eCommerce Marketing Advice on Google AdWords & Other Online Opportunities
In eCommerce marketing the holiday season is a busy time of year. Cyber Monday alone this year is reported to have finished with over $2 billion dollars in desktop sales. This is a 17% gain over 2013. Not to mention there are reports that mobile sales increased somewhere between 8-16%.
How did the market achieve these gains? Many approaches were taken to resolve last year’s logistical issues and prepare. For some this meant re-platforming with a responsive design website for mobile sales. This year in comparison shopping engines many business focused in on setting up deals and promotions to attract attention to their product listing ads. For any eCommerce business this creates a great amount of work.
As the season is coming to a close there are a few tips to preparing and staying ahead of the game we at Vertical Rail can share. First, prepare for increased cpc bids during the holiday season – this started as early as October 27th in 2014. Second, if you are setting up Google Merchant Center promotions for Google Shopping campaigns then plan ahead. Have your promotions created and in the Merchant Center 5 to 7 days prior to Cyber Monday. The promo codes need to be live for Google pretesting. On Cyber Monday this year Google was not getting any same day approvals processed. Therefore be sure to allow time for testing and corrections on all promotions!
Our last piece of advice is to not make any major changes to your website or campaigns after the Monday before Thanksgiving. This minimizes the chance of breaking something and causing any loss of potential revenue. Plan ahead and have your responsive website, campaigns, and promotions ready. These simple tips will assist you in getting a bigger chunk of that Cyber Monday pie. Happy holidays!