Welcome to the Best SEO Podcast! Ep. 546
The Best SEO Podcast by Bestseopodcast.com Having 1st aired in 2009, with over 3.6 million downloads in 100+ counties, “SEO Podcast, The Best SEO…
Paid Search & Ads
10 Tips for Your Holiday PPC Campaign by Kelsey Jones #344
Holiday PPC campaigns require reviewing last year's data, increasing budgets by at least 50 percent, using festive ad copy, enabling dynamic remarketing, and automating rules while still monitoring spend closely.
Key takeaways
- Review historical AdWords data from prior holiday quarters before spending a single dollar on new campaigns.
- Expect to at least double your PPC spend, or increase it by a minimum of 50 percent, during the holiday season.
- Ad copy and landing pages must match: if the ad says Black Friday promotion, the landing page must show one.
- