Pay Per Click Management for the Holidays
November 07, 2011
The holiday season is about gift giving and with the steady increase of online sales, whether you are marketing a small business or a large business, it is vital for stores to have an online presence this holiday season. Many holiday shoppers research products and prices online before going into the store or buy gifts online to escape the holiday crowds. If you have a retail store, you know that this is the time of year where you make the most money. Most retail stores make 25% to 40% of their yearly profit in November and December. That means that it is important to get good traffic to your site during the holiday season. One of the best ways to do this is to use Google AdWords.
There are many different kinds of promotions that you can do through AdWords that will increase traffic to your site and to your store. Whether or not you already have an AdWords campaign, implementing a holiday strategy can be a crucial part of increasing your sales this year. Here are a few tips for creating a holiday campaign on AdWords.
1. Use Holiday Keywords
The holiday season is a good time to create a new ad group that has holiday specific keywords. If you have a toy store, keywords like “best christmas toy” and “kids hanukah toys” are keywords that get no traffic for most of the year, but are great keywords to bid on during the holiday season.
2. Use Generic Gift Related Keywords
The holiday season is also a great time to use generic gift related keywords that are searched for around the holidays like “gifts for boyfriend” or “best kids gift.” You can use the Google keyword research tool to give you suggestions for holiday-related keywords.
3. Customized Landing Page
Having a customized landing page may not seem very important. People will buy things if they land on the homepage, right? This is not always the case. A customized landing page is a great way to increase your AdWords sales. If you have a toy store that sells stuffed animals and are bidding on the keyword “kids teddy bear,” you may lose customers if your ad leads to your homepage because they don’t see teddy bears when they click on an ad that promised them teddy bears.
4. Coupons
This stems off of the customized landing page strategy. You can give people who come to your site through AdWords a coupon code that they can redeem for free shipping or a percentage off their order. If you don’t have an ecommerce website, you can make the landing page a coupon that customers can print out and bring into the store. This can be a great way to get people who are searching online to come into your store, and it gives you an easy way to track the success of your advertising campaign.
These are only a few of the things that you can do to optimize your AdWords account for the holidays. If you are overwhelmed with the holidays, it’s a good idea to find a pay per click management company to manage your campaign for you rather than forgo running a campaign altogether.
