With Valentine’s Day just around the corner, and romantic paraphernalia filling shops, TV channels and advertising space everywhere, the Internet is bound to be brimming over with singles looking to meet that someone special over the next few weeks. Make sure your campaigns are optimised for the most important day in the dating calendar to avoid missing out on any additional traffic.
When launching your ad campaigns ahead of Valentine’s Day, bear the following in mind:
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Keywords – This might seem obvious but it’s easily overlooked; keep your campaigns relevant. Set up a new campaign for Valentine ’s Day related ads. Think about your top performing keywords in other campaigns and see how you can give them a Valentine’s twist.
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Mobile – 48% of searchers now use a mobile device. With this number constantly on the rise, ensure all of your campaigns target mobile devices and are optimised accordingly.
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Remarketing – If you aren’t already, use remarketing to get a second chance to bring visitors who didn’t sign up first time round back to your site. Find out more about how to set up remarketing by clicking here.
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Ad Extensions – Ad Extensions will allow you to showcase more information than you typically could in a standard AdWords campaign, helping make your ad stand out. Try using these in your Valentine’s Day specific campaign with a themed call to action; this could boost your click-through rate significantly. Ad extensions will also help your page to rank better. As such, it’s a good idea to try and incorporate extended ads into your regular campaigns too.
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Unique Selling Point – Go back to basics. Remember to tell potential site visitors what it is that’s special about your site in your ad. Include details about site features and the other members they can expect to find on it.
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Prepare – It’s essential that you’re prepared for an increase in traffic in the run up to Valentine’s day. Up your bids to ensure that you don’t miss out on those extra clicks.
If you need any advice about preparing your campaigns for Valentine’s Day, please get in touch with the Partner team.
Sarah Iles, Partner Manager at White Label Dating®