Module we're going to
talk about PPC for the holidays the fundamentals of paid search campaigns are
always necessary regardless if it's a holiday or typical day however there are
some differences,
In traffic patterns that
can affect your marketing during holiday seasons first we're gonna take a look
at the data that identifies these shifts and consumer researched piece and
traffic so forth and then examine how to take advantage,
Lear Complete PPC Advertising Marketing
Of these trends that
occur during holiday seasons during holidays traffic for specific Goods often
peak if you have peaks and lows in your sales cycle then you need to adjust
your marketing during these, times so tips we'll be discussing in this module
will help you take advantage of the peaks in your traffic so you can make as
much money as possible during,
These short live bursts
of traffic that help you write out times of normal versus below normal traffic
periods now what also happens is while holidays change traffic other seasonal
events,
Change traffic as well
at the beginning of summer often you see a peak in swimwear at the beginning of
the school season you often see increases in traffic for backpacks and
school,
Supplies well
technically these are not holidays they are peaks in traffic and the same
techniques that help you take advantage,
Of holiday seasonal
Peaks can help you take advantage of any peaks in your traffic during the past
few years the Internet,
Has increasingly become
a destination point for holiday sales in 2009 the economic shift hurt online
sales over the past few years though the Internet,
Has increasingly become
the place of consumers turn to spend money during holiday seasons in 2011 the
average shopper not only planes has spent almost,
47 percent of the money
online they also plan on spending 36% of their entire shopping time online so
this includes,
Research as well as
buying during these peaks in consumer interest search queries go up it's also
common to see a,
Shift in conversion
rates that correlate to these spikes in traffic this makes it imperative to
forecast when these spikes,
Will occur so you can
maximize your advantage during these short lift periods of time now many
industries can take advantage,
Of holiday peace while
Christmas is the most obvious one and the one was talked about flowers have an
increase in search and conversion rates from Valentine's,
Day grills and outdoor
cooking peak in the US around the July 4th holiday costumes peak right before
Halloween decorations often start just for for Halloween with Halloween
decorations but,
Continued into
November as decoration searches change from how we know Thanksgiving and then
to Christmas so,
Being able to identify
these trends is necessary so that you can adjust marketing when the trends
occur for you so next we're gonna look at some of the,
Basics of paid search
keywords ad copy landing pages and then see how they differ during holiday
times now keywords are the foundation of paid search during the entire year
the,
Industry as a whole is
often called keyword advertising now during holiday times there's often a shift
in the keywords used by consumers so you need to make sure you're capturing the
search,
Growth of is additional
keywords for instance a common trend over the past few years is consumers
searching for deals so one of the most common ways to search for deals is to
include the word,
Coupon in your search
query so this is a chart of a number of searches for the word coupon compared
to the overall, retail of search growth so retail search has obvious upward
trends during Christmastime however this searches for coupon have,
Larger growth Peaks
during the holidays so users are increasing searching for deals so make sure
your advertising on coupon words such as your product names,
With the word coupon
attached to the word or coupon plus your industry now these queries go beyond
just the word coupon some other key words to think about using in your account
our discount,
Sale cheap free shipping
fast shipping bargains inexpensive she's not going to use these words
individually just attach these words to your typical keyword uses and make
permutations of your current keywords with discount with cheap with,
Free shipping so you can
capture these additional search queries often during holidays searches don't
just look for existing products but they,
Also turn to search
engines for help in deciding what gifts to actually buy so you want to add
keywords that are more related to gifts gift-giving and help consumers shop at
your site,
When uncertain what
they're looking for these words are often higher in the shopping cycle you're
gonna watch them closely during non holiday seasons it's common for words on
the Shopping,
Cycle to have lower
conversion rates then more specific words because someone's not quite sure
they're looking for yet but these words higher in the,
Shopping cycle also
often have higher average sale amounts because someone has it narrowed down to
one specific product yet so it's more common to see cross sells and upsells for
consumers because they want to be led in a direction for,
They should be buying
and are often more open to multi product buying when they're higher in the
sales funnel so words like Valentine's Day bouquets for wife Christmas gifts
for men just gifts under $20 Father's Day presents these,
Aren't individual
products these are searchers who are looking for a product but don't know what
to buy and need your advice so if you can advertise on these words instead of
