Seasonal PPC is unique as it ensures that a business can make a large splash during a very busy time. The WordStream has revealed a report that showed that conversion rates in the holiday PPC may go up to 80 percent higher than the average non-holiday sales.
Furthermore, as users become compelled to run online searches, especially during peak seasons, those brands that synchronize their PPC campaigns with such seasons stand to gain both visibility and increased sales.
This article explains why seasonal PPC services is important, explores strategies that can boost ROI, and reveals how your brand will stand out in this important period.
Why Seasonal PPC Matters?
Seasonal PPC is good for business since it can be used to take advantage of increased traffic during those periods. Consumers are on the lookout for bargains during the holiday season therefore a perfect time to encourage consumers to purchase the product. If a brand is looking to capitalize on this need, then it will be able to improve on its ROI and ward off competition effectively.
Moreover, seasonal PPC gives the option of marketing special offers which are, by their nature, exclusive, which makes the buyers’ decision faster. Whether it is the start of a new academic year, or before the long Christmas holiday, positioning PPC ads with such events means that brands are attuned to the customer’s buying behavior when they are more receptive.
Best Seasonal PPC Strategies
1. Conduct Keyword Research and Refresh Regularly
Keyword research is basic to any PPC campaign but generally, seasonal promotion requires a distinct strategy. Basic matching keywords can also be inadequate in combining periods, for example, users may search for something like ‘black Friday discounts’ when it is that time of the year.
Every business can see keywords with high seasonal motivation in Google Keyword Planner or in the SEMrush. When these have been identified, changing them from time to time helps the campaign make necessary changes in line with the search trends as the holiday draws nearer.
2. Utilize Dynamic Ad Creatives Tailored to the Season
Seasonal emotions is another vital aspect businesses need to capture through their ad creatives to help them excel in PPC advertising. During peak periods, consumers are exposed to heavy doses of advertising messages, therefore, impressive ads become your key to success. Interactive features of advertising enable brands to modify the text, images and CTA buttons for each advertising campaign depending on the seasons. Google’s Responsive Search Ads (RSAs) allow the different headlines and descriptions based on the scenario, the most suitable combination to display to the user.
For example, icons like winter view or official colors prompts the right feelings and boosts taps rates among users. Moreover, CTAs linked to the season such as: ‘Shop Black Friday Deals Now’ or ‘Limited Holiday sale’ are compelling the client to take specific action.
3. Optimize for Mobile to Capture On-the-Go Shoppers
Mobile optimization should be insisted on for a seasonal PPC campaign because the buyers hardly shop on other devices while using their mobile phones especially during festive seasons. This means that a huge number of buyers are now on mobile devices looking for the best offers and making their purchases like during Cyber Monday. The issue of mobile compatibility is paramount for your PPC campaign and ads should load fast and be easy to click and the links should direct to a mobile-friendly site.
While talking about mobile optimization, it’s not just about the website that is mobile friendly, it is also about creating ads especially for mobile users. Text should be kept brief along with call to actions and buttons prominently clickable so as to tap on them.
4. Implement Time-Sensitive Offers and Countdown Ads
It is also significant to note that creating urgency is the best strategy to embrace during the seasonal PPC. Platforms like Google Ads provide countdown advertisements that encourage consumers to buy or do something right now. Specific sale offers can be put up with countdown timers that tell website visitors that the offer is available only for a limited time.
Besides, the user is also motivated by enabling these countdown ads to be associated with special holiday offers or bonuses like free shipping. Consumers prefer the message that is timely with the current season such as “Order before the 20th December for Christmas delivery.” It is also possible to schedule countdown ads to certain hours in a day in order to target those people who might consider themselves to be in a rush and need to make a purchase before a specific holiday.
5. Adjust Budget and Bidding Strategies for Peak Periods
Seasonal PPC campaigns are usually a lot more competitive as more companies put their ads forward during the periods when they know consumers are most willing to spend money. In response to this, one should better manage the budget and bid out rates in order so as to keep the ads competent. For instance, setting up Target CPA or Enhanced CPC bidding can give a chance to ‘lock in’ conversions, because it will adjust your bids in real-time.
Another effective strategy is to put more money to the winning campaigns or keywords if you’ve allocated your monthly budget. Performance metrics can help you to determine that and what ads have been effective during previous seasonal promotions. Hence, doubling down on these high-performing ads optimizes chances of targeting the ready-to-conversion customers.
To summarize, effective and profitable seasonal PPC campaigns are created by skilled professionals using strategies that then need to be fine-tuned indefinitely. That is the place where EZ Rankings will help you make the difference. Being an experienced PPC management company, EZ Rankings came up with customized strategies for your business so you can benefit from seasonal trends.
Our specialists perform qualitative and accurate keyword analyses, create engaging ads and develop mobile compatibility, which will help your business during the rush hours. For you Black Friday or a holiday sale or for any other occasion, get in touch with the best digital marketing company
