Pay per click model of advertising has become one of the standard methods of advertising. In this model, the advertiser pays a fee every time someone clicks the advertisement. It has proved its worth as pay per click is highly effective for driving qualified and immediate traffic. It has the power to display ads to the targeted audience when they are looking for goods or services. Pay per click model has become an innovative method to increase traffic, but it also requires many efforts.
Sometimes, putting you 100% of effort, some ad campaigns do not give you results as per your expectations. And sometimes, you cannot understand the actual reason for your PPC ads campaigns’ low performance.
During this holiday season, Google has made some salient changes to the search algorithm, which will impact how your ads will show up when someone will search with your targeted keywords. Business houses have to make several marketing campaigns to stand out in the competition during the holiday shopping weeks. Although a few marketing managers know how to prioritize seasonal marketing strategies and maximize profits. These strategies are not that common in the PPC marketing fraternity and the business world yet.
The following are some strategies by which you can increase the PPC traffic during this holiday season:
- Allocation of decent budget
The holiday season can knock on your doors with an excellent opportunity to increase clicks, conversion, and sale. But you will only take the benefit of it if you have enough budget for the holiday month. To estimate your current year budget, you need to look at your ads campaigns’ past performance and analyze how your impression share and clicks changed during the critical season.
- Increase bids to maximize profits
If you are new to the business and do not have any historical data to evaluate your seasonal ad spending, you can use keywords search volume, which can resolve your issue. Take your target keyword to google trends, check how the search volume changed over the year, and make your bid accordingly. You can also use automated bidding, and still, you can manually adjust your submissions for the targeted keywords during the holiday shopping season.
- Target holiday keyword
Most of the business houses never bother to create ad campaigns to target holiday-specific keywords every year during this season. Not using these targeted holiday-related-keywords will make you lose the opportunity to target the audience, ready to convert on search.
- Test new option
You should make your holiday PPC campaign this year based on the previous year, but you should not limit yourself to that. This holiday season may bring you an excellent opportunity to try to test out new channels, targeting strategies, and ad campaigns. To try out a new test or new initiative, you need to set aside a specific portion of your PPC campaign spending. You can try any new targeting strategy or new feature on google ads. You can also consider investing in automated bidding strategies.
- Clean up your product feed
Working on feed optimization should be done all over the year, but you need to take care of feed optimization a little more during the holiday season. It can turn out to be a fantastic opportunity to target the selected audience. You can optimize the following items to boost your conversion percentage.
- Product title
- Product categories
- Product types
- Discount coupons (if any)
- Any other offer (if any)
It doesn’t matter how many times you have optimized the items mentioned above; there will always be a chance to increase CTR (click-through rate). A small change can make a significant impact on performance.
- Target gifts lover
Targeting the audience during any holiday season can be slightly different from targeting them throughout the year. During this time, people are not shopping for themselves; they are doing this for gifting purposes. To target the gift-givers, the advertisers should change their marketing content and ads. People are usually confident while shopping for themselves, but they tend to be confused when purchasing something for their loved ones. They become unsure about what other people will like. Your marketing content should make an effort to convince the reader that their loved ones will appreciate your products and will enjoy the present.
- Re-evaluate targeting audience
Making a change in audience targeting strategy is essential for a better reach to the gift-giver audience with your advertising messages. You can put your efforts to focus on targeting new audiences as well as old ones.
- Add a new audience.
Creating marketing content with your SEO efforts can help you target the new audience based on those who interacted.
- Preparation of remarketing list
A remarketing list could be a great strategy to reach the holiday shopper later in the season. They may have visited your site at the starting of the holiday season but purchased nothing. However, you can convince them to convert right before some festival with some special holiday offers.
- Consider cross channel marketing.
A remarking list can turn out to be an opportunity to drive conversion with cross channel marketing. To know more about these opportunities, you can explore the audience reports on google analytics.
- Minimum barriers to purchase
Usually, people are inclined to shop online because it is convenient as per their busy schedule, and they want some profitable deal while shopping online. If you wish that customers purchase your products, you should make every effort to minimize the barriers during online shopping.