsoNormal"><span class="NormalWebChar"><b>Keyword Coverage:</b></span><b><span style="font-family:Arial-BoldMT;"> </span></b><span class="NormalWebChar">Ensure you have comprehensive keyword coverage to capture all relevant traffic. Use our keyword tool for relevant keywords & include all plurals & variations. Consider having a separate Halloween Campaign if you have a large range of products.</span></p><p class="MsoNormal">
<br /><span class="NormalWebChar"><o:p></o:p></span></p> <p class="MsoNormal"><o:p> </o:p></p> <p class="MsoNormal"><span class="NormalWebChar"><b>Use Negatives:</b></span><b><span style="font-family:Arial-BoldMT;"> </span></b>Run Search Query Performances Reports to find negatives keywords to prevent your Ad from showing to irrelevant audiences. For example if you only sell Fancy Dress, ensure you add negative keywords like decorations and games.</p> <p class="MsoNormal"><o:p> </o:p></p> <p class="MsoNormal"><span class="NormalWebChar"><o:p> </o:p></span></p> <p><span style="font-weight: bold;font-size:100%;" class="nfakpe" ><span style="font-family:Georgia;">Happy Halloween from Google!</span></span><span class="NormalWebChar"><o:p></o:p></span><span class="nfakpe"><o:p></o:p></span></p><p><span class="nfakpe"><o:p></o:p></span><span class="byline-author">Posted by Arlene Helbert - AdWords Optimisation Specialist
<br /></span></p>Arlene Helberthttp://www.blogger.com/profile/03793499300195418934noreply@blogger.comtag:blogger.com,1999:blog-4748045563767117647.post-74651595473309322222008-08-07T05:49:00.000-07:002020-07-16T13:48:36.031-07:00Back to School – Get an A+ This Year.<strong>Make the most of the ‘Back to School’ seasonal traffic peak.</strong><br /><br />'Back to School' is the second highest traffic season within retail after Christmas so it's well worth taking advantage of this & ensuring that your campaigns are fully optimized to capture this valuable traffic.<br /><br />The ‘Back to School’ season spans almost 3 full months from July to September & unlike other holidays with specific dates & deadlines for shipping cutoffs, Back-to-School is a period of time with no specific end date. It is also a season with multiple different targets from the influencers such as teens & kids, to the decision makers such as Mums & college students.<br /><br /><strong>-Build a campaign strategy that speaks both to the decision makers as well as the students themselves.</strong><br /><br />Think who are the most likely users of the products you sell? Primary school children vs. high school students vs. college students.<br /><br />Use your AdWords ad to influence Mums by including special Back to School offers & discounts in your ad text. Use call to action phrases such as ‘Buy Online’, or ‘Buy Now’. Highlight your extensive range & fast delivery times. Use terms such as ‘Quality’, ‘Affordable’, ‘Built to Last’ & ‘Personalised’ to set your product apart from your competitors & attract clicks.<br /><br />Influence students with attention grabbing phrases such as ‘Student Savings on PC’s’ or ‘10% Student Discount’. Create content campaigns to capture students as they browse online. Content campaigns will place your ad on social networking sites, online music & book stores & many more, building strong awareness of your search campaign among your target audience.<br /><br />Kids & Tweens are key influencers too. From backpacks to shoes parents often let their children decide which specific items to purchase. Use your AdWords ad to influence this market by highlighting big name brands across footwear, sports apperal & backpacks.<br /><br /><strong>-Include Back-to-School specific keywords.</strong><br /><br />Run on Back-to-School specific terms such as ‘Back-to-School Clothing’, ‘Back-to-School Supplies’, ‘Back-to-School Bargains’. If you don’t want to create a whole new campaign, simply include some ‘Back-to-School’ keywords in your current campaigns to capture this valuable traffic.<br /><br /><strong>-Get creative with ad text.</strong><br /><strong></strong><br />Use your AdWords ad to capture this valuable peak in online shopping with attention grabbing statements such as ‘Get All You Need for Back-To-School’, ‘Huge Range of Back-to-School Brands’. Test out creative ad texts by including statement phrases such as ‘Be Top of The Class’ or ‘Get an A+ This Year’.<br /><br />If you have physical stores, supplementing your online marketing efforts with offline campaigns such as audio and print can also be highly effective.