Why create specific PPC campaigns for Christmas?
During the Christmas holiday season, the emotional sentiment behind the gifts chosen and above all, last minute shopping, are factors that drive customers head over heels year after year. Something that is fully reflected in their search engine query patterns.
What does this mean?
That the Christmas PPC campaigns that are best suited to the specific needs of users this season are the ones that will have the best chance of conversion. For example, by adapting to buying processes where advertisers look for different offers before deciding, or that are configured to activate at the most active hours of your target.
On the other hand, with more brands putting all their resources to position their product as the best option, we will need precise and specific strategies to increase our chances of conversion during these dates.
Let's see what we can do to get closer to this goal.
9 tips to succeed with your PPC campaigns this holiday season
1. Use data history as a reference
Having information about what our customers are looking for and understanding how I should display my ad to present it as the best offer for them will help us to create Christmas PPC campaigns on a proper basis to ensure a positive ROI.
2020 and the pandemic caused by Covid-19, has brought with it significant effects on consumer shopping habits both online and offline. So if you ran holiday PPC campaigns last year, it will be necessary to review data that can give us an idea of what worked this time of year and what did not.
For example: What types of campaigns worked best, on which channels, did you use specific language for those ads, what did the users who came to buy have in common?
Google Ads, Facebook Ads or Microsoft Ads advertising platforms include specific tools to know demographic data or market interests, which will help us to create an Ads strategy aimed at specific audience segments.
But we should not only look at our customers' data. We can use Google's Keyword Explorer to get a reference of the price of our target keywords in the holiday season by comparing it with the trends of the year before this one, so we can see its current popularity.
With this, we will have a more approximate idea of the type of bid we should make to have the competitive advantage we are looking for. Obviously, always making sure that the objective of outperforming our competition does not affect the profitability of our investment.
2. Ensure product availability
Given the problems related to the logistics and supply crisis that is affecting so many industries in 2021, the last thing we want is to have the availability of a product out of date and that this spoils the confidence of a potential customer.
We can include shipping deadlines on our website home page and landing page, so that the customer can be assured that their products will arrive within the expected timeframe. For example, if we run an e-commerce business, let's not forget to add messages such as "Delivery in 24h" or "Free returns".
This is especially important in a sales season for a specific date such as Christmas, when no customer will buy if they are not sure that the gifts will be received before Christmas Eve, and in the desired conditions.
It is therefore essential to make sure that all the information accompanying our products really reflects their current availability and price.
3. Increase your PPC budget for the holidays
During the Christmas season, the market is full of advertisers willing to make large advertising investments to keep up with the increase in traffic and sales that this period brings.
As we already know, the bidding system works in such a way that the highest bid will get the top placement in Google's ranking, which will lead to advertising costs increasing considerably during these dates if our goal is to position our ad as well as possible.
In other words, our results will be largely conditioned by our advertising investment budget, as well as our bids.
This in a highly competitive time, in which brands increase their advertising investment between 10% and 20%, is essential if we want to have a greater advantage when the user makes a search with high purchase intent.
It is worth mentioning that most advertising platforms, such as Facebook Ads and Google Ads, have the option to set a daily bid limit, so that we ensure that we are always bidding as high as possible, but always within our overall investment forecasts.
4. Leverage your best products
Virtually every brand has certain star products in its catalog, regardless of the sales season. An ace up our business' sleeve that we should not lose.
Placing the best performing products in our specialized ad groups can help increase the quality of the Quality Score for relevant searches. This will also increase the relevance of our ad to the user's search intent, leading to increased visibility and click-through rate at a lower cost.
5. Adapt the copy and design of your ads to the holiday season
In this type of festive season, the content of our campaigns must be adapted to the aesthetics and message of these dates. Incorporating Christmas messages and aesthetics in our campaigns, will capture the customer's attention faster and will introduce them to the Christmas spirit. Christmas spirit that will go hand in hand with the feeling and emotional factor that leads to buy Christmas gifts.
In this case, it will not be necessary to reinvent the wheel and completely redesign all our ads: it will be enough to make our copy present it as the ideal offer for our audience's gifts.
6. Review the user experience (UX/UI)
With so many offers placed on the table of our customers, it will be essential to work the journey through the sales funnel so that the experience after clicking on our ad is as consistent as possible.
In other words: that the content of our Landing page is completely related to the text and offers of the ad, as well as to the search terms that have been used to activate our ad.
In the same way, it is the ideal time to avoid that a failure in the functionality of our website, spoil an almost certain sale.
