Fatherly Advice

Putting the “Pop” back into your Father’s Day ads

Oates. Tonto. Robin. Father’s Day.

What do all these things have in common? Well, they’re all overshadowed by slightly more famous counterparts. Oates had Hall, Tonto had The Lone Ranger, Robin had Batman and Father’s Day… has Mother’s Day.

But despite the second-banana status they share, they’re all celebrated in their own way—and Father’s Day is no exception. According to a 2008 survey conducted by BIGresearch on behalf of the National Retail Foundation, consumers expected to spend roughly $9.6 billion on Father’s Day gifts. The average person expected to spend $95.54 on the 2008 holiday, which isn’t small potatoes. So apparently consumers do care about The Old Man, and they’ll certainly be grabbing gifts for the 2009 Dad’s Day.

While we can never deliver stern but supportive homilies like Mike Brady did, we hope you’ll consider these tips as you prepare your campaigns for Father’s Day gift shoppers:

1. Be specific, when warranted
Offer broad results for broad search terms. Keywords like “gift for dad” should lead users to ads that suggest a variety of gift options, rather than just one highly specific option. But it’s also a good idea to call out at least some of your specific offers. Ads that simply mention that an advertiser sells gifts don’t generally perform as well as ads that actually give examples of what the site sells.

2. Sell products, not good feelings
Your ads should explain the offer, not the outcome. An ad that promises a happy Father’s Day isn’t helpful if the ad doesn’t also state how that outcome will be achieved. It’s better to focus on what you sell, rather than make promises of what may happen after the sale is made.

3. Make it all about Dad
Father’s Day ads with phrasing that’s generally associated with women may turn off search users. Referring to cologne as “perfume,” or referencing a men’s bag as a “purse” will keep users from clicking. Also, make sure that your keywords and ad copy don’t clash. The keyword “father’s day gifts” that leads to an ad mentioning Mother’s Day will confuse your potential customers.

4. Brag about your “value-adds”
Personalization often appeals to users, so if you offer that on your products, be sure to shout it out in your ads. Likewise, if you offer any type of discounts, coupons or incentives like free shipping, be sure to include those in your copy—searchers really love them.

5. Take your best shot
Golf items are a perennial Father’s Day gift. If you sell golf cart parts and accessories, focus your ads on the accessories. People searching on golf cart keywords are more likely to be looking for a bag holder or ball washer than a new windshield. Also, focus on standard golf supplies rather than novelty items, because more general golf equipment is probably more appealing to users. Advertisers marketing actual golf courses should absolutely use geo-targeted campaigns, which will display their ads specifically to users in their service area. After all, there’s no sense in advertising a golf course in Fargo to a user in San Diego. Geo-targeting makes it a lot easier for your customers to find you if you have a locally based business.

So while Father’s Day may get second billing to Mother’s Day’s, the numbers show that the June holiday is a superstar in its own right. Before the dutiful sons and daughters start their shopping experiences, review your ads and get them ready for Dad’s day. You might even help dads avoid the infamous necktie or bottle of aftershave.

— Noah Belson, Content Quality Analyst

Photo courtesy of Flickr user Chris Willis