<br /><br /><span class="byline-author">Posted by Arlene Helbert - AdWords Optimisation Specialist Google </span>Arlene Helberthttp://www.blogger.com/profile/03793499300195418934noreply@blogger.comtag:blogger.com,1999:blog-4748045563767117647.post-18975063607741946402008-05-08T07:00:00.000-07:002020-07-16T13:48:35.581-07:00Maximising Father’s Day Opportunities<strong>Make the most of ‘Father’s Day’ seasonal traffic peaks</strong><br /><br />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.”<br /><br />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.<br /><br /><strong>-Build a campaign strategy that speaks both to the gift buyers as well as the Dads themselves. <br /></strong><br />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’.<br /><br />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.<br /><br /><strong>-Create ad text that sets you apart from your competitors.</strong><br /><br />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.<br /><br /><strong>- Include seasonal specific keywords.</strong><br /><br />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’. <br /><br /><strong>- Run Content Campaigns with Father’s Day terms.</strong><br /><br />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.<br /><br /><strong>- Consider a last minute push before Father’s Day.</strong><br /><br />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'.<br /><br />Convey urgency – Remind shoppers there is still time to get the perfect Father’s Day gift.<br /><br />If you have physical stores, supplementing online marketing efforts with offline campaigns such as audio and print can also be highly effective.<br /><br /><strong>“Fatherhood is pretending the present you love most is soap-on-a-rope”. ~ Bill Cosby<br /></strong><br /><span class="byline-author">Posted by Arlene Helbert - Agency, Google UK & Irl</span>Arlene Helberthttp://www.blogger.com/profile/03793499300195418934noreply@blogger.comtag:blogger.com,1999:blog-4748045563767117647.post-14035889639529126452008-03-04T07:49:00.000-08:002020-07-16T13:48:35.455-07:00Google Optimization Tip: Bank Holidays<b><span style="" lang="EN-GB">Google Optimization Tip: Bank Holidays </span></b><span style="" lang="EN-GB"> </span> <p class="MsoNormal"><span style="" lang="EN-GB"><o:p> </o:p></span></p> <p class="MsoNormal"><span style="" lang="EN-GB"><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom: 12pt;"><span style="" lang="EN-GB"> During Bank Holidays (especially wet ones!) we often see an increase in traffic in certain sub-categories. It is important that retailers are aware of these opportunities, and can maximize on the increased traffic effectively and in good time. <o:p></o:p><br /><!--[endif]--><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 12pt;"><span style="" lang="EN-GB"><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom: 12pt;"><span style="" lang="EN-GB">The March bank holidays kick off the unofficial Home Improvement Season, with popular products being: <i>gardening equipment, sheds, conservatories, greenhouses, DIY tools and equipment.</i><br /><br />Of course, in the Summer Bank Holidays, you'd need to add <i>BBQs, outdoor furniture/toys (trampolines, bat-and-ball games, etc.), paddling pools</i>, as people choose to spend more time outside. <i>Camping equipment, trekking kit and sports clothing and equipment</i> are also popular items from the May Bank Holiday onwards. Indeed, all <span style="">Spring/Summer clothing ranges</span> should be optimised in line with the ever-changing weather conditions. Important sub-categories are <i>swimwear</i> and <i>holiday accessories</i>.<br /><!--[if !supportLineBreakNewLine]--><br /><!--[endif]--><o:p></o:p><br /><br /><b>How to Prepare:</b><o:p></o:p></span></p> <ul type="disc"><li class="MsoNormal" style=""><span style="" lang="EN-GB">Make sure your customers can find you: ensure fall relevant products are represented in the keyword list<o:p></o:p></span></li><li class="MsoNormal" style=""><span style="" lang="EN-GB">Expand your keyword list: for maximum ROI, invest in the long-tail traffic as well as the generic terms. For example, if you sell "power tools", make sure you also list other distinguishing factors of your product: Brand? Colour? Power capacity? As always, ad group these separately with unique, targeted ads.<o:p></o:p></span></li><li class="MsoNormal" style=""><span style="" lang="EN-GB">Ensure offline messaging is replicated online: repeat catchy slogans, re-iterate offers.