December 15th, 2019

‘Tis the Season to Optimize Your PPC Campaign

by sage island

Whether you are ready or not, the holiday season is officially here. Stores were decking the halls with Christmas paraphernalia while trick-or-treaters were still running door-to-door. Holiday ads flooded our inboxes the second we reached November 1st. The festive season is full of online bustle and it seems like the whole world is sending ads, running specials and managing campaigns all at once. Everyone is competing to grab the attention of consumers in an attempt to get that hard-earned cash. So what’s the best way to make sure your business doesn’t get lost in the crowd? One way is to optimize your PPC campaign to get the most out of the holidays. Here are seven powerful PPC optimization techniques to employ this holiday season to enhance your brand, boost sales and satisfy customers. 

Make sure your keywords are ready for the season.

You should already have a keyword list in place for SEO purposes, but now is the time to check it twice. Take some time to go through it and make sure it is completely up to date. If needed, add some new products or services specifically geared towards the holiday season. Pause older campaigns and remove outdated terms if they’re no longer relevant. Cleaning up your list ensures you don’t waste time and money on badly-matched keywords at this critical time of year.

When it comes to keyword usage, you must be using the right words and phrases and you are to create a balance between broad phrases and exact match keywords. Retailers want their ads to be as targeted as possible, yet not so limited that only a handful of consumers see them. Merchants will likely want to rely most heavily on phrase match keywords while scattering in broad and exact phrases to gain targeted yet substantial coverage.

Utilize your data.

Your existing PPC data can tell you a lot about what keywords to target and which products to promote. Before the season gets into full swing start by digging through previous data to find out what performs best. Look at your ad copy, specials, website landing pages, and what time of day your ads get the best feedback. This will give you a clear idea of what to do next and what to avoid while creating your campaign for the holiday season. Take a look at past years; how have things changed? Take steps to prepare or increase your budget to compensate where necessary. Ads are useless if they never reach your target audience, so it’s okay to invest a bit of money into the season because you are focusing on the return.

Target procrastinators

Merchants can optimize their PPC campaigns to target last-minute shoppers in a couple of different ways. The first is to use the phrase ‘last minute’ in a campaign’s keyword structure and the ad’s copy. The other method eCommerce stores can use is to guarantee arrival dates if orders are placed by a certain day or time. If there is one thing the procrastinating shopper is searching for, it is a promise that their package will arrive by Christmas. By utilizing phrases like “delivered before Christmas” in ad copy and on landing pages, retailers can boost their click rates and their sales.

Incorporate holiday messaging.

Advertisers need to create new text ads to incorporate language and messaging geared toward holiday shoppers and their searches. Creating unique, targeted holiday ad text is going to help your ads stand out from the crowd of boring and basic text ads. Get creative, just be sure to stay within policy guidelines. Inventive and playful ad text consistently performs well, and always grabs the consumer’s attention.

Is your website ready?

Your keywords are on point, you research your data, and your ad creatives are ready. Now it’s time to tweak and optimize to ensure success. Studies show that more than half of the searches done on Google today will come in from a mobile device. You will lose out on sales if someone who lands on your website from a mobile device and needs to zoom your pages to see them. It’s annoying and frustrating when shopping and an outdated site takes away some of your credibility. While you’re at it, ensure your landing pages are holiday optimized as well. While ads can get a shopper to your site, it’s the landing page that secures the sale. For this reason, creating high-quality landing pages is key to PPC holiday optimization. During the holidays, it is vital to prominently display deals and promotions on landing pages that match specific advertisements.

Incorporate other social media platforms.

A lot of people hear PPC and immediately think AdWords. However, Facebook and Instagram are good places to spend your marketing dollars, especially during the holidays. Facebook offers a lot of different ad formats ranging from traditional arrangements to video and even lead generation ads. As with AdWords, you’ll need to have a clear plan and some great visual creatives to go with any campaign you run. Because it can be expensive, you should also be prepared to track it closely.

Enlist help.

If optimizing your PPC campaign right now seems like a daunting task, enlist the help of some experts. At Sage Island, we will make daily bid adjustments to get you the best bang for your buck and exhaustively research keywords to make sure you stay competitive. We can also ensure your website is ready for the holiday rush, guaranteeing you get the most out of your PPC campaign this season.

Time might be running out, but you do have some time left to launch a holiday campaign if you haven’t already. Move quickly and get the ball rolling right now. Enjoy the holiday momentum, and get your business on your customer’s nice list.

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