Ecommerce Holiday Search Marketing Tips from Yahoo

[mandy]

The Yahoo! Search Marketing team has prepared some tips for advertisers based on the holiday data we gathered:

Engage the bargain hunters—According to the BizRate and Shop.org Holiday Mood Study 2006, nearly half of the consumers polled named “free shipping” as a primary motivator to purchase. Other shoppers named “online only sales” and “repeat buyer discounts.”

Keywords count—According to our internal data, “Christmas” was, not surprisingly, the most holiday-related search term in 2006 with more than three million average monthly searches. Other popular terms included “Christmas decoration,” “Hanukkah,” “holiday gift” and “gift for dad.” Make sure that your keyword selection includes holiday-related keywords and seasonal products and promotions.

Titillate with titles—Titles and descriptions can drive relevance and clicks, so it’s a best practice when creating specific holiday ad groups to place the holiday term prominently in both the title and the description, and include any special seasonal promotions in the copy...

full article: http://www.ysmblog.com/blog/2007/09/26/h...trategies/

[mandy]

It's time to be making your search marketing list, and checking it twice. To help, here are holiday season tips from Yahoo Search Marketing.

Use Targeted Keywords

    * Review your seasonal product offerings/best sellers and apply holiday modifiers ("Christmas gift for grandmother").

    * Offer gift cards and bid on relevant keywords.

Write Effective and Creative Ad Copy

# Position the search term prominently in the title and description and include pricing and promotions where possible.

# Customize descriptions by category - i.e. apparel vs. home décor.

# Titles and descriptions should be as specific as or more specific than seasonal terms (for example, Keyword "Christmas Candle" "Buy Candles for Christmas at XYZ.com" NOT "Buy Christmas Decorations at XYZ.com")...

full article: http://www.ecommerce-guide.com/solutions...hp/3710806