Health and wellness advertising techniques to promote holiday sales

Holidays are usually considered to be the retail season. Whether you are buying or selling promotional products, shopping is everyone’s top priority Black friday And Cyber ​​Monday.

Although not untrue, this period also represents the beginning of the peak season for another large vertical industry (namely health and wellness).

Many health and wellness advertisers are entering a peak season, which starts from the holidays and lasts until the New Year and the first quarter-although the reasons are slightly different.

You do have Health and Wellness advertisers that may conduct Black Friday and Cyber ​​Monday transactions, such as those that sell OTC, vitamins and supplements, beauty or CPG products.

But you will also see that health and wellness advertisers have received a lot of searches during this period because they fall into the “use or loss” category of medical benefits (such as dental or vision).

Food and fitness advertisers will also begin to increase production for the peak season of early 2022, hoping that they will begin to experience the “New Year, New You” (NYNY) traffic in January.

After family members go home to visit relatives during the holidays, even the elderly living facilities will begin to increase the flow of people in the first quarter.

Here are some quick tips and housekeeping reviews that will allow your ads to provide the right information to the right audience at the right time and make the most of this season’s holiday.

the correct information

The obvious prerequisite for the promotion of correct information is to ensure that the ad copy and holiday information you write reflects the season and any promotional activities you are carrying out.

However, let us not forget some important parts of this messaging:

Advertising customizer

Utilize ad customizers, such as Countdown customizer and / or Keyword insertion Make your ad copy highly relevant to the user’s search query and ensure that there is a sense of urgency to purchase and/or convert within a specified period.

During this period, FOMO (fear of missing out) may be an important part of message delivery, because the path of purchase channels is much shorter than normal, so there is already a sense of urgency at work.

Ad extension

So many advertisers are focusing on changing strategies during this holiday. Because we are in the recovery period of COVID, many people forget the daily housework items. Although it is sometimes tedious, it is also very useful for improving the relevance, quality score and competitiveness of your ads. It’s important in SERP.

Ensure that any and all related audits are passed Ad extension And make sure that your account is 100% accepted.

As a best practice, most can and should be added to the account level so that you have at least one all-encompassing place.

Then, you can always further specify whether the campaign or ad group should have different variations (the level with the most filtering is a precedent).

Common ad extensions used during the EOY seasonal period are:

• • Sitelinks and extended sitelinks.
  • Promotional expansion.
  • Price expansion.
  • Action expansion.
  • Location extensions.
  • Label expansion.
  • Structured fragment extension.
  • Review the extension.
  • Merchant promotions for shopping events.
  • Shipping notes for shopping activities.

Right audience

Deliver the correct message to Right audience, Your campaign strategy must be suitable for this approach.

For example, during this period of increased traffic, your overall strategy must allow users to move down the channel from recognition to consideration to conversion, and try to break down your campaign in a similar way.

Create general non-branded search campaigns and audience campaigns on the market to increase visibility and preference.

Then, use different levels of remarketing lists and specific messaging on Target and Bid to bring users back to the funnel from conversion considerations.

From an audit point of view, at least make sure that you have at least all relevant in-market audiences and remarketing lists related to your campaign in observation mode (Bid Only is set to 0% bid modifier, so it just collects data ).

This will help inform future optimization decisions based on your own data.

However, in order to take advantage of this seasonality, it is recommended that you also check and make sure you have At least +​​20% bid modifier The most relevant audience, and you often revisit performance.

Even if you use automated bidding strategies in the user interface, these bids can be used as algorithmic signals that you want to put more or less weight on a given audience.

for Intentional audience, Google Ads and Microsoft Advertising also launched holiday audiences for Black Friday and Cyber ​​Monday.

These can be highly relevant and helpful audiences that can be linked and set positive bid modifiers to help improve your performance.

Another point of view taken towards related companies is exclusion.

Exclude conversion audience (remarketing) lists or customer match lists from your existing campaigns to ensure that you only bring in those audiences who have not converted within X days, and your ads and promotions are only served to those audiences who have not converted But through the funnel.

You can also use these same lists to target their own campaigns and try to cross-sell your products to them.

appropriate time

By running the following review, your campaign can also serve ads at the right time:

Ad scheduling

In order to take advantage of the increased search volume, please consider canceling any advertising plans or time slots during the evergreen period when traffic is restricted, as search behavior is not “normal” during this period.

At the same time, when you see peak traffic and conversion times, make changes to increase your bids.

Automatic rules

Automatic rules During this period, it can come in handy for various reasons.

For example, you can automation The campaign and/or ad copy starts and ends on the specified date/time.

You can also set reminders to be sent to your inbox when your campaign reaches your daily limit and your budget is exhausted, and even make changes automatically to keep your ads running throughout the day and prevent them from suddenly stopping.

To reassure you, there is a setting that allows you to end up with the maximum budget.

Keyword placement

Make sure to run a quick keyword performance report and include keyword delivery so you can see if there are, for example, exactly-matched non-branded or competitor keywords with bids below the first page, or bids below the main line or optimal position.

This is a quick way to ensure you stay competitive on SERPs, which is critical during peak seasonal periods.

You can perform a similar review of your Shopping campaign by extracting the product partition report to see if any products are below the benchmark bid and/or impression share.

Dynamic Search Ads (DSA)

Dynamic Search Ads (DSA) are a great way to create an all-encompassing content and capture any search terms that you may not have more specific targeting in your search campaign.

You can also use it to mine relevant search queries by regularly extracting SQR during the holidays and adding it to your search activity.

Quick tip: Just make sure to add any exact match keywords you target in your search campaigns as negative keywords in your dynamic search ad campaigns to prevent overlap.

Holiday keywords

Search behavior and queries during the holidays may be very different from what you see during the rest of the year.

Make sure to focus on new and increasing queries in your campaign and across the industry vertical, and add them to your campaign and/or raise bids if necessary.

Don’t know where to start? Run a year-by-year keyword analysis and make sure to add any related queries from the previous holiday to your current campaign or create a holiday-specific campaign.

In addition, please always contact your Google Ads or Microsoft Advertising representative and ask if they can run a competitive keyword gap analysis or have any insights into the vertical industry you can take advantage of.

These reviews and analyses can help you make smart changes to your account so that your ads can be triggered at the right time when someone searches for your product or business.

Generalize

For many Health and Wellness advertisers, the holidays are an important period, and your account must be given the attention they need and deserve so that your business can take full advantage of this seasonality.

Take the time to re-evaluate strategies, run audits, and remember the basics to ensure that the right information is provided to the right audience at the right time, and your Health and Wellness account is…healthy and healthy!

I hope everyone will spend a happy, healthy and safe holiday.

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Featured image: Shutterstock/svetlanabalyn