Your Holiday PPC Strategy for 2012: Yes, It's Changed
There is still some time left to adapt to some of the major upheavals that have rocked the PPC world in the past year or two.
There is still some time left to adapt to some of the major upheavals that have rocked the PPC world in the past year or two.
Most online marketers spend the year quietly preparing for this make-or-break time of year, when searches, conversion rates, and sales surge. Some companies (for example, selling expensive equipment or complex enterprise software business to business) actually see leads decline in December. For the rest of you, it’s vital to be firing on all cylinders.
The majority of the groundwork for a successful holiday marketing campaign should have been laid months (even years!) ago. But there is still a bit of time left to adapt to some of the major upheavals that have rocked the PPC world in the past year or two.
Far from turning complacent and routine, the paid search world has undergone one of its busiest years ever when it comes to new developments that require shifting strategies and new tactics. Here are three important ones to take action on – yesterday.
What’s really changed this space is the incredible speed and functionality of Android and iOS devices in particular, with BB10 not slated to impress until Q1 of next year and Microsoft making enough over-the-top promises to drive even more hardware sales in this segment. The widespread consumer adoption of these devices with large screens and improving functionality of many websites in a mobile environment means that search volumes and conversion behavior are improving every week. It’s also very common to research and share on mobile devices, later completing important purchases on a desktop. And don’t forget little details: some of your “buy words” won’t be as golden in a mobile environment if you’re a pure online play, as consumer queries will imply a search for a local brick-and-mortar experience and your conversion rates on many “buy words” could be worse than you anticipate. As a marketer, are you ready?
As I’ve argued here previously, the format and placement of ads can convey a “meta-message” of size, importance, trust, etc. If your competitors have social extensions, email sign-up “lead gen format” extensions, seller ratings extensions, Sitelinks, and any number of other enhancements to their ad units (to say nothing of Product Listing Ads with photos and prices), that could increasingly drive business for them while you continue to mull over minor wording differences in the ad copy itself. If you can, leverage your existing reputation and trust assets by enabling more eye-catching elements to see if these help you perform better than plain vanilla ad copy.
That only scratches the surface, of course. We’re going to be busy.
Holiday image on home page via Shutterstock.