September 12, 2019
A/B Testing in Google Shopping to Prepare for the Q4 Holiday Season
Mother’s Day is approaching, which means you should be thinking about your ecommerce strategy for the upcoming holiday. The number of people shopping for gifts online increases every year, and it’s important to make sure you’re prepared to capture as many Mother’s Day customers as possible. In this article, we will go over some quick and easy strategies to maximize your revenue this Mother’s Day.
Your competitors are likely running some type of promotion, so consider running one yourself. Keep an eye on what deals your competitors are promoting and try to beat them if you can. You’ll want to keep in mind your margins and what deals you can offer to maintain profitability, but it’s important to consider the growth opportunity that Mother’s Day presents when deciding on your promotional strategy.
A few great ways to see what promotions your competitors are running is to look on their websites, use SEM Rush, run a few Google searches, or check their Facebook pages and look under “Info and Ads”.
Consider your customer and what products you offer that might be good gifts for Mother’s Day. Products that you can personalize or engrave are always great, as well as anything that screams mom like an “I Heart Mom” or “World’s Greatest Mom” product.
The product feed essentially functions as the keywords of your shopping campaigns, so you should add language to your titles and descriptions to improve your ability to show an ad for a “Mother’s Day” search. The more information you provide Google in your feed around Mother’s Day, the more the algorithm will show your ad instead of your competitors’. Over Black Friday and Cyber Monday, Metric Theory tested adding holiday-focused language to the beginning of titles and in the product descriptions. For one client, we generated over 600,000 impressions during the four-day period. For another account, we saw over a 13 ROAS for searches containing Black Friday or Cyber Monday.
Here is an example of how this quick optimization can impact your ability to show an ad.
In this post, I discussed how to use negative keywords in your shopping campaigns to separate out different purchase-intent searches and optimize your conversion funnel. You can use this same strategy to separate out Mother’s Day searches into a new campaign. This will allow you to increase your bids and gain more exposure within this market.
When you’re creating a special campaign for Mother’s Day, you’ll want to make sure you include the best products from your catalog and tailor your bids to prefer products with the highest likelihood to convert. Consider only including the products from your feed that you added Mother’s Day language to, so that your ad speaks to this audience and entices them to click and buy.
While Google is still the largest search platform to show ads on, make sure to consider your full ecommerce strategy, including how you leverage Amazon, Facebook, and your website. Want to hear what our agency can do for you next Mother’s Day? Contact us here.