The holiday season is approaching fast. We can all recall singing along to Andy William’s classic holiday tune: “It’s the most wonderful time of the year.”

 

For retailers, the holiday season is not only the most wonderful time of year; it’s the most important.

 

A new survey released by Shop.org reports that more than half of holiday shoppers plan to do at least some of their holiday shopping online. Online shoppers plan to spend 16% more on holiday shopping than all other shoppers. The study also shows that two out of five consumers are starting their holiday shopping before Halloween to take advantage of promotions and to avoid throngs of holiday crowds.

 

A well-executed online marketing strategy is the key to a successful holiday season. Keep these three SEM strategies in mind when looking to maximize performance across Search campaigns this holiday.

 

Think Mobile
With the hustle and bustle of the holiday season, many consumers rely on mobile devices as their primary screen. In fact, this year 42% of consumers anticipate using their smartphones to make holiday purchase decisions. While many desktop users are doing research on products, mobile users are typically looking for information such as store hours and location. With this insight, retailers should adjust campaigns to make the most of available screen space by providing relevant information like address, telephone number, etc. Also, mobile ad copy should prioritize the most vital information in the first line for higher engagement and increased CTR.

 

Stand Out
The holiday season brings with it chilly weather and seasonal cheer – as well as an abundance of online ads. To stand out from the competition on search pages, offer sales and promotions, which are key drivers for CTR and consumer purchases. Last year 92% of online shoppers reported using some type of promotion. Feature a strong call to action with emotion in your ad text to drive engagement and CTR.

 

Integrate Social
Consumers typically spend more time on social during the holidays, and more marketers are taking notice and including it in their overall holiday advertising strategy. According to the survey, three out of 10 retailers will use Facebook, as well as other channels like YouTube, Instagram and Pinterest, for digital advertising. Marketers should pay attention to audience retargeting, as well as the different stages of the purchasing funnel. Ensure that creative contains messaging targeted at the right buying phase. For more information on how to optimize Facebook ads for the holidays, check out Marin Software‘s whitepaper, The Retailers Last Minute Guide to Holiday Advertising on Facebook.

 


About Boost Media

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.