Search Marketing Strategies for Holiday Season 2007

October 4, 2007 by Anil
Filed under: Search Analytics, Web Analytics 

With Holiday season 2007 approaching fast, Online retailers are gearing up and making changes to campaigns and their marketing strategies.

The yahoo search marketing team shares their finding from the research and also few pointers to optimize your site for the upcoming holiday season. Here’s the excerpt from the post.

Holiday Highlights
According to comScore, online consumer spending grew 26 percent in 2006 to $24.4 billion. More than 80 percent of consumers did at least some shopping online (BizRate and Shop.org Holiday Mood Study 2006), and 50 percent of shoppers bought more stuff online in 2006 than 2005 (NielsenNetRatings research). It’s a pretty telling trend. (For what it’s worth, last year I did all of my holiday shopping online for the first time.)

The Yahoo! Search Marketing team has prepared some tips for advertisers based on the holiday data we gathered:

Engage the bargain hunters—According to the BizRate and Shop.org Holiday Mood Study 2006, nearly half of the consumers polled named “free shipping” as a primary motivator to purchase. Other shoppers named “online only sales” and “repeat buyer discounts.”

  • Primary motivator to purchase is indeed a great input from yahoo marketing team, Using terms like these on campaign landing page would be a huge bonus during the Holiday season.

Keywords count—According to our internal data, “Christmas” was, not surprisingly, the most holiday-related search term in 2006 with more than three million average monthly searches. Other popular terms included “Christmas decoration,” “Hanukkah,” “holiday gift” and “gift for dad.” Make sure that your keyword selection includes holiday-related keywords and seasonal products and promotions.

  • Holiday related, seasonal related, and seasonal promotion related keywords is what one needs to optimize/ensure exists on respective product/service page.

Titillate with titles—Titles and descriptions can drive relevance and clicks, so it’s a best practice when creating specific holiday ad groups to place the holiday term prominently in both the title and the description, and include any special seasonal promotions in the copy.

  • Review your current titles and making appropriate changes to both title and description to include the seasonal and holiday related keywords will help increase relevance.

Clear for landing—Make sure that your landing pages are relevant to your keywords, ad copy and any promotions. Nothing’s more frustrating for a consumer to click on an ad that says, “Get 10% off” something and then land on a page where that information is either absent or buried. Prices and promotions should be consistent with ad copy.

  • By ensuring the above two criteria are met, a clear landing page will help drive conversion. A clear “headline” and a visible “Conversion Exit” will help smooth flow of the conversion.

Combine search with display and offline advertising— Make sure you include your keywords and consistent copy in your display and offline marketing material.

Content courtesy: Yahoo marketing Blog

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Comments

One Comment on Search Marketing Strategies for Holiday Season 2007

  1. multi level marketing success on Tue, 25th Mar 2008 4:57 am

    2. multi level marketing success…

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