With Christmas fast approaching I thought it would be appropriate to make a few observations on some of the implications for an Adwords Campaign, as Google Ads seasonal adjustments may prove necessary.
Firstly, don’t forget that a large part of the workforce takes time off over this, and other common holiday periods. So, if your campaign targets this demographic you will need to plan for fewer clicks during such periods.
Of course, many campaigns will see the reverse at this time of year. If your target market is individuals who are looking for gifts then you could expect a bumper load of clicks.
Make sure that if your product or service has a potential seasonal appeal (clothing, for example), you might want to introduce some additional keywords and adverts to point this out to the browsers. So, an advert text which reads ‘Order Now, Delivered for Christmas’ might just attract the attention of a search engine visitor who has left his/her Christmas shopping a bit late, and may get you a click ahead of a higher-placed advert.
Finally, if you sell products that will appeal to Christmas shoppers and you have a set budget to spend on your Adword clicks each month, why not try to get your entire month’s clicks within the first week or two of December? That way you will spend the same as in other months, but will possibly convert a few more sales than usual. To do this, increase your Daily Budget and wait until you have captured the clicks that you want. Then reduce the daily budget again and pause the campaign until next month.
The Author of this series of articles is Martin Jarvis, who creates and manages Pay-per-Click campaigns for a number of clients. To find out more, please visit us at DMJ Computer Services Ltd.