This year, you’re going to get ahead of the crowd and start preparing for Mother’s Day.
This holiday is celebrated by 86% of Americans. Despite the pandemic last year, Americans spent a whopping $26.7 billion on retail last year. If you haven’t made it a habit to jump on these less festive holidays, now is the time to ramp up your strategies According to Google, consumers are ready to celebrate Mother’s Day and spend an average of $200.
Eager to learn more? Review the attached deck for key insights for this Mother’s Day.
Window of Opportunity
In past years, data reveals that Mother’s Day searches start the first week in April and peak the first week in May.
Given the data, let’s focus on these three entry points for this holiday season:
- Be on Trend, inspiring shoppers to gift to loved ones in unique ways
- Be there Early, converting interest into action
- Be Easy to Shop, making it easy and simple to capture all demand
Mother’s Day Spending in 2020
Despite challenging times in 2020, the average spend for gifts increased by approximately $8. The graph below shows the increase despite the burden of COVID-19.
Shoppers will be looking for savvy ways to purchase items. Focus on promoting price points this season and complementing a good sale with convenience and fast shipping for an easy close.
Mother’s Day 2020 Gifts Search Trends
Naturally, each holiday has its search trends. Historically, Mother’s Day gifts focus on the following:
- Gift basket
Google Trends show that people are searching for Mother day gift ideas and ways to celebrate well before the holiday arrives. It’s common for certain keywords to gain traction as a holiday nears, this is one of the reasons we remind clients, partners, and readers of White Shark Media that no campaign is “set and forget.”
Optimizing by calendar trends will get your online promotions and discounts in place for those early shoppers.
Top search results include:
Considering the trends, each campaign should activate a keyword expansion that serves your particular business. Below is an example of how these can be used. Strategists adjust this depending on a client’s services or products.
Google Display Ads
The Google Display Network helps you find the right audience. It shows your ads to potential customers at the right place and the right time. With it, you can reach new customers or engage your existing customers using audiences.
These ads also allow marketers to create similar audiences and in-market audiences. These lists help you find new prospective customers who are likely to be interested in your products target. In addition, remarketing lists help you re-engage with users who previously visited your site. More information on these below.
Employing Google Display Ads increase your audience reach and cast a wider net. These ads will reach people while they’re browsing their favorite websites, checking their Gmail account, or using mobile devices and apps.
Use to this:
- Display your ads on 120 of the top 200 trafficked websites, and reach 50 billion apps downloaded via Google Play.
- Connect with people before they start searching for what you offer, which can be key for your overall advertising strategy.
- Use data, like remarketing lists, to help you re-engage people who previously visited your site.
We’ve all trailed off a website we were intrigued by because it wasn’t the moment to purchase. Remarketing is the clever device that flags this action and offers a reminder of said intrigue.
This is one of the most effective methods to increase conversions by serving up ads and offers to users who have previously interacted with your website. Advertisers can build off interest that’s already there with special offers or customized messages that can guide them to take an action.
This helps advertisers upsell and cross-sell to their customer base, close the deals, and connect on specific interests.
YouTube draws in 2 billion viewers a month. Its video ads have made the platform the world’s second most popular website. Advertisers place content on YouTube or in the search results. Video ads play before or during a video. Given the reach and the format, video ads help build awareness and ad recall. Because of the dynamic nature, these ads typically motivate viewers to move on to the next step indicated by the CTA at the end of the video.
Microsoft Search Ads
The Microsoft Search Network powers your customers’ devices, apps and sites. Using this network allows advertisers to capture a 38% of the market that is not on Google.
Though Google is famous for its reach, Microsoft offers a better price per conversion with a less saturated audience. This provides greater ROI to advertisers. Search ads are eligible to show across Microsoft’s search network which includes:
- Other third party websites, owned and operated by Microsoft’s and Yahoo’s syndicated search partners
Microsoft LinkedIn Ads
Popular for its targeting features, integrating the LinkedIn with
Microsoft Advertising allows specialized targeting to professionals along three different dimensions: company, industry, and job function through search and audience ads.
LinkedIn profile targeting is available for search campaigns, dynamic Search Campaigns, Microsoft Shopping Campaigns, and Audience Campaigns. Here you can show your ads to people who:
- Work for specific companies. There are 80,000 companies available to target.
- Work for specific industries. There are 145 industries available to target.
- Have specific kinds of jobs. There are 26 job functions available to target
Social Media (FB & IG)
Social media is hot year round, but consumers take to social media for ideas on holidays. Facebook and Instagram offer up 3.5 billion social media users to connect with. It’s the easiest, fastest, and funnest way to connect with customers.
A whopping 54% of social browsers use social media to research products. Placing your ads on social media increases exposure, brand awareness, and invites traffic to your site. Promote gift ideas through social media ads. Use different visual assets, including photos, and interactive videos.
The strategies above are leveraged by our strategists across both Google and Microsoft campaigns. Though many businesses and account managers don’t often prepare for holidays like Mother’s Day, there really is no reason to overlook it as data shows that spending continues to increase.
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