The end of November is quickly approaching, which means holiday discount hunters are becoming ever increasingly active. Despite many shoppers just beginning the process of making their list, a large portion of the population is already checking it twice. Last year nearly half of all holiday shoppers completed the majority of their shopping on or before Cyber Monday. While PPC experts finalize their holiday targeted campaign tactics, the dwindling days of November remain a valuable time for customer engagement.
To assist with this goal, AdWords recently announced an additional avenue for connecting bargain-seeking customers with the latest holiday deals. This development utilizes a brand new ad format in which relevant sale notifications are delivered directly to a potential customer via text message. The system runs on an opt-in basis in which promotional messages are tailored towards products to which a user has expressed direct interest.
While the recent Google Shopping Insights Tool offered digital marketers a view into geographic consumer interest, this new format delivers desirable specials directly to the customer. To receive these deals, a user simply clicks the subscribe button located at the bottom right of the Google ad following a query such as Black Friday or Cyber Monday Deals. Additional product categories including computers, gaming consoles, and smartphones provide consumers an array of options.
In addition to a text-message driven promotional message, AdWords has provided a series of recent updates to Google Shopping Campaigns including the much-anticipated extension of RLSA to both Shopping ads (PLAs) and Local Inventory ads (LIAs). PPC experts are likely to take advantage of these updates this holiday season in a field heavy in competition but fully stocked in demand.