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Digital Marketing News & Best Practices - Adlucent Search Pros(e)

Earning the love of shoppers this Valentine's Day

Posted by Christin Evans on February 12, 2018

If you’re a retailer with products that surge in popularity around Valentines Day, then it’s likely that you have put a lot of energy into your Valentine's Day strategy.  And a great way to earn the business of these shoppers is by using location-based ads.

According to Google, 91% of smartphone owners purchased or plan to purchase something after seeing an ad they described as relevant.  Digital ads that are personalized to the shopper’s geo-location and are displayed on mobile during peak shopping times, such as the last few days before Valentine’s Day, can mean big bumps in seasonal revenue for physical store retailers.

So how do you turn last minute digital shoppers into in-store customers?  A multichannel retailer (who’s also an Adlucent client) had that exact goal: ramp up in-store purchases during Valentine’s Day by using location-based ads to encourage shoppers to purchase in-store.    

We helped the multichannel retailer create a customized dayparting schedule that increased bids on digital ads for customers who were within a 20 mile radius around store locations. Taking advantage of Google’s Expanded Text Ads and geo ad customizers, the retailer’s digital ads contained geo-specific location information tailored to the shopper's location of interest.  The result was a personalized ad displayed at the peak time of search as shoppers took to their mobile phones to locate a nearby store that had the perfect gift for their loved one. 

This method paid off.  Click-through-rate for the brand grew by 11% and non-brand grew by 15%. Not only did the multichannel retailer achieve great brand recognition but this tactic really got people into their stores to purchase, with revenue growing 90% during the Valentine’s Day holiday.

Is your company using location-based ads this Valentine’s Day?  Let us know how in the comments below.

Topics: dayparting, digital ads to drive store sales, Featured Post, google expanded text ads, location-based advertising, valentine's sales


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