Last-Minute Tips For Improving Your Holiday PPC Campaign

The 2018 holiday shopping season is proving to be one for the books. From Black Friday to Cyber Monday sales, records have been breaking left and right; this is especially true for online sales. In fact, according to Adobe Analytics, $6.2 billion was spent online on Black Friday alone, which is a 24 percent jump from last year’s sales. Cyber Monday brought in another $7.9 billion in online sales, and this week was only the beginning of the holiday shopping season. The highest percentage of retail sales actually occurs in December (despite Black Friday and Cyber Monday being in November), so if your business hasn’t taken full advantage of online marketing, it’s not too late.

With the holiday season already upon us and less than two weeks until Christmas, certain SEO tactics may take too long to be effective. However, there is still plenty of time to improve your PPC campaigns and get your products out in front of your target audience. Here are a few last-minute things you can do to boost sales with PPC this holiday season.

Remember to Re-market

Re-gifting might be frowned upon during the holidays, but remarketing is key to any PPC campaign’s success. Shoppers are going to be picky when choosing gifts. They are going to compare prices, deals, shipping options, and everything in between. That means your website will likely see an uptick in page views, site clicks and abandoned carts.

Keep your products and your business in front of your consumers’ minds with some tactical remarketing. Take the time to make it as personal as possible. Create different lists for a variety of products your consumers may have looked at and be sure to remind customers with an abandoned cart that it is still waiting for them. As Christmas approaches, these ads will become extra helpful for last-minute shoppers who are finally ready to make a purchase.

Use Timely Keywords

Using certain phrases that create a sense of urgency for your PPC campaigns is a great way to grab consumers’ attention. Examples of these phrases include: “Christmas is right around the corner, so the time to shop is now!” “Hurry don’t wait!” “Sale ends soon!” Using timely keywords like this is a great way to quickly stream customers down the sales funnel. Advertise a flash sale that ends in 24 hours or market the perfect “last minute” gifts for every one of their shopping lists. You can also use these words to inform customers that they need to place their orders as soon as possible to avoid shipping delays due to the demanding delivery schedule of the holidays.

Adjust Your Target Audience

Christmas marketing can be tricky because you are often not selling to your target consumer. You are selling to someone buying a gift for your target consumer. That means that even if your company solely sells video games to teenagers, your marketing will also need to reach all of those teenagers’ parents, aunts and grandparents during November and December.

A simple and effective way to do this is create gift campaigns with frequently searched keywords such as “gifts for car lovers,” “best presents for women in their 20s,” or “top video games for teenage boys.”

Make Sure Your Website Reflects Your Ads

It can confuse your customers if they click on an ad for a “50% Off Sale,” but then the sale is not mentioned anywhere on your website. This uncertainty can even cause them to wander off your site without getting far enough to see if the deal was real or not. That is why it is important to be sure your website reflects the information that inspired the customer to click your ad in the first place.

If the ad takes them straight to your home page, make sure there is some sort of corresponding information and graphic toward the top of the page. If you are sending your customers to a specific landing page, you have even more opportunity to incentivize a conversion. This will increase your overall click through rate, traffic and session duration.

Don’t Ignore the Gift Cards

You might think that once Christmas arrives, it’s time to take a breather and cut down on your PPC efforts for the rest of the year. However, with the amount of gift cards and cash given out in holiday stockings, ending your campaigns on Christmas could be a big mistake. In fact, according to Constant Contact, the days with the most shopping-related search queries on mobile were Thanksgiving, Black Friday, and wait for it, Christmas Day itself. That means that while the family is enjoying a nice Christmas dinner, everyone is secretly Googling under the table how they should spend all of the money they just got from Grandma.

Even though these gift cards have already been paid for, you should still consider focusing your holiday marketing efforts on these consumers. On average, people with gift cards end up spending an extra $38 over the gift card amount, which means that you have the perfect opportunity to upsell gift card holders and make additional sales. Most people shopping with gift cards (and without gift cards) do the majority of their browsing on mobile devices and tablets, so be sure your website is optimized for mobile search.

Tis the season to be jolly about boosted sales and successful marketing campaigns. Even if you are starting your paid search efforts late in the season, there is still plenty of time to turn a serious holiday profit. For more tips on building powerful PPC ads, or if you need some help with your next campaign, visit our website today.

Also read: SEO and PPC – marketing channels with unique roles and purposes


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