Remarketing for the Holidays

Remarketing for the Holidays

December 6th, 2012
Remarketing for the Holidays

For many retailers, the holiday season can account for up to 40% of yearly revenue. During the holiday rush, marketing is more important than ever, but time is short. Make the most of your marketing strategy this holiday season by remarketing old efforts specifically for the holidays. Here's how.

 

An article on Search Engine Watch has a number of excellent recommendations for how to remarket and why it works. According to the article,
 
All the top-of-funnel purchase research that happens the rest of the year has a really high likelihood of coming to fruition in the next couple of weeks.
 
We're now in Bizarro-land. It’s the only time of year when women buy lots of hunting gear, 25-year-olds buy Hummel figurines, and anybody can be compelled to stop in the middle of their “Words With Friends” session to go buy that gift they’ve been meaning to get. 
 
Search Engine Watch also provides the following tips for remarketing:
 
  • If you have any exclusions (genders, categories, placements) on your remarketing campaigns, consider taking them off.
  • To ensure you maintain your impression share, increase your bids (or CPA targets) and increase your budgets.
  • If you have a blog or other content that generally is made for SEO, target previous customers. 
  • If you typically stop remarketing when somebody converts, consider continuing to hit those users, as they may order again. 
  • Create campaigns that specifically target everything you normally exclude with customized messaging (e.g., “Want to Buy Him the Perfect Hunting Vest?”).
 
What other tips or tricks would you suggest for remarketing during the holidays? How are you using SEM to boost your business? 
 

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