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Diane Pease

6 Holiday Paid Search Strategies to Put In Place Now

Diane Pease
6 Holiday Paid Search Strategies to Put In Place Now

If you haven’t started putting your holiday strategy together, you are already behind.

It might not even be Halloween yet — but many stores, like Target, already have Christmas decorations out there. And when retailers are advertising in store, it’s time to start crafting your online holiday campaigns.

Below are six key strategies to get started, so you'll be ready for the holidays.

6 Tips for Holiday PPC

1. Prepare for Black Friday Well in Advance

Black Friday doesn’t start on Black Friday — it starts weeks and weeks ahead. Customers are researching deals in advance now more than ever, and many retailers are doing promotions during the entire month of November.

Now is the time to determine your sales offerings, promotions and messaging. Starting your promotions early in November gives prospective buyers a peek at what your offerings will be — and why not have pre-Black Friday deals in the mix? Having special early Black Friday deals can attract shoppers to not only take advantage of early deals, but bring customers back for Black Friday specials.

2. Develop a Solid Mobile Strategye-commerce-shopping

According to Business Insider, 24.9 percent of all online traffic for Black Friday in 2013 came from smartphones. And all indications are that mobile will play another key role in shoppers browsing for their holiday purchases, as well as purchasing online.

Ensure your users have a good mobile experience with targeted mobile ads, and mobile-ready landing pages.

3. Utilize Call Outs and Extensions

With the introduction of callouts, you now have an additional marketing strategy to incorporate into your ad copy mix. Use callouts to those special business services you offer during the holidays. Using your site links as specific offers; your ads can incorporate multiple selling points that can make your ad stand out among the competition.

4. Make Sure You are “On” All the Time

Being on may require a large budget, and most retailers will increase their paid search budgets during the holiday time. However, bids can increase due to the increased competition.

Use day-parting and automated bid management strategies to help control your holiday costs. Review your keywords from last year to see what performed well in regards to costs and conversions, and use those as a base for your 2014 campaigns.

5. Ad Copy Creation

Time to start creating compelling ad copy for both desktop and mobile. Ensure you have a strong offer and call to action that will appeal to your customers.

6. Set Up Your Holiday Campaigns and Ad Groups

Now is the time to build out those holiday campaign and ad groups, or review ones that you have used previously to see if they can be repurposed. Set them as paused, and have them ready to go when you decide to start.

The holidays are just about upon us. Make sure you are ready!

Image credit

Diane Pease is an Inbound Marketing Manager for Cisco, and has been in online and traditional marketing for over 25 years. She has expertise in SEO, social and traditional marketing, but her primary specialty is paid search and analytics. Diane focuses on providing clients with solid paid search strategies and seamless campaign execution. Her most recent contribution to the SEMrush blog was, “Paid Ad Search Copy: 3 Things You Might Be Missing.”

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