Partners Blog
What's new @ Google? Tips and tools for agencies
Help clients spread a little love this Valentine's Day
Thursday, February 11, 2010
You may have seen
Google's Superbowl ad
this past Sunday and have gotten a taste of what a love story might look like when told as a series of search results. Of course, that was just one example; it's certainly possible to find romance outside of Paris.
With total 2010 Valentine's Day spending expected to reach $14.1B
1
, there are ample opportunities for you to inject a little romance into your own clients' campaigns to ensure they have the biggest impact in the next few days.
Here are some quick tips:
1. Ad Copy:
Activate and create new text ads that specifically mention Valentine's Day. This serves as a reminder for users that the date is almost here. In addition, create a sense of urgency in your ad text. Shipping deadlines, or a Valentine's Day countdown (i.e., Only 5 Days Until Valentine's!) may make your advertisement that much more compelling and drive panicked, last minute shoppers to your clients.
2. Budget:
Search traffic for "Valentine's Day" and "Valentines Day" is
trending upward
year over year. Ignoring this increased traffic is a missed opportunity for conversions. Increasing budgets where possible will ensure you capture relevant traffic and capitalize on all conversion opportunities. Consider using the
Bid Simulator
to simulate various scenarios based on your bidding strategy and improve profitability of campaigns.
3. Keyword expansions:
Capture additional traffic for your clients with expanded keyword lists. Try the
Search-based Keyword Tool
and take a look at the organic search queries reported in
Google Analytics
for new keyword ideas. Use
Google Insights for Search
to understand where your clients' products or services intersect with increased search activity. In addition to category specific opportunities, remember to target consumers looking for gift ideas. Women may be particularly interested in such suggestions -
searches for "gifts for boyfriend" were up +250% y/y
.
4. Expand reach:
Use
Ad Planner
to reach your clients' target demographic on the Google Content Network and compliment search campaigns for maximum impact. Combine relevancy and targeting with eye catching visuals using
Google's Display Ad Builder
.
For additional resources, be sure to visit the
AdWords Help Center
. Happy Valentine's Day!
[1] the NRF 2010 Valentine's Day Consumer Intentions and Actions Survey, conducted for NRF by BIGresearch
Posted by Yael Davidowitz-neu, Retail Team and Evan Ortiz, Agency Team
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