The holidays are fast approaching which means one thing: Shopping. Consumers will be coming out in droves to buy presents for family, friends, significant others, and even themselves. This presents a major opportunity for your business to capture more customers and increase sales.
The following are ways to prepare your PPC campaigns for the holidays.
1. Review Data From Last Year
Before creating a new campaign, the first step is to review data from the previous year. This helps you better prepare and have an idea of what to expect. Here are some things to look for when analysing the information:
Which products sold the best?
What offers did well?
Which keywords were profitable?
Which ads had the best response?
Which pages had a high conversion rate?
Looking at this information in detail will help give you a better idea of what you can do to maximise results from your PPC campaign.
2. Write Holiday Ads
Retailers tend to do exceptionally well during the holiday season when shoppers are rushing to get the best deals. Consider creating completely separate ads that are optimised for holiday keywords and to take advantage of this time.
Examples might include:
Free Shipping For Christmas
Holiday Sales End Soon
Buy Today And Save
Receive 25% Discounts
These are only examples but help to create a sense of urgency when people see your ads. Gently pushing consumers towards making a purchase will help to increase conversions.
3. Update Your Website
Always back up the claims in your ads. If you are having a storewide 25% discount for the first week of December, make it clear on your website. The best way to lower conversions is to have mixed messages on your pages that do not match your ad.
Another way to maximise conversions for your PPC campaigns is to do A/B split testing. This involves creating new landing pages, sending equal amounts of traffic to them, and comparing the results. Doing this allows you to assess how consumers respond to certain offers.
PPC is highly effective for generating targeted traffic during the holiday season. Reviewing data from the previous year is one of the most important steps so you can prepare accordingly. Writing holiday specific ads and updating your website are also highly effective to increase sales.