Thursday, November 20, 2014

Note to small businesses this holiday season: shopping never sleeps!

But don’t let restless shoppers keep you up.


One group of people who will be working extra hard this holiday season are small business owners. And our data shows that consumers will be even more restless, with one third of all shopping-related searches now happening between the hours of 10pm and 4am.

Small businesses that sell their products or services online need to know that the buying experience is no longer confined to daytime or normal business hours. You can make simple tweaks to your online advertising strategy to accommodate sleepless shoppers, and further capitalize on this exciting buying period. To do this, we’ve compiled a list of 5 AdWords tips to help your small business navigate the holiday season.

  1. Stay in the know. Every year, shoppers gravitate towards specific products, toys, foods, films, and more, to shape the season’s holiday trends. Google Trends can help you get a sense of the most popular searches by region, or help you identify searches that are just beginning to take off. Understanding search trends and where they’re coming from can help you focus your campaigns on the most meaningful terms for your audience.

  2. Show up in your audience’s searches. Peloton Cycle sells stationery bicycles and streams live cycling classes into customers’ homes. They know that many shoppers will be looking for health and fitness solutions this holiday, so they’re using broad match modifier keywords, which allows your ad to show up in searches that include a keyword and controlled variations. Peloton added keywords like “+buy” and “+holiday” to reach users most likely to make a purchase. This, along with other targeting refinements, allowed them to lower their cost-per-click by 30% and increase their clicks by 474%.

  3. Let AdWords work when you can’t. After a successful appearance on Shark Tank, the owners of Tower Paddle Boards have been hard at work creating unique and custom boards for first-time paddle-boarders. They’re serious about providing a quality customer experience, so they use website call conversions to track AdWords leads that kick off the consultation process for new customers, around the clock. Other tools in this vein are flexible bid strategies, which automate the bidding process and help you reach goals across specific campaigns, ad groups, and keywords. Some of these strategies are perfect for capturing night shoppers because they adjust bids using real-time details like device, browser, location, and time of day.

  4. Mobilize your advertising. The owner of Novica, an online artisan gift and jewelry company, became discouraged when he noticed low conversion rates on mobile, and eventually eliminated his mobile ad presence altogether. But Google Analytics insights showed him that mobile traffic was still profitable; it just had to be set at the right cost per click. Now, they’re adjusting their mobile bids to find that happy medium and get the most out of their AdWords investment this holiday season.

  5. Stand out in the crowd. Holiday shoppers visit up to 12 websites before deciding on a holiday purchase - so don’t get lost in the buy cycle! Make your ad extensions stand out by using information that will draw more people to your website, or use ad customizers to show highly strong promotional offers to your customers, in real-time, even when you have lots of products, services, and promotions—all changing by the day.

We hope these tips can help your small business connect with more holiday shoppers, as they hunt for deals around the clock from Black Friday to New Year’s Day. If you’d like some additional guidance, including free online courses, you can also visit our AdWords Help Center.

Start laying out your end-of-year strategy now, if you haven’t already - and best of luck meeting your goals this holiday season!

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