Holiday Season on Search

[Tokratni blog zapis je prispevala Lucie Pokorna, vodja iskalnega marketinga v interactive.agency]

Have you already seen Christmas items in your local supermarket? Just like shops, markets, entire cities and various other venues get ready for Christmas and the pre-Christmas rush to find the perfect present, your website should start preparing for the season – especially if you are selling something (anything).

Christmas is the most important season for retailers, online and offline alike. According to Forrester Research, 43% of Europeans (EU) have made a purchase online in 2011. The expected yearly growth of e-commerce in the EU is 12% according to Eurostat. Consequently, running seasonal campaigns on Google AdWords has proven increasingly profitable over the years, especially as internet access and online shopping have become more widespread.

We had a look at what Slovenian users search for on Google around Christmas time. Let’s start with the most obvious example – the search term »darila« (gifts).

This trend suggests that if you sell something that could make a nice Christmas present, you might want to consider advertising on that keyword. Many people will be desperate to find a nice gift for their loved ones in December. If you can combine an interesting product with a catchy AdWords ad and maybe a special like a discount, as well as delivery before Christmas day, you might win many of those last minute buyers.

One of the most popular gifts for Christmas seems to be a perfume, judging by the search trend for the word »parfumi«:

Another popular gift, especially from men to women, seems to be underwear (search term: »spodnje perilo«). However, notice how in 2009 and 2011, searches for underwear continued to be high (or even higher than in December) during January and February. Can you guess why? Underwear is of course one of the most common gifts for Valentine’s Day!

As you see, it’s never a bad idea to leverage the potential of the holiday season by running special campaigns for Christmas, New Year’s, Valentine’s Day – or any other significant holiday. It’s important to keep in mind that your competition is going to do the same, however – therefore, remember to keep your ads quality high, boost your CPC bids and exclude non-relevant traffic.

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Damjan Planinc
Super consumer besed, informacij in idej. Menda splet spreminja strukturo naših možganov, način kako razmišljamo. Gotovo pa prepričan, da spreminja ne samo medsebojne odnose temveč tudi poslovne modele in obstoječe marketinške paradigme. V spletne vode pade pred trinajstimi leti. Ugotovi, da je kot za vsako mlado industrijo velikokrat hype-driven.
Damjan Planinc

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Damjan Planinc
Super consumer besed, informacij in idej. Menda splet spreminja strukturo naših možganov, način kako razmišljamo. Gotovo pa prepričan, da spreminja ne samo medsebojne odnose temveč tudi poslovne modele in obstoječe marketinške paradigme. V spletne vode pade pred trinajstimi leti. Ugotovi, da je kot za vsako mlado industrijo velikokrat hype-driven.

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