Are your Holiday PPC Campaigns Ready to Launch?
More specifically, online retailers are slated to see an even larger piece of the pie. More and more folks have smartphones and tablets than ever before, giving them greater and easier access to the web. In a time when driving to the store can be far too time consuming (not to mention stressful), many folks this year will choose to shop online.
How can you make sure they shop with you? It all begins with your holiday PPC campaigns preparations. Here are a few tips you should consider when preparing your PPC campaigns for the holiday season.
- Plan Before You Act
Your focus for holiday PPC campaigns will likely involve a lot of promos, expiration dates and brand-new ad groups. Plan out your attack before you start to act. This can help you delegate work, pass over anything that doesn’t seem worth the effort and focus on a multi-tiered strategy. One way to make a solid plan is to comb through your past efforts. Each previous holiday season is like a treasure map, helping you to narrow down how best to attack the holidays this year.
- Look at Your Keywords
Holiday keywords are not like the keywords you use for the rest of the year. It’s wise to create a separate holiday keyword list that you can use this year as well as for future holiday seasons. While each season may have its own keywords based on trends, technology and your niche, some of the general keywords you need to factor in are words like gifts, gift ideas, presents for, Christmas present ideas, stocking stuffer ideas, good gifts for Chanukah, and more like that.
- The Many Sides of the Holidays
In addition to the keyword ideas listed above, you also want to consider all the holidays within the “holidays.” Each holiday deserves its own keyword group, as well as PPC campaign. Here are the micro-holidays you need to plan for: Black Friday, Cyber Monday, Free Shipping Day, Christmas, New Year’s.
- Build Out Separate Campaigns
Not all retailers follow this advice, but creating separate holiday campaigns can be easier to manage, maintain, and pause once the holidays are over. Even if you don’t create separate campaigns, you need to focus on your holiday-inspired ad copy. Consider who gets gifts, meaning “Mom, brother, wife, girlfriend, mother-in-law …” These are the folks who get gifts, and these are the folks that you need to include in your ad copy.
- Consider Some Nifty URLs
Again, not everyone does this, but it could help you stand out from others. Within your ads you likely have the URL of your landing page. Well, why not create landing pages with unique holiday-based themes such as MYPRODUCT.COM/BlackFriday. This enforces the idea of that micro-holiday, and once again is easier to manage and pause once that time of year is gone.
- Remake Your Landing Page
This is easier to do if you decide to take our advice in #6 and create new holiday-based pages. Either way, your website is no different than a brick and mortar store. Stores go through holiday makeovers, and so must your landing pages.
- Set End Dates For Your Campaigns
We can’t stress this enough. Many folks get caught up in the hustle and bustle of planning and creating that they forget to set end dates for their campaigns. Doing this at the onset will cover your bases and keep you from having to end your campaigns manually.
Preparing your PPC campaigns for the holidays is not a one-man job. This requires the work of marketers, writers, web designers, strategists, and more. As such, it takes more than a few weeks to create a foolproof strategy that’ll help you see the best return on investment this holiday season. With the holidays just around the corner, the clock is ticking. Get started on your PPC holiday campaigns now, so that you’ll reap the rewards this season. OperationROI can help. Call us at 1-888-277-5329 or fill out our contact form to find out how we can help you prepare your PPC campaigns for this holiday season.