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Tips for Optimising PPC Campaigns for the Holiday Season

With the festive season in full swing, online shopping is becoming increasingly popular among consumers. As a business, you’ll know that one of the best ways to capitalise on this is with effectively planned and orchestrated marketing campaigns in order to sell your products and reach the right customers. 

Before you go hiring a PPC agency Melbourne located, it’s important for you to take a look at how you might be able to manage your paid advertising in-house. There are ways you can gear up for the holiday period, where a well thought-out PPC strategy can help maximise your revenue potential during one of the most lucrative sale periods of the year.

We’re going to run you through our top tips for preparing yourself for one of the busiest times of the year so that you have an action plan ready for the festive period. 2020 has seen a significant boost in online sales because of the pandemic, with over 70% of shoppers saying that they feel more comfortable browsing virtually than in person. With industries like ecommerce growing exponentially, now is absolutely the time to have your predictions in place for the holidays and beyond.

Plan

Some consumers might be super prepared with their holiday shopping, whereas others might be last-minute shoppers keen to nab a bargain. You should be aware of the key dates around the festive period, as well as any cut off dates for shipping nationally (and potentially internationally if you have customers shopping overseas). Once you have identified key dates, you’ll be better prepared for noticing trends and consumer behaviours across your target markets.

Keywords

Now is as good a time as any to reach a highly targeted audience with holiday keywords. Many businesses are missing out on this opportunity by not creating campaigns that target holiday-specific keywords, so jump on this while you have the chance. This isn’t an incredibly time-consuming task, as you can use a template from one of your other campaigns and just change up the keywords list. Make sure that you include relevant information that relates to the audience you are targeting and whatever they are searching for.

Landing page

A website that has a holiday theme to it, much like how a home might be adorned with Christmas decorations, will more readily capture a buyer’s attention and contribute to their overall experience and inspire that all important, festive spirit. This will have a direct effect on your conversion rate, as people who visit your site might be more encouraged to purchase gifts if they see that your brand has made the effort to get them in the mood for festive gift-buying.

Audience

Whilst the holiday period is an excellent time to strengthen your relationships with current, loyal customers, it’s also a great opportunity to expand your target audience and attract new customers. For consumers who have already interacted with your brand, there are a number of ways that you can communicate with these VIP customers. This could include promotions or reward systems to ensure that these customers continue to connect with your business. You can also use remarketing to target ads towards those consumers who have already shown an interest in your service or product.

Shopping IRL

Although evidence indicates that more and more people are online shopping than ever before, many sales still happen in bricks and mortar stores. For some consumers, you just can’t beat shopping in real life. Your business should be aligning online and offline strategies for the holiday season in particular, where an example of location targeting and local inventory ads could look like this: a customer is searching online for a product that your retail store stocks, and your ad appearing in their search can enhance, which will promote in-store visits.

These are just a handful of ways that you can prepare your PPC campaigns for the festive season. Coupled with strategies such as personalised ad copy, having a countdown and planning your budget, you’ll be set to take on one of the most hectic times of this calendar year.

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