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How to increase sales in tough times
We're quickly approaching the end of October. For businesses, that can only mean one thing. The holiday season is nigh! For online businesses, this means that it's time to kick-start the tactics you should have been using all year. The clock has already begun to tick for getting people to your site and for you to cash in on online shopping for the holidays.
Editor's Note: Shoppers usually start their holiday shopping around the beginning of November, which is coming up. Online businesses need to be ready to maximize their sales. This can still be done even during a down economy if some measures are taken. What are you doing to prepare?
There are a variety of ways that you can use Google to boost your holiday sales beyond simply optimizing your site for the search engine (which is a given). In fact, Google has been so kind as to offer some holiday tips regarding several of their services: Product Search, AdWords, Checkout, and Analytics.
Google Product Search Tips
When it comes to Google Product Search, Google points out that if you've never submitted to it, you can start submitting your products by using existing feeds that you've prepared for other shopping engines to save time and effort.
Google also says, "Use key attributes like MPN, UPC, ISBN, condition, or brand to accurately describe the products in your feed. These values are crucial for increasing your products' visibility to relevant queries." There are services you can use to create you feeds if your company doesn't have "the internal resources to build and submit feeds." You can also of course post a single item.
Google AdWords Tips
As you're probably aware, Adwords is a wildly popular advertising platform, but are you going about putting your ads together in a way that lets them reach their effectiveness potential? Google says to Write clear, specific, and compelling ads to convince people to click on them. "For instance, if you are running a special holiday promotion, you could mention it in your ad text to drive additional interest."
You can geo-target your AdWords ads right down to specific neighborhoods (or as wide as an entire country or the whole world). This lets you adjust the relevancy of your ads to the audience they reach. Google also suggests, "Use the Keyword Tool to help you build your holiday keyword list so your ads can appear when holiday shoppers search on Google for gift ideas related to your products and services."
I'll go a step further and suggest incorporating some display ads into your holiday AdWords campaigns. This is a new feature that Google is offering, and display advertising is a trend that is making its way back around now that targeting and personalization technologies are better equipped for success than they were years ago. Not only will display ads potentially attract more eyeballs, they are (in my opinion) better for branding and leaving a lasting imprint in the minds of those who view them. Click to continue reading.
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