3. Taking a look at your PPC campaigns
Pay-Per-Click Campaigns refer to a model of online marketing in which advertisers pay every time your ads are clicked. In essence, instead of ‘earning’ your customers organically, you ‘buy’ visits to your site.
By using this method of advertising, you display a set of ads that refer to the different stages of your customers before purchasing, instead of running a static group of ads all the time.
Flighting is a method that will help you run PPC campaigns more effectively. This is a technique akin to scheduling, in which you select a set of ads (or ‘steps’) you’ll activate during a specific period. What’s the benefit of this? You’ll get a higher conversion rate, as you will be leading your customers throughout the funnel with bespoke advertising.
For example: from 31st October to 5th November, you offer 20% off. Then, in the next period, you decrease the offer and then increase it again as soon as Black Friday and Cyber Monday are actually here.
Another point to consider is to enlarge your budget. Since there’s more traffic these days, this results in more competition. Following the previous example of flighting, you would begin with a low budget and, the closer you get to the actual events, you would increase your budget proportionally and gradually.
And, finally, as we said before: keywords. Words like free, percentage off, Cyber Monday, Black Friday, discount, deals, promotions, savings, offers, opportunity and chances will not only add the holiday touch to your ads, but they will also be a disguised call-to-action!