Get Your Shopping Channel Campaigns Holiday-Ready
To help you gain more visibility and maximize your exposure on the shopping channels, I've assembled the most important tips & tactics for getting your campaigns holiday-ready:
• Review & Optimize your Product Feed Campaigns- are all your products valid and in the best category for each channel? Are you maximizing all your product attributes? Remember, each engine categorizes and indexes your products according to their specific taxonomy, so download your feeds for each engine, verify that your products are in the best categories and that you’re populating all possible fields
• Bid & Analyze your Top Categories- consider bidding higher for your best-selling product categories on the Pay-Per-Click (PPC) engines and routinely review your analytics to exclude products that are gaining too many clicks without conversions
• Anticipate Rate Card Increases- many shopping channels, like Shopping.com, Shopzilla, Nextag, Gifts.com and most of the PPC engines, increase their rate-cards up to 20%, during the holidays, so make plan your budgeting enough funds to sustain your most popular categories for the holidays
• Check your Status on All Engines- make sure your feeds are valid, error-free and live on all engines and that all your accounts are fully funded during the holidays
• Submit only Fresh Feeds- during the holiday rush, make sure you are submitting all your feeds on a daily basis and filtering out any out-of-stock items
• Promote Free Shipping, Promotions & Coupons- include any free shipping, holiday discounts or coupons through each channel’s shipping, promo-text or coupon fields, where applicable
• Exclude non-performing items- avoid wasting your holiday marketing budget by routinely reviewing your analytics to remove products that are gaining many clicks, but little or no conversions
• Include the UPC, MPN or ISBN- since many shopping channels are now highly suggesting or requiring it; including these universal identifiers will enhance your search rankings, improve your overall performance and allow shoppers to find your products more easily
• Add High-Converting Search Terms- review your top paid keywords and include them in relevant shopping channel’s keyword fields, or sprinkle them in your descriptions; this is most important for your holiday-related products and best-sellers
• Improve your Image- by checking out your Merchant Ratings on all relevant shopping channels
• Integrate Google Adwords with Product Extensions which is available to all US and UK merchants and provides a way to enrich your existing Adwords account with the most relevant, query-driven products to show shoppers a price and an image (from your feed) directly on your Adwords ads
• Socialize this Holiday Season and join about 50% of US retailers who are making the most of the Web’s social networks by either increasing/improving their Facebook and Twitter pages/campaigns or using them to promote more holiday sales
1 Comment
Amelia_Lin says:
Great tips that are relevant all-year-round, not just for the holiday season!
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