Four strategies to use paid search to enhance holiday purchases
Holiday season is arriving soon and marketers are preparing their weapons to enhance their sales online. Search is one of the strongest mediums to build your sales.
Entrepreneur contributor Christi Olson has shared four strategies to help marketers enhance their holiday sales using paid search.
Olson says, “Unlike the immediacy of click-and-buy actions enjoyed by online stores, brick-and-mortar businesses must embrace delayed gratification, since it could be days or even weeks before shoppers visit your location.
While shoppers are searching early, many spend late — even at the last minute. Before shoppers set foot in your store, many have already been online researching and comparing products. In fact, according to TrendSource, a good 40 percent of shopping happens after Black Friday and Cyber Monday, although research may have started well before Thanksgiving.
Key takeaway: Commit to the long haul. The research from Microsoft indicates that large ad-spending increases may have a delayed impact of about 30 days. Avoid making early campaign optimizations based on online ROAS (return on ad spend) alone”.
Comments are closed.
