Christmas is one of those occasions when people tend to do a lot of last minute shopping. This could be an ideal time to review any of your PPC campaigns, particularly the text snippet side of your ad. You could also review some of your keywords and consider long tails.

Do you still have stock of items that are seasonal and starting to sell out everywhere else? If you do, adding words such as ‘plenty of stock’, ’still in stock’, ’stock running out fast’, or similar, may help to get customers onto your site, particularly those that are frustrated from looking elsewhere – just be sure you do have it stocked or you run the risk of tarnishing your reputation. If you do run out of stock – pull the ad. Why pay for clicks if you have no stock left?

Long tail keywords are another area to look at. Incorporate words like ‘gift ideas for …..’ – you can fill in the blanks there. Other long tails could include wording such as ‘overnight delivery of …….’. Start to think like last minute shoppers. What sort of language are they using?

It also pays to look back to previous Christmas campaigns. What worked then, and just as importantly, what didn’t? If they didn’t work last year then the chances are they won’t work this year either. If you have those PPC ads running, and they are still not performing, pull them and rethink your strategies. While you are at it, keep an eye on those new long tails to see which ones perform best. You can then prepare a campaign next Christmas well in advance.

Your snippet language is more important at this time of year than anything else. Sell the idea that you can help solve their Christmas issues and you will get the click throughs. This is a busy time for PPC advertising – you need to make it work in your favour.

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This entry was posted on Monday, December 14th, 2009 at 2:42 pm and is filed under PPC. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.