The holiday season is in full swing, but it’s not too late to take advantage of holiday web traffic. The first thing you’ll want to do is review your account from holiday seasons past. Take a look at what keywords drove the most traffic and which converted well for you. Make sure that you’re bidding appropriately to achieve the ad position most effective to convert and drive traffic using these phrases. You’ll want to focus your efforts most on phrases that not only drive a lot of traffic to your site, but also convert visitors into customers/clients.
If you decide to add holiday-related keywords to your account, it’s usually best to create a new adgroup or even campaign to organize this type of traffic. It will be much easier to see how holiday-related keywords perform if they are all in one adgroup or campaign.
Consider adding holiday-related text in your ads. If you have any special benefits that revolve or happen around the holiday, be sure to include that info in your ads. Browse your competitors’ ads as well to see what they’re offering this year. Think about what would encourage people to do business with you rather than them this holiday season.
For those not wanting holiday-related traffic…
On the other spectrum, there may be holiday phrases that do damage to your account. If you’re a tree removal service not wanting “Christmas Tree” phrases, be sure to add the appropriate words and phrases as negative keywords. If you’ve not yet had an account running during the holiday season, you can check the search query report for holiday-related phrases that may be counting toward your click totals. Again, you can stop your ad from showing for holiday-related phrases by adding them to the negative keyword list.
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