The back-to-school season is right around the corner, and with it comes the second-busiest shopping season of the year. Here are a few tactics you can add to your existing pay-per-click (PPC) campaign to ensure that it’s optimized for the back-to-school season.
Remarketing, the most powerful tactic you can add to an existing PPC campaign, allows advertisers to follow interested consumers with advertisements for their products. For example, a consumer comes to your website and visits a page about Mac laptops. However, they leave your site without making a purchase.
When that same consumer then browses other websites with content about laptops, they see your ad for the specific laptop they looked at on your site! This is the power of remarketing – through your advertisements, you can “follow” website visitors who leave your site without making a purchase.
2. YouTube Advertising
More than half (54%) of all American teens are on YouTube; this is 21.6 million of the 40 million American online users. And 9.1 million of these teens have streamed online video in the last 30 days.
If you are trying to reach teens online and you are not utilizing YouTube advertising, you should be! YouTube ads, which are set up in AdWords, appear on the YouTube home page next to videos. On mobile devices such as smartphones and tablets, ads appear as both display and text versions, which means that you do not have to produce your own video to advertise on YouTube.
3. Mobile Ads
According to a recent study by Pew Internet, 23% of teens between the ages of 12 and 17 own a smartphone. This means that one in four teens can now be reached through mobile advertising – if it’s done correctly.
Although mobile advertising is easily accessible using Google AdWords, some work has to be done on your website in order to use mobile ads effectively. A mobile-friendly landing page should be set up or, if not already implemented, a responsive web design is required in order to make the mobile experience a pleasant one for your visitors. This will also help to increase visitor-to-customer conversion rates from mobile traffic sources.
4. Ad Extensions
A great way to enhance your ads and give customers more reasons to click through, ad extensions allow you to provide additional business information such as your business address, phone number, additional website pages and even product information.
If you have a Google+ business page, you can even add a social extension to make it easy for people to share content about your business on Google+.
No matter which of these tactics you choose, here are some important things to remember about marketing to teens:
Targeting the right audience
Although your PPC campaign may be aimed at getting the attention of teens, remember to target your ads to your intended audience – which, more than likely, will be their parents. According to Microsoft, 80% of people making back-to-school purchases say that their children influence the items purchased. Although the teens may influence the items purchased, don’t forget that it’s the parents who actually hand over the cash. Ensuring that ads are targeted to your intended audience is key.
Getting a teen’s attention is hard
Teens are curious, they’re visual in the way they learn, and they are looking for honesty and accountability from the brands they engage with online. Today’s teens are more brand-savvy than previous generations, so it’s important to remember that they will quickly detect BS.
As with all social media, it is important to engage in a two-way conversation. This is particularly important when it comes to engaging with teens. The moment they feel that they are being marketed to, they will disengage. Focus on having conversations that inspire them and allow them to believe in themselves. Shift your advertising to storytelling and tell stories they can relate to. Offer a platform where they can talk about the stories in an open community space.
By keeping these tips and tactics in mind, you’ll gain high marks – and, more importantly, increased revenue – from your back-to-school PPC campaign.