the pages I talk about,
Here are the gifts under
$20 here are some most common Father's Day presents this will help you take
advantage of the seasonal Peaks for these words so you can have more words to
advertise on get more consumers and ultimately sell them additional products,
Don't forget to take a
look at searches across your site as well to help you mind for keywords this is
a great way of spotting new trends and interests or sales from your own data
the easiest way,
To see converting
queries across your site if you use Google Analytics is the first segment by
visits with conversions then take a look at your search terms,
It's also useful to take
a look at visits without conversions to see if their search terms that are
commonly used where you don't have a product or destination page you may want
to add more products based upon consumer interest,
Now also during holiday
times double-check your negative keywords often words like discount coupon and
free and up on negative keyword list during the course of year now since,
These words are often
searched during the holidays you might want to delete these keywords during
holiday times so if you want to re-enable these negative keywords after your
holiday pikas past use negative keyword lists so you can,
Easily apply and then
delete these words from a campaign now sense free shipping is so common during
the holidays be careful of having a negative keyword free inside of your
account if you sell,
Tvs and someone searches
for plasma TV with free shipping and you offer free shipping you probably want
to show an ad fit query even though it contains the word free so be careful of
the word free as a negative keyword,
Now past key words we
have to also look at our ad copy for holiday periods your ads serve as that
bridge from the search query to your website so as consumer mindsets change
during the holiday seasons your ads may also need to change,
To take advantage of
these search trends so the first place you want to start is looking at your
site links everybody should be using site links period they allow you to take
up more real estate,
With your ad copy and
show additional messages to consumers during the holiday season take advantage
of these site links just show special promotional messages such as free
discounted or,
Guaranteed shipping
links right into gift guides top rated gifts gifts under ten or twenty dollars
and even benefit messages,
Don't underestimate site
links go often they don't get a lot of clicks individually they can often increase
the ads overall click-through rates now if you sell physical goods online the
easiest way to promote many of these Goods directly into the search
results,
Is to use the product
extension with this extension you need a Google Merchant Center account then
you need to upload a feed that contains your products to the Merchant Center
account,
Now many shopping carts
have an easy way to export a product list that can be imported into the
Merchant Center so the next connect your Merchant Center account to your adwords
account for each campaigns where you want this extension displayed so if you're
currently using,
Google Merchant Center
but not taking advantage of product extensions it should only take you a few
minutes to enable this extension then you can show your products in images of
your products,
Directly on Google
search page a page that doesn't have a lot of images this is a place to really
get a lot more visibility for various products if you're a retail business
with,
Physical locations you
want to use the location extension the easiest way to enable this extension is
to create a Google Places account and everybody weather uses extension or not
should,
Clean your Google Places
account for all of your locations then put your data into Google Places then
just connect your Google Places account to your adwords account with the adwords,
Location extension once
these two are connected your Google Places in Adwords then a map and driving
Direction options can be displayed directly in the ad copy this is a great way
to show consumers,
Exactly where you're
located so they can stop in your store when they're out holiday shopping now
throughout the year the searcher is usually the product user as a result,
Your benefit messages
inside of your ad copy are generally focused on the searcher during holidays
this is not true during holidays the searcher is the buyer but they're not the
recipients of,
The product so you're
gonna want to focus your benefit messages around the benefits for the searcher
who's the buyer not the recipient or the gift,
Receiver so prices
discount offers free discounted shipping gift wrapping personalized cards quick
shipping options those are great ways to think about benefits that are for the
consumer,
That may not benefit the
recipient but the consumer is the one who's paying you don't forget to also
create a sense of urgency free shipping until December 23rd or February 13th is
the deadline for out-of-town flower delivery or order your grill by July 1st
for the perfect,
Life with Burgers
holidays have exact dates they occur so as it gets closer to the date make sure
you're creating a sense of urgency so they know there's a deadline they have to
hit and they need to spend this money and give you more,
Money than before this
deadline if you'd like to test out some new ads some benefit messages or
landing pages during the holiday season but you're worried how these new ads
might cut into,
Your profits after all