<o:p></o:p></span></li><li class="MsoNormal" style=""><span style="" lang="EN-GB">Click and Collect? Many customers are able to buy online and pick up in-store on their day off.<o:p></o:p></span></li><li class="MsoNormal" style=""><span style="" lang="EN-GB">Cheap or free delivery, as always, is popular with Bank Holiday shoppers.<o:p></o:p></span></li><li class="MsoNormal" style=""><span style="" lang="EN-GB">Open up budgets and monitor them! Create a Bank Holiday campaign if necessary, to manage budgets separately.<o:p></o:p></span></li><li class="MsoNormal" style=""><span style="" lang="EN-GB">Look at last year's performance and be strategic about how you spend. Consider ad-scheduling on some products if you saw peaks and troughs last year.<o:p></o:p></span></li><li class="MsoNormal" style=""><span style="" lang="EN-GB">Which Bank Holiday? If there is a national event or festival taking place, think about what your customer may be searching for at that special occasion (e.g. flowers, gifts, chocolate at Easter; Christmas entertainment vouchers, fitness equipment for New Year’s resolutions!)<o:p></o:p></span></li><li class="MsoNormal" style=""><span style="" lang="EN-GB">Beware the weather! If it's a sunny weekend, expect lower traffic<o:p></o:p></span></li></ul> <p class="MsoNormal"><span style="" lang="EN-GB"><br /><b><br />2008 <st1:country-region st="on">England</st1:country-region> & <st1:place st="on"><st1:country-region st="on">Wales</st1:country-region></st1:place> Bank Holidays: <o:p></o:p></b></span></p><table class="MsoNormalTable" style="width: 44.22%; margin-left: 73.5pt;" border="0" cellpadding="0" width="44%"> <tbody> <tr style=""> <td style="padding: 0.75pt; width: 73.1%;" width="73%"> <p class="MsoNormal"><span style="" lang="EN-GB">New Year's Day <o:p></o:p></span></p> </td> <td style="padding: 0.75pt; width: 24.48%;" width="24%"> <p class="MsoNormal" style="text-align: center;" align="center"><b><span style="" lang="EN-GB">1 Jan</span></b><span style="" lang="EN-GB"><o:p></o:p></span></p> </td> </tr> <tr style=""> <td style="padding: 0.75pt; width: 73.1%;" width="73%"> <p class="MsoNormal"><span style="" lang="EN-GB">Good Friday<o:p></o:p></span></p> </td> <td style="padding: 0.75pt; width: 24.48%;" width="24%"> <p class="MsoNormal" style="text-align: center;" align="center"><span style="" lang="EN-GB">21 Mar<o:p></o:p></span></p> </td> </tr> <tr style=""> <td style="padding: 0.75pt; width: 73.1%;" width="73%"> <p class="MsoNormal"><span style="" lang="EN-GB">Easter Monday<o:p></o:p></span></p> </td> <td style="padding: 0.75pt; width: 24.48%;" width="24%"> <p class="MsoNormal" style="text-align: center;" align="center"><span style="" lang="EN-GB">24 Mar<o:p></o:p></span></p> </td> </tr> <tr style=""> <td style="padding: 0.75pt; width: 73.1%;" width="73%"> <p class="MsoNormal"><span style="" lang="EN-GB">Early May Bank Holiday<o:p></o:p></span></p> </td> <td style="padding: 0.75pt; width: 24.48%;" width="24%"> <p class="MsoNormal" style="text-align: center;" align="center"><b><span style="" lang="EN-GB">5 May</span></b><span style="" lang="EN-GB"><o:p></o:p></span></p> </td> </tr> <tr style=""> <td style="padding: 0.75pt; width: 73.1%;" width="73%"> <p class="MsoNormal"><span style="" lang="EN-GB">Spring Bank <st1:place st="on">Holiday</st1:place><o:p></o:p></span></p> </td> <td style="padding: 0.75pt; width: 24.48%;" width="24%"> <p class="MsoNormal" style="text-align: center;" align="center"><span style="" lang="EN-GB">26 May<o:p></o:p></span></p> </td> </tr> <tr style=""> <td style="padding: 0.75pt; width: 73.1%;" width="73%"> <p class="MsoNormal"><span style="" lang="EN-GB">Summer Bank <st1:place st="on">Holiday</st1:place><o:p></o:p></span></p> </td> <td style="padding: 0.75pt; width: 24.48%;" width="24%"> <p class="MsoNormal" style="text-align: center;" align="center"><span style="" lang="EN-GB">25 Aug<o:p></o:p></span></p> </td> </tr> <tr style=""> <td style="padding: 0.75pt; width: 73.1%;" width="73%"> <p class="MsoNormal"><span style="" lang="EN-GB">Christmas Day<o:p></o:p></span></p> </td> <td style="padding: 0.75pt; width: 24.48%;" width="24%"> <p class="MsoNormal" style="text-align: center;" align="center"><span style="" lang="EN-GB">25 Dec<o:p></o:p></span></p> </td> </tr> <tr style=""> <td style="padding: 0.75pt; width: 73.1%;" width="73%"> <p class="MsoNormal"><span style="" lang="EN-GB">Boxing Day<o:p></o:p></span></p> </td> <td style="padding: 0.75pt; width: 24.48%;" width="24%"> <p class="MsoNormal" style="text-align: center;" align="center"><span style="" lang="EN-GB">26 