It’s that time of the year again. The holiday season is upon us, and many business owners are gearing up to make this their most successful one yet. It is one of the most crucial times to drive traffic, increase conversions, and boost your ROI.
Holiday sales can represent up to 30% of a company’s annual revenue, so you must do your best to get the most out of this period.
And in 2021, Holiday Sales will be a huge focus for businesses. With the rise of digital marketing and online shopping, it’s more important than ever to make sure your Holiday PPC campaigns are as effective as possible.
One way to help your customers find you online during this busy time of year is through PPC (Pay-Per-Click) advertising. In this blog post, I’ll take a look at 13 tips that can help you have a successful Holiday season via PPC!
Read On!
13 Tips To Boost Holiday Sales Via PPC In 2021
Holiday time is here again, and I am sure many marketers are running PPC campaigns to make their sales soar.
If you are one of those marketers right now, read on these 13 tips on getting the most out of Holiday campaigns via PPC. So let’s not waste any more time and start looking at these tips:
Personalize Your Website For Holiday Campaigns
A Holiday campaign can be highly beneficial if you make it personalized as per your website visitor’s needs. Well-crafted Holiday landing pages include a festive call-to-action and a clear next step for visitors to take action. It is usually an enhanced shopping cart or registration form that allows users to enter their details quickly after adding items to their baskets. It helps them avoid dropping off before reaching the checkout, which is likely if they spend time searching elsewhere on the site after making their purchase decision.
Suppose a Holiday deals section pops up after your landing page loads so that they could think of it as a special deal just for them only. The page should also include product images and videos of products available, as well as a link to your landing page from your Holiday ad.
Also read: 11 Best Tips To Optimize Google Shopping Ads Campaigns
Create Unique And Seasonal Landing Pages
You can create Holiday-themed landing pages that offer your Holiday discounts and deals in the best way possible. The main reason for creating Holiday themed landing pages is to ensure that customers see exactly what they want when they visit such pages. For example, if you are running a Holiday campaign on Diwali, make sure you create a Diwali-themed landing page.
You can use a ‘Map’ view of Google Analytics data for a particular campaign or product. By creating a custom segment that includes only Holiday traffic, you can see which pages Holiday visitors land on while they’re on your site. It will allow you to create new Holiday landing pages with added relevant content directly related to these sections on your existing website, helping shoppers quickly find what they are looking for and boosting conversion rates.
Target Holiday-Specific Keywords
People search for products or services specifically during Holiday seasons only. Therefore, it makes sense to target Holiday specific keywords like: “Diwali Gifts for 2021” (and its variations), “Crock Pot Thanksgiving Recipes,” etc. Include these keywords in your PPC campaigns to make sure you get Holiday traffic.
Unique keywords used in holiday campaigns help capture all the relevant search volume associated with each Holiday. So, why not try them?
Use Video Ads For Running PPC Campaigns
Video ads are becoming increasingly popular in Holiday campaigns because they look more attractive and help marketers explain the benefits of their Holiday deals in an informative and exciting way. You can easily upload them on Facebook, YouTube, or any other video-sharing website.
With Holiday campaigns, you should use holiday-specific keywords and create landing pages for Holiday-specific product categories that showcase your products with video content. The combination of Holiday specific keywords with video ads drives much higher click-through rates (CTR) than text-only ads.
Also read: 9 PPC Trends You Should Be Opting To Get Ahead In 2021!
Leverage Audience Segmentation For Ad Campaigns
Do you know that audience segmentation can help advertisers in Holiday campaigns much better? If you’ve got multiple-segmented audiences for different purposes, don’t forget that the Holiday season is a great time to use them! You can take advantage of ‘high performing’ segments by targeting Holiday-specific keywords in Holiday campaign ads alongside these audiences.
Try using Holiday based audience segments like “parents shopping for children,” etc., so that your Holiday ads show up only for people who are actively looking for similar products/ services during this festive season. Optimize your ad copy to fit this audience segment and enjoy better Holiday sales.
To discover any successful audience segments, you should use Google Analytics to check out which types of traffic are converting well across all channels. Having specific Holiday landing pages will help ensure the best possible performance during Holiday campaigns.
Show Exciting Offers & Freebies In Ad Copies
The Holiday season is the perfect time for PPC ads to show off your Holiday special offers and free shipping deals. Holiday shoppers are always looking to get a good deal. Offer something exciting to your target customers, such as free shipping, extra discounts, etc., during Holiday campaigns because these offers help you boost Holiday sales and encourage people to buy more from you in the future.
Also, make sure that your ad copies include the exact deals/ offers you are providing, so that interested users don’t have to go through a lot of hassle to find them on your website later on. It will help drive up CTRs and drive revenue for your business. Alongside that, Holiday ads should also include something that sets them apart from the rest of your Holiday landing pages and offer page copy – an example of this could be ‘Free Delivery For A Limited Time.
Retarget Your Website Visitors With Email, Facebook & Instagram Campaigns
People who recently visited your website might be looking for some Holiday gift ideas online or Holiday deals. So try retargeting them through Holiday-themed emails, Facebook ads, or Instagram campaigns to ensure they don’t forget your brand during Holiday shopping.
