Now that the Black Friday week is over ad copy messaging is more relevant than ever, with the run up to Christmas being a key trading period for most retailers.
Ensuring messaging runs across all digital channels, such as Display and Paid Social, as well as offline such as print and storefronts, is crucial. It delivers a consistent message to consumers and reinforces brand recognition, especially when tied with a strong Christmas tagline.
Updating messaging as we move closer to Christmas helps to capture consumers at different stages of the buying cycle, from those still browsing in early December to the last-minute shoppers purchasing a few days before the holidays.
To show ads are current and relevant to the consumers shopping needs, include seasonal words in ad copy, such as Christmas or Boxing Day.
Bing’s 2015 Christmas analysis showed that including endorsements such as ‘As Seen on TV’ and ‘Recommended’ can have a strong impact. In addition, consider including payment options such as ‘Buy Now Pay Later’ or ‘Free Credit,’ if these options are available for big ticket items.
Alter messaging according to the keyword group or theme. For more generic gift keywords the call-to-action should be more focused on browsing the range of products available, as consumers searching using these terms may not have decided what they would like to buy. Emotional based ad copy is effective here and should be tailored towards the recipient.
Example: ‘Find The Perfect Gift For Mum This Christmas.’
Manufacturer or product keywords require a stronger call to action such as ‘Buy Now’ or ‘Buy Today.’ Those consumers search for a specific product are more likely to have done their planning and now know what they would like to buy.
Bid multipliers now allow advertisers to split campaigns out by device. This makes it possible to tailor messaging for those exclusively searching on mobile. For consumers on the move use messaging to encourage store visits such as ‘Come Into Your Nearest Store Today.’ Additionally, including the price of products in headlines (if price-competitive) will allow consumers to make easy price comparisons and ultimately decisions.
The Week Before Christmas
In the final week before Christmas, use ad copy to highlight the urgency of making a purchase. This will capture those last-minute shoppers.
Messaging should include the last guaranteed delivery dates, and considering creating a countdown script to automate the process. After the last delivery dates have passed, alter the messaging to ‘Click & Collect’ if this option is available and the date is later than for last delivery.
Use device-specific campaigns to target mobile consumers with messages such as, ‘Still Available in Store,’ after delivery dates have closed. This will help to drive those final sales.
If you found these tips useful check out our first post “What to do After Black Friday” or check in on Monday for our third post in our ‘12 Days of Christmas Strategy’ blog series, “How to Maximise Audience Use.” We will be covering more topics over the series so stay tuned, and follow our progress on Twitter with #12DayofStrat!