As many holiday shoppers tie the last few ribbons on their gifts this year, the last-minute stragglers (no shame here) are planning to catch eleventh-hour sales and deals.
Here are a few advertising tips that provide a quick digital nudge to the season's procrastinators.
1. Amazon: Show Up at the Holiday Party
More consumers than ever before are heading to Amazon to perform product searches. If you’re not already advertising on this retail behemoth, it’s not too late to start! Having an Amazon presence will make it easier for shoppers to find your products by highlighting the ones they’re most interested in buying. Bone up on Amazon’s ad formats to identify the ones that are right for your business.
For advertisers already using Amazon’s Sponsored Brands Ads, make sure you’ve tested your campaigns to ensure they’re delivering top-notch performance. Even one, small improvement can make a difference in clicks and conversions with last-minute holiday shoppers.
For more tips on advertising on Amazon, read our info-packed blog articles:
- 3 Keyword Tactics for Advertising on Amazon
- Testing Effectively with Amazon Sponsored Brands Campaigns
- Amazon’s Sponsored Products Ads: Building the Right Structure
- Amazon’s Sponsored Products Ads: Your Targeting Options
- Amazon’s Sponsored Products Ads: Bid Optimization with Marin
2. Online and In-store: Spike the Eggnog
Who likes plain old eggnog, anyway?
Shoppers love convenience, especially as the Christmas “deadline” draws near. This is the time when it either may be too late for timely shipping, or when people might prefer not to pay extra for expedited delivery. Have you made store pickup available in the days leading up to Christmas? Is this reflected in your shopping ads?
Also, to entice them once they’re in your store—does your mobile strategy allow for an impulse buy? Do your ads let shoppers know how late your stores will be open?
Sweeten the holiday deal by making it easy for people to find and purchase the products they want, when they want them.
3. Deck the Halls with Festive Photos
Bring on the upbeat visuals—reindeer, decorated trees, boughs of holly, you name it. Work in a non-denominational message to attract shoppers across religions and belief systems.
For the best results, limit text on images and have the picture do most of the talking. That said, be sure to clearly present eye-catching, wallet-friendly deals in your ad copy.
4. Go Cross-Channel or Go Home (for the Holidays)
According to Harvard Business Review, customers using multiple channels spend 4% more in-store and 10% more online than those on a single channel. Someone on their laptop in the morning may be checking their smartphone in the afternoon, and then swinging by a store in the evening after work. (We, too, have been in the shoes of the frazzled, pre-vacation shopper!)
Increase your ad spend across channels and make sure you have a strong strategy in place for the days leading up to Christmas. You should be using search intent to fuel your Facebook and retargeting campaigns, and leaving as little as possible to chance. That perfect gift someone’s looking for will hopefully be yours.
As always, test, test, and test some more, and then optimize based on what’s working best. To learn more about holiday ad strategies and tools that’ll help you go the extra mile all year long, schedule a demo with us today. From Marin’s family to yours, have a very merry holiday and a revenue-boosting New Year!