Marketers Searching for the Best Way to Optimize Year-​End PPC Campaigns

For many online retailers, it’s beginning to look a lot like Christmas. Online marketing campaigns must be mapped out through the end of the year to optimize the use of the remaining ad budget and generate sales. One critical component of any successful online campaign is paid search.

Writing for SearchEngineWatch, Jason Tabeling reminds readers not to wait too long to plan their year-​end digital advertising campaigns and this is especially true for paid search.  In looking at spending patterns from last year, Tabeling notes that many of the peak sales days during the busiest weeks took place on Mondays and Tuesdays. That piece of information should guide marketers regarding when to bid big on popular search terms.

Several analysts have noted that mobile accounts for as much as 25% of the paid search market. Tabeling rightly points out that marketers ignore this channel at their own peril. Whether consumers are showrooming or randomly browsing, marketers should not miss a chance to connect with  shoppers who turn to the mobile phones. Not all consumers will make a purchase from their mobile phone but finding a marketer’s product through this channel could lead to a sale in another channel that same day or later in the week. With up to 9% of Christmas Day sales originating from mobile phones, marketers can expect the number to grow this year.

The combination of expanding paid search campaigns to mobile and bidding higher for specific key words and terms on specific days will help improve results during the holiday season. Tabeling’s other tip should go without saying – marketers  need to clean up and monitor their websites. Quality counts and if a shopper encounters a broken link, they’ll move on – to a competitor.

To learn more about Internet Shoppers, check out the Audience Interests & Attitudes report on Ad​-ology​.com.

[Source: Tabeling, Jason, 3 Tips for PPC Holiday Preparation in 2012. Searchenginewatch​.com. 11 Sept. 2012. Web. 19 Sept. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.