not every test will work then use ace or adwords campaign experiments to run
your tests with ace you can designate a percentage of times you wish your test
ads or your test ad groups to run so you can still,
Do ad copy testing but
only show these new test ads 30% of a time that way you're jeopardizing a small
percentage of revenue then look at the results and if your test ads do better
and of course go ahead and enable those for the rest of the time to show now
first we have our keywords which,
Makes for ad show then
we have our ad copy which brings in qualify traffic now your landing pages job
is taking invent someone to actually buy and spend money so in this section
we'll look at landing,
Pages and some changes
you might want to use during holiday periods so the first row of landing pages
regardless if it's holiday or typical year is that landing pages should give
the consumer the,
Answer to their search
query or show them how to get the answer in terms of buying a product now
someone searched because they want the answer to a,
Question and your
landing page is the starting place for that quest so it should be close to
related search query,
However you need to go
beyond just just answer users question to maintain sense between the ad copy
and the landing page if you make a promise in your ad such as free shipping
discount codes 50% off make sure your landing page has that same offer and that
it's prominent on the page so someone sees your ad 50% off,
The ascend your landing
page a few percent off there's no confusion then about the offered how to take
advantage of the offer another thing to test out for holiday times that often
free shipping does really well sometimes even,
Better than sales i've seen
times we're offering free shipping does better than 10% off even when free
shipping will save you $9 and tampers off we'll say 15 free shipping is a
really important one,
During holiday periods
but also during the holidays often users don't really know what to buy so
creating holiday guides for various genders age ranges and price points is
a,
Good idea you can point
up these guides on category pages or specials across your site but if you do
buy keywords such as gifts for men under $25 just for females gifts for the
wife,
Make sure those words
are going to the buying guide for that query so by creating guides and buying
keywords related to the guides you can follow people who don't know if they
want yet,
Into a specific section
of goods and sell more overall products now upsells and cross-sells can also
increase your average order value if you have your own previous data on upsells
use that and designing across those,
Sections but if you're
uncertain and you're not sure what price points or what products to add on your
cross sell pages a general rule that works pretty well is that you should
upsell a product to a maximum cost point of 60 percent of,
The current product for
instance if you think of someone buying a tie then you can cross sell a
matching handkerchief a belt maybe a tie clip but you can't sell someone an
entire suit or an expensive,
Shirt now if someone
does buy a suit then you can cross out an expensive shirt or a matching tie
because they spent more money on the suit initially another great use of
upsells from the,
Holiday season is gift
wrapping or personalized cards so a good test to run is what happens if you do
an upsell of Grif trapping versus even offer it as a free additional benefit
does the additional benefit a free gift wrapping increase conversion rates
enough to,
Offset the fact you're
giving away a service so that's something else to think about during holidays
is gift wrapping and personalized cards but also,
Offer gift cards gift
cards have huge spikes during Christmas time however they're also often bought
around birthdays wedding times baby showers,
Graduation and mothers
and fathers day often gift cards are an easier cross-sell than a specific
product as,
The user can just
specify a price amount for a gift card and not have to worry about hunting for
very specific products that fit into their price points,
The holidays to occur on
specific dates and no one wants their gifts to be delivered late so just have a
page that shows your shipping schedule so someone,
Can tell they have to
order by this date to be able to get their gift on time so be careful of just
saying things like we can get your present there by December 24th many people
travel during the,
Holidays they might need
their presence to get there by the 22nd so they can take them with them if you
only say we can still get there about 24th you haven't really spoken to the
traveling person who needs stuff earlier your,
Landing page and website
needs to convince a user to buy from you the easier it is to find information
whether it's shipping guides gift guides so forth and the easier it is to buy
a,
Product from you as well
better your sales should be during holiday periods now holiday times bring
about higher search volume and often higher bids as well so in this section
we'll examine a few items to keep an eye on to make sure you're able to capture
all of the,
Relevant traffic to your
business so what happens during holiday times is that cost per clicks and bids
increase due to more advertisers wanting to capture the increase search of
volume so on the surface that might not seem,
Profitable if you're
already bidding based upon return on investment or ROA as for some metric
you've devised then you don't want to just bid more because there's a volume
