Make Your (Mother’s) Day

Mom will love the flowers, but she’ll really be impressed if you use these 8 tips to grow your profits

When you were a kid, your mom was probably always after you to keep your room tidy. Now that you’re an adult, it’s up to us to nag you about keeping your search ads clean and organized.

With Mom’s favorite holiday rapidly approaching, now’s the perfect time to tidy up your Mother’s Day ads, so that you can help your customers find you, and find just the right thing for their own mum. Take a moment to consider these eight tips, which we think should help make your Mother’s Day ads good enough to pass even the toughest mother’s inspection:

1. Scope of Offering

Ads for broad keywords generally do not perform well when the results are too narrow. People searching on keywords like “mothers day gifts” usually want a variety of offerings, rather than one specific item.

2. Promotional Language

Including deals, such as low price points, coupon codes, free shipping or free gift wrapping, generally improve an ad’s performance.

3. Keyword/Creative Conflict

Make sure your titles and descriptions don’t clash with their associated keywords. For example, avoid associating Valentine’s Day ads with “Mother’s day” keywords. Even when the keyword appears in the creative, searchers may skip the ad if the main focus appears to be on something else.

4. Same Day Delivery

If you offer same-day delivery on gift baskets or flowers, be sure to call that out in your ads.

5. Keyword Insertion and Alt Text

Yahoo! Search Marketing’s Keyword Insertion tool helps make sure that the keyword always appears in the ad, and Alt Text helps the ad appear the way you want it.

6. Buying vs. Printing

Be careful if you run a site that offers printers or printing services—these aren’t good matches for “greeting card” keywords.

7. Sales vs. Service

Sites that buy or repair jewelry as well as sell it should be sure to put the emphasis on sales, since that’s most likely what Mother’s Day shoppers are looking for.

8. Personalization Helps

Jewelry or other types of sites that offer personalized or customized items tend to perform well with Mother’s Day shoppers.

Following these simple rules should give you strong Mother’s Day ads that will appeal to customers and make your mom proud.

For more Mother’s Day tips, visit our help center.

— Noah Belson, Content Quality Analyst

Image from Sharon Mollerus via Flickr