- Create ad groups containing keywords and ad text geared specifically toward Mother's Day, with keywords like 'mother's day gifts' and 'mother's day gift ideas'. You can then pause this ad group and re-use it with minor tweaks next year. You can find detailed suggestions on creating effective keyword lists in our Keyword Basics and Beyond Keyword Basics blog posts.
- Write compelling ad text that features the products you offer on your web site. This invites shoppers interested in those products to click through, and prevents clicks from shoppers who aren't interested. You might also find our previous post on ad text optimization helpful.
- Highlight gift cards as an alternative. This year, almost 40% of shoppers will buy a gift certificate for mom.* If you offer gift cards, highlight them as another option to last-minute shoppers, as gift cards are delivered more quickly than standard packages.
- Extend shipping deadlines. You can convert more last-minute shoppers into customers by offering delivery options, such as overnight delivery, and free or discounted shipping. Also, it's important to clearly inform buyers of delivery deadlines on your home page as well as on specific product pages.
- If you offer gift wrapping, highlight this option along with shipping directly to the recipient.
- Many last-minute shoppers turn to the Internet, but are hesitant to use their credit card on websites. Cater to these shoppers by offering other payment options, like Google Checkout.
* National Retail Federation 2008 Mother’s Day Consumer Intentions and Actions Survey (PDF)
