It’s Back To School Season, Is Your Account Ready?

In a few short weeks, the back-to-school frenzy will begin. Parents and students will be on the prowl for the newest “must have” items such as trendy folders, writing accessories, apparel, electronics and more. With the years’ second largest shopping season on the horizon and an approximate $70 billion to be spent during the next few months, how do make sure your site is ready?

Follow the tips below to keep guests onsite longer and sell, sell, sell during the busy back-to-school weeks:

Add New Keywords:  Research new keywords for your pay-per-click campaign. Try using specific products and model numbers in order to capture those already searching for your products. Then, keep costs down and relevancy high by utilizing different match types and adding expanding negative keyword lists.

Try Including Promos In Ad Text:  Attract the attention of penny-savers by promoting sales and specials in the ad text. Remember, parents aren’t the only back-to-school shoppers in the family so get creative to catch the attention of teens, tweens and college students alike.

Target Smartphones: In 2011, 27% of shoppers compared prices directly on their smartphone during the back-to-school season. Give yourself a competitive edge by creating a mobile targeted campaign. Be sure to offer special incentives and bid wisely to keep ads “above the fold.” Doing so could entice in-store comparison shoppers to abandon their real life shopping carts and purchase directly from their mobile device.

Have Fun With Your Landing PageCreate a unique landing page showcasing products, prices and popular items. Then, segment sections of the page into different audiences such as parents, elementary, high school and college students in order to develop customized shopping paths for each.

Experiment With Remarketing: Capture the attention of previous buyers or those who abandoned their shopping carts through a remarketing campaign. Placing a simple code on your site can track those shoppers and enable you to target them with unique ads encouraging them to complete a purchase or even buy more.

Utilize Your Fan Base: Encourage your existing fan base to purchase items from your website by engaging them on popular social networking sites such as Facebook and Google+. Try offering exclusive incentives, fun contests and more to get the conversation flowing and eventually feet in the “door” and onto your website.

Not sure how to implement these suggestions on your own? That’s why we’re here! Be sure to speak with an Account Manager today to prepare your online marketing efforts in time for the back-to-school rush.

Base 2011: Back to School Survey 5/12/11-5/19/11 Back to School Survey

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