A ‘Pay Per Click’ Christmas

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December 25th, 2007 by Nick

In the run up to Christmas, many of our clients at Click Consult ask us about what the level of activity should be on their accounts over the festive period. The question is:

To Pause or Not To Pause?

Although it wouldn't have too much of a bad affect on the campaign if you were to pause, as quality score is based on historical data, my feeling on the matter is simple.

Without doubt traffic over the Christmas period will reduce; however, it will not necessarily decrease in quality. In my opinion, if someone is searching with a specific keyword over Christmas there is no real reason why they would not be as qualified a visitor as they would be at any other time.

There are other factors to look at over the Christmas period; consumer confidence is a huge factor in the mad rush to finish the shopping in time. People need to know they will have their gift delivered in time for Christmas Day. If your company can offer guaranteed delivery before Christmas Day then these selling points need to be cleverly exploited within Ad Texts to maximise conversion potential.

December sales on the internet are set to double to £7.4bn, its expected that this year's online sales will come in at £53bn, £7bn higher than estimated a fortnight ago and £11bn higher than predicted at the start of the year. One result of this has been a reduction of profits for companies in term of offline markets for retailers; to me this shows the massive area within pay per click for online retailers to exploit at Christmas time with Internet sales growing. With Christmas and January sales set for record levels, this seems like the perfect time for the benefits of PPC to be capitilised on.

This leads me to believe that PPC shouldn’t stand for ‘Pay per Click’ but ‘Peak Profit Christmas’!

ClickConsult.co.uk – An expert Pay Per Click (PPC) Management company with over 25 years combined PPC Management experience. Contact us for more information or call 0870 145 1017.

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