100 days until Black Friday! If you’re a consumer, you’re rejoicing, thinking about your upcoming purchases. If you’re a retailer, on the other hand, you might be freaking out a little. Don’t fret! We have a list of paid and organic to-dos to help you prepare. Before we get started, be sure to check out some of our recent search marketing hacks featured in this previous blog.
If you’re following the same strategy all year for your ads, you’re not going to get the results you’ve been looking for. A/B testing may seem like a chore but now is the best to test your ads on Google and Bing. Be sure to create at least two to three ad variants per ad group for at least 30 to 60 days. Use a spreadsheet to track the campaign, ad group, variants, and choose KPIs that make sense such as CTR and CVR. You can start by testing out ad variants in low-performing ads, so as not to make sudden changes to ads that are already performing well.
Google Ads can be overwhelming but it doesn’t have to be. Start with small steps you can implement before you tackle the big stuff. Review your account setup and make sure you’re following these basic protocols:
“Ad extensions typically improve click-through rate and overall campaign performance because they make ads more useful.” (Source: Search Engine Land) Ad extensions can show business locations, phone numbers, reviews, social information, and more. There are sitelink, callout, structured snippet, and price extensions as well. By utilizing all these extensions, you’re essentially giving the user more information about your brand, products, or services to help them a purchasing decision. Best of all, ad extensions coupled with your existing ads and sitelinks, will take up more space on the SERP for both desktop and mobile results. There are also “no costs to add extensions to your campaign.” (Source: Google) Find out more about ad extensions on our blog. (Don’t forget about ad customizers, either!)
In July, Google rolled out their speed update. Our SEO experts highlighted some steps you can take to make sure you don’t get penalized right before the holidays.
In a recent survey we conducted, we found that:
You can make an impact but it takes time to see those results. The best place to get started is by preparing your content for voice by doing the following:
Search engines are turning into answer engines. To understand this phenomenon, we recommend conducting your own tests. Ask who, what, where, when, and how questions to a voice assistant. Make a note of the response. Write out that question on desktop and see what the search results are. Compare those differences. What source was mentioned? How was the question answered? Was the answer correct or helpful? Did the voice assistant answer the question the first time or did you have to provide more context to get the results you were looking for?
For more information about voice search, download our Search Without Screens: Exploring the Rise of Smart Assistants & Voice Search whitepaper or read our blog on how to survive the voice search revolution.
Consider the following for retail websites:
Is your website secure? If not, you’ll get penalized by Google and people searching for your website will get a notification that your site isn’t secure. If this isn’t corrected by the holiday season, you might see your website traffic drop. Find out what HTTPS is and how to implement it on our blog.
People love to procrastinate, especially around the holidays. This is the perfect opportunity for brick and mortar stores to be available with last-minute shipping, order online and pick-up in-store options for popular item, and more to get that foot traffic. Optimizing for local search results is key. Here are some recommendations:
If you need more throughout directions, check out our blog on how to rock local search results.
Google Posts are essentially messages published by your verified brand. They are displayed on both desktop and mobile search results. Multimedia elements such as GIFs, images, and videos can be added alongside text. Google posts allow you to share time-sensitive promotions, events, and more about your brand which can be especially helpful during the holiday season. Google Posts can be added through your Google My Business account. You’ll find an option to create Google Posts in your Dashboard. Find out more about Google Posts and how they work on our blog.
Free resources, no strings attached, no commitments needed. Really! We have one-on-one holiday clinics, our Holiday Readiness Workbook, holiday planning calendar, webinars, and more via https://www.netelixir.com/holidays/ We also have a guide on how to make the most of these resources in our blog.