Mum’s the Word - For Increasing Revenue in March!

The UK & Ireland celebrate Mother’s Day this year on the 22^nd of March. The US and many other countries will follow on the 10^th of May.

From its noble origins as a day to honour one’s mother with -- for example -- a nice breakfast in bed, Mother’s Day has grown to be a substantial commercial opportunity not to be missed. How can you ensure that your online business benefits from this phenomenon where the nation’s love for mothers results in a £1.5 billion plus spending frenzy?

1. Anything can appeal to (almost) everyone.

Some department stores have so-called ‘gift departments’ which has always puzzled me – can’t everything in the store be a potential present? Does it not depend on the interests of the receiver?  

The National Trust is doing an excellent job this year in using the event to push more memberships. This is, in my opinion, a brilliant idea and an excellent example of how a wide variety of advertisers can benefit from certain seasonality.

2. Stand out from the crowd:

Marks & Spencer is advertising the chance to win a spa break for your mother if you buy a present for her online. If you have a relevant or unique promotion – use it in your ad copy!

3. Extend Mother’s Day ad copy beyond the seasonal ad group:

A lot of searchers may have a specific present in mind and search for ‘flowers’ or ‘hiking boots’ for example instead of ‘Mother’s Day gift’. Your whole campaign or multiple areas of it may be of interest to shoppers so try using seasonal ads in more areas and not only for your Mother’s Day ad group.

4. Un-pause ad groups on time!

Un-pause seasonal ad groups on time! Traffic for Mother’s day usually seems to increase quite a lot about 5 days before the event. Ensure your keywords are live 4 weeks before the surge in traffic to build up history; this usually results in lower-than-average CPCs and higher CTRs when the peak comes along.

Although hand-painted cards or burnt home-baked croissants maybe very endearing, there will be plenty of online shoppers who will be looking for the products and/or services you provide. So hurrah for Mother’s Day and make the best of it! 

For additional information on Mother's Day tips, visit last year's post, "Mother's Day: Create Seasonal Campaigns to Evalute Performance". 

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