PPC Playbook Episode 22: Competitive PPC for the Holiday Season

PPC Playbook is hosted by PPC experts, Shane Ryans and Maria Perilli. Episode 22 prepares your PPC campaigns to get aggressive for the upcoming spike in the holiday shopping season that will continue to run through the end of 2014. The Pros review ways to quickly ramp up your campaigns, stay in-line with the competition and maximize profits.

Your 2014 Holiday PPC Campaign Prep Guide:

  • Study last year’s campaign performance – Look to see what sold and what didn’t. Be mindful of your product pricing and where you fall in comparison with competitors.

  • Make a plan – Set up a calendar to manage all promotions and define key shopping dates.

  • Review dayparting settings – Users can be shopping during any time of the day, into the late hours of the night or wee hours of the morning, especially during this busy time of year. Make your business available to every kind of shopper.

  • Pulsing campaigns ‘on’ and ‘off’ – Be consistent and avoid turning your campaigns ‘on’ and ‘off’ throughout the holiday season. The goal is to increase the number of overall sales, not shift flow of the days/times the orders are received.

  • Update ad copy to reflect the shopping season – Include relevant text in your ads to attract holiday shoppers, phrases like “gift-giving” and shipping offers to increase CTR and conversions.

  • Do not decrease bids on mobile ads – Many users make purchase decisions on mobile and switch to desktop to execute them.

  • Utilize the appropriate Ad Extensions – Callout extensions are extremely helpful this time of year to further entice potential customers (Review Ep. 21 for more information)

  • Update Google Shopping Campaigns – If you haven’t done so already (Review Ep. 3 for an in depth analysis on the topic)

  • Brand Keywords – Beware of online coupon aggregator websites and place “coupon code” related keywords in separate ad groups to monitor more closely.

  • Remarketing – Use remarketing to target users who might be price shopping and have not completed their purchase.

A step-by-step guide and PPC Best Practices Tutorial is available at PPCProfessionals.com.

BONUS: For a limited time, we’re offering a Free PPC Audit for one of your PPC accounts, your choice!

PPC Playbook provides an interactive and friendly atmosphere for pay-per-click managers to get their industry news fix and questions answered. Subscribers can Tweet their PPC-related questions to @ppcplaybook or comment below. New episodes air Thursdays at 3 p.m. EST on WebmasterRadio.FM.