The special period is approaching, and it is important to show the pre-holiday announcements on time. And as explained by Fionnual Micha, vice president of Google Marketing Solutions in the EMEA region, being the first to advertise is not enough. It is important to think broadly, work with the audience and maintain activity throughout the holiday season.
It’s time for companies to get ready for the New Year, because users are already doing it. According to Google Trends, Russians are beginning to look for gifts for the holiday from mid-October, and the peak of preparation for the event falls on December 10-23.
“More than two-thirds of shoppers start with Google searching for ideas,” says Fionnuala Micah. – But the competition for the attention of buyers is very high. Success is achieved by those advertisers who are able to forecast demand, understand the desires of customers and think widely. ”
Based on this, we offer six recommendations that will help to establish contact with customers.
1. Put yourself in the shoes of consumers.
It is logical that in the festive season, people are looking for information about current products and services, such as gift wrapping, but advertisers forget about offers, the connection of which with holidays is less obvious.
For example, from December 3, the number of requests for “pills for indigestion” increases, and after three weeks it reaches a maximum. Similarly, from the beginning to the end of December the number of “battery” requests is increasing.
What to do: analyze the keywords and adjust the ads to reflect when the demand for certain products increases.
2. Start advertising in advance and do it for a long time.
Pre-holiday advertising is better to run early, but remember that you have a long journey.
Approximately 20% of store visits in December are 6 days after the peak season. And the peak of requests “where to buy a gift” in Russia falls on December 24-30, when many stores stop accepting orders with delivery until the end of the holidays5.
What to do: continue to show ads throughout December. Make sure you have enough stocks of popular products.
3. Remind yourself
40% of mobile shoppers leave sites without making a purchase, but you can convince them to return.
What to do: use ads with remarketing to show customers the products that they viewed on the site or placed in the basket. So you can remind them that you have what they were interested in.
4. Show information about the availability of goods
Many people want to buy a particular product, but are not sure that it is in the store and that it will be delivered on time. This complexity is especially relevant before the holidays. 41% of buyers believe that stores should give more detailed information on the quantity of goods.
What to do: add information about the number of products on the site and regularly update it – so users will be sure that they will receive the order.
5. Remember buyers are always nearby.
Marketing campaigns are often calculated for a large audience, but sometimes success is very close. For example, three out of four users who are searching for something on Google visit a found company within 24 hours.
What to do: run ads targeted to the territory near you and register with Google My Business so that users can see your store in the search results.
6. Try new features
Last year, 61% of consumers responded that they could buy something in a new store, and almost 50% did so. In other words, customer loyalty is not constant, but you can take advantage of it.
What to do: use product ads with a photo and the price of a product that consumers are looking for, store rating and other data.
For more tips on how to advertise on Google and reach more users during the holiday season, look at our website https://abc-pr.eu