Is Your Pay Per Click Account Holiday-Ready?

Leverage Archive

Leverage Archive

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{Editor’s Note: This is one of a set of articles on ways to approach and prepare for the traditional Holiday Shopping season. I’ve dubbed these articles as “The Marketer’s Perspective” and “The Analyst’s Perspective.” A smart online marketer will use both of these approaches. Here’s the Analyst’s Perspective — Michelle}

As the weather cools down, leaves change color and football takes over the television it is clear that Fall is here.This can only mean one thing to any Online storefront….the Holidays are near!!!Over the years I have experienced the Highs and Lows of proper planning for what can be the busiest time of year for any online business in retail.Are you Prepared?Will you see December come before you realize the missed opportunity?Not if you follow the 3 steps that have helped me to prepare my clients for the Holidays:

1.Know Your Trends

The biggest mistake that any business owner can make is not knowing the online trends for search volume.Tools such as Google Trends:http://www.google.com/trends can help you to prepare for the significant increase in traffic that comes with the Holidays.Knowing when the traffic picks up will allow you to make the following adjustments to your accounts:

  • Adjust Budget so that you don’t lose out on impression share
  • Keep an eye on the competition’s strategy for possible marketing advantages
  • Knowing which regions/cities to target for regional targeting strategy

Let’s use the term “video game” as our example for the holidays.Here is the results that I get when I use that term:

The immediate trends that you can see circled above are definite increase in traffic volume which starts in October for this term in the US.This traffic hits its peak throughout November and starts to fizzle out during December.If you wait until December to run more ad budget, you will have missed the boat. The top cities and states that search for this term are below which may help allow for a regional targeting test to focus on areas which have a bulk of traffic for testing. This would be especially helpful if you are working with a limited budget during the Holidays and want to maximize impression share.Now that we know the trend of our term, lets move on to the next step, preparing our account.

 

2.Prepare the Account

Now that we see our trending, we need to prepare the account for what’s to come.The first area that I would get started with is a Competitive Analysis to see if your competition is offering anything like FREE SHIPPING, SALES, MONEY BACK GUARANTEES which all may provide them with an advantage.Also look at their ad text and landing pages to see if they using any of these benefits to draw the visitor’s attention.

Once you have the Competitive Research done, look to prepare your Content and Search Campaigns. Start with the Content Network Campaign that targets people that are in the “researching” phase of their shopping. Remember to always “think out of the box” and not target keywords, but themes for the Content Network.Think about the type of traffic that would be interested in video games and where they would be likely to visit on the internet.I would recommend testing out the products with the term “review” as well as use the site/placement tool to find where your target, “parents” would be researching games that their kids are asking for.Early in the buying cycle is the “researching” phase where the Content Network can provide branding for your site, so use it to its full advantage and make it work with your Search Network.To prepare the Search Network, always review the following:

  • Keyword Refinement: Always look to see if keywords have changed to add new Negatives or Longtailed terms
  • Refine Ad Copy: Make your ads stand out based off what you found in the competitive analysis {this does not mean copy other people’s ads – make yours stand out — Michelle}
  • Landing Pages: Update landing pages with any sales or offerings that you are adding for the Holiday Season
  • Have Analytics implemented to collect the Interaction Metrics on your traffic

I would always recommend starting the Holiday rush with a big net and once you collect initial data, you are on to the next step… weeding out the unqualified traffic.

 

3.Weed Out the Unqualified Traffic

The holiday rush has started and you have the first7-10 days of data to review, it is now time to adjust quickly to the data.The first step is to run the following reports:

  • Ad/Keyword Reports
  • Placement Reports

Starting with the ad report, we are going to look to see which of our ad tests is performing best and run it with a new test based off the results.We don’t want to have an ad that is converting lower to be in rotation longer than necessary during the busiest time of year.Once you have made the adjustments to the ad text, look over you keywords to see which ones are performing well and which aren’t.Once you have that information, simply adjust by taking those that aren’t performing out of the mix and getting those that are performing more exposure.The placement report will show you all the sites that the are leading to conversions and those that are just costing you precious budget.The adjustments to this is quite simple as well; take out anything that isn’t performing and give the sites that are performing more exposure by creating an Enhanced Placement Targeted Campaign that focuses your spend on the sites that are converting well for the account.

The three steps above are just the ground work for being successful during the holiday season.Once the rush comes, the biggest factor will be the ability to adjust quickly to what is and isn’t working on your account using the tools available.