The holidays are just around the corner and we are entering the busiest season for retail. Black Friday is the busiest shopping day south of the border but in Canada it marks the start of the shopping season and Boxing Day is still the busiest day for shopping in Canada.
To take advantage of this opportunity, don’t procrastinate and make sure you PPC campaign is optimized. Here are some key elements to consider in preparing your campaign for the holidays.
For most months throughout the year, you can set your daily budget by evenly allocating your monthly budget. However, in December the majority of searches occur around Boxing Day and you risk missing out on those searches if you’ve exhausted most of your budget earlier in the month. Reserve a dedicated amount of budget specifically for Boxing Day and spread out your remaining budget accordingly. Weekends in December also demonstrate a slight peak for ‘buy’ or ‘shop’ keywords. You may also want to increase your daily budgets on Saturdays and Sundays.
Mobile devices in particular have seen the biggest increases over the past few years and that trend is expected to continue. Search behaviour differs across devices and optimizing your website and campaign specifically for mobile devices is becoming increasingly more important. If you have a physical store location, you can optimize your campaign by adjusting your bids for searches performed on mobile devices within close proximity and including location and call extensions.
Consumers are looking for the best deals and your ad copy should also reflect your holiday promotions or offers. Include any offerings such as a discount or free shipping in your ad copy. Specifying that your promotion is only for a limited time can also create a sense of urgency and increase conversions. Make sure your landing pages clearly reflect your offerings. Create new ads just for the holidays and consider pausing generic ads.
If you have any special promotions during the holidays, you can customize your sitelinks and have a sitelink dedicated for your holiday promotion.
An increase in search volumes can create opportunities but it can also amplify irrelevant clicks if you are not targeting the right keywords. Now is a good time to run a search query report and identify any negative keywords. Historical data can also provide valuable information if you had a campaign running during the same time last year. Since opportunity will likely outweigh your budget, you may also benefit from pausing underperforming keywords during the holidays and only focus on keywords generating strong results.
Don’t miss out on this busy holiday season and have your PPC campaign ready to take advantage of this opportunity.