The holiday season is unlike any other time for marketers. You have to buckle down and figure out how to carefully strategize your search marketing efforts to reach the frenzy of online shoppers.
It takes a strong selection of relevant keywords to help consumers find the online deals you provide during the holidays, among other things. Besides, Thanksgiving and Black Friday sales will continue to grow this holiday season.
But in order to move forward successfully, it’s important to know how holiday-specific keywords performed last holiday season. Do you know what keyword performed the best in 2015?
The Most Popular Paid Search Keyword of the Holidays Is…
And the trophy goes to… Cyber Monday. Cyber Monday was the most popular paid search keyword of the 2015 holiday season. More specifically, the terms “Cyber Monday 2015” and “Cyber Monday deals” netted the most amount of money – $2.7 million and $2.2 million.
The money generated by these terms happened during the fourth quarter through Google on the desktop. There was a total of $5.8 million spent on the Cyber Monday keyword group. About 85 percent of the money spent occurred within the four weeks leading up to Cyber Monday.
What made Cyber Monday keywords so appealing to search marketing practices, compared to other keyword groups?
The Magic Behind Cyber Monday
Cyber Monday offers something that other holidays, such as Black Friday, lack: convenience. We’re talking about the kind of convenience tied to the act of shopping, not necessarily the deals. After enjoying a wonderful Thanksgiving dinner, holiday shoppers don’t feel as compelled to shop on Black Friday, compared to Cyber Monday.
This is especially the case when factoring in an oncoming stampede of eager shoppers trying to squeeze their way through store doors at the same time. It can get ugly, which is why many shoppers prefer Cyber Monday. The convenience of online shopping cuts out the physical dangers of shopping in stores, like being trampled on.
On the other hand, we’re not saying you should cut out in-store shopping from your search marketing strategy.
What Are The Predictions for 2016?
You can expect more than continued growth of online sales for the 2016 holiday season. For example, consumers are using mobile devices more than ever for their browsing and buying needs.
Therefore, there will be more holiday shopping via mobile devices this year. Shoppers may also continue to make online purchases later in the holiday season rather than earlier. Last year, there were 31 days of at least $1 billion in online sales between November 22nd and December 22nd.
Overall, your search marketing strategy should ensure that mobile search queries lead to a mobile-friendly, fast-loading site.
How Marketers Can Prepare for the Upcoming Excitement
What may end up being the biggest trend this holiday season is personalization. Consumers are demanding a personalized, engaging shopping experience like never before. Add this to your search marketing strategy if you haven’t already.
Create searchable content that speaks to your target audience’s unique set of needs and desires. In addition, you may need to add some personalized shopping technology to your products or procedures.
Voice-enabled shopping, augmented reality, virtual reality, and personal shopping bots are popular options. These technologies make the shopping experience quicker and more exciting.
Although Cyber Monday keywords are still going to be hot this year, a mobile-friendly, personalized shopping experience is highly needed, too. Interested in learning about the future of attribution and how to link a lead from a search ad to an in-store purchase? Read our POV: Search-to-Store Attrribution: Solving the Missing Link.