15th December 2021
It’s the time of the year that so many companies neglect their targeted PPC traffic. Keep on top of your PPC strategy and Christmas campaigns with this post. You’ll be sleigh-in it!
Alter your copy and make it seasonal!
Your copy can be the difference between a conversion and a drop-off with your targeted PPC traffic. So, it stands to reason that the more Christmassy your copy is, the more on the theme you will be with your potential customers. We’re talking time-sensitive holiday references, festive puns and jokes so your ads are more relevant to the timely searches you want to catch.
Pair the Christmassy copy in with the hustle and bustle of the holiday period and create a sense of urgency around your ads. Introduce limited offers and discounts or vouchers to your PPC adverts, but do so with your targeted audience in mind.
For example, if you’re promoting a product, replace some of your existing keywords and phrases with ‘Presents’, ‘Gifts for him’ or ‘Gifts for her’. Your theme should be as relevant to the holidays as possible. If you want more help, try this Christmas copywriting guide on how to strike a festive note in your content!
Increase or review your budget.
Everyone is buying this time of year, so the last thing you want to do is run out of budget on your paid ads before Christmas and New Year. Shoppers tend to ditch their usual habits in the panic running up to the holidays.
Take the time to compare your previous monthly budgets and consider adding more funding to your campaign for December. When increasing your spending it is important to note that finding the ads that performed the best will be the most effective potential for ROI.
Use as much historical ad performance data to inform your decisions and make reasonable adjustments to your PPC campaigns.
It’s the most wonderful time of the day!
Similar to the previous point, use historical data from your campaigns to select the most appropriate time of the day to target your customers. I’d say that a lot of people, either consciously or unconsciously, change their routine during the holidays.
Utilise the ability to schedule your ads, make them time-sensitive and again, push that sense of urgency.
For example, you might want to target early morning customers earlier in the year when they haven’t started their Christmas shopping yet. Take advantage of your customer analytics and analyse the behaviour of your visitors, identifying when they visit your site in the run-up to the Christmas period and whether they revisit multiple times before converting. This way you can adjust your ad scheduling to a more data-driven, approach to maximise visibility to your intended audience.
What do you want to say?
Before you make any changes to your PPC ads take the time to define your message. Align your business goals with your user’s intent and needs. Think about what your customers want to see, and cater accordingly. This time of year, if your messaging and timing is right, you can usually expect a higher conversion rate for seasonal related goods and gifts.
Maybe consider implementing special seasonal offers to encourage sales urgency i.e. ‘10% off when you spend x amount or over’ or ‘Free delivery if you order before a set date’.
Your message should be punchy, appealing, and support the user to take the next step and convert easily.
Promote your locations or store.
This year is quite different to last year, and while many customers will be making their purchases online, many shoppers still prefer physically shopping where possible. Look at your recent conversions in comparison to your store sales and decide whether to promote your online marketplace or your local store as your primary goal.
If you were to push your e-commerce options and your physical locations are still closed, make sure your customers are aware of this by removing copy or keywords that might suggest that you’re open. Terms like ‘Visit us’ or ‘Find us here’. And remember to update your Google My Business profile accordingly.
On the other hand, if you want more footfall through your doors and your stores are doing well at this time of year, use PPC location extensions to promote your store presence to local searchers. You should also update your Google My Business account and start posting on the platform with useful information and related offers – This is great for local SEO. If you don’t have a Google My Business account now might be the time to set one up!
If you’ve found this post helpful, but think you’re in need of more specialist help before the month comes to an end, we offer digital strategy consultancy and PPC management services! You also might want to look at another one of our posts – What is Quality Traffic and How to Measure it – to really get an idea of what quality targeted traffic is.
Need help optimising your PPC and improving your Google ads performance? Get in touch with ROAR digital marketing today, as a UK Google partner agency we support businesses of all sizes from SMEs to large multinationals with PPC and Google Ads account optimisation and management.
Get in touch with us or give us a call on 0191 259 4737
By Joshua Lee