The holiday season is a prime time for businesses to boost their sales and reach a broader audience through Pay-Per-Click (PPC) advertising campaigns. However, to make the most of this festive period, you need to plan your holiday PPC campaign carefully.
How to Maximize Holiday Advertising With PPC
Holiday PPC campaigns can be a highly effective part of your greater holiday marketing strategy. By utilizing PPC over the holidays you can drive robust shopping ad campaigns that will help contribute to your bottom line by capturing those valuable holiday shoppers when they most want to purchase. Here are four crucial things to keep in mind when preparing for your holiday PPC campaign.
1. Start Holiday Shopping Ads Earlier
The holiday season is highly competitive in the world of PPC advertising. Many businesses are vying for the same audience’s attention and dollars. To get ahead and take advantage of the forecasted 5% growth in holiday sales, plan your holiday PPC campaign well in advance. Consider launching your campaign as early as October or even September to build awareness and capture early bird shoppers.
By starting early, you can also take advantage of lower advertising costs before they spike closer to the holidays. This allows you to allocate your budget more efficiently and maximize your return on investment.
2. Plan Your Holiday Marketing Budgets
When planning your holiday campaigns, budgeting appropriately is crucial. Expect ad costs to rise starting in October and continuing through the end of the year. Specifically, CPC (Cost Per Click) for search ads may increase by 20% or more, while CPM (Cost Per Thousand Impressions) for display ads can rise by 10% to 30% during peak holiday periods. To avoid missing out on potential business due to higher competition and costs, adjust your budget accordingly.
To prepare for these cost increases, review your past advertising spend to identify peak seasons and high-sales periods specific to your industry. Use this data to adjust your PPC budget, ensuring you meet demand and stay ahead of competitors.
3. Tailor Your Keywords and Ad Copy for the Holidays
Holiday shoppers have specific intentions, and your PPC campaign should reflect this. Tailor your keywords and ad copy to align with popular holiday-related search terms and phrases. Incorporate keywords like “holiday gifts,” “Black Friday deals,” or “Christmas discounts” to capture relevant traffic.
Your ad copy should highlight holiday-specific promotions, such as limited-time offers, gift guides, or special holiday bundles. Make it clear why your products or services are the perfect holiday gift or solution. Including festive imagery or ad extensions can also make your ads more appealing and attention-grabbing. Remember, more than 83% of consumers find ads during the holiday season helpful in their purchase decision, according to The Trade Desk Intelligence and Appinio (2024), so aim to meet them at every step of their customer journey.
4. Optimize Seasonal PPC for Mobile
Mobile devices play a significant role in holiday shopping, from research to purchase. With mobile commerce spending making up 38% of overall digital spending in the US, close to half of holiday sales are expected to be made via smartphones [Statista]. Given these stats, your business’ PPC campaigns must be mobile-friendly to optimize for this consumer base. Test the mobile responsiveness of your landing pages and make sure they load quickly. Create ads that display well on smaller screens and provide a seamless mobile shopping experience.
Consider utilizing location-based targeting to reach potential customers who are physically near your brick-and-mortar stores. Mobile optimization not only enhances the user experience but also increases the chances of converting mobile shoppers into paying customers.
How to Leverage Holiday PPC Advertising for Your Business
In conclusion, a well-planned holiday PPC campaign can significantly boost your business’s success during the festive season. Starting early, budgeting for seasonal increases in cost, tailoring your keywords and ad copy for the holidays, and optimizing for mobile are essential strategies to keep in mind. By staying ahead of the competition and providing a seamless shopping experience, you can drive more traffic, increase conversions, and make the most of the holiday season’s revenue potential. To get started putting your holiday PPC ad campaign together, reach out to the PPC experts here at V Digital Services.