Google announced in May 2021, that the basic elements of the web (Largest Contentful Paint (LCP), First Input Delay (FID), Comulative Layout Shift (CLS)), would become determining factors for SEO and PPC ranking. In other words, they would affect both the organic Search ranking and the Quality Score obtained in Google Ads for the location of our Landing Page.
It will be especially important to ensure an adequate loading speed and that it can withstand a considerable increase in traffic, which is precisely what is expected at this time of the year. With tools such as GTmetrics or Google Page Speed, we will be able to make a web analysis and quickly detect the main points of improvement.
On the other hand, we cannot forget the importance of a correct responsive design and ensure the compatibility of our landing page with mobile devices before creating Christmas PPC campaigns. According to Google data, 76% of consumers who search from a mobile device are looking for a related business near them on the same day.
And 28% of those same searches usually end in a purchase.
7. Use Google Ads Ad Extensions
The Google Ads platform gives us the option to use ad extensions to complete the offer of our ad with relevant information for our customers. We will be able to provide links to additional websites, promotions or clickable phone numbers in mobile version.
Specifically, for more specific sales seasons such as Christmas or Black Friday, the following extensions will be especially useful:
- Price extensions: allow us to show the current price of the product, so that the user can explore our product directly from our ad.
- Site link extensions: We will be able to add additional links to key pages and products related to our ad.
- Structured snippet extensions: Allow us to show extra information that could be useful for the buying process. For example, specific offers or changes in a service temporarily.
8. Take advantage of Long-Tail
The most common forms of search are intensified in a very specific way during the Christmas period.
On the one hand, we have a sector of the audience making search queries focused on finding the best offer for a specific product. On the other hand, we have a good number of searches focused on finding a gift idea for Christmas or finding a product that fits well with the idea/description they have in mind.
Most online advertisers use a keyword strategy focused on bidding for those generic terms (e.g. "ereaders"), where not only the competition is very high, but also they do not ensure that the user has a purchase intention behind it. Not even if it is a high sales season.
However, a keyword strategy based on the Long-Tail, can give you the advantage you need to take advantage of the information regarding the user's search intent they contain.
But above all, to help you adapt to the different and changing search trends (we can see the current trends on the following page: https://nrf.com/topics/retail-holiday-and-seasonal-trends).
The optimization of titles and ad copy in holiday sales campaigns is essential to increase the number of impressions for the search terms we want to use. If we also take into account the user's intention provided by the Long-Tail keyword, we can make both our ad and our landing page, fully adapted to successfully respond to the search query.
All this will make your ranking in Google Search ranking is higher and therefore, the cost of the ad much lower.
9. Don't forget remarketing
Due to the increase in traffic and various searches, we find an increase in the bounce rate during the holiday season. In other words: a perfect time to implement our remarketing strategy.
Think of all those potential customers who were shown your PPC campaign at other times or even last holiday season: the important thing is to keep their focus on our business.
Do we have products that are perfect to complement a previous purchase? Ideally, we would have our specific ad with our holiday offer ready to show to this list that already knows the product.
Among the remarketing options offered by Google Ads, an excellent option would be the use of Dynamic Remarketing Ads (for this you will need to have a Google Merchant Center account). These show a series of dynamic graphic ads to users who have previously seen and shown interest in a specific product or service.
For example, if the user has been searching for "playstation 5 offers", advertisers can use dynamic remarketing by showing ads for the same product on different websites that the user might reach.
Be careful to make sure that your Google customer lists are fully updated so that when you synchronize them with your CRM, you get the most accurate results possible.
Christmas campaigns are one of the most important window periods for both large and small businesses. Both online and offline.
And as we have seen, PPC Christmas campaigns well executed and adapted to this period, can be our best ally to face all those competitors making a niche in the Christmas market. Especially those that best respond to what our audience needs after their search intent.
Such as campaigns based on Long-Tail keywords.
Although, as you may have already deduced, the reality is that creating and managing this type of campaigns to get the most out of the huge amount of different combinations of search terms, requires an extra investment of time that you may not have enough of at this time of the year.
We have developed in Quarizmi, our own automation technology based on AI and Machine Learning, to help you create and manage your Ads campaigns in a fully automated way. You can easily request a demo with us through the following link to show you what we could do for your online results.
This way, that extra time investment won't be necessary. Or you can spend it on whatever you decide.
But let the one who decides it, be you.
Thank you very much and see you in the next article!
JOS (without the E)