Long Tail Terms for the Holiday Shopping Season
December 11, 2009
In the second week of December, we’re quickly approaching the end of the biggest gift-giving, and therefore the biggest shopping, period of the year. So, here’s one of the most important questions a good search marketer can ask himself/herself to take advantage of the huge spike in search traffic: “What am I searching for?”
This is not a philosophical, soul-searching question aimed at self-discovery, but instead an attempt to determine which terms and phrases we, as experienced (or not so experienced, in some cases) search professionals, might be using to narrow down and qualify our options during our own holiday shopping.
Without regard to the specific products I’m hoping to find for my friends, relatives, loved ones, etc., there are some common themes that continuously come up during my online searches for the perfect gifts. Free shipping, fast shipping, Christmas discounts…these are just a few of the features and/or incentives that I tend to include in search queries during my holiday shopping.
So, how do you use your own searching practices to optimize your holiday search campaigns? By using those ideas to add to your keyword lists, of course!
Any feature, sale or special offer should be exploited during this peak shopping season. Are you offering free shipping, a buy one get one free offer or bonus accessories during December? Add a new ad group, or multiple groups, and add those features as keywords – as part of long-tail terms, not by themselves, obviously.
Among the longtail terms that I’ve found to be useful during the holidays:
Holiday Deals on Product X
Product X Free Shipping
Product X Christmas sale
Product X Holiday Special
There are countless other variations on the theme, and all should be explored during this time of high search volume. Any feature that might entice potential customers to find your product or site must be examined, and ad copy for those keywords should always focus on them as well.
While my PPC Hero colleagues have discussed in detail (here, here and here) the benefits of testing and optimizing ad copy and landing pages, those efforts are far less effective when they aren’t coupled with good keyword lists that take advantage of seasonal keyword additions and optimization.
Good luck and happy shopping!
Browse By Category
The Rise of The No-Click Search Results
Searching for answers and data has never been easier thanks to the help of search engines. Here we’ll discuss the effect that no-click cost is having on ppc, including the growing popularity of voice search.
Becoming Allies With The Sales Team: A Lead Gen Solution
Collaborating with your client’s sales team can provide a treasure trove of insights. Explore how PPC tactics are utilized to help shorten the sales cycle and improve close rates!
The Opportunities Tab: AdWords vs Bing, A Friendly Match-Up
Dive into AdWords and Bing opportunities tabs and see how they compare. This includes accessibility, features, and performance insights.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
How to Drive Calls that Actually Convert
Our experts are here to explain how gaining call tracking data can help you close the gap in your customer journey and tailor their experience so they actually convert.
New Facebook Analytics Updates from F8
Learn about journeys and automated insights, new tools announced at Facebook's F8 conference for the Facebook Analytics tool.
Spotify Advertising: The Why and How
This blog post gives you the rundown on Spotify, including why and how you might advertise on Spotify's new self-serve ad platform, Ad Studio.