Welcome to the Holiday Marketeer blog series in which Boost Media serves up hearty portions of 2015 holiday digital marketing strategy ideas. In this installment, we review often-overlooked holiday e-commerce events that should be on your calendar for December.
With Black Friday and Cyber Monday behind us, it’s time to switch gears and start optimizing holiday SEM ad creative for critical e-commerce events throughout December and beyond. Check out these ideas to get the most out of this month’s shopping events.
Metric that matters #6. Green Monday’s rank on the list of top online revenue-grossing days of the holiday shopping season. This year, Green Monday falls on December 14th.
What it means for you. Like Black Friday and Cyber Monday, Green Monday has grown into a bona fide shopping holiday of its own. Test out Green Monday messaging in your holiday SEM ad creative. If there isn’t much in the way of Green Monday search volume specific to your brand, consider testing a Green Monday sitelink.
Free shipping cutoff
Metric that matters. December 16. This year, Amazon’s non-Prime free shipping cutoff is scheduled for December 16th. Last year’s deadline was extended to December 19th.
What it means for you. Free shipping cutoff day creates a sense of urgency to buy that special gift now rather than waiting.
- Help ensure your customers receive free shipping and on-time delivery by utilizing a countdown feature in holiday SEM ad creative.
- Test different shipping-related messaging such as “ships free” versus “free shipping” and “free delivery.” If your brand offers guaranteed on-time delivery, consider testing this in your holiday SEM ad creative, or utilizing call-out extensions for this feature to gain extra characters in your ad text.
- After the free shipping cutoff day, test messaging such as “rushed shipping,” “overnight delivery,” or “same-day delivery,” if possible.
- Once all shipping deadlines have passed, test in-store pickup messaging.
Metric that matters. $25.9 billion. The projected spending level on gift cards for the 2015 holiday shopping season.
What it means for you. Gift card and electronic goods sales are major opportunities for retailers once shipping cutoff dates have passed. Bolster your gift card keyword list, increase bids, and be sure to include gift card messaging in ads. Highlight electronic delivery features.
Metric that matters. “After Christmas sales.” A search term which sees a brief spike in traffic every year.
What it means for you. After Christmas, your first thought may be to wipe your brow and call it a day. But at this point, it’s time to tailor campaigns around post-Christmas shopping:
- Offer gift card redemption discounts when customers spend more than their gift card value.
- International brands should create keywords and test copy specific to Boxing Day (the day after Christmas). Even in the U.S., brands can capture sales from spikes in people who search for “Christmas day sales” and “after Christmas sales.” Be sure to test out messaging that speaks to the intent of these searches.
- Tailor remarketing ads with messaging for post-holiday savings.
- Begin customizing health and fitness-related messaging for the new year.
Putting it all together
Another Black Friday and Cyber Monday are behind us, and there’s the whole month of December sales ahead of us. Try out the tips in this post to optimize your holiday SEM ad creative around the upcoming holiday e-commerce events. Here’s to a record-breaking season!
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Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale.
The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.