While e-commerce skyrockets for the retail industry during this next month, many companies need a calculated approach to leverage the holiday season. For many retailers, the most important adjustments you can make during the months of November and December include increasing spend, and specializing ad copy for upcoming holidays- but what about the rest of us running PPC Campaigns?
All of your PPC campaigns require extra TLC during the holiday season regardless of what industry you’re in. The most important thing to determine before you make any adjustments to your campaign, is who your targeted demographic is, what their search habits are, and your PPC goals. Here are some tips & tricks for the not-so cookie cutter companies!
The Service Industry
The service industry has a completely different search pattern than those companies relying heavily on e-commerce. The holiday season is a virtual cemetery for PPC campaigns, coming to almost a complete stop around the third week in November. Consumers are too preoccupied with the hustle and bustle of the holidays to be researching gym memberships, or for help with that home repair they've been putting off. We suggest a bare minimum budget starting at the end of November and lasting through the month of December- but be prepared for January 1st! When the holiday hoopla is over, customers become highly motivated, and search inquiries take off! Use this quiet time to prepare for the first of the year boom!
Setting aside a piece of your budget specifically for the holiday season is a good idea for non-profit organizations. People are more likely to donate in the months of November & December when the season of giving rolls through, and now more than ever, donators are researching these organizations before they give. As soon as the tricks & treats are put away, consumers catch the holiday spirit, so be ready to start those campaigns Nov. 1st!
Targeting Teens & Tweens
While the Teen & Tween demographic does not have the highest ROI rate, (although with the increase of tablets, laptops and smartphones among teens purchases made online are on the rise), one consistent factor within the demographic remains unwavering- The calendar school year. Even if they're not purchasing just yet, you can be sure they're making Christmas lists for mom and dad and even relaying that fantastic discount you offered in your ad to their parents. (Kids are much more budget savvy now than in previous years). Our advice? Time your ads to the school bells, scheduled vacations, and weekends!
Don't get caught making these common PPC mistakes!
Keeping Under-Performing Keywords Around
The importance of a keyword lies in its conversion rate. Even if a keyword is generating a lot of clicks, it may not be converting very well. If you hold onto under-performing keywords such as these, you are essentially using up your budget and prohibiting higher performing keywords from rising to the top.
Forgetting About Display Networks
Ads running on search engine display networks cost less than search channels- but also convert at a much lower rate. Display Networks tend to be effective at promoting low cost products, generating brand awareness, and advertising free promotional items, it’s important that you test on select sites within the display network before spending a large amount of your budget, and time on this channel.
Ignoring Seasonal Ad Copy
It’s important to specialize your ad copy to seasonal changes that could possibly influence your sales. Changes include the seasons, upcoming holidays, pop culture happenings, and current events. For example, fireworks sell a lot easier in late July than early February and gym membership sales pick up right after Christmas. Tweak your ad copy and create a call to action for the changing motivation behind seasonal sales shifts!
Online marketing does not have to be limited to just Search Engine Marketing! In order to have a strong internet marketing strategy, it is vital to exhaust all channels of web-based communication. One of the most influential channels of online marketing is social media.
Social Media is a means to connect with your consumers, improve customer to company relationships, receive valuable feedback, and build your brand image. Your social media channel should be used as a platform to demonstrate company character- not necessarily to makes sales.
Facebook in particular offers a great opportunity to connect with consumers on a more personal level. In a time where the most popular online activity is social networking, your company's presence on Facebook is crucial.
Your status updates, photo sharing, and comment activity should be frequent, relevant, and engaging. Done correctly, your company's Facebook page can be your most efficient PR platform. Here are some statistically based tips and tricks to help you get the most out of your Facebook Marketing: