The holiday shopping rush is under way. No doubt, you have already made some improvements to your website and your offers. But have you given any thought to your pay-per-click (PPC) advertising campaigns?
Here are some tips to making the most of your PPC Ads at Google AdWords, Yahoo Search Marketing and Microsoft adCenter:
1. Highlight Your Holiday Specials
In your ads, be sure to mention any holiday specials you are running. From price reductions to coupons to free shipping. Include it in the ad. People are looking for bargains this holiday season.
2. Set Your Budgets Higher
This time of year there will be more traffic on all of the product search terms. Make sure your ads are showing consistently all day by setting the right budget and the right keywords bids.
You should double-check your positions as well. There are some terms that become highly competitive this time of year. You may have been running happily at positions 2-3 for the last few months and all of a sudden drop to 10 because of increased holiday competition. Keep an eye on this through the end of the month.
For most B2C retail businesses, the holiday makes up as much as 60% of their total revenue for the year. Your advertising spend should reflect this.
3. Consider Gift Terms
Be very cautious with the vague, generic gift terms. However, you may find that gift terms specific to your product line will help you. For example, if you sell coffee, consider “coffee gifts”, “coffee gift ideas”, etc. As with everything, watch your cost per conversion on these terms.