When Tammy isn’t planning, optimizing, implementing, and analyzing PPC campaigns you can find her spinning at 5am or splurging on the occasional snack size M&M McFlurry with fudge on the side. Her dream is to write a children’s book in Spanish (her native language) and be the voice of a famous cartoon character.
Right now you may be enjoying a scrumptious pumpkin spice latte, football, and maybe shopping online for your spooky Halloween costume. Speaking of spooky, we're also sure you’re getting ready for the Holidays. The holiday season can mean big business and is often a make it or break it opportunity for you to make big bucks. Therefore, setting up an effective pay per click strategy is vital to capitalize on this season. We hate to be a negative Nancy, but you’re already late to the party. The holiday season started at the beginning of October. Moreover, holiday shopping does not refer to only Black Friday or Cyber Monday. Actually, by these dates shoppers already completed 42% of their holiday shopping. But, fear not. The following tips will help you make it rain this season.
1. Calculate Your Ad Spend Budget
There’s a high probability your traffic is going to increase during this time of year. Thus, your budget should also increase. If you aren’t sure what your investment should be, pull historical data from last year’s holidays and analyze year-over-year trends. Consider the lost impression share due to budget as an indicator of how much you should be spending this year to remain competitive.
2. Capitalize on Mobile Traffic
If you haven’t done so already, make sure your website is mobile friendly. Ads take people to your website; however, users won’t stay or convert unless your website is up to par. The majority of users coming to your website are most likely using a mobile device. And mobile searches for "online shopping have grown 180% in the past two years." So, holidays or not, make your site mobile friendly. The Google Ads IF function will allow you to tailor your ad copy specifically for mobile users. Also remember to adjust your device bids for those pre-holiday shoppers who right now are window shopping but will make that final purchase on Black Friday or Cyber Monday.
3. Edit Your Ad Copy
Seems like a no brainer, but your ad copy should reflect the season and the competitive edge you offer versus your competition. If you have "free shipping," "same day shipping," "buy 1 get 2 free" "24/7 service" "holiday availability" or any other perks, your ad copy should say it! Also, review your search terms to include keyword variations that could bring in value for your business. Take into consideration your best performing ads from last year as well.
4. Use Promo Extensions
Be a show off. Use promo extensions to show off your special sales and capture people who are searching for the best deals. Promo extensions allow you to include monetary or percent discounts for your product or service. Also, take advantage of countdown customizers which will let your customers know about your offers by adding countdown to your ad text.
5. Do not overlook your ad schedule
Your regular ad schedule may not be enough to survive the holidays. Review historical data to analyze specific days or hours of the day you lost impression share and adjust accordingly.
6. Implement Automated Bidding Strategies
Search volume and traffic is much higher during the holidays, which also means you will have to be updating your bidding more frequently. If you are busy running your business, how are you going to have time to be on top of your bids? Trust Google. There are various options Google Ads offers when it comes to automated bid management. Essentially, Google updates your bids in real-time for every auction and uses historical behavior to determine what your bid should be. It is crucial to choose the right automated bidding option that meets your budgeting and business goals. So, make sure you choose the right one (or trust Forthea to do it for you). For more information on how Forthea can help you ensure your bases are covered from a PPC standpoint, contact our team today.