Yahoo! Search marketing blog has help for all advertisers who want to take advantage of the holiday season, to make more money. These tips are based on all the date the have acquired.
Engage the bargain hunters—According to the BizRate and Shop.org Holiday Mood Study 2006, nearly half of the consumers polled named “free shipping” as a primary motivator to purchase. Other shoppers named “online only sales” and “repeat buyer discounts.”
Keywords count—According to our internal data, “Christmas” was, not surprisingly, the most holiday-related search term in 2006 with more than three million average monthly searches. Other popular terms included “Christmas decoration,” “Hanukkah,” “holiday gift” and “gift for dad.” Make sure that your keyword selection includes holiday-related keywords and seasonal products and promotions.
Titillate with titles—Titles and descriptions can drive relevance and clicks, so it’s a best practice when creating specific holiday ad groups to place the holiday term prominently in both the title and the description, and include any special seasonal promotions in the copy.
Clear for landing—Make sure that your landing pages are relevant to your keywords, ad copy and any promotions. Nothing’s more frustrating for a consumer to click on an ad that says, “Get 10% off” something and then land on a page where that information is either absent or buried. Prices and promotions should be consistent with ad copy.
Combine search with display and offline advertising—Regular readers of our blog know that search is just one important part of your marketing mix. Make sure you include your keywords and consistent copy in your display and offline marketing material.
See entire article at Yahoo! Search marketing.
