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Unlock the power of PPC this Valentine’s Day

Written by Chris | 09-Feb-2016 17:10:00

With a week to go until Valentine’s Day the search for gifts is well underway. Well, for some of us anyway; Valentine’s Day queries typically start to grow 6 weeks before 14th February. If you’re not as organised as that, you’re not alone – historically searches don’t start to really pick up until 12th February. So great news; there’s still time to make updates to your paid search activities and capitalise on demand!

Key statistics

In a recent catch up with Google they revealed some interesting statistics with regards to customer behaviour at this time of year. Key highlights include:

  • Mobile - Last year Valentine’s related mobile queries grew by 60% compared to 2014 as people try to keep their searches a secret from their partner.

The peak of Valentine’s Day related queries takes place between 6 and 10pm.

  • YouTube - YouTube experienced 79% growth in 2015; with ‘how to…’ queries making up a key part of searches.
  • Men vs Women - We’ve seen that women spend more time searching for gifts than men, but both leave it until the last minute. This being said men say that they’ll spend more; 42% of men will spend more than £20 while only 29% of women say they will spend this amount.

  • Top gifts - For both men and women the top 3 gifts are cards, flowers, and chocolates; but after that men tend to splash out on a romantic meal and women on clothing. Other products that see sales increases at this time of year include: activity bands, fragrances, jewellery, photo frames, candles, watches.

PPC top tips

We’ve been working with a number of our clients recently to make sure their accounts are Valentine’s Day ready; here are a few handy tips to help you make the most of the run up to the special day!

1. Make use of your remarketing lists

Use remarketing lists to target your previous customers and increase your bids for these users. Use the interests of your users to reach similar, new users.

2. Capitalise on your Google Grant account

Valentine’s Day is a great opportunity for charities to make full use of their Google Grant account. Charities often offer unique gifts and experiences; for instance adopting a donkey at The Donkey Sanctuary, or visiting a WWT centre for a romantic day out. With the right targeting you can reach people who are struggling for ideas.

3. Update your ad copy

Don’t forget to update your ad copy when targeting Valentine’s traffic, particularly users on your remarketing lists. Valentine’s Day is a good opportunity to be more playful than you might normally be – this occasion over all others is the time that the heart takes the lead over the head. If you’re able to deliver products quickly, let people know up front as that will really draw for those last minute shoppers.

4. Use ad extensions

Consider adding a couple more ad extensions, remember as many as 6 can be displayed. You may want to direct traffic straight to your gifts for him/her, or other featured Valentine’s Day products. Using ad extensions allows you to keep the rest of your ads targeted the way you normally would whilst drawing attention to special Valentine’s Day offers.

5. Cater for mobile

Mobile searching is still growing so don’t miss out on these potential customers. Make sure your site is optimised for mobile users and that you’re making full use of call and location extensions. You may find that mobile users are more valuable to you at this time and that it’s worth increasing your bids for mobile searches to help drive store traffic if you have a bricks and mortar presence.

It’s the ideal time of year to be creative, especially as 2016 is a leap year and there is still a week to get your plans together! Once it is all over, remember to put the date in the diary for next year, and then it will be time to start planning for the next occasion… Easter’s not too far away.

You can get read more about how we’ve worked with clients on their paid search campaigns in our case study section. If you would like any help planning or improving your PPC campaigns, we would very much like to hear from you.