#12DaysofStrategy: Making the Most Out of the Gifting Season

Christmas is the most important time for many online retailers, and securing a slice of the gifting pie is essential to achieving targets. Therefore it is vital that advertisers do everything they can to plan their digital gifting campaigns to perfection. This article will help you make the most out of your Paid Search strategy.

Remarketing

Ensure you have all your remarketing campaigns set up whether for Paid Search, Paid Social, or Programmatic Display. Make sure you are using all the audience lists you have available to capture users who have already shown an interest in your brand (Check out our post on How to Maximise Audience Data). By simply overlaying remarketing lists and increasing bids for those who have visited gifting pages on-site, advertisers can boost conversion rates by up to 10%.

Split Campaigns by Gender

There are clear gifting trends in December based on gender. We see that females tend to make their purchases earlier in the month whilst there is a definite spike in men’s purchases just a few days before Christmas. Perhaps, unsurprisingly, this reflects the different approaches to gifting for men and women. This should be reflected in an advertiser’s strategy by splitting gifting campaigns by gender and weighting bids for female consumers earlier in the month and men’s closer to Christmas.

Customer Match

An exciting feature released earlier this year, for Paid Search campaigns, enables users to create and target (or exclude) user lists by uploading customer email addresses. It is ideal for a successful gifting campaign as it creates the opportunity to show different promotions to loyalty card members or use CRM data to cross-sell gifting products. For example, if gender is included in your CRM you can target males that purchased female gifts (watches for example) last year and retarget them with offers for other products (e.g. jewellery) as they browse for what to buy their loved ones this year. This strategy can also be used across Paid Social campaigns.

Don’t Get Caught Out by Stock Availability

The best products sell out quickly and can leave a considerable cost for advertisers who are unprepared. You may notice a product that had been converting well has altogether stopped selling. You go in and check and see that it is out of stock and you pause the campaign. By this stage it is too late, you have already cost yourself money and time. Therefore, it is essential, (especially around Christmas) that you have an “out of stock” script running hourly across your product campaigns. You can set it up to check pages where products are no longer available and alert or even directly pause the keyword in question. This will help use budget efficiently so that you can pause activity on any sold out products, and prevent wasted spend.

Countdowns

Not everyone plans ahead and takes care of gifts for loved ones early so it’s important to highlight in ad copy the countdown to next or same day delivery, which can capture the last minute purchasers as well as creating an urgency to buy. Countdowns can improve CTR by 11% and are a given for a successful gifting campaign.

Ad Customizers

Multiple gifts for family and friends mean that bargains are essential for the majority of consumers. As such it is important you are conveying your best deals to customers. However, it can be difficult to keep on top of the ever-changing offers-not to mention the suffering quality scores for every ad copy change. What is the solution? Ad customizers!

With promotions laid out with start dates and end dates in the business data section in AdWords, add a simple dynamic reference in your chosen ad copy and you have ads that will change as (and when) your promotions do. You can even add countdowns into the end date to increase the urgency! The ad copy never needs to be altered, only the reference sheet and as such, your quality score is maintained even when the ad shown to users changes.  Show the best deals to the potential customer, install some urgency in them with a countdown and save yourself money by lowering those all-important CPCs.

Taking these insights into account should help put your gifting strategies in the best position to ensure maximum activity, and secure a portion of the festive feast on offer.

If you found these tips useful, check out our other posts including, How to Maximise Audience Data or check in on Thursday for our next post in our ‘12 Days of Christmas Strategy’ blog series, “How Social Media Strategies are Effected by Christmas.” We will be covering more topics throughout the series so stay tuned, and follow our progress on Twitter with #12DayofStrat!