In Focus: Seasonal Ad Copy
Optimizing digital ad creative to reflect seasonal changes can make a big impact! Our partners at Keplr Vision saw a boost in Paid Search and Paid Social advertising performance when Location3 made creative updates to reflect a key industry end-of- year selling point: use those FSA benefits for your eye care - before they expire!
Keplr Vision specializes in supporting private practice optometrists with collaborative partnership, business support services, and supply chain management.
Seasonal ad copy was updated month over month in Q4 of 2021, with the biggest payoff in December due in part to ad copy updates encouraging customers to use FSA benefits for their eye care, before benefits expired. We also upgraded ads from Expanded Text Ads to Responsive Search Ads, and added more top keywords.
Ad copy and imagery were updated for the winter season, including ad copy around using FSA funds.
We saw M/M improvement for Q4 and capped the year with a 8.05% Click- Through Rate (CTR) on Paid Search ads, far exceeding industry averages and representing a massive 33% M/M improvement.
Engagement with our social ads was also higher in December, with a 10% increase in CTR.