Retargeting campaigns performed on channels like email or Facebook during Holiday campaigns can significantly help boost ROAS (return on ad spend) as these audiences are already interested in your Holiday promotions and have a higher chance of converting at a lower cost.
Run Cart Abandonment Campaigns Separately
You can target users who have arrived at your website but not completed a purchase by showing them specific messages and offers which can reel them back in. The best types of ads are tailored to the kinds of things they were searching for when they came onto your site. So if their search term was’ running trainers’, then advertise discounted running gear or free delivery on all orders over £50. By getting this right, you can bring back the vast majority of customers who leave carts.
Some Holiday shoppers might add a product/ service to their cart, but never complete the purchase. You can run a separate Holiday campaign targeted explicitly at such abandoned carts and make them buy from you this time around. Also, if someone added an item in their cart during your Holiday campaigns but retracted it later on for some reason, retarget them again with better deals and offers next Holiday season. It is because the chances are that they would come back to your store looking for similar products/ services.
Boost Purchases With Upselling & Cross-selling
Upselling is a marketing technique used to sell more expensive items by suggesting them during Holiday shopping. If someone has just bought a pair of boots, then send them an offer for some thermal socks, or if they have just purchased a smartwatch, then target them with ads for matching jewelry or fashionable watch straps. It would help to use these strategies regularly during festive campaigns due to their ability to boost revenue.
If they have yet to buy anything but are searching for something like ‘watches,’ then advertise watches from other top brands, which may appeal to them more than your products do. You can also make money through remarketing by showing ads to previous buyers, encouraging them to return and make another purchase.
You can upsell or cross-sell products/ services during Holiday sales on your website, social media channels, and even through email campaigns.
Also read: 7 Top Google Ads Best-Practices To Skyrocket Your Sales!
Run Festive Giveaways On Social Media Channels & Redirect To Website
Running promotions where you give away discounts in vouchers or gifts is a great way to get people into your store and increase sales. Still, suppose you are running social media campaigns. In that case, it is worth redirecting these users to your website using Google Ads tracking codes so that you can record them as conversions under remarketing lists.
This way, you can target them with other ads for similar products within Google Ads later on, which could boost their lifetime value tenfold.
So, run Holiday giveaways on Facebook, Instagram, YouTube, etc., along with special offers related to the giveaway, people have an incentive to share it on their social media profiles. You can also include these giveaways in your email campaigns if running Holiday giveaways independently is not an attractive idea for Holiday shoppers.
Optimize Your Site For Mobile Perfectly
If people cannot use your site or app correctly when they land on it due to bad mobile optimization, then these visitors are lost. Mobile responsiveness is a significant factor when it comes to ecommerce sites, as most people now use their smartphones as the first port of call for online shopping and research.
Mobile traffic can be extremely high during the holiday shopping season, so make sure that you optimize your site/ app/ social media pages for mobile users perfectly if Holiday sales are essential for your business.
Make sure that your site is mobile-friendly to boost holiday sales through PPC before the big day. Also, keep an eye out for various Holiday deals and offers provided by other companies because people love trying out new things, especially if it means saving money or getting better deals or freebies along with them!
Plan A Targeting Content Strategy
Plan holiday-themed content such as Holiday recipes, Holiday gift ideas, Holiday movies, etc. Publish them on your website and social media channels to target Holiday shoppers and get maximum Holiday sales this festive season. After all, it allows them to make the best Holiday purchase! You can also include Holiday-themed contests in your content plans because Holiday shoppers love trying their luck, even if it means getting a chance to win significant Holiday gifts by participating in such games.
If you are planning content marketing campaigns, then these could be hugely beneficial for your website’s traffic and revenue during the festive season and beyond. You can do this by planning which posts you will publish on Facebook, Google+, Linked In, Pinterest, and other platforms to create high-quality material around specific topics such as Christmas decorations or festive recipes. If people like what they see, then they are more likely to buy from you.
Add Top-Performing Products In Your Ad Campaigns
Add top-performing products/ services from your inventory into Holiday ad campaigns targeted at Holiday shoppers so that you can make sure these products/ services sell like hotcakes during this festive season.
If people are searching for specific products, it is worth displaying these in your ads with special offers if they happen to be under-performing sales-wise. If someone types in ‘running trainers,’ then you can send them an ad featuring discounted running gear or free delivery if their purchase history shows that this could get them straight back into your store again. Don’t put all of your best-performing products on the front line because it will hurt brand awareness, but there is no harm in giving users a taste of them via PPC if they have yet to buy anything.
Summing Up!
We know that the holidays are a time of year when people spend more money. And, as a seller, you want to reach your holiday shoppers with advertising campaigns, so they’ll think about buying from you instead of other sellers.
The 13 tips I’ve shared will help you do just that. If you’re thinking about increasing revenues or boosting Holiday sales this season, then contact me today. I am a Google Ads Specialist and will optimize your online ad campaigns during the holidays and increase sales!