Christmas is a magical time. Unfortunately, it’s also a HUGELY competitive time for ecommerce businesses. If you want your Christmas PPC campaign to get noticed, you’ll need to tweak your ads to ensure they stand out for all the right reasons. Here are a few tips to help you get started.
Christmas can be hectic period for online retailers. With increased demand for products and services, it can often be hard to keep up with orders – let alone a PPC campaign. But if you want to guarantee a good return for your PPC investment, it is critical that you carve some time out of your schedule to sit down and carefully plan your Christmas PPC campaign.
Who is your target market? Which products do you want to push? What are your goals? What did you learn from your PPC campaign last year? These are all questions you’ll need to ask yourself before kick-starting your campaign. Once you have a clear plan of action you’ll find it much easier to keep track of your progress and you’ll be able to spot any elements that aren’t quite working and need to be adjusted.
A great way to get your ads noticed is by focusing on the benefits of your Christmas offers and using ad copy that will appeal to festive shoppers. For example, ‘Christmas Discounts’ and ‘Guaranteed Christmas Delivery if you order before X December’.
Top tip: Use Callout Extensions to ensure your adverts overflow with benefits and attract more clicks!
Your keywords should be carefully selected to ensure your ads are shown to people who are actively seeking your products – especially if you have a smaller budget and you don’t want to waste your ad spend on people who ‘might’ be interested in your product. Use Google’s Keyword Planner to drill down into the keywords and phrases for your industry and/or products.
Christmas shopping seems to start earlier each year, with many retailers offering big festive discounts to bargain hunters as early as November. (You only need to look at the spectacle of Black Friday and Cyber Monday to see how popular bagging a bargain has become.)
In the build-up to Christmas, the number of people turning to online search engines like Google to track down presents increases dramatically. And with this searching comes a certain amount of uncertainty. After all, when we’re browsing for presents online, we’re not always 100% sure what we’re searching for and rely on the search engine results page (SERP) results to some extent to lead us.
Luckily, there is a way to make sure your company isn’t forgotten forever by these non-committal shoppers. Google AdWords remarketing can help you target your ads to people who have previously visited your site, and allows you to re-engage with them when they visit sites that are part of the 2 million-strong Google Display Network. You can then create tailored remarketing campaigns for Christmas to drive sales and promote awareness of your brand during the crucial Christmas shopping window.
If you’re new to remarketing, take a look at our helpful beginner’s guide.
If you want to connect with your customers this Christmas, let Fluid Digital help. Our flexible PPC services are built around your brand to ensure the most targeted strategy possible. To find out how we can help you develop your most effective Christmas PPC campaign ever, get in touch with our PPC experts today. Call 0161 452 1378 or send an online enquiry.