increase but if your conversions also increase and your,
Conversion rate
increases then you do want to bid more so if you have last year's data study it
carefully because often what happens during holiday times is while cpc's go up
conversion rates also go up which means your CPA your,
Cost per action can
still be lower even at a higher CPC so if you have this added ask yourself
questions such as do flour conversions increase 10% or 30%,
Two days before
Valentine's Day Jebus sales explosion on Cyber Monday but the next Tuesday
conversions go back to normal therefore you might want increase your,
Bids for just a day or
two then lower them back to more normal levels before you find the next
increase in conversion rate so if you have the data use it however if you don't
have a circle data then watch your conversions very closely,
In fact you might want
to just sit down and do some research about the top days for you to make out a
clear calendar these days should be spikes in traffic therefore we're hoping
our CPA goes down,
Our covers rate goes up
a little bit more these days we think traffic will return to normal so let's
reset our bids make a plan of how you want to change your cpc's because what
you don't want,
To do during peak days
is use just last week or last month's data because that does not give you a
good indicator of how the peaks are going to occur and how you're coming
version rates will shift so if you have,
Last year's data at
great use that for holidays if you don't make some good guesses about how to
increase cpc's office some estimated conversion rate,
Increases now if also
you don't have all this data and you're not sure how to make all these
guesstimates then you might just want to test out Google's conversion,
Optimizer with Google
conversion optimizer you must be using adwords conversion track and you must
meet a minimum number of conversions each month if you have these numbers then
you can turn on conversion optimizer and Google,
Will take over the
bidding for you and attempting to get the most conversions possible for your
target or your max cost per action so this is a really good compromise if you
normally like a lot of,
Control but you don't
know how to how to guess your bids so if you have a lot of conversions but
don't have much historical data then relay in Google's,
Bid technology instead
of a lot of guesswork to try to grab as many conversions as possible during the
holidays, now with conversion optimizer or even your preferred bidding system that
just sets the bids for your keywords there's another setting that's useful to
get the,
Most conversions
possible when the ad does show then normally throughout the year you'll be
doing a lot of testing of ads you'll probably use the rotate,
Function most often real
show ad 1 then 2 then 3 back to 1 again to get a lot of data across multiple
tests to pick your winner however during peak times these times don't last very
long you really want to grab as many conversions,
Possible in that short
amount of time so there's another setting called optimized for conversions show
ads expected to produce the most conversions so Google is going to look at your
ads your ad,
Conversion rates and in
your keyword so forth to serve the ads with the highest conversion rate the
most so this is a good way during holiday seasons to grab,
A few more conversions
when you don't want to do a huge amount of testing well you don't have the time
because you're doing all this other stuff related holiday seasons then during
the rest of,
The year do your more
typical conversion testing on your ad copies you'll also want to watch your
budgets very closely as holidays bring about,
More traffic there's a
lot more clicks we captured but you have to have a large enough budget to
capture these additional clicks so the easiest way to,
See if you're losing
impressions due to budget is to look at the lost impression share budget
percentages for your campaigns so you can access this data from the campaign's
tab and if you don't see it then hit the customize columns,
Link and then look under
the competitive metrics and add your impression share in lost impression budget
data so once you save these columns then you'll see impressions share for the
campaigns and,
The reasons either
budget of rank you're losing impressions if you're losing a precious suitor
rank then you need to raise your a drink which is a combination of bid and a
quality score,
But if you're losing
impressions due to budgets just by raising your budgets you should be able to
capture more impressions it's also useful to look beyond just,
Search and see how the
display network can also increase your conversions during holiday seasons
according to consumer brahmer approximately 53% of retail information is found
via search engines another 18% is found on to,
Consumer review sites
and then smaller percentages are found on places like blogs forums and other
content sites you can reach these non search sites through the Google Display
Network in fact,
According to Google 80%
a medium advertiser conversions are from search and 20% are from Display now i've
seen many examples where display conversions are actually much much higher than
that,
But enabling display
campaigns can help you reach more consumers during the entire year but
especially during holiday season when these sites also see,
Traffic spikes as people
are looking for more product information gift guides and other info before
making purchases if you have previously paused your display,
