Top 5 PPC Christmas Tips
Christmas sales amount to a huge proportion of many businesses profits. It is therefore essential that you maximise your PPC’s potential. So to help you make the most of Christmas here’s a list of tips to promote your business:-
1. Adding Seasonal Keywords
There are many key terms that can be targeted that will generate a lot of traffic during the festive period. Keywords such as “Christmas Presents”, “Christmas Gifts”, “Present Ideas”, “Presents for Dad” etc will all be generating traffic of people looking to purchase and providing your product is appealing to them there’s a good chance they will be ready to buy. Bidding can get fairly competitive on these terms but there are plenty of long tail keywords related to these that could be used to keep the cost down.
2. Amending Ad Texts
Given the current economic climate people are going to be looking for bargains even more so than usual. Any references of sales or cheap offers that can be added to your ad texts can only have a positive impact. Additionally amending your current ads to include seasonal words and phrases may just give your ad the edge over the competition. Assurances such as “order today for guaranteed Christmas delivery” could also work well in the run up to Christmas day.
As the added competition for business in the festive period increases so does the cost that people are willing to pay the traffic. Fluctuations in the cost per click rates can vary a lot from sector to sector. In the already very price competitive market of electronic goods such as TVs for example, margins are so tight that the CPC doesn’t move as much as some of the less margin tight products. Managing the effect of these fluctuating costs is key to an effective campaign as without keeping your finger on the pulse and up to date could leave your ads languishing off the first page.
4. Managing Budgets & Traffic
Traffic for most products will see a constant increase in search volumes in the run up to Christmas and will continue through the January sales too. A well optimised PPC campaign should be filling its daily and monthly budget with the traffic before the seasonal increase. In which case the increase in traffic will start spending your budget out early in the day or will result in your ads being served sporadically over the course of the day. It is key that this is monitored on a day to day basis and increases are planned and made to the campaign when needed to maximise the traffic and thus profit that can be made.
5. Start Early
Many companies will be looking to maximise their sales from this additional traffic but as ever not many people get themselves organised early. Many businesses will start their campaigns in December and as always with a new campaign it takes some time for it to build up a good quality score through the data Adwords collates. By starting your campaign early you can not only get in some early less competitive clicks but by the time everyone else joins the party your campaign should hopefully have attained a good quality score and will result in you paying less for your clicks in a competitive PPC market.
