Pay-per-click advertising is a great way to promote holiday sales and offers. When done correctly, it drives traffic, raises brand awareness and increases revenue; all of which are crucial during the Christmas season.
What is PPC?
Pay-Per-Click is a form of online advertising in which you pay a certain fee each time someone clicks on one of your ads. In simple terms, if you create ad copy that contains the phrase “Christmas offers”, and your target audience is other businesses, PPC can enable your ad to show up as the top result in Google for someone searching “Christmas offers for B2B”.
Ahmed Chopdat, account director at Circus PPC gives his top tips for an effective PPC strategy:
Find out what people are looking for
Use Google Trends to answer the question of what users are searching for, before creating a plan of what offers you plan to run on products for both pre-Christmas and post-Christmas sales.
Ensure ROI on Christmas offers
The promotions you have will be individual to you, so this is something you’ll need to decide internally. However, it’s important to keep an eye on what your competitors are doing. You don’t want to have a 10% sale on an item that your competitors are holding a 50% sale on.
Promote sales and offers in the ad copy
Promoting deals and offers in the text of your ads and on your landing page will create interest and improve conversion rates. Leave the boring, generic ad copy and opt for something more festive. Including simple phrases like ‘Christmas Offers’ or ‘Gift wrapped for Xmas’ can make all the difference.
Make it easy for people to find you
Set up a Google My Business Account. By getting your business listed on Google and including all the relevant details, customers will be able to find you quickly and easily. Include your address, phone number, website etc. and don’t forget to add a map with your location to your website!
Use location targeting
Use AdWords with a tight geo radius (location) to only show ads to local customers. This means your ads will only show to people searching for example “Christmas”, “offers” or “Christmas deals”, who are within a certain distance from your business’s location.
Encourage visitors to your website to share their details
Create a form on your website to allow people to sign up for more information. That way, even if they don’t convert on their first visit, you will be able to send them promotional offers enticing them to make a purchase.
Ensure your website reflects your business
Your website should showcase your bestselling and aspirational products and services. It’s worth including free brochures to download, as they are an excellent way to showcase your products and services to potential clients and get them interested in visiting your store or buying them online.