Whether you are ready or not, here come the holidays! Black Friday is only three Fridays away, and it — along with the holiday season more generally — is one of the best times of year to get your products in front of the millions of shoppers searching for the right gift at the right price.
Recently, my colleagues at Bing Ads and Merkle led an enlightening presentation on strategies for making the most of your paid search campaigns this holiday season. And they shared a few insights that may surprise you.
Bing Ads data reveals that many of us are procrastinators (no surprise there). But what you may not know is that Black Friday and Cyber Monday only comprise 17 percent of all holiday sales. Forty percent of gift purchases are made after these big days.
What does this mean for you? While you definitely want to reserve ample budget and bid early to capture Black Friday and Cyber Monday sales, you’ll also want to budget for sales throughout December. And don’t forget to include a little extra budget for those post-Christmas shopping sprees. (That’s when you’ll see me doing my shopping!)
Believe it or not, there are lots of early birds searching and buying well before Thanksgiving. In fact, while 30 percent of holiday purchases are made year-round, 9 percent of holiday purchases are made in the weeks before Thanksgiving. This means you need to plan early and have your campaigns ready by early November (Hint: that’s right now)!
November is a prime time for individuals who are researching their upcoming purchases and for those who don’t procrastinate (like me) to get their shopping done early. In the lead-up to Thanksgiving, you’ll want to be sure that you focus on building brand trust by making it easy for searchers to access product reviews and comparisons (and purchase, of course!).
Self-gifting is big this time of year. In fact, people shop for themselves 70 percent of the time during the holiday shopping season, especially when it comes to apparel. I know I have a hard time passing up on that amazing sale while shopping for my family. (What we don’t know is how many of these folks actually wrap their gifts to themselves!)
Like the turkey, search is hot on Thanksgiving. Shoppers are scouring the internet as they plan their Black Friday shopping sprees. What are they looking for? Deals, of course. The week of Thanksgiving, you’ll want to showcase your upcoming deals — then, on Black Friday, make it easy for customers to find your store and coupons.
And hobby and leisure shoppers also generate more click volume earlier in the season. Think about the days that your audience might be searching. For example, if you sell products in the hobbies and leisure space, Bing data shows that Saturdays are a popular shopping day, although people begin their searches early in the season.
So, what are you waiting for? The holidays are literally right around the corner, and you’ve got just a few more weeks to get your products in front of holiday shoppers!
The post 5 surprising paid-search insights to help you win the holidays appeared first on Search Engine Land.