Maximize sales during back-to-school season with Google, Amazon, and social media advertising

The back-to-school season is upon us, and for retailers, it represents a golden opportunity. As the second-largest shopping event of the year, back-to-school shopping provides a crucial chance for brands to boost their profitability. Americans spent a staggering $135.5 billion on back-to-school and back-to-college shopping in 2023, and this figure is projected to skyrocket to $189.7 billion by 2028. We’ve put together a comprehensive guide to help digital marketers leverage Google Ads, Amazon Ads, and paid social to make the most of this peak period.

Google Ads' influence on back-to-school season

Google Ads is an essential tool for reaching parents and students as they search for school supplies, apparel, and tech gadgets. Here’s how to make the most of it.

Best practices for Google Ads

1. Keyword optimization
   
   • Why it matters: Targeting the right seasonal keywords ensures your ads appear in relevant searches, capturing the intent of potential buyers.
   • Example: A retailer selling backpacks might target keywords like “best school backpacks,” “durable backpacks for students,” and “back-to-school backpack sale.” By using specific and long-tail keywords, the retailer can attract shoppers looking for particular features and deals.
2. Ad extensions
   • Why it matters: Ad extensions provide additional, more detailed information and increase the click-through rate (CTR) of your ads.
   • Example: A stationery store could use site link extensions to direct users to product categories like “notebooks,” “pens,” and “planners.” Callout extensions can highlight promotions such as “Buy One Get One Free” or “20% off on orders over $50.”
3. Seasonal campaigns
   • Why it matters: Tailoring your campaigns to the back-to-school season can increase relevance and urgency.
   • Example: A clothing retailer might create a campaign with ads featuring headlines like “Back-to-School Fashion Sale – Up to 50% Off!” and update ad copy to reflect the time-limited nature of the offers.

Quick wins for Google Ads

1. Remarketing campaigns
   • Why it matters: An ad featuring a back-to-school sale may push users who have shown interest in your brand over the conversion threshold.
   • Example: A sporting goods store could target users who viewed sports shoes but didn’t purchase, showing them ads with a special discount or highlighting customer reviews to encourage a purchase.
2. Local inventory ads
   • Why it matters: These ads showcase inventory available at nearby stores, driving foot traffic and buy online, pick up in-store sales.
   • Example: A big-box retailer could use Local Inventory Ads to let parents know that school supplies like calculators and binders are in stock at their local store, encouraging immediate visits.
3. YouTube ads
   • Why it matters: Video ads capture the attention of younger audiences who heavily influence their parents’ back-to-school purchasing decisions.
   • Example: A tech retailer could create a YouTube campaign showcasing the latest laptops and gadgets for students, highlighting features that make studying and homework easier.

Leveraging Amazon Ads for back-to-school success

Amazon is the go-to spot for back-to-school shopping, making Amazon Ads a crucial part of your strategy. Here’s how to maximize your reach and sales on Amazon.

Best practices for Amazon Ads

1. Product targeting
   • Why it matters: Product targeting showcases your products on similar product pages, capturing shoppers who are comparing options.
   • Example: A backpack brand could serve targeted ads on a competitor’s product page, presenting their backpack as a better option with more desirable features or pricing.
2. Sponsored Brand
   • Why it matters: Sponsored Brand campaigns increase visibility and drive brand awareness by showcasing multiple products.
   • Example: A stationery brand could create a Sponsored Brand ad featuring their best-selling notebooks, pens, and planners, driving traffic to their Amazon Store.
3. Amazon Stores
   • Why it matters: Amazon Stores provide a branded and structured shopping experience, helping to increase engagement and sales.
   • Example: An apparel retailer could design an Amazon Store with sections for “Boys’ Back-to-School Fashion,” “Girls’ Essentials,” and “Uniforms,” making it easy for parents to shop by category.
4. A+ Content
   • Why it matters: Enhanced content helps convert browsers into buyers by providing detailed product information and visuals.
   • Example: A tech brand selling laptops could use A+ Content to showcase product features, compare models, and feature testimonials.

Quick wins for Amazon Ads

1. Deal of the Day and Lightning Deals
   • Why it matters: Time-sensitive promotions create urgency and drive sales spikes.
   • Example: A supplier of school supplies could run a Lightning Deal on a popular item like a planner or a backpack, attracting budget-conscious shoppers looking for discounts.
2. Enhanced Brand Content
   • Why it matters: Engaging product pages with videos and detailed descriptions can differentiate your products from competitors.
   • Example: A shoe retailer could use Enhanced Brand Content to add videos demonstrating the durability and comfort of their back-to-school shoes, persuading parents to choose their brand.
3. Sponsored Display Ads
   • Why it matters: These ads help re-engage shoppers who have shown interest in your brand but haven’t made a purchase.
   • Example: A retailer selling dorm essentials could target shoppers who viewed their products but didn’t buy, reminding them of the items and offering a small discount to close the sale.

Supercharging your strategy with social media ads

Social media platforms like Facebook, Instagram, and TikTok are indispensable tools for capturing the attention of back-to-school shoppers. Here’s how to make the most of these platforms.

