As any business owner can attest, consumer behavior is often heavily influenced by the current season. It’s the reason swimsuits sell well in the spring and why toys are hot commodities by the end of the year.
However, more people spending money at specific times triggers increased competition as businesses vie for customers’ attention. During any holiday season, companies need to employ effective tactics to ramp up their visibility and separate themselves from the pack.
How to Increase Your Seasonal Return on Investment With PPC Ads
Ensuring a good return on investment during any holiday season is all about having the right pay-per-click (PPC) advertising strategy. Here are a few suggestions to help you develop the most effective one:
Look at Historical and Market Research Data
Prepare for the season by looking at what has worked in the past. Use data to understand when traffic might ramp up, which products yielded the highest conversions, and when the buying frenzy may start to taper off. Additionally, consider any new macroeconomic conditions that might affect campaign performance, as well as the latest trends that you can capitalize on.
Craft the Right Keyword Strategy
If you desire to make more sales during holidays, you need to ensure that you’re targeting trending keywords with high buyer intent, as these indicate that the person searching for the term is looking to make a purchase right away.
For example, during the holiday shopping season, you might go after the phrases “Black Friday deals” or “Christmas toys for toddlers.” You should also consider negative keywords to exclude traffic that may not be ready to buy or even looking for what you have to offer.
Use Holiday-Specific Ads and Landing Pages
During seasonal campaigns, it’s wise to make sure that your ad copy not only mentions the season in creative ways but also addresses customers’ needs and pain points. For example, customers looking for winter clothing might be worried about staying warm and stylish. As you craft your ads and landing pages, ensure that your imagery matches the season and intent as well.
Aggressive and Dynamic Bidding Strategies
Given the increased competition of the holiday season, you should consider increasing your PPC budget to employ more aggressive bidding tactics. Your historical and current campaign data can show you when your click-through peaks so you can start ramping up right before that time.
Track and Measure Your PPC Performance
Make sure to set key performance indicators and track campaign data to monitor performance. You can always track metrics such as:
- Click-through rates
- Conversion rates
- Impression shares
- Cost-per-click
- Cost-per-acquisition
- Bounce rates
These metrics will help you understand how to tweak your ads for maximum performance and show you how to adjust your bidding strategy where necessary.
Stand Out From the Competition in Any Season
Taking advantage of seasonality is a great way to boost sales at various points throughout the year. However, doing so successfully requires an in-depth understanding of consumer behavior and the right tactics to capitalize on it.
If you’re looking for help in building effective seasonal campaigns, the PPC experts at Net Profit Marketing can help you with everything from keyword selection to ad creative, targeting, and optimization. Contact us for a free consultation to see how our campaigns can get you the best return on your investment this holiday season.
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