Yes, it’s almost Christmas time again! It feels like only yesterday we were hanging up the Christmas lights and making the last minute dash to the store to purchase gifts we should have bought months ago. The great thing about being online is that we can now do our shopping from the comfort of our homes (or mobile devices), saving us from the hassle and stress of pushing through the crowds this Christmas season.
If you are an online retailer advertising to Australian audiences, this article will help you understand how and when to target online shoppers on the Bings Ads network.
1. Target online shoppers in November
There is an increase in online customers interacting with retail related ads during the month of November; however the Click Through Rate (CTR) for these ads is the highest during the month of December. This gives you the perfect opportunity to target those “last minute” gift buyers (did anyone say overnight shipping!).
2. Toys, toys and more toys!
As you may have guessed, there is a heightened interest in purchases related to toys in the lead up to Christmas. The spike in interaction levels with these ads occurs during the month of November. So it is recommended that retailer’s ads feature their top selling toys and products in the headline of the copy. Also if you have limited stock, ensure that this is mentioned in the ad along with a strong call to action.
For clothing/apparel retailers, your key period is also during the month of November.
3. Reach shoppers on mobile devices
There has been an increase year on year in online customers using their mobile phones to not only research their possible purchases, but also to buy these products. Mobile device clicks on Bing last year only accounted for 1% of the overall traffic volume. From January to August this year, it now accounts for 4%. In a “multi-screen” study completed by Google in March 2013, it was noted that people were more likely to make “impulse driven” purchases from their mobile phones. It is important that your landing pages are optimised for mobile devices (responsive) to avoid missing out on conversion opportunities.
“Multi-screen” behaviour is becoming more prominent whereby people are utilising multiple screens to research and ultimately purchase items. If you have “above the line media” campaigns running (TV, Radio Print etc), ensure that your online ad copy messaging is consistent with these. Also it may be advantageous to create special offers or discounts for those using their phones or tablets to make a purchase.
4. Use Ad extensions to increase your SERP “real-estate”
Ad extensions, more specifically Sitelinks, can help increase your presence on the search engine results page when vying for the top ad position. Adding these can also increase your CTR by up to 20%. Furthermore, Sitelinks can be used to display extra copy elements such as special offers, discounts and promotions.
If you are targeting mobile devices, adding a call extension may also be relevant. This way customers can contact you straight from your ad if they have any questions or if you offer a service to order products over the phone.
Adding location extensions can be used to direct customers to their nearest store, if you’re a retailer with a physical address or have multiple store locations.
If you would like to find out more about ways to optimise your accounts, please speak to our friendly Bing Ads team.