Now’s the Perfect Time to Start Your Online Holiday Pay-Per-Click
If you’re a retailer using pay-per-click (PPC), now is the perfect time to start your holiday campaigns. Think about it: The holiday season is right around the corner, and if you start preparing yourself now, you only have a better chance of dominating the ad space once it hits.
The Benefits of Starting Now
A high quality score, great conversion rate, and stellar click-through-rate doesn’t just appear overnight. A PPC needs time to grow and find out what’s working and what’s not. By starting now, you can test different landing page elements, different ads, and work on achieving the highest quality score possible. A higher quality score means even if your competitors are out bidding you, you still have the opportunity to rank above them at a lower price.
Plus, you can start tracking where people are abandoning landing pages, why they’re leaving their shopping carts, and other conversion metrics. By setting up funnel conversion tracking, you will be able to monitor how people react from one page to the next on your website until they convert. Since you’re starting early, you now have time to fix those pages and make sure they’re creating conversion for you.
How to Get Started
Start by analyzing and compiling a list of your keywords. You can use this keyword tool (http://ubersuggest.org/) to help you find keywords that will help enhance your campaign. Not only should you look at the keywords you want to add, but you will also want to look at what negative keywords should be associated with the campaigns. Having a great keyword list isn’t good enough in itself; a negative keyword list needs to reinforce your keywords.
After you have your keywords figured out, you need to start writing ad copy. Have two versions of your ad copy where there is a small variation. Even some of the smallest changes can create the biggest differences. Do the same with your landing page. And once everything is in place, you need to test, test, test. Once you figure out a good ad or landing page, try making it even better. Once holiday season hits, you’ll have your best versions of everything up and running.
What’s your online strategy when it comes to PPC and the holidays?