Valentine’s Day, one of the most eagerly awaited holidays of the year, is just around the corner. For many businesses, it’s also the busiest time of the year as the day of love is also the fourth-largest spending holiday.
If your business offers Valentine’s Day goodies such as chocolates, cards and flowers, make sure you use “gift” as a keyword to market your products online. That’s because 40 percent of Valentine’s searches in 2015 used “gift” as a keyword, according to data put together by the Bing Ads Insights Team in the Valentine’s Day: Insights to woo digital marketers report (PDF download).
The report presents a number of interesting insights to help you attract customers this holiday season. Here are some of the key findings of the report:
- Twenty six percent of consumers plan to research products and compare prices to shop for Valentine’s Day.
- The first two weeks in February is when the bulk of Valentine’s Day searches on Bing Ads happen.
- Mobile captures roughly one-third of all Valentine’s Day searches.
- Jewelry, gift cards and flowers are the top search categories for Valentine’s Day.
- Ad copy for gifts works best when there are superlatives such as “best”, “top” and “great” in the ad title.
- There are plenty of last-minute searches, with mobile volume being greatest on Valentine’s Day between 3-10 p.m.
- Ad click-through-rate improves when ad copy contains certain words (see the top ad copy combinations below).
Woo the Lonely Hearts Club on Valentine’s Day
The report notes that 45 percent of Americans don’t plan to celebrate Valentine’s Day. Interestingly, though, many of them plan to get together or treat themselves to something special.
It’s interesting data because it can create new opportunities to woo singles who may not have elaborate plans for the annual celebration of love, but are still willing to spend money.
With 10 percent of happy singles planning to buy gifts like jewelry, spa, and apparel for themselves, you may want to seize this opportunity by planning a special campaign directed at this group.
Success Lies in a Great Valentine’s Day Marketing Strategy
With billions being spent on a single day to celebrate love, Valentine’s Day is a big event for businesses today. To make the most of it, you need to plan well and early.
Here are some tips that will come in handy:
- Kick off your marketing campaign in January to target the early shoppers before your competition.
- Be consistent across all devices. Offers on desktop, smartphones, and tablets should be identical.
- Offer same-day delivery on February 13 and 14 to capture last-minute shoppers.
- Make it easier for customers to connect using Call Extensions, Location Extensions and Location Targeting.
- Call-to-actions always work. Consider using compelling calls-to-action to entice your audience.
Valentine Photo via Shutterstock, Graphic via Bing