During the final weeks of the holiday season it will be crucial to continue PPC optimizations efforts as well as prep for the time period beyond.
Here are a few quick tips as reminder of key tasks to watch throughout the last critical weeks for advertisers selling online:
Check ad spends regularly to ensure that campaigns are getting as much visibility as possible. In the dimensions tab, use the drop-down to show time by date to see daily spend. By enabling the graph, you can mouse-over the line to see the spend per date. If the campaign is profitable and the budget is maxing out, consider increasing that budget and reallocating from less profitable campaigns.
Double-check the promotional calendar to endure all promotional ad copy is ready to be launched in the account and scheduled appropriately so ads are not running past promotion expiration dates.
While negative keywords are part of a healthy account throughout the year, things move fast during the holiday season. Check regularly for irrelevant run-away keywords and any irrelevant holiday search queries you may not see the rest of the year.
During this critical time of the season, its important to regularly check the PPC platforms and analytics for errors or issues. Any downtime could result in a serious impact on revenue. Some key areas to proactively monitor are: disapproved ads, remarketing list reductions, broken tracking, moved landing pages, or first page bids prohibiting ads from running.
Immediately following Christmas, we may see shoppers using gift cards and cashing in on clearance deals, so for the retailer this will require a strategy shift. Retailers will want to capture any last sales in December. However, January is right around the corner and budgets, ad copy, landing pages, and more, may need to be scaled back and changed.
In case you missed yesterday’s post, check out #BingAdsStories: Agency brings the heat with Bing Ads to read one company’s story about how they succeeded in increasing return on ad spend during the 2014 holiday shopping season.
About the author
Lisa Raehsler is a search engine marketing and pay-per-click (PPC) strategist, nationally-recognized speaker, and columnist for industry leading publications. As the founder and principal strategist at Big Click Co., Lisa works with companies and agencies of all sizes to integrate PPC advertising into online media strategies for brand promotion, demand generation, and customer acquisition. Lisa has led strategy and management on hundreds of paid advertising accounts for search engines (Google AdWords and Bing Ads), mobile, display, retargeting, and social media ad campaigns. Her experience spans seventeen years and includes working with national brands at agencies and at the enterprise level at Thomson Reuters.
Lisa has spoken about PPC, mobile, retargeting and many other online marketing topics in podcasts and webinars. She has also spoken at numerous leading industry conferences, including Pubcon, ClickZ Live, SES, OMS, MIMA, HeroConf, and SMX, as well as training events. Lisa also shares her expertise on digital marketing and paid search advertising as a columnist for ClickZ and Search Engine Watch. Follow her on Twitter @LisaRocksSEM.