AdWords Entertainment & Media Industry Newsletter

Holiday hints

'Tis the season

The best way to target audiences celebrating different holidays is to create ad text specific to each occasion. Also, be sure to keep running your non-holiday ad text to attract other shoppers as well.

Smooth landing

To convert consumers, use highly specific keywords and landing pages. For example, if you sell event tickets, use keywords like holiday ice skating show or holiday ice capades, and make sure your ad links to a page on your site that focuses only on these ice skating shows. This will make the customer's shopping process easier and faster.

Seasonal sales

During this spending season, consumers are particularly interested in discounts and savings. In a recent poll, 56 percent of Internet users in the U.S. reported looking for sales when shopping online.⁴ Let them know that you have gifts in their price range by giving specifics in your ad text. For example, include a phrase like "Gifts under $25." And, if you’re offering special holiday discounts or coupons, highlight this in your ad text so you can stand out from the crowd.

Bundle up

Try packaging your products together to drive up holiday volume. Promote special gift packages or bundles in your ad text with phrases like "Buy 2 Get 1 Free."

Target practice

Use ad scheduling to target shoppers at work. Many professionals often browse holiday gift ideas and compare prices during the workday. Using ad scheduling, increase your maximum cost-per-click (CPC) bid during work hours to try to improve your ad rank.

Reach out

Drive more traffic to your site by running ads on Google's content network. Increasing your maximum CPC bid can also help improve your visibility on content sites and get you more impressions and clicks. For more tips on using Google's content network, visit the "Visual variations" section.

[4] AdvertisingAge.com, Holiday Shopping Study: Consumer Shopping Patterns and Advertising Performance, 2007