PPC Optimisation Tips to Boost Your Success

Whether it’s Easter, Halloween or Christmas, there’s always a seasonal advertising opportunity just around the corner, and that means gearing up for various online advertising campaigns. But before you jump headfirst into the world of PPC (Pay-Per-Click), there are a few things you should consider. We’ll break down some optimisation tactics that will boost your chances of success during any seasonal or holiday frenzy.

1. Crafting Your Campaign Structure

When it comes to setting up an ad campaign for seasonal demand, your structure matters. Whether you’re selling a handful of products or managing a vast catalogue, here’s what you need to focus on:

  • Number of Products: If you have just a few products, group them based on the different target audiences they appeal to. This allows you to tailor your ads more effectively.
  • Budget Allocation: Allocate budgets based on your products or categories. Decide how much you want to spend on different segments.
  • Performance Goals: Determine your performance goals, such as Return on Ad Spend (ROAS). For some, the goal is to raise awareness, build a following, grow subscriptions or sell certain products. Having clear goals helps you measure success and plan for future campaigns better.

Remember, fewer campaigns can lead to more traffic and greater efficiency. Google’s best practices and real-life examples show that consolidating campaigns into one can be more beneficial.

2. Presenting Irresistible Offers

Holiday or seasonal shopping isn’t business as usual. Shoppers have different behaviours and expectations. Consider these factors when crafting your offers:

  • Presentation: How you present your offers matters. Think about the layout, design, and visuals that will catch your audience’s attention and click-throughs.
  • Pricing: Be mindful of your pricing. Adjusting prices or offering discounts and incentives to buy can attract more customers.        
  • Inclusions: Highlight what’s included in your offers. Whether it’s free shipping, bundled products, or unique features, make sure customers know what they’re getting.

Don’t forget that during these periods, people could be shopping for gifts or specific items. Therefore, tailor your offers to meet this demand.

3. Perfecting Your Product Data Feed

Your product data feed is the backbone of your online advertising efforts. Make sure it’s optimised for success:

  • Titles: Craft clear and descriptive product titles. Include keywords that customers might use when searching for your products – make them catchy.
  • Identifiers: Ensure your products have accurate identifiers, like GTIN, ISBN, EAN or UPC. These identifiers help Google match your products with relevant searches.
  • Price: Make sure your prices are competitive. Price sensitivity is high during the holiday season so make sure you’re competing on price.
  • Categorisation: Properly categorise your products. This ensures they appear in relevant search results and aren’t confusing for buyers.

A well-optimised data feed increases your chances of reaching the right audience and driving conversions.

4. Enhancing the Post-Click Experience

Your job isn’t done once users click on your ads. The experience they have on your website plays a crucial role in conversion, so give your site a quick health check:

  • Website Speed: Ensure your website loads quickly. Slow loading times can turn potential customers away.
  • Landing Page: Create a clean and user-friendly landing page. Make it easy for customers to understand your products and entice them to take action.
  • Cart Behaviour: Simplify the checkout process. A streamlined cart experience reduces the chances of cart abandonment.

Remember, seasonal periods are when shoppers are ready to spend. Your website needs to provide a seamless experience that encourages them to complete their purchases.

5. Start Early for Optimal Results

Starting your preparations ahead of time is essential. Building, testing, and iterating your campaigns take time. And remember, the sooner you start, the better prepared you’ll be for any unexpected challenges that arise as traffic and interest peak.

A successful seasonal advertising campaign online requires more than just the right tools. It’s about planning, organisation, and providing an exceptional user experience.

Don’t Miss Out on Key Seasonal Sale Opportunities

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