Mother’s Day is right around the corner. As children, husbands, significant others, friends, and even extended family search for the perfect gift to shower the moms in their lives, this celebratory holiday presents an opportunity for advertisers to generate incremental sales via paid search.
While some shoppers already know what to get mom for Mother’s Day, many consumers need help finding that perfect gift—and, lots of people turn to Google search for assistance. Advertisers should develop a strong Mother’s Day paid search strategy to drive awareness of their products during this holiday.
Here are three tips to ensure a successful Mother’s Day for your search campaigns.
1. Expand Keyword Coverage Using RLSA
General gift-giving searches for the term “Mother’s Day Gift” start increasing approximately a month before Mother’s Day, with a steep incline leading up to the holiday.
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2016 Google trends data for “Mother’s Day Gift”[/caption]
Advertisers looking to put themselves in front of potential consumers during this key shopping period can leverage the uptick in Mother’s Day search queries by expanding keyword coverage. Adding keywords for “Mother’s Day Gift”, “Cheap Mother’s Day Gifts”, “Unique Mother’s Day Gifts”, “Gifts for Mom” and “Mother’s Day Gift Ideas” is a great way to get seen by more shoppers.
However, keep in mind that while general gift-giving keywords present a great opportunity to reach consumers, many people searching these keywords are still early in the research phase. This means that the influx in traffic from these keywords may not result in the desired uptick to sales volume.
Avoid decreasing your ROAS by narrowing your reach for Mother’s Day gifting keywords to RLSA audiences only. This tactic will limit exposure of these keywords to people who’ve previously been to your site. Limiting the reach to an audience already familiar with your brand can help drive incremental sales and keep ROAS strong.
2. Customize Ad Copy for Mother’s Day
Make your paid search ad pop by tailoring the ad copy to Mother’s Day shoppers. Include mention of finding the perfect gift, surprising mom, making Mother’s Day special, etc. Also, consider incorporating Ad Customizers with a Mother’s Day countdown feature. As Mother’s Day gets closer, the countdown element will add a sense of urgency for shoppers to make their purchase.
Ad extensions are another valuable tool to utilize. Be sure to incorporate callout extensions and sitelinks that promote Mother’s Day gifts. This is a great way to feature gift cards, top picks for moms, a Mother’s Day gift giving guide, and special offers.
3. Leverage Enticing Offers
Everyone loves a good deal! Convert more shoppers by offering a strong promotion for Mother’s Day. Traditional money-saving deals are always appealing, but you can also test more creative offers such as a free gift with purchase.
Don’t forget to leverage tactics that’ll appeal to buyers who need a gift quickly. Search volume for the phrase “Mother’s Day Gift” spikes drastically the week leading up to Mother’s Day. An offer for free next-day delivery could be a very compelling offer for last-minute shoppers who need their gift to arrive before the big day.
Making a few easy tweaks to your paid search strategy can help drive incremental sales for Mother’s Day gifts. Implement new keywords to expand your reach, customize ad copy with Mother’s Day messaging, and incorporate compelling offers.
This post is specific to search tips, but remember to also incorporate a Mother’s Day strategy for shopping, social, and display campaigns.