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How to Manage Your Pay Per Click Campaign During the Holidays
To avoid the rush especially with the holidays drawing near, some buyers might start their shopping as early as Halloween. Nowadays, people turn to the Internet for about almost anything, including their shopping needs. This makes it a great opportunity for businesses and companies and their products or services to be known online. Let's say that your PPC campaign has already been optimized to target people searching for a specific product or service that your company offers, that's wonderful; but if your campaigns aren't optimized, you might spend more money to capture holiday shoppers than you have to.
Optmize your AdWords Account especially during the holidays to target a broader audience; this will bring your performance to a higher level. You will need the extra help from the experts and should hire a qualified PPC management company to get your site working for you through proper Adwords management.
Is your PPC campaign geared up toward the holiday season? During the holiday season, there will be extra traffic, so get your PPC campaigns set and ready to go to avoid hurting your online advertising investment. Here are some tips to help you run a productive AdWords management campaign for the holiday season.
1. Run keyword reports or try out the new Search-based Keyword tool. In the keyword report, you will see which keywords converted well during the previous holiday season. Maybe these keywords will perform well again this season. Alternatively, SbKT is a tool that reviews the content of your site and comes up with a list of related historical Google search queries for which the site in question is not currently advertising. Additional keyword suggestions or "missed opportunity" terms of your site will be sought by your dedicated PPC management company using this tool.
2. Revisit the Search Query Performance Report. Google has recently introduced improved transparency in Search Query Reports to give advertisers additional information about the search terms that trigger your ads. Why not let your dedicated AdWords management team filter and analyze this report for you. Through nonstop supervising, your dedicated team can determine which queries are generating clicks; adding related queries as keywords and irrelevant keywords as negatives, this can greatly increase your ROI.
3. Use your Ad Text Wisely. Your PPC management company can start running promotions early, as early as October. Consumers plant to spend more time doing extensive comparative canvassing to get the best deals before actually buying gifts because of to the current state of economy. Find out what your competitors are offering and make sure your promotional offers beat them all. Emphasize dollar savings, shipping information and 'ship by' dates in your ad text to differentiate yourself.
4. Optimize your Landing Page. Throughout the holiday season, search engines are extremely useful. Not all shoppers know exactly what they want to buy, that's why they turn to search engines as their go-to source for gift ideas. Designing a holiday gift finder landing page is included in your AdWords management during this season. Through this, you are presenting great gift ideas at great prices for the undecided shopper. It is also important to categorize the audience your product would appeal to the most.
5. Be Ready for Cyber Monday. The Monday right after 'Black Friday (Friday after Thanksgiving) is Cyber Monday. This day is said to generate sales from people who couldn't find what they were searching for in-store; or in other words, holiday purchasing happens on Cyber Monday - early/mid December. Your PPC management company will bid higher on this day than any other day to grab the opportuniy of Cyber Monday traffic. Your adverts must be in the top 3 to get the most clicks, so be ready to bid. If you do not dominate the competition especially during this day, you're missing out a lot of possible holiday revenue. Increase your Return of Investment on this very challenging day by talking to your AdWords management team since this day is also famous for really great sales and deals online.
6. Don't Underestimate Post-holiday Sales. As I've said, with the kind of economy we are facing now, consumers are looking for the best deals they can get, including taking advantage of post-holiday sales online. Your PPC campaign should not end on December 25th; you're missing out valuable traffic if you do. Instead, monitor your campaign end dates and sales to capitalize on the post-holiday shoppers. Make sure to continue your AdWords management campaign even after the holiday season to bring buyers to retailers all year round.
To summarize, planning and preparation should be your holiday partner. Be prepared for the traffic and the increase of your Return of Investment. A qualified PPC management company can get things up and running running during the festive season so you yourself can have time to enjoy the holidays. With good AdWords management, you can have your keyword bids and budgets prepared, and then be ready to capture all the holiday season has to offer you. Season's greetings!
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