With the majority of the nation making a last minute dash to complete their Christmas shopping, it is no wonder there has been a significant rise in online shopping. The internet has taken the world by storm, but with success comes saturation. On average, there are 644 million active websites on the internet, therefore it is vital you can stand out amongst the crowd. The best way to do this? Appear on first page results. Search engine optimisation should be a part of your marketing strategy, but it will take a long time to develop such a positioning. Therefore, Pay-Per-Click (PPC) ads should be your desired gift this Christmas.
Just quickly, what is PPC?
PPC stands for Pay-Per-Click, this is a form of advert that means an advertiser pays a fee each time their ad is clicked. These adverts are triggered due to keywords or location, similar to the basis of the advert, are searched by users. E.g. someone searches the term ladies shoes, adverts regarding ladies shoes will appear.
Understand your audience
You will need to fully understand your audience in order to include PPC in your Christmas campaign. They will be the basis of the advert’s creation, it will be their information that dictates what planning, strategy and content will be created and implemented. If you highlight the key characteristics (demographics and psychographics) of your ideal audience, you can specify your advert to only be shown to those matching the description, therefore, more likely to click.
Have a clear plan and budget
Regardless if you are new or a veteran of PPC, you will always need a plan and outlined budget so that your efforts remain strategic and concise. If not properly organised, the probability of error increases. With your reputation and budget on the line, it is always best to plan efficiently. Do not feel pressure to have large amounts of budget, if you are well informed of your audience and have detailed plans the return on investment will remain high.
Due to the festivities, a large number of searches will be Christmas related. Therefore ensure to optimise your adverts and landing pages accordingly to include the specific keywords that users are searching. There is a range of tools online that will indicate keywords that you could use, these include:
TEST, TEST, TEST!
Throughout your campaign, you should be testing your ads to ensure they are working, efficient and effective at converting searcher into visitor. You can never test your adverts enough, therefore implement a regular check and trial into your marketing plans so that your time, energy and budget do not go to waste.