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February 19th, 2010 by Laura

When assessing seasonal campaigns, there are certain questions that you should ask yourself and certain elements that need to be evaluated on your pay per click campaigns.

Impressions

During a holiday period did you get more impressions for your keywords than you normally would? Did the impressions apply to your standard keywords or were they in relation to holiday specific keywords such as ‘Easter bonanza’ or ‘Christmas sale’?

Click Through Rate

Getting tonnes of impressions means little if you aren’t generating more traffic to your website so next ask yourself whether the ads that were holiday themed were more successful than those without a theme. What type of differences can you see and how did the changes to copy affect the results? Was it the fact that you were offering a bonus or discount that increased traffic?

Conversion rates

The increase of conversion rate is your ultimate goal and this is the key metric for determining whether a holiday themed ad has been effective or not. Did you find that conversions increased throughout the holiday period? How did certain keywords convert?

After asking these questions about holiday themed PPC campaigns note down the adjustments that were made that appear to have made a difference to your results. You can take these and use them later in standard ad campaigns to improve performance. Keep some of the keywords if appropriate and test it further.

At Click Consult we provide expert guidance on all pay per click and web marketing campaigns.

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