Dec<o:p></o:p></span></p> </td> </tr> </tbody></table><br /><br /><span class="byline-author">Posted by Emily Whitchurch - Google Retail Team, UK<br /></span>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-4748045563767117647.post-8613584011126649582008-01-14T07:58:00.000-08:002020-07-16T13:48:36.095-07:00Valentine's Day - AdsIt is important to separate your keywords into specific ad groups tailored to different Valentine customers. Things to consider are:<br /><ul><li><span style="font-weight: bold;">Men:</span> <span _se_fld="tcm:Content/custom:article/custom:body[1]/custom:content[1]" id="_SE_FLD">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! </span><br /></li><li><span _se_fld="tcm:Content/custom:article/custom:body[1]/custom:content[1]" id="_SE_FLD"><span style="font-weight: bold;">Women:</span></span><span _se_fld="tcm:Content/custom:article/custom:body[1]/custom:content[1]" id="_SE_FLD"> Popular presents could include accessories (wallets, scarves, <span class="blsp-spelling-corrected" id="SPELLING_ERROR_0">cuff links</span>), underwear and jewellery. In the main, women are less last-minute, so a good returns policy or delivery deal may be more appealing.</span></li><li><span _se_fld="tcm:Content/custom:article/custom:body[1]/custom:content[1]" id="_SE_FLD"><span style="font-weight: bold;">Last-Minute Shoppers</span>: 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 <span class="blsp-spelling-corrected" id="SPELLING_ERROR_1">addresses</span> (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 14<span class="blsp-spelling-error" id="SPELLING_ERROR_0">th</span>, 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")</span></li><li><span _se_fld="tcm:Content/custom:article/custom:body[1]/custom:content[1]" id="_SE_FLD"><span style="font-weight: bold;">Flowers:</span> 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.<span style="font-weight: bold;"><br /></span></span></li><li><span _se_fld="tcm:Content/custom:article/custom:body[1]/custom:content[1]" id="_SE_FLD"><span style="font-weight: bold;">Manage Budgets</span> <span style="font-weight: bold;">Effectively: </span>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 11<span class="blsp-spelling-error" id="SPELLING_ERROR_1">th</span> February, peaking on 12<span class="blsp-spelling-error" id="SPELLING_ERROR_2">th</span>, but not really tailing off until the end of the day on 14<span class="blsp-spelling-error" id="SPELLING_ERROR_3">th</span> http://www.google.com/trends?q=flowers&<span class="blsp-spelling-error" id="SPELLING_ERROR_4">ctab</span>=0&<span class="blsp-spelling-error" id="SPELLING_ERROR_5">geo</span>=GB&date=2007&sort=0) Finally, separate high-performing keywords into tailored ad groups and manage this budget separately.<br /></span></li></ul><span style=";font-family:Arial;font-size:100%;" ></span><span style=";font-family:Arial;font-size:100%;" >Posted by Emily <span class="blsp-spelling-error" id="SPELLING_ERROR_6">Whitchurch</span> – Retail, Google UK</span><br /><a name="2274486604753637211"></a>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-4748045563767117647.post-56979476477044698812008-01-14T07:31:00.000-08:002020-07-16T13:48:35.837-07:00Valentine's Day - KeywordsValentine's Day 2007 was estimated to be worth £1.3bn to retailers, with shoppers spending an average of £95.80 (British Retail Consortium Feb 2007)<span _se_fld="tcm:Content/custom:article/custom:body[1]/custom:content[1]" id="_SE_FLD">. </span>Preparation for this event should begin as early as possible. The key products for retailers during this period are:<br /><br /><ul><li><span style="font-weight: bold;">Flowers</span> - <span _se_fld="tcm:Content/custom:article/custom:body[1]/custom:content[1]" id="_SE_FLD">If you sell flowers, be sure your keyword coverage is as comprehensive as possible, prioritising the most popular products. It would be a good idea to manage your budget for each bouquet differently, and consider writing tailored ads for best-performing bouquets.</span></li><li><span _se_fld="tcm:Content/custom:article/custom:body[1]/custom:content[1]" id="_SE_FLD"><span style="font-weight: bold;">Chocolates</span> - Last year, </span><span _se_fld="tcm:Content/custom:article/custom:body[1]/custom:content[1]" id="_SE_FLD">43 per cent of people bought chocolates as presents (Retail Week, Feb 2007), possibly alongside flowers or other seasonal gifts, or as part of a special offer. Other confectionery goods such as truffles, luxury chocolates & Valentine-specific candies (e.g. chocolate hearts) are all worth double-checking on your keyword inventory and expanding upon if neccessary.