Google
G2
The holiday season carries huge sales potential, much of it driven by e-commerce, and paid search gives advertisers strong exposure at a time when shoppers are actively looking for ideas and deals. Pay per click (PPC) ads work, and they can help boost your sales this holiday season.
What stops many business owners from getting the most out of holiday PPC is a failure to adapt campaigns to the season. Here are tips to help you get the most from your PPC spend this holiday season.
Budget for the season using last year’s data
One of the biggest factors in any PPC campaign is how much you are willing to invest. Setting a budget is delicate: you want to spend enough to maximize returns without overspending. Past records are the best guide. Look at your PPC spend from last holiday season and analyze how effective it was. In particular, check whether you ran out of budget earlier than expected, which suggests you under-budgeted, and whether your bids were so high that they did not produce the revenue you hoped for.
Metrics such as impression share, top-of-page rate and conversion rate help you decide what to change this year. Google Ads also offers seasonality adjustments, which let you tell automated bidding about a short event, like a one-day sale, where you expect conversion rates to jump.
Redefine your keywords for holiday shoppers
A common mistake in holiday PPC is failing to revisit keywords. Keywords that work most of the year can behave differently in the holiday season. For example, people shopping at this time of year are usually buying for someone else, which changes the way they search. Some terms are used mostly during the holidays, such as “stocking stuffers” or “gifts for dad.” Aligning your campaign with these terms helps you capture shoppers you would otherwise miss.
Many shoppers also buy late, so phrases such as “fast shipping,” “gets here by Christmas” or “in stock near me” can bring in conversions that would have gone to a competitor. Think through everything a holiday shopper might be looking for, such as speed, convenience, gift options and easy returns, and make sure your keywords and ad copy reflect those needs. Update your negative keywords too, so seasonal searches do not trigger irrelevant ads.
Reserve part of your budget to test new ideas
Good businesses test new strategies, and holiday PPC is no exception. As you plan your budget, set aside some money to experiment. Resources such as Google’s Smart Bidding and Performance Max can offer alternatives based on your goals, and responsive search ads let you test many headlines at once. You can also bring in PPC advertising professionals to fine-tune your current strategy and suggest new ideas. Test early, ideally before the busiest shopping days, so you have time to act on what you learn.
Make your landing pages and checkout holiday-ready
There is no point in generating lots of clicks only to lose shoppers once they reach your website. Optimize your landing pages to be concise and effective at enticing visitors to buy. Refresh product descriptions, images and categories, and present items as gifts that people can buy for their loved ones. Show shipping deadlines, return policies and any holiday offers clearly, so shoppers know they will receive their orders on time.
The checkout also needs to be short and smooth. Many websites lose customers at checkout because they ask people to fill in long forms or create accounts. Offer guest checkout and fast payment options, and avoid extra steps. Make sure the site works well on a phone, since many holiday shoppers browse and buy on mobile.
Do not assume last year’s approach will work again
To get the most from a holiday PPC campaign, put aside the notion that what worked earlier in the year will work in the holiday season. Do not hesitate to get help if you need it. For example, an SEO analysis can confirm that your website is as well optimized as possible before the busiest weeks begin.
“The campaigns have helped increase qualified website traffic and generate new leads through paid search.”
Jared ShiffmanCornell surgical co
