Christmas is Coming – PPC is getting Fat
We are now well into November and Christmas is coming fast. For a PPC Campaign Manager this is a very busy time as online searches increase in the gifts section of the retail market.
With a 50% increase in people buying their gifts online from 2006 – 2007 Click Consult expect similar figures this year. Google have already told us that two out of every three people are more likely to shop online for their Christmas presents this year. A staggering 86% say they will research prices on the Internet before buying in store, this makes having an effective PPC strategy (and overall integrated online marketing strategy) more important than ever this year.
PPC as we know is charged on a cost per click basis so we want to eliminate those people who are simply clicking through for price comparison reasons and turn them into buyers, therefore maximising the ROI of our clients PPC campaigns.
A well designed website with effective landing pages and a level of trust attached to it is more likely to get consumers to part with their hard earned cash. You can eliminate unwanted 'comparison shopper' clicks by including prices in your Ad Text. This should go a long way to ensuring people who do then click through on your Ads are genuinely interested in making a purchase from you.
It is also important to have your Christmas based campaigns running as early as possible so that in the months of October and November when CPC's aren’t being driven up as advertisers jostle for position you will get people clicking through and doing their research. If your prices are competitive and your offers compelling then customers will return and purchase in December, usually through cheaper brand terms or even natural listings.
Click Consult have had out Christmas strategies in place since October. Have your PPC agency done the same or will your Christmas sales figures mean you will be looking for a PPC agency with over 25 years experience of search and online marketing come January?
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I always support the CPC pattern of PPC campaign because it helps the white hat SEO.
I am ready to cash my X-mas opportunity with PPC