04-11-2008, 01:28 PM
Quote:How to Prepare:
* Make sure your customers can find you: ensure fall relevant products are represented in the keyword list
* Expand your keyword list: for maximum ROI, invest in the long-tail traffic as well as the generic terms. For example, if you sell "power tools", make sure you also list other distinguishing factors of your product: Brand? Colour? Power capacity? As always, ad group these separately with unique, targeted ads.
* Ensure offline messaging is replicated online: repeat catchy slogans, re-iterate offers.
* Click and Collect? Many customers are able to buy online and pick up in-store on their day off.
* Cheap or free delivery, as always, is popular with Bank Holiday shoppers.
* Open up budgets and monitor them! Create a Bank Holiday campaign if necessary, to manage budgets separately.
* Look at last year's performance and be strategic about how you spend. Consider ad-scheduling on some products if you saw peaks and troughs last year.
* Which Bank Holiday? If there is a national event or festival taking place, think about what your customer may be searching for at that special occasion (e.g. flowers, gifts, chocolate at Easter; Christmas entertainment vouchers, fitness equipment for New Years resolutions!)
* Beware the weather! If it's a sunny weekend, expect lower traffic
full article: http://adwordsretail.blogspot.com/2008/0...idays.html