Do you want to learn how to optimize your holiday PPC campaign? In this article, we will share concrete tips from Orange County PPC experts to teach you.
1. Optimize your product feed.
You should be optimizing your product feed all year round, but it is also important to clean up the feed right before the holiday shopping season begins. The goal is to improve your click-through rates and conversions. Here are some specific elements to pay attention to:
- Product titles
- Images
- Descriptions
- Product types
- Product categories
Be sure to check that all your fields are populated. If you have any missing data this could cause Google to disapprove of your products. The last thing you want to do is send paid traffic to a product page that is “out of stock”. Don’t let this happen to your business during key holiday shopping weeks.
2. Target your gift-givers.
Targeting audiences during the holiday season is interesting because most people are not shopping for themselves. You need to target the gift-givers.
Oftentimes, people know what they want to buy for themselves, but they have a hard time finding gifts for others. You need to convince consumers that your product(s) or service is something that their loved ones will really appreciate. Writing social proof from different, happy customers can help you entice readers.
Another effective way to entice readers is by creating top-of-the-funnel content such as gift guides.
Keep in mind that many people buy holiday gifts online to bypass the hustle and bustle of physical stores. Your ad copy ne
3. Check your audience targeting.
You need to consider building new audiences based on people who have interacted with your marketing content. Look into the people who have checked out a wishlist from your online store or people who have checked out a gift guide.
Making a remarketing list is an effective method to reach holiday shoppers late in the season. These shoppers may have checked out your website in early November, but you can persuade them to buy your product right before Christmas with an enticing, special offer.
Wondering what your remarketing list should include? Consider repeat past purchasers. You should also consider the people who purchased your product last November but didn’t make another purchase after that. These people are most likely to be gift-givers that should be included in your remarketing list. You never know- you could persuade them to buy something from you again for this year’s holiday season.
Overall, remarketing lists are an excellent way to increase conversions with cross-channel marketing. Be sure to examine your Audience report in Google Analytics so you can see the ways in which your audiences move through the funnel across channels.
4. Eliminate Obstacles to Purchase
As we discussed earlier, many people shop for holiday gifts online because they are busy and online shopping is more convenient than driving to a physical store. People who shop online also have different options to make purchasing decisions. In order to get shoppers to buy your product, you need to make sure that you eliminate all the obstacles to purchase.
Shipping tends to be the most common obstacle that online shoppers face. If you want to please shoppers and convince them to buy your product, consider offering them free shipping. You may also want to include an option for in-store pickup. If you can guarantee shipping delivery before the holiday, make sure shoppers know this. You could also include a return policy in case shoppers want their money back for a gift that was not right. If you include any of these features, make sure that you highlight them on your product page and in your shopping ads.
Online shopping during the holiday season is very popular, and our Orange County PPC experts believe that it will continue to be a lasting trend. If you want to capitalize on the holiday shopping season, make sure to offer your shoppers incentives such as sales, fast shipping, and in-store pick up. Your business is much more likely to succeed when you optimize your holiday PPC campaign.
Read the Part 1 of our PPC Holiday Campaign Tips here: https://www.drivetrafficmedia.com/holiday-campaign-tips-from-ppc-advertising-management-experts/