Recently I had a meeting with an e-commerce client (I manage their Google Adwords) who sells gifts online and they asked me “Lucy why do you not have the Mother’s Day Campaign Running”. I did not recall setting up a Mother’s Day Campaign So I logged into the account and saw the Mother’s Day campaign from 2008 sitting there inactive.
This was an campaign set up by someone else going after terms like “mothers day gift ideas” and “mothers day gift cards”. As soon as I looked at the keywords and ads I realised the reason I had not switched on this campaign.
I am sick of seeing clients pay per click budgets gobbled up using poor quality or vague keywords that to not convert into sales. It is for this reason I want you to consider the following:
Things to consider when setting up Mother’s Day (or any event’s adwords).
What stage of the buying process do you want to capture them?… You could waste a lot of budget of people looking for ideas OR
You could capture them once they have decided they want to buy a set product and utilize your current keyword groups with a more specific ad for that event.
“What do you mean by that?”
Rather then bidding $4 on mothers day gift ideas you could bit the $1.50 on flower delivery and put up an ad that says mothers day flower delivery….
That way you are getting a more targeted lead to your website but do not blow your budget out on vauge keywords.
What About Mothers Day Search Engine Optimisation?
If you want to go after these vague terms because they receive high traffic then your websites copy is your greatest weapon for turning these “just browsing” visitors into sales. You want to start blogging and writing copy that will answer all of these potential questions so they know exactly what they need to buy mum. A blog is a great way to add seasonally relevant fresh content to your site! The best thing is blogs can be distributed easily across a number of social media platforms meaning growing back links and traffic.
Try Things Like:
- Top 10 gifts for mothers day
- Spoil your mother with pamper gifts
- 3 Secrets to choosing the perfect mothers day gift.
Just a little thing to consider before you go bidding ridiculous amounts on keywords that will not convert ????
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