Cyber Monday Tip 11: Minimize Ad Copy Changes This Weekend

November 25, 2011

Digital Marketing ChannelAdvisor By ChannelAdvisor

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.

Blog- clickthru and ad position charts

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