Best practices for Facebook and Instagram ads

1. Audience targeting
   • Why it matters: Precise targeting ensures your ads reach the right people, increasing ad relevance and engagement.
   • Example: A clothing retailer could target parents of school-aged children and teenagers with interests in fashion and back-to-school shopping.
2. Dynamic Ads
   • Why it matters: Dynamic Ads automatically choose relevant products to promote to users based on their interests and browsing behavior.
   • Example: An electronics store could use Dynamic Ads to display different laptop models to users who have browsed tech products on their website.
3. Carousel Ads
   • Why it matters: Carousel ads showcase multiple products or features within a single ad unit.
   • Example: A stationery brand could create a carousel ad highlighting different back-to-school essentials like notebooks, pens, and backpacks, making it easy for users to browse options.

Quick wins for Facebook and Instagram ads

1. Instagram Stories Ads
   • Why it matters: Stories are an engaging format with high interaction rates.
   • Example: A fashion retailer could create short, compelling video ads showcasing back-to-school outfits, encouraging users to swipe up to shop.
2. Lookalike Audiences
   • Why it matters: Lookalike audiences help you find new potential customers who resemble your existing customers.
   • Example: A retailer could create a lookalike audience based on last year's back-to-school shoppers, ensuring ads reach people likely to be interested in similar products.
3. User-Generated Content (UGC)
   • Why it matters: UGC builds trust and authenticity, making your brand more relatable.
   • Example: A brand could encourage customers to share photos of their back-to-school purchases on social media with a specific hashtag, then feature the photos in their ads.

Best practices for TikTok Ads

1. Creative content
   • Why it matters: TikTok users respond well to authentic, engaging, and entertaining content.
   • Example: A retailer could create fun, relatable videos featuring students getting ready for the school year with their products, using popular TikTok trends and trending audio.
2. Hashtag challenges
   • Why it matters: Hashtag challenges can boost visibility and encourage engagement.
   • Example: A stationery brand could launch a back-to-school challenge encouraging users to share videos of their unique and creative school supply setup using a branded hashtag.
3. In-Feed Ads
   • Why it matters: In-feed ads blend seamlessly with organic content, making them less intrusive.
   • Example: An apparel retailer could use in-feed ads to show off their new back-to-school fashion line with a call-to-action to shop now.

Quick wins for TikTok Ads

1. Influencer Partnerships
   • Why it matters: Influencers can help you reach a wider audience with authentic endorsements.
   • Example: A tech brand could collaborate with a popular college-aged influencer to review and demonstrate the latest gadgets for school, driving interest and sales.
2. Branded effects
   • Why It Matters: Branded effects allow users to interact with your brand in a fun and creative way.
   • Example: A backpack company could create a branded effect that lets users visualize how different backpacks would look on them, making the shopping experience interactive.
3. Bite-sized tutorials
   • Why it matters: Short, informative videos can effectively highlight product features and benefits.
   • Example: A retailer could create quick tutorials on organizing school supplies or tips for first-day outfits, making the content both useful and engaging.

Overlooked techniques to improve performance

1. Cross-Channel Integration
   • Why it matters: Consistent messaging and promotions across channels create a seamless shopping experience.
   • Example: A retailer could coordinate Google Ads, Amazon Ads, and social media ads to promote the same back-to-school sale, using similar visuals and slogans to increase brand recall.
2. Customer reviews
   • Why it matters: Positive reviews significantly impact purchasing decisions, especially for parents looking for quality products for their children.
   • Example: Encourage satisfied customers to leave reviews on popular items. Highlight these reviews in your ads to build credibility and attract new customers.
3. Competitor analysis
   • Why it matters: Understanding your competitors’ strategies can help you identify opportunities to stand out.
   • Example: Use tools like Google Ads Auction Insights and Amazon’s Brand Analytics to see where your competitors are advertising and what keywords they’re targeting. Adjust your strategy to fill gaps.

How Marin can help

With Marin, you can manage and optimize digital advertising campaigns across Google Ads, Amazon Ads, and social media, all within a single platform. Marin simplifies campaign setup, keyword management, and product targeting, helping you reach the right audience and optimize ad placements across publishers.

• Bidding and budget optimization tools automate bid adjustments based on performance metrics, ensuring you get the most out of your ad spend. 
• Advanced analytics and custom reports offer actionable insights into performance, allowing you to make data-driven decisions and refine your strategies.
• Managing Facebook, Instagram, and TikTok ads alongside your Google and Amazon campaigns ensures a cohesive strategy and helps you optimize creative content. 
• Automated workflows and performance alerts streamline your workday, saving time and improving efficiency.

Our Final Thoughts

With back-to-school spending expected to reach record highs this year, there’s no better time to fine-tune your advertising strategies. By leveraging Google Ads, Amazon Ads, and social media ads, you can reach your target audience, drive traffic to your store (both online and offline), and increase conversions. Implement these best practices, quick wins, and overlooked techniques to ensure you make the most of this lucrative shopping event. Happy selling!

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