Sure, you’re seeking to get as much value from the holiday PPC traffic as possible, and who could blame you? Just ensure that the “bang” you hear is that of the sales register drawer slamming shut, and not your hand slamming versus your forehead since of all the money you squandered on inadequate keywords.
Once they get to the website, Holiday consumers will click on anything that even from another location looks interesting without necessarily having any intention of buying.
This means if you have hot Holiday keywords, however, your sales copy does not transform well, you might wind up going broke depending upon the expense per click of your holiday keywords.
That’s why it is so important to hone your keywords so they match exactly what it is you are offering.
Let’s state that you offer vacation present baskets that contain bath oils and lotions. If you choose “holiday present baskets”, you would get hammered by everyone who is searching for a fruit cheese, basket and sausage basket, and any other type of present basket you can imagine.
Unless your price point is so good, and your sales copy is so engaging that it can encourage Aunt Agnes that Uncle Bernie would rather have a basket filled with lotions instead of deer meat jerky, then you have a problem and your PPC costs are going to be through the roofing system.
Here’s a good strategy to follow during the holidays when PPC traffic goes through the roof.
If you are getting a high number of clicks, and a low number of sales, drop that keyword. Keep in mind, the goal here is to make a lot of sales, not draw a lot of wasted traffic.
Pick keywords that reflect the needs of the vacation consumer. If you are presently advertising “jewelry” try “precious jewelry gifts” or “teen gift concepts” if you sell products for that age group. The idea is to associate your product with the traditional gift-giving holidays.
Then remember to update your projects to include these new items, if you have actually added seasonal products to your item line. If you have dropped inventory, or run out of stock, remember to pause those campaigns. If you can’t deliver the product, it doesn’t make any sense to pay for traffic.
The finest suggestion of all is to find competitive “niche” keyword expressions that have a high need and low competition. With some diligence you should have the ability to discover keywords that are capable of producing great traffic but, because the “huge boys” haven’t found them, the quote prices are still economical.
The best way to accomplish this is to work down your list of existing keywords, find synonyms, and after that figure out how much traffic each of these words creates. It might be a great deal of work, but, with a bit of luck, it will decrease your PPC expenses and drive much better targeted holiday traffic to your website.
If it’s too near the holiday, and you don’t have time for the “lot of work” and the “little bit of luck” technique, then you ought to consider getting your hands on a copy of Keyword Locator, the fantastic PPC Keyword mining software program that eliminates both the effort as well as the need for luck. It pays for itself the first time you utilize it.
If you are getting a high number of clicks, and a low number of sales, drop that keyword. Select keywords which reflect the requirements of the holiday buyer. The idea is to associate your item with the standard gift-giving holidays.
It doesn’t make any sense to pay for traffic if you can’t provide the product.