The last few years have seen a humongous traction in holiday shopping on e-commerce sites. Talk about Cyber Monday, and e-retailers point to a peak summit in reporting GMV and revenues. Americans spent an average of $935.58 during 2016 holiday shopping season. No wonder that 20% of the retail industry’s annual sales happen on 22nd, 23rd & 24th December.
This also means that the level of competition for visibility in this will be unbelievably cut-throat. If you are an e-retailer, you need to employ more than one paid marketing strategy to gain shopper attention in a crowded supply space. Here are the top 3 strategies that we have compiled for you to target holiday shopping better:
1. Google Product Listing Ads
Google PLAs are undoubtedly the biggest revenue generators for holiday e-commerce. You need to check for enablers like long-tail keyword optimization, and crafting compelling product description with detailed product attributes. This way your product should show up irrespective of whether the searcher types in “white running shoes” “size 13 shoes” or “Men’s Adidas Size 13 Running Shoes Adi Pacer 1.0 Low Shoes.”
2. Amazon Search
The Return on Ad Spend (ROAS) has been one of the highest through Amazon, and there is no reason why you should not try out this online channel. Amazon PPC is an excellent way to get listed especially considering that shoppers use it as a search engine within site to discover newer and more products. Imagine if your Amazon PPC lands your products on top of the listing? That is the power of Amazon search. Use it judiciously after factoring in drivers like how much margin you can put on advertising, and how the paid traffic converts to sales.
3. Retargeting
When you focus on paid ads, make sure to target customers that were almost about to make a sale, but didn’t convert at the last minute. With retargeting you get reduced cost per impression, better ROI, higher conversion rates, and laser- sharp targeting (because they had taken the efforts to come to the e-commerce site to buy products earlier).
The road leading to holiday e-commerce will be successful only if you start today. Hurry up and utilize these tactics to a great 2017 holiday shopping season.
