4 Tips for Maximizing Sales with Paid Discounts and Search Promotions

As the holiday season approaches, businesses are gearing up for the annual shopping frenzy that accompanies Black Friday and Cyber Monday. These consumerist holidays offer significant opportunities for companies to boost sales, but preparation is key. In this article, we’ll focus on a specific aspect of holiday marketing: paid search. Developing a well-structured paid search strategy can be a game-changer for businesses during these critical times, especially when combined with promotions and discounts.

4 Tips for Maximizing Sales through Paid Search Discounts and Promotions

Here are four strategies for leveraging discounts and promotions in paid search to increase your sales and make the most of the holiday season’s busy period.

1. Create Compelling Ad Copy:

To make the most of your promotions and discounts in paid search, consider crafting new ad copy that emphasizes these offers. Utilize multiple headlines and descriptions to captivate potential customers and pique their interest in your promotions. While this approach requires extra effort, it can significantly impact click-through rates and conversions.

To ensure ads run at the right times, use the labels feature to automate the process. Label ads as “Evergreen” for standard content that is always relevant and “Promo — [Event/Year]” for promotional content. Create automated rules to enable and disable ads as needed during the promotion period. This automation reduces the stress of managing promotional ads and allows you to focus on maximizing holiday sales.

2. Leverage Promotion Assets:

Creating sales-specific ad copy for numerous campaigns can be time-consuming. Promotion assets offer a solution by allowing you to highlight promotions without crafting individual ad copy for each campaign. These assets supplement your regular ad content and can be applied at the campaign or account level.

Promotion assets also enable you to specify the timeframe during which promotions should run, eliminating the need for manual adjustments once promotions end. This feature is particularly valuable during flash sales when time-sensitive offers are prevalent.

3. Consider Dynamic Keyword Insertion:

If you don’t have specific promotions to highlight in your ad copy or consistently offer competitive prices, dynamic keyword insertion can be a valuable tool. This feature automatically updates your ads with keywords from the ad group that triggered the ad display, making your ads more relevant to individual users.

For example, if you’re promoting discounted jeans and want to capture searches for “blue jeans,” “denim jeans,” and “jeans,” dynamic keyword insertion allows your ad headline to match each user’s search query. This personalization can improve ad performance and relevance without the need for multiple ad groups and variations.

4. Optimize Landing Pages:

While crafting compelling ad copy is essential, it’s equally crucial to ensure that your landing pages align with your promotions and discounts. Make sure the promotion is prominently displayed, and the landing page offers a seamless user experience. A well-optimized landing page can significantly impact conversion rates, maximizing the effectiveness of your paid search efforts.

Conclusion:

The holiday season is a critical time for businesses to excel and outshine competitors. Paid search, when employed effectively, can be a powerful advantage. Combining promotions and discounts with your paid search strategy can make a significant difference during Black Friday and Cyber Monday.

By implementing these tips to integrate promotions and discounts into your paid search campaigns, you’re on the path to a successful holiday season. Don’t miss out on the tremendous opportunities that these consumerist holidays present — prepare your marketing funnel, fine-tune your paid search strategy, and watch your sales soar.