</span></li><li><span _se_fld="tcm:Content/custom:article/custom:body[1]/custom:content[1]" id="_SE_FLD"><span style="font-weight: bold;">Jewellery</span> - </span><span _se_fld="tcm:Content/custom:article/custom:body[1]/custom:content[1]" id="_SE_FLD">Ensure good coverage on last year's best sellers, as well as any new items for 2008. Predictably, pendants, lockets, and engagement rings are going to be popular, so expand on these ad groups within your campaign, write compelling ads, & make sure you monitor your bids closely.</span></li><li><span _se_fld="tcm:Content/custom:article/custom:body[1]/custom:content[1]" id="_SE_FLD"><span style="color: rgb(255, 0, 0);"><span style="color: rgb(0, 0, 0); font-weight: bold;">Miscellaneous</span><span style="color: rgb(0, 0, 0);"> - Other gifts to consider are lingerie, cuddly toys, Valentine's cards and Ecards</span></span></span><span _se_fld="tcm:Content/custom:article/custom:body[1]/custom:content[1]" id="_SE_FLD"><span style="color: rgb(255, 0, 0);"><span style="color: rgb(0, 0, 0);">. Also popular are "experience" gifts and accessories. Remember</span></span></span><span class="byline-author"><span style="font-size:85%;"><span style="color: rgb(0, 0, 0);"> more generic searches ("valentine's gift", "quick valentine's ideas", etc.) and don't forget to add <span style="color: rgb(255, 0, 0);">negative</span> keywords ("anti-valentine's", "valentine's day massacre", as well as "lyrics", "poems", etc. if you do not stock these products).</span></span></span></li></ul><span class="byline-author"><span style="font-size:85%;"></span></span><span class="byline-author"></span> <span style=";font-family:Arial;font-size:10;" ><br />Posted by Emily Whitchurch – Retail, Google UK</span>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-4748045563767117647.post-86258588642426672552007-11-14T03:22:00.000-08:002020-07-16T13:48:36.159-07:00Online / Offline:<span class="byline-author">Posted by Emily Whitchurch</span><br /><br />Are you planning a sale or promotion offline? Do you have a big TV branding campaign ready to launch?<br /></p><p>Make sure you are equally as prepared online. Add catchy slogans or jingles from radio or TV campaigns to your online branding campaign. Maybe even create new ads that mimic the language and offers you are pushing offline. Make sure that there is continuity between the two; make the most of your offline efforts by supporting them online.</p><p>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-4748045563767117647.post-86938247528529716672007-11-14T03:19:00.000-08:002020-07-16T13:48:36.223-07:00Get Creative With Keywords<span class="byline-author">Posted by Emily Whitchurch</span><br /><br />Remember that when users search for your products, they search in a variety of ways.<br /><p>If you're selling hats, it's important to think about more than just the generic "hats", "cheap hats" keywords, which will also be highly competetive. Think about: <i><br /></i></p><ul><li><i>types</i> of hats ("bowler", "beret", "beanie", etc.), </li><li><i>brands</i> of hats ("nike", "burberry", etc.),<br /></li><li><i>Occasions</i> when hats may be worn ("wedding hat", "prom hat", etc.),<br /></li><li><i>colours </i>and <i>fabric</i> of hats ("red hat", "black hat", "wool hat", "felt hat"),<br /></li><li>and -of course- combinations of the above.<br /></li></ul><br />Although traffic for these longtail keywords is likely to be low, it is likely to be higher converting, and CPCs could be less competitive.Unknownnoreply@blogger.comtag:blogger.com,1999:blog-4748045563767117647.post-23881569795559466582007-11-13T10:34:00.000-08:002020-07-16T13:48:35.710-07:00Welcome to Optimisation tips for Retailers!<span class="byline-author">Posted by Emily Whitchurch</span><br /><br />It’s that time of year again & to get the season of good will off to an exciting start, we are delighted to announce our gift to you. <br /><br />The launch of the AdWords iGoogle Retail Tips. If you are an online marketer, a media agency or simply want to learn more about successful AdWords marketing specifically for the UK Retail industry, then this is the place for you. <br /><br />We aim to provide professionals & marketers like you with an additional resource to support you in getting the very most from your AdWords account. These feeds will be updated regularly by some of our most experienced AdWords professionals with insider account management tips & tricks, as well as notice of important upcoming events. And with the holiday season already fast approaching, we aim to include: <br /><br /><span style="font-family:arial;"> * Seasonal specific optimization tips & tricks</span><br /><span style="font-family:arial;"> * Tips for maximizing your ROI</span><br /><span style="font-family:arial;"> * General a/c management tips & best practices</span><br /><span style="font-family:arial;"> * Industry events & much more.