Stepping Up Your PPC Campaigns for the Holiday Season
The holiday season is is almost here. Sure, we’ve just finished Halloween spending, Thanksgiving has almost been forgotten, and store shelves are overflowing with Christmas stock now. As far as the online world is concerned, anyone who hasn’t started putting his holiday marketing campaign into effect is behind schedule.
Organic versus PPC
Organic campaigns and PPC (pay per click) campaigns both have a lot of merit and each is just as important alone as they are together. Your organic marketing campaign is great for building a slow and steady following, social presence, backlinks, and general awareness throughout the year. Your PPC campaigns are important for driving new traffic to your website, especially if your organic campaign hasn’t put you on the first page of Google yet.
PPC is also great for the launch of new products, new sales, and new campaigns. This is where the holiday season comes into play. You really don’t have time to drive traffic to a holiday campaign via 100% organic efforts. Your PPC campaigns will be critical to your ability to grab your audience’s attention in a very busy and overwhelming holiday marketing world. And your anticipated results may almost be immediate using paid search.
Updating Your Holiday PPC Campaign
Make sure you take some time now to review your PPC campaign and decide how you’ll modify it for the holiday season. Some important points to consider are:
- Your keyword research. Make sure it’s fresh and up to date and applies to both your general marketing terms and your holiday focus.
- You ad copy. The writing needs to be tailored to focus on your special holiday offerings. The more holiday-specific you are, the wider your holiday-shopping audience will be.
- Mobile takes the front seat. Mobile marketing campaigns are critical, especially this year. Make sure your website is mobile responsive and make sure your ads will show properly on all devices.
- Testing your ads for effectiveness. There is still time to see what works best for the audience you are trying to engage.
Of course, there are the numbers and statistics to consider as well. Use your campaign analytics to your advantage. See which of your PPC ads worked best last year, what can be improved upon, and how you can minimize your budget while maximizing your conversion rates.
Does it all sound confusing? If so, contact WSI New Media for help. We’ll focus on the PPC campaigns so you can focus on what you know best – your products and your customers!