PPC experts suggest ways to dominate Cyber Monday
Published: December 1, 2014
Author: Joe Stanton
Today is Cyber Monday, which is one of the most important days for a digital marketer. You should already have a pretty strong game plan in place by now, but nobody can predict exactly how the market’s going to go. Some of the industry’s best experts weigh in on how to make same-day changes to boost performance on the biggest day of the year.
First up, we’ve got some tid bits from marketer extraordinaire Larry Kim of Wordstream. Basically, if you’re not automating a lot, you’re doing it wrong.
We are recommending that marketers leverage automated rules so that you don’t have to be in the office all day during the holiday doing PPC marketing. For example:
-Rules for pausing/enabling holiday specific ad copy at a certain time to coincide with a sale or offer.
-Rules for adjusting budgets during Black Friday/ Cyber Monday based off of CPA/Conversion volume for that day, say at like noon.
Those are some of the most common things that need to be tweaked during a big holiday weekend.
Another great Cyber Monday tip comes from a fantastic regular contributor: Theresa Baiocco of Conversion Max. She urges marketers to not treat Cyber Monday like a one-time sales push.
Don’t treat Cyber Monday like a one-night stand, where you’re simply trying to get as many sales on that one day as you can. Instead, set yourself up for long-term relationships with these new customers. Incentivize – don’t just ask – them to follow you on social media, join your email list, and share your products with their friends. Let them save items to wishlists, which they can share. Offer them cross-sells and upsells that they’ll actually want.
It’s super important to tag all Cyber Monday sales so you can track the lifetime value of the new customers you acquire. Segment your sales by returning customers and new customers so you know how effective the campaign was at bringing in new business. Share the results with everyone who is involved in the campaign on your team so the goal becomes optimizing for lifetime value, rather than simply a fun ride for one day.
Liz Mallett of Kwanzoo encourages marketers to use “rich media” in an attempt to more effectively remarket. Here are some examples.
For considered purchase B2C (higher cost purchases) this Cyber Monday, try using ‘rich media’ ads to engage known users more effectively in your retargeting and display ad campaigns. Higher cost, considered-purchase buying decisions, such as cars, laptops and more, by definition require more investment and consideration from the purchaser, so rich media can help convert leads more quickly by providing that extra touch of nurture to your prospects.
Example 1: Automotive Dealer Events & In-Banner Lead Forms
In-banner lead forms are rich media display ads that contain a form inside the ad unit. These ads are highly effective in considered purchase B2C as they allow prospects to register for offers or events as they browse the web, without leaving their current page.
Application: Use a Cyber Monday blast of in-banner lead form ads to register your prospects for events such as Automotive Dealer Events, to help nurture prospects towards becoming sales-ready leads. These ads are even more effective when served in-site retargeting campaigns, which serve ads across the web to people who have visited your website and left without making a purchase.
Example 2: Laptop Purchases & Video Ads
Video ads are one of the most widely used and effective ads for prospect engagement, especially with the increasing use of smart phones and tablets as standard vehicles for web-surfing.
Application: Use a Cyber Monday email retargeting campaign to serve video ads to members of your email list. Capture users’ interest and accelerate them along the sales pipeline with a video promoting your offer. Note: Remember to keep your video ads short — a video will be most effective at keeping prospects’ attention when it is under about 20 seconds in length.
That’s all for now folks! Have a killer Cyber Monday tip that you’re dying to share? Let us know in the comments.