Campaigns you should
give them another try during holiday seasons if you've not used the Google
Display Network often and it sort of on accustomed to choosing keywords for the
network the contextual targeting tool,
Can give you a quick
jump start this tool shows you keywords related to an idea gives you
approximate cpc's and you can even get a list of websites where your ads can be
displayed so this is a quick way to build several display ad,
Groups so you can take
advantage of the Display Network even that previously worked and tested what
keywords go per ad group so you can target appropriately if you're looking for
a broad reach across the display network or if you,
Don't have the time to
pick and choose all your keywords topic targeting can give you a display boost
with topic targeting you can choose topics and then,
Let Google figure out
where to put your ads on sites related to that topic with topic targeting
please try and be as specific as possible when you choose topics choosing the
apparel topic will give you a huge reach but it's not going to be a very
targeted reach if you,
Choose just a formal
wear for one ad group you can create an ad copy related to formal wear if in
another ad group you choose just children's clothing,
Topic targeting then you
can make an Advil ADA to just children's clothing so with display you still
want to make sure that your targets your ad copies and your landing pages are
still close related to each other just as with,
Search another tool that
Google Offers that will help you advertise across the Google Display Network is
the display ad builder this tool lets you quickly create display ads that you
can show on,
These various sites
across this play Network what's nice about the tool so there's a lot of pre
created
Themes you can start
with and then you can customize them to showcase your products many of these
themes are related to holidays there's Christmas Valentine's,
Day Presidents Day ads
that are related to specific holidays there's also edge with it's more
ambiguous time frames where you may see traffic spikes such as spring summer or
winter so using graphical ads across the,
Display Network can not
only bring in traffic but just display the ads also make sure more consumers
are seeing your brand during peak seasons holidays bring about an increase in
search they also,
Cause an inflation and
consumer research as well so by using the Display Network you just build
increase your total conversions during holiday season by,
Reaching people who are
on non search sites doing research about gift buying or just your products in
general now remarketing is very effective across the entire year and there's a
set of,
Guidelines around best
practices in using remarketing during the year however during peak research
times you might break a few of these rules as traffic is just different for
holiday periods than the rest of the year,
Now's remarketing is
still fairly new and it's way underused first we do a quick recap about
remarketing and then talk about how to use it so what marketing does is allow
you to serve an ad across Google's Display Network to,
Those who are previously
on your site you do not have to target keywords or topics you can target
individuals who are previously on your site censure and marketing campaign
structures are based upon your site and not your keywords,
First examine your
website look for areas that people visit that indicate they're interested in
various products for instance if someone who visits your homepage they've not
gone any further in your site it might not care too much,
About your products but
if someone's gone into your category pages are better at your product pages
then you might want to serve ads back to those users as they spent more time on
your site do,
More research and we're
more interested in your products so think about your site's overall structure
it's also useful to have your analytics open at the same time as you need to
set 500 cookies or have 500 people in a list,
Before a marketing list
can go active you'll still want your ads and landing pages to be similar to the
section some was on your site so for instance if some was on your your women's
section you,
Don't want to show
luggage ads if they're in the girls section you want to show as what's a girl's
clothing so first take a look at your site structure how many visits each
section of your,
Site gets in a time
period then to determine how you want to remarket back to consumers so your ads
and your categories are close related to each other,
Once you've determined
how you wanna set up your ad groups based upon your ads your site structure
then you need to go into the audience section of adwords and,
Create a list for each
one of these sections when you create a list you can also set up a cookie
duration and name the list so you have an idea what it's,
About once you create a
list Google is going to give you a code this is the one of the average
conversion tracking code this code only should go on the pages where you want
someone who visits that,
Page to be associated to
that list so for instance if you have a men's section a women's section and a
children's section you'll define three less one,
Men's on women when
children you'll have three codes one will only go in the men's section one only
goes in the women's section one only goes in the children's section that way
you can segment your audience based upon where they are on your site now first
do this,
Immediately because this
