Now that Mom's had her special day, it’s time to turn the attention to Dad. Father's Day is just around the corner (June 15 th), so there’s still time to get in front of everyone who is searching for the right gift. With gas prices on the rise, shopping and ordering online is the easy way to avoid any additional driving, while having more money to spend on dad. Getting a campaign up and running this year is extra easy with the resources we've created to help you put together a new Father's Day campaign that can be used over and over each year.
Your first step is to log in to your adCenter account and start creating a new campaign for Father’s Day. Under the "Settings" tab, be sure to apply relevant targeting -- you can set your ads to serve throughout the United States, only in certain states or only in certain cities. If you ship internationally, don’t forget that Canada is another great area of opportunity for reaching a gift buying audience! (For more information about targeting, check out the adCenter Targeting Flash Tutorial.)
As you progress through the steps for setting up a new campaign, you can use the available Ads Upload File for help in creating the perfect ads for Father’s Day. In your ad description, be sure to include any special offerings you have available, such free shipping or in-store pickup, as well as any unique shopping experience you bring to the gift buyer. Do you have one-of-a-kind items that can’t be found elsewhere? Do you offer personalized gifts? Once you've created the perfect ads, just import the file instead of manually typing them into the UI; click on the Import Ads on the Ads Creation Tab during the campaign set up process. See the related adCenter Help topic for further instructions.
Research has shown that when ad titles mirror the keywords being searched on, there’s a higher likelihood of the ads being clicked on, so using dynamic keyword insertion is an excellent way to increase overall click through rate. You can learn more about dynamic text with our Dynamic Text Flash Tutorial. In the Keywords Upload File, you’ll find that the {param2} column has already been populated with properly capitalized copies of the keywords. Ad titles in the Ads Upload File have been formatted to support dynamic insertion as they will reference the {param2} values in the Keywords Upload File. When you prepare your final ad upload file don't forget to input your Display and Destination URL's in the ads upload file. Of course you can set Destination URL's at the keyword level in the {param1} field if needed.
To save time in thinking of all the possible keywords (like best dad gift, gift dad online or buy Father's Day gift), we've created a long list of words to use in the Keywords Upload File. Be sure and look closely at this list and select the words that make the most sense for you. These can be put into relevant ad groups to help manage your campaign. Aggressive keyword bids are suggested since we expect that there will be lots of competition on Father's Day-related keywords, but you can certainly use whatever bidding strategy will make the most sense for your budget. Be sure to include Exact, Phrase and Broad bids to capture as many impressions as you can. After you've edited the keyword file and entered your bids – it's ready to import into adCenter!
Now that all the hard work is over all you need to do is finalize pricing, review and submit! Your Father's Day campaign will be serving impressions soon.