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Seven Easy-To-Apply PPC Tips to Market Your Business for Valentine’s Day

Just when you started to wonder what to do with your creativity after the retail bonanza that Christmas brings with it, a smaller but nice opportunity is tugging your sleeves for attention: Valentine’s Day.

Although wise men, women and song writers alike will tell you money can’t buy you love each year, consumers take to the shops (online and offline) to express their feelings with flowers, jewellery, chocolates, dinners, bespoke gifts or small breaks, and some search to find a date.

Here are some tips to get your search accounts ready to benefit from the opportunity:

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  1. Get started on time– PPC campaigns usually benefit from being launched early. Why? Besides giving your campaigns some time to build up performance history, not all consumers leave surprising their loved one until the last minute, so capture as many searchers as you can by being on time. In dating, for example, we see that the peak in searches occurs between October and February (perhaps to secure dates for Christmas and ahead of Valentine’s day).
  2. Review your keywords – Make sure your ads show up when potential customers search for your products by having the right keywords in your account. This blog post contains lots of tips on finding the right keywords for your business. It might be a good idea to add keywords specific to Valentine’s Day into separate ad groups, which you can pause again after the event. When choosing keywords think of generic as well as (product) specific keywords. You can also pick some keywords from these UK keyword libraries.
  3. Put some love into your ad copy – Time spent on tuning your ad copy to the season of love is time well spent. Look at what has worked well for you in previous years, and test some new ad copy. Put yourself in your customer’s shoes, use your USPs and add call to actions.
  4. Use demographic targeting – If your gifts or ad are gender specific, you’re aiming at a certain age group, or you would mainly like to target people living in a certain area – demographic targeting is your ally. The more targeted an ad seems to someone, the more likely they will click and engage with the content. Also have a look at time and day targeting to show your ads when your customers are most likely to be online or when your business is open.
  5. Landing pages – After seeing your targeted, relevant ad customers will expect to see an equally relevant landing page with all of the information on the page that they expect and need (find some tips here). Delivering relevant landing pages also helps to improve your quality score. A good quality score increases the chances that you will see a good return on investment (ROI) on your ad.
  6. M-Commerce – We see mobile search increasing (mobile and tablet) rapidly, so don’t forget to make sure your ads are targeting mobile.
  7. Manage your budgets – Valentine’s interest does increase traffic volumes, so it is important to monitor how your campaigns are performing and to ensure that you have enough budget to keep your newly made-over ads showing!
  8. If you have any other PPC tactics to share that have worked for you at Valentine’s – share the knowledge below!