starts collecting the cookies themselves to build up your list sizes when
you're ready to go ahead and create ads for these lists then you'll go to an
ad,
Group under the
audiences tab you can define what lists the user is in and you can have both
negative and positive list just like keywords so once you create your ad groups
the right ad copy that goes along with the list so for instance if you have set
up a list for men's,
Clothing women's
clothing and children's clothing set up three a groups that way each a group
has just that lists in it and appropriate ad copy now for the holiday season
it's useful to include,
Dates and key selling
points so for instance remember to order by December 23rd for Christmas
delivery err or we can do same-day flower delivery for Valentine's Day etc now
with remarketing,
Google does have some
pretty strict guidelines about user privacy and how you can do some ads so
please do take a look at their guidelines to make sure not violating any of
them the best place to put,
A remarketing code is on
the shopping cart page people who shopped across your site added items to their
cart got your checkout page and then didn't convert that's when your most
valuable prospects,
For remarketing you
should target these users separately from the rest of your site as often you'll
be willing to pay more for one of these consumers to come back to your site as
opposed to someone who just visited your homepage or,
Category page so if you
make abandoned shoppers or own lists you can serve them specific ad text and
set separate bids from just someone who is on a different section of your
website now normally,
During the year you'll
also want a list on your thank-you page as you might not want to remark that
back to those who converted so you set a cook in your thank-you page and you
put that in your negative list or you might want to,
Market back to them a
month or so after they shopped to remind them about their good experience on
your site and try to increase lifetime visitor values by showing ads back to
these users after a,
Period of time during
holiday seasons it's useful to be just a bit more aggressive remarketing to
converters then during the rest of the year if someone has a good experience on
your site and they still need something they haven't bought all their gifts they
need,
To buy another flower
bouquet whatever it is make sure your ad is still there when they need
something similar again so during holiday season you'll often raise your
frequency caps for remarketing and even offer specials to those who converted once
to incentivize,
Them to return to your
sites so during the rest of the year remarketing asking oh but creepy need to
control them or frequency capping you can raise those,
Caps during holiday
seasons the one thing to remember marketing is that you have to have 500
cookies set before a list will go active so it's useful just to set and collect
cookies for your,
Lists even if you're on
active or your marketing by collecting the cookies when you're ready now to
serve an ad then you already have a list with people in it she can immediately
start serving these in addition what you will find is that you'll want to
adjust messages as the holiday approaches for,
Instance for holidays
for weeks away you might want one benefit message at the two week mark the
holidays getting close you might want to focus a bit more on prices or
discounts when it's a week away you might want to focus more on shipping for
that last-minute shopper so,
You don't want to keep
changing your lists here you just want different ads to show to someone based
upon the current date so what you can do then is,
Just go write several
ads your ad groups ones you want wive at the four week mark the two week mark
the one week mark that the day of Dizz based upon your holiday times in your
products and then pause,
These additional ends
Google reviews paused ads so these ads should be reviewed hopefully approved
and then you set a reminder to yourself that it's a,
Week before the holiday
pause add one on pause add to that we're changing your message is based upon
benefits and time frames so we're marketing is a very powerful way that you can
serve as the people who already,
Know your brand they
already know your site by planning out and executing marketing campaigns you
can remark it back to converters to increase select a visitor value or we mark
it back to non converters to increase your total,
Conversions during
holiday seasons our mobile usage is on the rise for both tablets and
smartphones you should be showing ads to mobile users during the,
Holidays in fact the
National Retail Federation did a survey asking people how they would use mobile
devices during the holidays the top answer was to research products and compare
prices the second most common was for purchasing,
Products the third was
coupon Redemption then looking at locations and then finally using apps for
research and purchasing this means that both brick-and-mortar,
And online only stores
can use mobile campaigns to their advantage if you have a physical store they
need to showcase coupons and locations if you're an online only store then of
course use coupons as well and make it easy for,
Mobile purchases on your
site both brick-and-mortar and online only can include information about
products for product research purposes as well so it's important that you have
a mobile,
Presence during holiday
season now for mobile devices often the keywords are shorter than on desktops
