For any e-commerce store, holidays are undeniably the busiest time of year. Considering the onset of holiday season, many of you must have gone through several articles suggesting ways to boost your PPC campaign.
For those who belong to B2B sector, time never sleeps, not even during the holiday rush. Be it Christmas, Black Friday or Cyber Monday, you need to stay proactive while serving the clients. Same goes with PPC managers. There is still so much work that needs to be done during the holidays. Here are the top five strategies that you need to follow to prepare your PPC account for the holiday season.
- Start Analyzing the Previous Lead Cycles
Thinking that you cannot get leads during holidays is nothing but a misconception. In fact, the lead volume can increase drastically in case you are a part of retail industry. It is very important that you review your business’s historical performance during the holidays and plan accordingly. You need to adjust and modify the ad, keywords, and bids to avail the expected return on investment (ROI).
- Revise Your Budget With The Client
In case, you are in the tendency to corner yourself in the dark shadows during holidays, you need to come out. Slowing down the activities because of low conversion rate or less staff to follow up, is not justified. Settle for a budget before the holidays arrive and plan ahead accordingly. Based upon the budget, decide the strategies that you will follow to keep branded keywords active in PPC, for brand defense and lead generation.
- Gear Up Your Campaigns
You can always get some advantage from the down time that occurs in holidays. One can utilize this time for performing activities that they usually ignore due to scarcity of time. You can start activities such as:
Flushing out Keywords: Make sure you find out ads using low-quality keywords and ads that are not performing well.
Advertisement test Cleanup: Review all the existing ad tests and cease losing ads.
New Ad Copy Writing: Creating competitive ads is a time consuming task. Make sure you utilize this time to create ads that are immensely challenging. Use the down time for creating, ad testing matrix.
- Consider Remarketing
Remarketing your business is a great way to start building audiences. You can do things such as creating a list of the visitors who have visited your site during the holidays but did not convert. You can create special offer for all those who caused some sort of conversion action. You can appreciate and thank them through white paper, webinar, or anything else that manages to amaze them.
- Start Bidding on Competitor Terms
Never restrict the PPC budget during the last weeks of the year. You can perform some competitive research and find out what and where are the competitor sites spending. In case, your competitors are taking a step back from advertising, this is the best time for you to enhance your bidding on competitor brands.