Holiday shopping is nearly upon us, and that means that web traffic for the perfect gifts and last-minute stocking stuffers will be on the rise. For PPC advertisers, it means that if they advertise a product or shop, they should be well-prepared for the onslaught of customers knocking on their virtual door. Whether this is your first holiday season in the PPC world or you’re a season vet, these tips will help make sure you can stand up to the test.
There are two kinds of delivery methods to choose from when setting up how your AdWords ads will be shown, standard and accelerated. Standard does it’s best to make sure that your ads appear throughout the day based on your budget, with accelerated will show them as often as possible until your budget is spent, whether it’s 7am or 7pm. Using the accelerated delivery may help you sell your product if the budget is uncapped and with impressions projected to be upwards of 50% higher than average in November, it’s definitely worth thinking about setting up your campaign that way.
This practice is more likely to affect your non-brand CPCs, and those prices are something you’ll want to keep aware of so you don’t pay too much per conversion or pay too little and get left out of the prime SERP spots.
You should also pay attention to the search traffic or your keywords, and consider putting more of your budget toward those high-performing keywords with bigger search volume. This will help you determine negative keywords that aren’t bringing you as many conversions and ensure that you’re only spending as much as is necessary to bring home the sales.
Quarter Four is a huge time of year for most retailers, with proper PPC management you can get more shoppers in your doors and enjoy a bigger holiday bonus.