Posted by Brian Aubert, Account Director
Many searchers use Black Friday and Cyber Monday terminology in search and they expect to find aggressive deals. This year, Black Friday searches started early in the holiday shopping season. The following Google Insights chart shows growth in “Black Friday deals” starting in September:
Advertisers should be circumspect when deciding to build out holiday, Black Friday, and Cyber Monday paid search keywords. The first step is to consider what holiday keywords are available for your brand. Types of holiday keywords include:
Next, you have to consider if these keywords present opportunities in line with your business objectives. Are you driving conversions and ROI, or are you more interested in awareness and traffic? Holiday and Black Friday/Cyber Monday keywords are opportunities if you have dedicated landing pages with information relevant to holiday shoppers, gift givers, or deal searchers.
Advertisers focused on ROI should probably steer clear of general “gift” and holiday keywords because of the uncertainty of consumer intent. For example, a “gift for dad” searcher could be looking for an electric razor, but you only sell fishing rods. Unqualified clicks adversely impact ROI and on-site engagement metrics.
Advertisers interested in branding and awareness might want to be aggressive with holiday keywords. If you want to be in the consideration set, searchers have to find you. However, be prepared to measure on-site engagement and optimize quickly—are consumers interacting with your content or leaving after ten seconds?
In summary, if you want to target holiday/Black Friday/Cyber Monday keywords, you must have a clear objective as well as assets that correspond to consumer behavior. If your business is planning holiday initiatives, be sure to align paid search with both strategy and messaging.