There are different methods you can use to help generate buzz around your products and services this holiday season. Pay-per-click ads are still quite effective for seasonal marketing initiatives, which is why you should start getting prepared to use them well in advance. Your ad copy and the landing pages they direct to should all be analyzed.
Don’t make the mistake of waiting until the last minute to start planning out your campaigns. Things will be hectic enough as is during that time of year, so be the busy ant, not the lazy grasshopper.
What’s been working for you thus far may not be efficient going forward. Make sure you are analyzing the ads to see what tweaks can be made to make them perform better.
Here are a few ways you can capitalize on your PPC ads and boost holiday traffic.
Study Last Year’s Analytics
Hopefully, you’ve been collecting data from your website and any ads and landing pages you’ve been using for the past year. This will give you a good inside look into what’s working and what isn’t. You’ll have an idea of what your click-through rates and conversion rates are. You need to set goals, so that you can determine what’s effective.
Add Holiday Keywords to High Performers
If you currently have ads that are performing well, why not just continue using those but with holiday keywords added? You can simply include words like holiday, Christmas, Hanukkah, New Year’s Eve and Thanksgiving to optimize them for those times of year.
Think of Promotions in Advance
It’s a good idea to have a plan for the promotions you’re going to use for your ad campaigns. Having this all laid out in advance will make it easier to write the ad copy and plan promotional content for social media and other venues.
Make Sure You’re Not Overbidding
Start testing your ads to see if you’re overbidding on keywords. There are two times of the year you can test holiday ads before the end of year holidays come around – Labor Day and Halloween. You’re checking to see if you’re getting a good return on investment based on CTR and cost per click rates. You can try lowering your bids by .10 cents and allowing the ads to run for a day or week and then measure the performance.
Hugh Benjamin is an Internet marketing expert that has helped many small business owners with developing and tweaking their PPC campaigns. He also offers other services, including Web design, content marketing, SEO, online reputation management and social media marketing.