Leverage Mobile Campaigns to Drive In-Store Sales after the Holiday Shipping Deadline

The shipping deadline for the holiday, December 15th, is around the corner and mobile retail queries are on the rise. Historically, retailers see a spike in mobile search traffic the last weekend before Christmas, when shoppers have missed the Internet shipping deadline and turn to their mobile devices to find where they can buy items in-store. Retailers should optimize marketing efforts to capitalize on the shift in purchase intent as customers turn to smartphones to purchase in-store, instead of online. With 84% of mobile shoppers using smartphones in-stores, advertisers should increase mobile efforts to get a leg up on competition and drive maximum foot traffic into stores. Follow our mobile paid search holiday cheat sheet to make sure your mobile campaigns are ready to maximize in-store sales. HOLIDAY MOBILE CHEAT SHEET Paid Search Ads: Paid ads give advertisers more control then organic listings, and advertisers should take advantage of the multiple functionalities of paid ads, including:

  • Dynamic keyword insertion: Make ads more relevant to a user’s query using dynamic keyword insertion so that a searcher finds their query within your ad (this is particularly helpful with matching location-based retail queries)
  • Geo-targeting: Use the Google Enhanced Campaigns feature which allows an advertiser to serve a searcher with the most compelling ad copy based on their location
    • Get hyper-local by geo-targeting paid search ads based on the distance between your store and the mobile user; maximize efficiency by dedicating the most budget to locations where you have a large brick-and-mortar presence
  • Mobile click-to-call: Make it easy for users to connect directly to learn more about product inventory, store hours and location
  • Mobile optimized ad copy: Use mobile-specific copy to highlights store locations, phone numbers and product deals
  • Product Listing Ads (PLAs): In many verticals, mobile PLAs dominate the mobile search page by showing up directly on top. Get a leg up on competition by focusing budget towards mobile PLA campaigns to increase visibility.
  • Sitelinks: Particularly on a mobile screen, using sitelinks can help advertisers dominate the SERP and completely eliminate other competitors appearing above the fold

Landing Pages: Organic and paid listings should drive consumers to a mobile optimized or responsive design landing page that message in-store promotions

  • Dynamic messaging: Performics Content Optimization team offers dynamic messaging services to capitalize on seasonal promotions by aligning paid search ad copy and post-click landing page in-store messaging

For more information on getting mobile campaigns set for the post shipping deadline, please contact your Performics Account Team today

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