In the run up to the busy summer season, it seems that there are a million and one events to prepare for – father’s day, summer sporting spectaculars, bank holiday weekends… Introducing seasonal pay per click campaigns to your search marketing presence is a must if you intend to take full advantage of these spending spikes. Read More

The best way to capture the interest of these last minute shoppers is to create focused ad groups for each occasion you wish to target. Depending on your product and client demographic, some calendar events will lend themselves more readily to your PPC presence than others. If for example you sell driving experiences or track days, you may find that you’re inundated with leads in the run up Father’s Day. Outdoor and leisure retailers meanwhile will likely see their busiest periods around the bank holidays and mid-summer.

The first step on the road to translating seasonal traffic into seasonal sales is to edit the ad group accordingly. That means introducing relevant keywords and time-sensitive advert text. Including a reference to the holiday or event in the advert title or advert body will make your offering more relevant to web shoppers. Attention grabbing statements highlighting how appropriate your product is for the special day will pack an even greater punch if you work campaign keywords into the advert itself. Not only will this help your PPC advert stand out in the sponsored listings but it will also lead to a better quality score, helping you maintain your preferred advert position for a lower cost per click.

After setting up the search advert, you could also create a specific content targeted campaign in order to keep costs down. Very often, seasonal search terms can be quite costly but with a content campaign, you can put a cap on the budget. It also ensures your advert is seen by other web users such as those searching for gift ideas. In this case, expect to see lots of impressions.

If your campaign is delivering lots of hits, it can also be worth making last-minute changes to take advantage of those shoppers leaving their gift buying to the very end of the run-up. Additions such as adding delivery guarantees or last minute price cuts can make all the difference. Again, it’s worth checking our your competitors adverts to see what they’re offering and then figuring out how your advert text can differ.

pay per click
search engine optimisation