The 2008 holiday season is right around the corner. There are many predictions about decreased consumer spending this season; but are you doing everything you can to minimize that effect? As a marketer, it is very important to get the most sets of eyes on your ads and products and it all starts with ad copy. Your ad copy is the first impression that you place on your customer. It is crucial to get the right message across and also make a genuine connection.
Here are some tips to improve your ad copy and overall paid campaign performance this holiday season and beyond….
1. What separates you from your competition? This is often overlooked by many search marketers. Rather than using ad copy that only describes what you are selling / promoting, tell your prospective customers why you are better. Do you offer a money back guarantee? Free shipping? Buy one, get one free? Complimentary gift? Whatever sets you apart….make it known in your ad copy!
2. Shoppers are looking for specific holiday discounts. Your ad copy should be tailored to your holiday promotions and should be run in place of your normal ad copy. Create different ad copy for different stages in the holiday season. Here are some important dates: (may vary for your business).
a. Black Friday — The day after Thanksgiving
b. 1st Cyber Monday — The Monday after Thanksgiving
c. 2nd Cyber Monday — The Monday 2 weeks before Christmas
d. Around December 14th — When many retailers end free shipping
e. December 20th — Usually the last day for 2-day shipping
f. Post Holiday — Don’t forget gift card redemption!
3. Prepare for an increase in click rates. As this is the busiest time of year for shopping, competition is also the greatest. Make sure to allow some room to increase your cpc’s during this time. It is not unusual for your cost per click to jump around 25% during this time.
4. Last minute deals. Don’t underestimate the power of procrastinating shoppers. Whatever the reason, there always seems to be a heavy amount of last minute shopping. Attract these shoppers by using ad copy such as “last minute deals,” “ships same day,” “guaranteed to arrive before…,etc”
Time is running out! The official holiday kickoff (Thanksgiving) is just about a week away. Make some tweaks to your campaigns and quickly gear up for this holiday shopping season, if you have not done so already. With an effective message and timely implementation, you can make the most out of this season.
Since I began working in search engine marketing, I have learned the basic rules of writing effective ad copy that adheres to search engine specifications. While each search engine has their own guidelines, the premises are the same. One important question still remains; how can you get as much information across to a searcher within the specific ad character limitations, but yet, still be fresh and creative?
A few weeks ago, I came across this issue while developing ads for a client. I was stumped as far as the verbiage I could use in the ad copy, while still giving the ad a fresh look and feel. Here are some methods I used to not only inspire me to write enticing ads, but to also differentiate my client among their competitors.
I begin by conducting some research on my client’s industry; browsed their website and familiarized myself with industry terms. If you happen to come across terms that are foreign to you, Wikipedia is a great resource that will put terms into a context that’s easy to understand. This preliminary should research aide you in writing ad copy.
When writing the ad copy, I tried to select words that will evoke a sensory experience about the client’s business, product or service; such as ‘experienced’, ‘trusted’ or ‘knowledgeable.’ These types of words are important to searchers, as they want to conduct business with those they feel they can trust and who not only understand the product or service they are selling, but the industry as a whole. To keep ad text exciting, try using a thesaurus to inspire creativity; sometimes it can take the ad to a higher level of professionalism.
Lastly, when I write my ads, I include a call to action whenever possible. A strong call to action will not only set you apart from others, but also will make your ads more appealing to searchers.
It’s important to remember that you only a few have moments to capture the searchers attention. Your ads don’t need to be elaborate; usually simple is better. Be concise, creative and honest about your products and services and the ads will virtually write themselves.
Although we are more than halfway through the month of December and well past a much hyped Cyber Monday, there is still much online holiday spending to take advantage of! Online retailers are really stepping it up this season and they should be, as the competition is mighty fierce! Just a few questions for any online retailer to ponder…..Are you utilizing the most effective keywords? Are your paid ads eye-catchy enough? Why should/would a searcher click on your ad versus another?
In an effort to capitalize on this heightened online spending season, here are a few selling features retailers should try to get across in their advertising message. We have also found it to be helpful and quite effective to mirror the same message/theme on the website itself. For example, if you promote free shipping in your ad copy, the same promotion should be displayed on the page you are directing the searcher to. This will simply reinforce your message and possibly convert better, as well.
Here are just a few incentives to offer your potential shoppers:
Happy holidays and happy selling!