</span><br /><br /><span style="font-family:arial;">We hope you enjoy! You may also wish avail of further AdWords support available in our Help Centre at: </span><br /><br /><span style="font-family:arial;">https://adwords.google.com/support/ </span><br /><br /><span style="font-family:arial;">Sincerely, </span><br /><span style="font-family:arial;">The Google AdWords Retail team<br /><br /></span><span style="font-family:arial;">“Whoever said money can’t buy happiness simply didn’t know where to go shopping” Bo Derek (1956)<br /><br /></span>anonymoushttp://www.blogger.com/profile/17156437948131481359noreply@blogger.comtag:blogger.com,1999:blog-4748045563767117647.post-64811874846903245442007-10-09T01:38:00.001-07:002020-07-16T13:48:35.901-07:00Maximize your landing page for a better ROI<span class="byline-author">Posted by Emily Whitchurch</span><br /><br /><span style="color: rgb(102, 102, 102);font-size:100%;" ><span style="font-family: arial;">A visitor to your landing page decides whether or not to stay within 8 seconds and as many as 50% of users will leave your page after just one glance. Increase landing page conversion rates by incorporating our LPO best practices:<br /><br /><span style="font-weight: bold;">1. Make a lasting first impression<br /><br /></span>-Avoid using home pages or all-inclusive, multipurpose landing pages. Create a specific landing page for every ad and paid search term, this will help the user find what they are looking quickly.<br />- Avoid a cluttered design. Google users in particular prefer a clean design where they can immediately find what they want.<br /><br />- Include important information above the fold. A users eye is first drawn to the top left hand side of the page. Users will not necessarily read text thoroughly or sequentially, therefore the first two paragraphs must state the most important information.<br />-Include confidence messaging. Allay visitor’s fears at a glance by including information such as online security, a price promise or customer reviews on your landing page.<br />-Ensure special offers promoted in your AdWords ad are clear & prominent on the page.<br /><span style="font-weight: bold;"><br />2. Use effective visuals<br /><br /></span>-Use pictures to sell your product. Difference locations, angles, & detail shots of your product can be incredibly persuasive. Make sure that pictures make sense & are clickable as users like to click on product pictures for a more detailed view.<br />- Use effective background & text colours. Using dark background colours can have a negative impact on your conversions. Using clear bright colours can help promote a sense of trust & encourages users to stay on your page.<br /><br /><span style="font-weight: bold;">3. Ensure your shopping cart process is clear & easy to use.</span><br /><br />- Don’t require registration to check out. Not only is it time consuming for a user but it also forces them to commit to a relationship before they have gone through the buying process.<br /><br />- Use big bold easy to find ‘buy now’ buttons. Users immediately know where to go next. Hiding ‘buy now’ buttons or making them too small can make it difficult for people to shop effectively.<br /><br />- Always use Progress Indicators. They immediately let people know how long the process is going to take and will keep users from bailing prematurely.<br /><br /><span style="font-weight: bold;">4. Use Google Analytics to track your website.</span><br /><br />- Google Analytics can show you where people are clicking & how they expect the website to work. Are people clicking on words or images that aren’t hotlinks? Maybe they want to know more but can’t get it. You can also learn scrolling behavior & the last field a user interacted with before leaving your page.</span><br /></span><p style="color: rgb(102, 102, 102); font-family: arial;font-family:arial;" class="MsoNormal" ><span style="font-size:100%;"><o:p></o:p></span> </p>anonymoushttp://www.blogger.com/profile/17156437948131481359noreply@blogger.com