• Seasonality of Search: How Companies Benefit From Holiday PPC


With the holiday season quickly approaching, many businesses and retailers are gearing up for the final, big sales push of the year. Whether you own a flower shop, cleaning business, restaurant, travel agency, or clothing store, you’ll want to put yourself in the best position possible to take advantage of this increase in consumer spending.  

However, you won’t be the only ones fighting for seasonal spending. Your competition will be right there too. One way to stay ahead of the game is by using Search Engine Marketing (Pay-Per-Click) campaigns, like Google AdWords, to easily get found by customers online.

Let’s take a look at some tips and tricks marketers can follow to get a piece of the holiday spending pie online.

Four Failsafe Tips for Targeting Holiday Customers:

1.) Get specific with your keywords: To reach interested consumers, you’ve got to think like your consumers. However, it’s not always easy to figure out what consumers are going to be typing into a search engine in order to find your product or service. Tools like Google Adwords’ Keyword Planner can help you choose which keywords to focus on.

Studies have also shown that consumers who type longer, more specific keyword phrases into a search engine are typically further along in the purchase cycle, and therefore more likely to make a transaction than those who search for a broader term.

For example, a catering company would want to get more specific than simply bidding on the keyword “catering.” Instead, they should combine main keywords with holiday-related terms, such as “Christmas party catering”, to be more relevant and specific to consumers in need of their services.

2.) Prepare your campaign to show a little early: Black Friday is arguably the biggest shopping day of the year, and more and more consumers are doing their Black Friday shopping online. Therefore, retailers could consider creating an AdWords campaign called “Black Friday Deals” with several ads relating various products that might interest consumers doing their holiday shopping. Customers are looking for the best deals in town, so it’s important to stay relevant with your search campaign and attract customers to your website before Black Friday.

3.) Create variations of your ads and make sure they’re running when it matters most: The holiday season goes by fast, and businesses don’t want to miss any opportune times to take advantage of consumer spending. Create several variations of an ad (those relating to Black Friday deals, Cyber Monday deals, After Holiday Sales, etc.) and choose when those ads should be run in accordance with the most relevant shopping day.

Another idea would be to use various ad text to entice consumers to purchase by a specific time, such as “Purchase by December 22nd and receive your gifts by Christmas Eve!” Google will automatically show your best-running ads, so creating several variations of your ads will give you the best chance of being found by consumers.  

4.) Use location targeting: Location targeting is a great way to attract consumers who are ready to make a purchasing decision. For example, setting up a PPC campaign and targeting users within a 40 mile radius, a Boston bike store could attract consumers searching for broad keywords (such as “bike store”) who are in the city, as well as users outside the city who search for similar terms but add “Boston” to their search term. Adding a location to your keywords helps your ad reach a larger amount of local (and even distant) consumers.

The holidays are one of the best times of the year for digital marketers. As a marketer and business owner, you can’t afford not to take advantage of the drastic increase in consumer spending. To increase the ROI of your business’ SEM efforts, make sure that you consider these 4 tips for your digital campaigns.

Bonus Tip: Have you considered retargeting advertisements?

In addition to ramping up standard SEM campaigns, businesses and retailers should strongly consider investing in retargeting ads. Retargeting ads bring back prospective customers who have already shown interest in your product or service. Not only do you stay on “top-of-mind” with that potential customer, but these warm prospects are much easier to convert to actual customers and are more likely to purchase.

By running retargeting ads and throwing in a holiday promotion, you can reach a larger audience of potential buyers during the holiday season.

Now Black Friday is only a few weeks away. If your business hasn’t begun preparing its SEM strategy for the upcoming months, the time to start is now!

ThriveHive combines easy-to-use tools and expert guidance to help businesses stand out and get found online. Learn more about our guided marketing and advertising solutions here.

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