so to do mobile keyword research the,
Adwords Keyword tool is
a great place to start under the Advanced Options you can choose to segment
mobile only so you're only seeing search data for mobile,
Devices if you have a
physical store make sure you're using location extensions so that consumers can
easily get driving directions from their phone or tablet,
And see maps of where
you are located you'll often want to focus on seeing their products touching
the products something you can do in a physical place you can't do online and
the benefits of in-person service pick up your present,
Today and take it home
with you now if you're an online retailer then you're going to focus more on
price comparison and free shipping for your mobile ads as mobile is on the rise
and it's not slowing down having a mobile presence in,
Both the ads and a nice
mobile compatible site has really become a necessity for anyone who wants to
capture mobile traffic and often, holidays drive an increase in mobile traffic
and there's good traffic to be had on mobile devices there are a few other
things just to,
Consider before we
look at a wrap-up of the key points to remember so first don't stop advertising
just after the holidays there are those who look for cheap costumes just after
Halloween they,
Look for after Christmas
specials they buy their grills on July 6th from the leftover sales inventory
you don't want to use your existing yet pains our,
Holiday focus for these
consumers but you can use similar keywords and just change your ads more focus
on post holiday shopping it also happens is the closer to a holiday the less
discriminating the shopper becomes the,
Shopper goes from
finding the perfect gift to something that's just good enough so even if you
run out of the latest and greatest gifts continue marketing to similar items as
other,
Retailers will also run
out or sometimes prices spike as the man goes up with imagery drops so
continued advertising through the entire holiday also don't forget a lot of
people travel for holidays it's really common so just make sure you don't make
the really common mistake of saying we can still get your,
Present by December 24th
that's not good enough for a traveler so just remember a lot of people do
travel so often focusing on the latest date is not a good idea until it becomes
closer to the latest Dayton every other tire has,
Pretty much passed so
some things to remember first off on keywords make sure you add discount
keywords things like coupon sales add topical keywords valentine's day presents
gifts for men and check your,
Negative keywords
especially if you have a negative keyword free for your ad copy use ad
extensions site links location extensions product extensions are using the 3
best for holiday seasons and make sure you're focusing your benefits for,
The buyer not the
product user free landing pages maintain your ad copy sense if you make a
promise in your ad make sure it's on the landing page and gift buying guides
are wonderful for people who are shopping who don't really know what they want
yet tell them what,
They should be buying
now keep an eye on your bids and budgets during holiday season especially your
impression shared loss to the budget if you're making money don't have your ads
stopped at 4 in the afternoon raise your budgets you're going to do more anticipations,
Of beta and conversion
changes in conversion optimizer and the focus on conversion setting for your ad
copy display are good features of adwords to examine for holiday seasons for
the,
Display Network enable
your display campaigns they're great to run during holidays but also use
display ad builder so that you're using topical ads and the your ads showcase
winter or Christmas or Valentine's Day remarketing is great for holiday season
is great all year but for,
Holiday season you might
break a few rules you may increase your frequency caps during holiday season
but start,
Remarketing now at least
from the fact of grabbing the cookies and putting people into s then change
your ads as necessary to focus on holiday benefits and remarket bow to
converters and non converters in different ad groups with,
Appropriate messages
make a mobile campaign and make a separate campaign just for mobile use
location extensions or product extensions based upon your business type and
then do keyword research just for mobile users having a,
Separate mode we'll
campaign and then tracking that data closely can let you see just how good
mobile can be over holiday seasons and remember don't stop marketing just after
a holiday after the holidays switch your statements from holiday,
Sales to after holiday
sales and also the closer to the holiday the more someone changes from good
enough versus the best if it's a long ways away they often want the best
presence as a holiday approaches people want a good,
Enough presence so the
best practices of paid search are the same throughout the entire year if your
keywords cause relevant ads to show Rovin ads leave the,
Landing pages that
answer that query then track your conversion set your bids etc these are best
practices regardless of seasonality factors but during,
Holiday seasons traffic
spikes conversion rates often increase cost per actions often decrease by
seeing when this is going to happen for you and anticipating changes to
keywords ads,
Landing pages budgets
and bits you can capture these additional queries bring more people to your
site and have more revenue and profits.
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