While most people are preparing their brine for the turkey on Thursday and scouting the best sales so they can go stand in line before the pumpkin pie even settles, others are getting things in order behind the scenes, making it possible to provide consumers with the insane sales that they need so bad that they are willing to trample each other for.
Whether you are an online retailer or a brick-and-mortar shop that also has a website, I’m here to provide you with some tips to be sure you take advantage of all those searchers looking for sales nearby on Black Friday, or looking for the lowest price on the web on Cyber Monday.
An important, but obvious option is to be sure you target your PPC ads to mobile devices during the holidays. If you think about it, a lot of people will be searching on the run between stores and coffee runs. Do a little work and tailor your ads around holiday verbiage, drawing people in for your big sales during the holidays. You can even use ad sitelinks and location extensions to make your mobile ads even more useful for searchers (see below).
For online shoppers who like to avoid the Black Friday madness (like myself), try out Remarketing. With the addition of a snippet of code on your website pages, you can target text or banner ads to people who have visited certain pages of your website as they browse the web when they leave. For example, if someone comes to your sites and checks out the Frye boots section, you can show them ads for your Frye boots sale on other sites they visit after they leave.
Product Listing Ads
One option to get your products in front of more eyes is to use product listing ads. Link your product feeds with AdWords to show products related to searches, giving them the opportunity to head straight to the product page on your site that they are looking for. You can provide details like pricing and images so that searchers know exactly what you can offer them before they even click through.
Ad Sitelinks are an ad extension feature available in AdWords that allows advertisers to show additional links and information alongside traditional text ads. This provides searchers with more information about your additional products or services, and also helps you take up more space on the search engine results pages. This is also a great place to advertise seasonal promotions, like holiday discounts and events. When the discount period is over, just take down that ad sitelink and continue running your ads as usual.
Another great option is to provide your location information alongside your traditional ads, helping searchers wanting to visit your storefront rather than buy online. The one below is shown on a desktop computer, with the initial ad first, then the expanded ad next.