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AdWords Readies New Ad Customizer for After-Christmas Sales

With the 2014 holiday shopping season at a close, a whole new selling season commences as the Christmas and Boxing Day trimmings get put away.

The Inside AdWords blog revealed a new ad customizer will be available in the coming weeks. This one will be a countdown widget, an easily added parameter similar to Google’s other real-time update ad features.

Provide a Sense of Urgency
AdWords’ Karen Yao suggested a few ways one can use ad customizers like the countdown widget. It can show how much time remains to place an order to meet a holiday shipping deadline, or note the hours left before a hot daily deal or promotion expires.

The presence of a countdown helps instill a sense of urgency regarding a promotion. Ideally this prompts a buying decision in a consumer who otherwise may be tempted to wait. The 2014 holiday shopping season should have already provided ample reason for ecommerce pros to try out some time-sensitive marketing.

After this year’s Black Friday, the National Retail Federation (NRF) revealed overall shopping traffic and spending dropped year over year for that traditional weekend start to the holiday shopping period.

NRF President and CEO Matthew Shay said at that time, “A strengthening economy that changes consumers’ reliance on deep discounts, a highly competitive environment, early promotions and the ability to shop 24/7 online all contributed to the shift witnessed this weekend.”

Resolve to Take Advantage of New Year’s Resolutions
Fortunately for online sellers, the New Year holiday is right around the corner on the calendar. Over at Microsoft’s Bing Ads, Shelby Gagnon reminded sellers that resolution-related topics and related products will be hot searches for consumers.

“Remember, there are 14 million health searchers not reached on Google,” Gagnon said, and also noted Bing’s capability to import AdWords’ campaigns. For some online sellers Bing may be an ad investment worth considering at least for the brief New Years’ period.

Those who aren’t planning ads can still take advantage of Gagnon’s advice for product listings and marketing campaigns – particularly if you sell products that help people lose weight or get organized, the top New Year’s resolutions in 2014.

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David A Utter
David A Utter
David A. Utter is a freelance writer based in Lexington, KY. He has covered technology topics from search to security to online business and has been quoted in places like ZDNet and BusinessWeek. He considers his appearance on NPR's "All Things Considered" with long-time host Robert Siegel a delightful highlight. You can find him on Twitter @davidautter and on LinkedIn.