Christmas PPC – get ready Folks!
October 8th, 2008 by Alan
That's right, Christmas, again, already! Although this will be most peoples reaction as we are not even into October yet your PPC campaigns are still likely to be affected soon, if not already. Anyone in retail knows how important the Christmas period is, you don't need me to tell you that more money is spend in these 3 months than the rest of the year added together. However I will tell you that well managed PPC campaigns will help make sure that online retailers get a fair share of the cash that consumers throw around during this period.
A few areas in your PPC that you may wish to look at are; covering all potential presents and seasonal products, being prepared to increase max bids when new competition joins in (often in November), creating seasonal ads and keywords to ensure you cover all sources of relevant traffic and finally make sure your monthly& daily budgets don’t run out at the worst time as traffic surges.
Remember Christmas doesn't just affect retails; B2B sales can fall during this time when many offices are empty and employees are on holiday. Christmas will have an affect on almost all buying behaviour so make sure your PPC and other marketing is up to scratch. Take advantage of workers being at home, having free and often being in a better mood. PPC is proven to show the quickest ROI so should be utilised whenever possible.
On a different note, I personally believe that this Christmas will be the make or break of our economy. A huge Christmas cash injection will go a long way to resurrecting our economy but if consumers decide to save this year then we may see the real recession that some people think is looming. So online advertisers get your PPC campaigns up to speed to make sure it will be a merry Christmas and happy new year for everyone.
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