Your holiday PPC strategies are losing effectiveness as the holiday season draws to a close. It’s okay to take a look at your Google Ads account and make strategic tweaks so that your campaigns are ready for the new year. These are our top tips to help your ads succeed in the new year.
1. Analyze your holiday performance.
Before you begin a new campaign, take some time to review the results of your holiday ads. These ads have been seen by many people very quickly and provided a lot of valuable data about what resonates with your audience. You can look at the product’s performance and also compare copy between different ad groups. You can then integrate these common traits into your new adcopy strategy once you have identified the top-performing ad copy.
2. Reduce your daily budget.
Businesses often increase their advertising budgets during the holidays to be visible in search engines. You’ll need to review your spending now that the holiday season is over. A higher budget will mean that your ads are seen more often and by more people. However, this doesn’t guarantee that they will be seen by the right people. Quality is more important than quantity when it comes to traffic from your ads. So, reduce your budget while you strategize for the new year, and then increase your budget slowly once you have determined what works best.
3. Stop using holiday-related keywords and gift-related keywords.
These keywords can include, but are not limited to: “Christmas gifts”, “gifts for mom”, etc. Most of this traffic will vanish once the holiday season is over. It’s important that you remember that each time someone clicks your ad it comes out of your pocket. Your target audience will likely already know how to find your products and what they are looking for, so spend your money on people who want what you want.
Review duplicate keywords in ad groups or campaigns.
Duplicate keywords may accidentally make their way into your PPC accounts through basic optimization or keyword search. They can be overlooked, but they can cause serious damage to your advertising budget. You can identify duplicate keywords using Ads Editor, Google’s offline editing tool. It allows you to view statistics and to remove them from your campaigns without needing to manually go through each keyword list.
5. Revise holiday and gift-related ads.
Advertisers tend to place too much emphasis on keyword lists and bidding strategies, leaving little room for their ad copy. Take their advice and look at all the ads that are enabled in your account. Look out for any holiday or gift-related copy. Old promotions can discourage users from clicking through to your site. They can also lead to unnecessary spending by users clicking through without finding the information they were promised.
6. Read the landing page content.
This is the best time to assess landing page performance. Look for pages or categories that have outperformed others. To ensure that users are directed to the most relevant pages on your site, we recommend that landing pages be evaluated individually for each ad group. Google considers landing page relevance and value when calculating Quality Scores. Therefore, it is important to have high-quality landing sites. Poor quality landing pages can also impact other factors, such as cost, impressions and clickthrough rates.
7. Find top holiday sellers
Consider creating new ad groups for your top holiday products. These products are likely to be highly popular with your target audience. Playing them up can help maintain the holiday sales momentum. New ad groups allow for increased focus on a specific category or product. This allows for greater optimization, better control over search queries, and more testing of ad copy.
8. Use (or update) your remarketing ads.
Remarketing campaigns can be a great way for visitors to see ads that are tailored to their interests based on pages they visited on your website. You can take advantage of remarketing ads with a Google custom remarketing tag. Also, you can build audience lists by creating rules that are specific to the visitors you wish to capture.
People who abandon their shopping carts are a great audience to target. You can target specific users by creating a custom rule that includes those who have reached the checkout page or shopping cart but not the order finish page. To grab the attention of users, use specific calls to actions such as “Don’t forget to complete you purchase”. This will encourage them to return to your site to place their order. Offering a discount for a specific audience can engage customers and encourage additional sales.
Note about traffic after holidays and performance
You may experience a decrease in traffic volume and performance as the holiday season ends. This is normal for many advertisers. There are significantly fewer shoppers than there were a few weeks ago. Without holiday pressure, conversion volumes and traffic tend to drop in the first few weeks. Keep this in mind and focus your strategy on quality visitors to your site, rather than quantity. You’ll start to see conversions stabilize over time.
By: Chelsea Chavez
Title: 8 Ways to Optimize Your PPC Ads After the Holidays
Sourced From: www.volusion.com/blog/ways-to-optimize-your-ppc-ads-after-the-holidays/
Published Date: Mon, 27 Dec 2021 16:05:00 GMT
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