5 E-Commerce Tips for Effective Valentine’s Day Promotions

February 11, 2015

Whether you’re selling romantic gifts, delectable candles, elegant jewelry, distinctive wines or anything in between, take a look at our top five tips to share the love and improve your e-commerce sales this Valentine’s Day.

  1. heartDiversify your strategy
  2. Shape up your Shopping campaigns
  3. Increase impressions
  4. Manage your inventory effectively
  5. Start early, end late

 

Below, we’ll dive into two of our top tips.

Shape Up Your Shopping Campaigns. As shoppers desperately look for gift idea inspiration for their loved ones before February 14, their customer journey is bound to include a flurry of frantic Google searches. Wouldn’t you love your products to greet them on the Google results page (and be the solution to their problem)?

Image-based Product Listing Ads (PLAs) are an effective way to grab a shopper’s attention on the Google results page. Recently, Google recognized  that you, the retailer, needed greater flexibility in how you structured your campaigns for PLAs. Last year, the search giant launched Shopping campaigns, a new way of managing PLAs that includes more granularity in campaign structure and better control over bids.

ChannelAdvisor’s Product Group Generator can save you valuable time when setting up your Shopping campaigns. It allows you to structure the campaigns based on anything from holiday keywords to product specifics and target the shoppers who are searching for products like yours.

And make sure you’re filling in the optional promotional text and sending a product feed to Google regularly with the most up-to-date product information.

Increase Impressions. Using keywords more effectively on marketplaces can also increase your revenue this Valentine’s Day.

To maximize conversions, follow marketplace-specific best practices. For example, when listing on eBay, be sure to use long tail keywords rather than broad search terms. Put yourself in the shoes of your shopper. If they were looking for something specific for their loved one, what would they search for? Would they use sizes, colors or gender-specific terms?

This also means listing your items with meaningful, descriptive titles. For example, “Swarovski freshwater pearl necklace and earring set” is a much more effective title than, say, “Pearl necklace and earrings.”

This strategy appeals to those consumers who know just what they want. Your listings will appear higher in search results and earn greater consumer interaction. As a bonus, long tail keywords are also less expensive.

 

To see three more e-commerce tips for your Heart Day promotions, download our free doc here.

 

Blog post by Jordan Nowlin, social media and blog manager, ChannelAdvisor