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How brands can maximize their campaign conversions for Valentine’s Day 2023

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Valentine’s Day is approaching and it’s time to ramp up your internet advertising efforts to meet your client’s expectations. 

Around 70% of people plan to purchase gifts online, with 40% opting for home delivery. The most popular gifts include apparel, cosmetics, jewelry, and chocolates. 

To reach consumers, you should focus on mobile advertising, as 70% of Valentine’s Day purchases are made using smartphones. Of these, 60% prefer in-app purchases, and 65% have been influenced to shop by mobile internet advertisements.

To bank this opportunity, advertisers can leverage performance max.

Performance Max is a new campaign type in Google Ads that allows for more efficient and streamlined management of campaigns, reducing the need for multiple campaigns for different ad formats, devices, and inventory sources. Performance Max uses machine learning and advanced algorithms to optimize ad delivery, helping advertisers achieve their desired performance outcomes, such as increased conversions or return on ad spend.

How to leverage Performance Max?

Performance Max is a game-changing move by Google towards automation. As we approach the holiday shopping season, how can we make the most of it? Here are some strategies to consider:

1. Audience signals

With this feature, you have the ability to influence your target audience by providing feedback. You can achieve this by uploading your customer and email lists, constructing relevant keywords, and utilizing interests, among other tools.

Keyword planner tool screenshot
Keyword planner tool screenshot

 

Using Interests, In-market as a different campaign running parallel with the current campaigns will create specific audience targeting which might categorically fall into your relevant targeting in terms of branding as well as sales.

Use Customer Match & Customer intent as a part of this strategy

2. Asset groups

It’s critical not to shock the system with dramatic changes when working with PMax. It is preferable to make gradual incremental adjustments.

You can take the following approaches:

  • Make a separate asset category for promotional things. 
  • Add new promotional creative and extensions.
  • If you create a new asset group, make sure to do so inside the same campaign so that the product-level historical performance is used.

3. Ad extensions

Ad extensions (assets) are a convenient method to introduce promotions without disrupting the system.

You can and should add promo extensions in two places:

Google Merchant Center for Shopping

Google Ads for Search, YouTube, etc.

4. Make the most of first-party data

First-party data is collected directly from clients through sources such as email registration lists and tracking. Utilizing this type of data provides more options for finding potential new clients. A better understanding of current consumers leads to a better understanding of potential prospects.

We strongly advocate utilizing Customer Match when submitting audience lists even if Google’s autodetection method will always be utilized by default. Utilizing the most recent data enables Google to identify your newest consumers. With the new customer acquisition target, you can boost new client conversions and provide longer-term income for your business.

On this occasion, how can Search be most effective?

For Your Next Event, Do Some Keyword and Audience Research:

It is important to select relevant keywords to reach the appropriate audience. The success and cost of your campaign will depend on the keywords chosen.

Keyword planner tool screenshot
Keyword planner tool screenshot

Source: Google Ads

You can also perform a keyword analysis with it. You gain access to the Keyword Difficulty and SERP Analysis tool as a result.

When selecting the terms or phrases you will target, it is crucial to concentrate on the monthly keyword volume.  For instance, keywords with a monthly search volume of 300 or more should be the exclusive focus of your efforts.

Optimize Valentine’s PPC Keywords

During different buying seasons, shoppers do specific searches. Do research on Valentine’s searches and create a keyword plan for your Valentine’s Day PPC advertisements.

Consider keywords for Valentine-related items and services, but also terms linked to Valentine’s Day, such as ‘when is Valentine’s Day?’

Defining your Valentine’s Day identity is crucial. Consider your store, clients, and target market to determine who you want to target for the holiday.

It’s important to keep in mind that many individuals exchange gifts on Valentine’s Day with family and friends. To take advantage of these purchases, create separate ad groups and keyword campaigns.

PPC Call Extensions for Valentines

Nearly half (40%) of consumers have made a call to an advertiser by selecting a phone number. With a click-to-call button, call extensions put your business’s phone number in the fingers of potential clients:

This is a fantastic tool to encourage consumers to visit physical locations and to increase phone sales for new customers or those who are less acclimated to internet purchasing (and more acquainted with mobile browsing).

To appropriately credit Valentine’s Day sales and enhance PPC ads for the remainder of the year, make sure you are tracking phone purchases as well as cross-device activity.

How do big Brands Use this Occasion?

On Valentine’s Day, individuals aren’t just seeking flowers, chocolates, and adorable cards; there are plenty of people who want to spend the day indulging themselves, booking a day at the spa, or getting a drink with friends. We can observe that there is a market for Valentine’s promotion using Google Trends and the Keyword Planner, so advertisers should pay attention.

It’s natural to think of Valentine’s Day as something exclusive for couples, but we must remember that the notion of love is quite broad. Valentine’s Day is no longer only for couples; it’s a day to celebrate with those you care about, whether they’re your parents, siblings, friends, pets, or coworkers… Or maybe even yourself! Why not make a “self-present” for yourself? 

Because the possibilities are limitless, your company should not restrict its advertising to the concept of classic romance. Find innovative methods to blend your brand’s image and products into a single ad that incorporates Valentine’s Day components and reaches the largest potential audience.

Here are a few examples.

McDonald’s: Against All Odds

This McDonald’s commercial exemplifies the maxim that simple may sometimes go a long way.

The advertisement is fairly simple in terms of design. Two of the company’s most well-known items were simply placed on a white backdrop, and two brief lines were added, one between each product image and the other next to their well-known emblem.

These goods were not randomly chosen for this pairing. McDonald’s, on the other hand, drew inspiration from its patrons.

Others, who adore the fries and ice cream combination and feel the need to go to the next McDonald’s restaurant to enjoy it, may scoff at the seemingly incongruous mix.

But the smart copy accompanied this strange Valentine’s Day message.

Snickers: A Classic Movie Remake

Image Source

I’ll confess that I’m not a huge fan of romantic comedies, but I like how Snickers did an excellent job recreating the movie’s billboard for Valentine’s Day, utilizing two of their renowned chocolate bars as the two main protagonists.

To complete the picture, they altered the title to When Snickers Met Almond and included a short summary of their version of the movie.

The nicest part about this Valentine’s Day advertising strategy is that it appeals to Facebook users who have never seen When Harry Met Sally.

Conclusion:

People enjoy receiving offers around holidays like this, therefore marketing your product or service around the holiday of love is great. There are a few things to tag along with the above suggestions:

  • Make sure your ads reflect high-quality images for a better impression rate
  • Keep your ads simple which will more likely have personal acceptance
  • Offer discounts, incentives & other benefits in order to get more engagements
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tatvic

Tatvic, a Google Premier Partner, empowers industry leaders with end-to-end Data & Marketing Analytics, leveraging Cloud, Analytics, Maps, and AI/ML for data-driven insights and future-proof digital growth.

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