Christmas campaigns are here! It is the ideal time to put the finishing touches on your ads or, if you have been proactive and already have them in motion, you are still in time to make changes to get the best results.
On these dates many searches are made related to purchases, for which it is an excellent time to launch SEM campaigns . buy youtube views In addition, this type of advertising allows you to get very fast results, so it is excellent for seasonal ads.
To ensure that your SEM is ready for this year’s Christmas campaigns , we are going to review 5 very simple resources to boost your results.
1) Check the foundations of your SEM
Every so often it is interesting to review the basic aspects of what we are doing in our marketing , and the Christmas campaigns are a very good occasion for this.
As with any advertising format, one of the keys to SEM is to target theright audience and clearly identify what makes your business unique.
Therefore, you have to ask yourself what your unique sales proposal is : price, comfort, variety of products, emotional factors, guarantee … Nowadays users can go to the competition with just a few clicks, so your marketing should Focus on those things that make you irreplaceable.
It is possible that your unique sales proposal does not work for everyone, but the good thing about Christmas is that there are so many people interested in buying that you can focus on what makes your company or your products special.
To focus, I recommend that you start by reviewing your buyer person , that is, the profile of your ideal clients (and if you have not yet created one, it’s time to get down to work!).
A buyer person helps us to easily identify how are the people who buy our products and services and where to find them , as well as the challenges and needs they need to solve. The more detailed it is, the more it will help us identify very specific needs that we can solve through our marketing.
Once you are clear about your unique sales proposition, you will have to see how to fit it into your SEM campaigns. What searches would a user who needed just that? How can you reflect it in the text of your ads?
You may want to create an ad group or a separate campaign to focus even more on a specific sales pitch … In short, you need to review the structure and configuration of your campaigns with what makes you unique.
2) Customize your messages
The large scale of Christmas shopping helps us create a very segmented marketing , but also makes it difficult to stand out from the crowd of competitors. You have already identified your buyer person and you know how to win him, but you still need to get his attention. And this is where personalization can help you.
The more specific the audience you are targeting and the messages you use, the more likely it is that you will get a conversion. For example, let’s imagine a user who is searching on Google for ” Christmas gifts ” and finds two ads with two different titles:
The second holder is more specific, gives you more information and has the incentive that from € 25 the shipments are free. You will have more opportunities to be clicked by people who are really interested in finding Christmas gifts.
The first ad is also interesting, since it plays to the branding strategy. As many people know Amazon and are subscribed to Prime’s service, then they will look for gifts here to get free shipping. This ad will be more successful if it appears to people who are Amazon customers.
To implement personalization in your campaigns, you can think of different needs that your products could cover and make them very clear in the copy of your ads. You can create separate ad groups for different subtypes of users.
If you implement this strategy, I strongly recommend that you use the A / B and multivariable tests to see which customizations work best. For example, you can launch two ads with the same landing page at the same time, but one with a generic text and another focused on a specific segment. Then, compare the results with each other to keep the options that work best.
3) Make video ads
As the craziness of holiday shopping is increasing and the competition between advertisers increases to be up to the task, you have to renew your creatives. Recycling your usual ads is no longer enough: you need Christmas campaigns capable of attracting the attention of your customers, ads that you really enjoy watching.
One of the best ways to get the attention of users is through high quality video ads . Luckily, the integration of Google and YouTube makes it possible to include the video in your SEM campaigns.