Search Engine Marketing: Finding Santa's Helpers
- search-embedded coupons;
- free shipping; and
- mobile-targeted promotions.
Embracing these trends requires alignment between your company's online marketing team, offline stores and merchandising department.
Search-Embedded Coupons
As always, promotions will be a critical component of holiday sales. How do your promotions stand out on search engine results pages (SERPs)? Retailers have always been able to highlight promotions in search ad copy, but now there are beta opportunities to embed coupons within paid search listings — i.e., Google Offers. Like Groupon or LivingSocial,
Google Offers provides daily deals and coupons. Google Offers' coupons can be embedded in top sponsored paid search ads on both desktop and mobile devices. The coupon appears below the search listing, allowing your listing to occupy more valuable SERP real estate and provide an incentive for deal seekers to give you a second glance. Searchers who click on the coupon are able to redeem it one of three ways: online, print it to use in-store or show their mobile device to a cashier to scan the coupon's barcode.
- Companies:
