AdWords Retail Newsletter

Meet the parents

Tips and tricks for Mother’s Day and Father’s Day

Just for Mom (or Dad)

Create new AdWords campaigns for all Mother’s Day-related keywords and ads to gain better control over your daily budget and maximum cost-per-click. You can then pause or delete these campaigns and use them again next year. Don’t forget about dear old Dad: he deserves his own campaign too.

Tell people what they want

Who hasn’t been stumped over how to show their folks they care? By using keywords like mother’s day gift ideas and unique father’s day gifts, you can prove to undecided shoppers that your products are the answer to their gift quandaries.

It’s in the cards

A poll conducted by the Marketing Workshop Inc. for Comdata in February 2007 found that 19 percent of U.S. Internet users purchase gift cards for Mother’s Day. If you offer them on your website, try mentioning them in your ads.

Better late than never

According to comScore Networks, Mother’s Day shoppers bought online later than ever before in 2006. If you offer expedited shipping or if all of your products are in stock and ready to send at a moment's notice, use your ad or landing page to alert panicked procrastinators.

Be free

Surprise, surprise: shoppers like free shipping and other special deals. A January 2007 study of the biggest retail sites by ForeSee Results revealed that unrestricted free shipping strongly impacts customer satisfaction and loyalty. If you offer free shipping or other promotions for Mother’s Day or Father’s Day, let shoppers know right in your ad. Try a call to action such as “Get Free Mother’s Day Shipping!”

Father gets less (or does he?)

Designated as a holiday a full 51 years after Mother’s Day, Father’s Day has always lagged behind its more prominent counterpart. According to the National Retail Federation, American shoppers spent $13.8 billion on Mother’s Day in 2006, compared with $9.01 billion for Father’s Day. Still, that’s no small amount, and some experts have suggested that dads will get more equal treatment in the coming years. Prepare for the season with Father’s Day-related ads, keywords, and promotions.

Think outside the box

These days, many shoppers are looking beyond flowers and jewelry. Once regarded as Father’s Day standbys, gadgets are gaining popularity for moms. The NPD Group reports that digital cameras, MP3 players, and camcorders were some of the hottest Mother’s Day picks in 2006. Shoppers also tend to recognize other ladies in their lives on Mother’s Day, so remember to place special emphasis on your entire women’s inventory (and reallocate your AdWords budget accordingly) around May 13.