Decide how narrow or broad you want the
scope of your offering to be--keeping in mind the need to strike a balance between targeting shoppers in your niche, and still snagging searchers who aren't quite sure what gift they want. "People
searching on keywords like 'mothers day gifts' usually want a variety of offerings, rather than one specific item," Belson says.
Include promotional language like "free gift wrapping" and "same day delivery" in your ad copy, and call out a low price point, coupon or discount code, if possible. If you offer personalization, try to get that into the ad as well. Belson also says that sites that advertise both sales and service (i.e. a jewelry shop) should make sure that their Mother's Day ads are focused on the sales.