Father's Day 2011

Father’s Day falls on Sunday June 19th and it is becoming increasingly important to gain early exposure to ensure your brand is displaying online at least up to 3 weeks before. The early advertisers are giving people enough time to really engage with their product and their brand. Searches for Father’s day can be seen up to 10 weeks before. As we are approaching on 3 weeks before Father’s day this year, it is important to start your Campaigns on or just after the 23rd of May. We have some tips to get your Campaigns started and ready to reach your loving Father’s Day customers.

Keywords & Ads

Use ‘Father’s Day Gifts’, ‘Father’s Day Cards’ in the Headline of your ad creative or a reference to Fathers day depending on your product.

Create a new campaign so it will be easy to switch on and switch off. You can add in additional fathers day related keywords. You can generate these from the keyword tool and here are some top searches on Google for Fathers day: fathers day 2011 uk fathers day fathers day gifts

Bids

CPCs increase by 2.15 in the build up to Father’s Day. Therefore, it is vital to bid competitively to gain maximum visibility. Look at the first page bids and ensure you are above the first page bid at least. Check your average positioning and if you are falling below position 4, you are decreasing the chance of a potential customer being exposed to your ad.

Mobile

The mobile you have in your hand has more computing power than all of NASA in 1969, the year they put a man on the moon. With mobile internet users in the UK growing from 4.1 million in 2010 to a forecasted 15.9 million in 2011[1] it is clear mobile is a major medium of communication to be utilised through advertising.

To get started, create a mobile campaign similar to your search campaign but only targeting mobile devices. You can target to a particular device, for instance iPhones and iPads.

To ensure you are getting the most out of your advertising spend, mobile optimised sites are easier to use which is more likely to convert. For this reason, it is highly recommended to create a mobile site.

Remarketing

Get your Campaigns live now for Father’s day to build up your Remarketing lists. You can build up a user list within the next four weeks and re-target ads to all of the interested users. Watch this video to familiarise yourself with Remarketing and how it can improve your business.

[1]salon.com, March 2011 & eMarketer, April 2011

Posted by Trish McGinty, Dublin Retail Team