Now that Halloween has come and gone, and we’re almost halfway through November, it’s safe to say that the holiday season is officially upon us. If you haven’t already been thinking about your holiday marketing campaigns, you’d better get moving. While many advertisers focus on social media for their holiday marketing, AdWords shouldn’t be forgotten! If you’re racing the clock before the holidays arrive, a holiday campaign can be set up relatively quickly in AdWords, and can be extremely effective if set up correctly. Below we’ve made a list of 7 tips to make your AdWords holiday campaign a success. We suggest you take a page out of St. Nick’s book and check it twice.
1. Make a schedule of key dates
We’re not just talking holidays like Thanksgiving and Christmas, or events like Black Friday—though these are important to. We encourage you to dig deeper and do the research to figure out which days and times have peak sales, or what types of gifts people wait until the last minute to get. This should also apply to what you’re trying to sell. For example, if your business is selling a line of ugly Christmas sweaters, did you know that sales for these typically peak on December 14th? Knowing these things are key to make sure you’re targeting the right audience at the right time.
2. Learn from your past
If you ran any holiday campaigns in AdWords last year, you should also look back at these to see what worked and what didn’t. If they’re applicable to your campaigns this year, reuse keywords or promotions that generated a high click through rate last year—and ditch anything that was less than effective. You want to learn from your mistakes, not make them again.
3. Consider increasing your budget
With the surge of online shopping that takes place around the holidays, it’s likely that traffic will increase. You’ll want to be sure that you have enough budget so you can bid high enough to compete with your competitors, and make it more likely to rank higher on the SERPs (search engine results pages). Keep in mind though—it’s not all about the money. Relevancy is key too when it comes to high ad ranking. You want to be sure your keywords apply to your ads, that you have strong ad copy, and that your ad is relevant to your landing page.
4. Pay attention to your keywords
While you want your keywords to be relevant to what your offer is, consider adding holiday modifiers to some of your top performing keywords, for example “black Friday deals” could be added to a product keyword so the new keyword would read “black Friday deals on smart TVs” (or whatever your product or service might be). Discount oriented keywords like “promotions” “save” and “specials” can also be useful here. Keyword Planner in Google is a valuable tool to see what kinds of searches these types of keywords are getting when applied to your product or service, and for getting more keyword ideas you may not have thought of on your own.
5. Use relevant ad copy
This may seem obvious, but it’s still important to note. Not only do you want to be using keywords in your ad copy for relevancy, you also want your ad to reflect the fact that this is a holiday-related campaign. Be sure to highlight your special promotions or deals. Creating a sense of urgency is also effective here. If one of your offers ends by a certain date, include that! A potential customer will be more driven to buy a product or use a service if they know it’s only available for a limited time.
6. Make sure you’re utilizing ad extensions
Not only do ad extensions help your ad stand out even more on the SERPs, but they also give you more real estate for more information. If someone is searching for a specific product, the more information you can include the better, and the more likely they’ll be to click through to your landing page or website. Callout extensions and Structured Snippet extensions give you more space to highlight additional benefits and detail what types of products or services you’re offering. Sitelink extensions allow you to include additional links to other parts of your site. Just be sure to link to pages within your site that would be useful or relevant to your potential customer.
7. Take advantage of ad automation
While we strongly advise against a “set it and forget it” mentality when it comes to AdWords, there are times when the automated features like ad scheduling can be useful. The trick is setting up everything carefully beforehand to be sure your ads won’t stop or start running at the wrong time. While tedious, this can be time-saving in the long run. It also means you’ll be able to fully enjoy yourself during the holidays. After all, do you really want to be thinking about work while you could be enjoying the festivities?
Looking for more marketing ideas? Feel free to contact us! We use cutting edge technology combined with a healthy dose of passion and innovative thinking to bring you the best marketing strategies, creating a measurable and meaningful experience for your customers.