Happy Black Friday! The official holiday season is being welcomed by shoppers all across America at brick-and-mortar stores and online, as indicated by our early holiday same-store sales reports, and most retailers are feeling the rush of traffic today.
We’re within 72 hours of Cyber Monday, which means, for the most part, you should be adding the final touches and adjustments to your holiday selling strategy, especially your paid search campaigns. If you’re going to make any last minute ad copy changes, do so today, and refrain from making more changes throughout the weekend. When you make ad copy changes, you lose quality score, ad position and possibly revenue.
To see an example, take a look at the graphs below. The click-through rate and ad position were fairly consistent day over day until a weekend where this particular retailer rolled out and adjusted ads, which was followed by a decline on in both click-through rate and ad position.
Holiday promotions and sales require ad copy changes, but as you can see, making too many can hurt your visibility. Don’t make this costly mistake!
Check out our other tips from our Countdown to Cyber Monday!
Tip #1: Add Gift-Themed Categories
Tip #2: Offer and Highlight Free and Expedited Shipping
Tip #3: Bid Up Early and Often
Tip #4: Comply with Google Product Search Changes
Tip #5: Add Videos to Product Details
Tip#6: Touch Up Your Listings on Marketplaces
Tip #7: Disable Google Ad Scheduling for the Holidays
Tip #8: Promote your Promotions with Social Media
Tip #9: Reuse your Paid Search keywords on marketplaces
Tip #10: Ensure your Landing Pages are Consistent with Your Ads
Blog post by Natalie Sink, ChannelAdvisor Communications Assistant
