Holiday season becomes the annual golden chance of British trade to attain maximum ad effect. Consumer buying reaches a high at major celebrations like Christmas, Easter, and Black Friday, and the rightly optimised PPC campaign can provide that much-needed boost to your income, as well as brand exposure. Today, we want to talk about some steps you can take to boost your PPC campaigns during these busy periods. Planning, special keyword research, and optimally converting holiday buyers as customers through the execution of appropriate landing pages, for example.
Planning and Research: The Secret to Successful Holidays
Successful holiday PPC campaigns start months prior to the arrival of the actual holiday. Begin by reviewing your past year’s data to see which of the holidays performed the strongest and the campaigns that did not perform as strongly as expected. Google Analytics and your PPC account’s archive data will provide precious customer behaviour patterns insights at different holiday times.
Take the special buying habits of UK customers at specific festivals. The buying at Christmas starts seriously in November, the Easter campaigns must be launched even prior to the regular chocolate binge, Black Friday and Cyber Monday are of more significance in the UK market, special planning must be executed, including the buying patterns in-store and the buying patterns online.
Make a universal calendar of dates of celebrations, listing the major dates, budget distributions, as well as the dates of campaign starts. And study competitors — observe how competitors have conducted holiday campaigns beforehand and take inspiration on how to make your message and deals unique.
Keyword Optimization: Season Search
Holiday keyword research involves much more than placing the phrase “Christmas” or “Easter” in your preloaded lists of keywords. Take account of the varying search intent at the holiday season. Season-only searches are more likely to employ the kinds of phrases as “Easter gift ideas” or “Christmas decorations,” while last minute buyers employ more efficiency-based phrasing, e.g., “same-day delivery” or “open Christmas Eve.”
Long-tail descriptions are especially worth targeting during holiday times as they have high buying intention. These descriptions “Manchester Easter egg delivery” or “London luxury Christmas hampers” will be less volume, but frequently higher converting searches, offering less competition, and therefore, potentially higher returns than more generic ones.
Never understate seasonally characteristic modifiers deployed by UK customers. Phrases “Boxing Day sale”, “Mother’s Day flowers ordering”, “Valentine’s Day restaurant reservation” are seasonally British buying trends readily overlooked by competition outside of the UK.
Landing Pages: Season-Specific Experiences Development
Generic landing pages can hardly do a successful job of converting holiday traffic. Make dedicated, holiday-specific landing pages that match the message and design themes of the holiday campaigns. The pages should prominently state your holiday offers, dates of deliverables, and special offers/promises right up front.
Holiday pages must also account for the season buyer’s expediency and unique requirements. For UK-audiences, be precise in the British options of delivery, as well as the special extensions of the holiday return policy.
Mobility becomes even more essential at the holiday season since the customers often shop via the phone as they sit during lunch break or commute. Make your landing pages brief and enable seamless mobile checkout, since the holiday buyer can be less tolerant of technical complications. Work with a leader in marketing, such as King Kong, to make your website more accessible to all during this busy time.
Maximizing Your Holiday PPC Investment
Major holiday PPC campaign optimization involves keen research, selective application of specific words, and high-converting landing pages. British enterprises that invest time to understand customers’ purchasing trends during the holiday season and personalize campaigns to specific needs of the time of year will attain maximum ad return on investment.
Plan ahead for the future holiday campaign season, and keep in mind that holiday PPC optimization actually means forging strong relationships between your customers and your company at the most convenient times they spend shopping.
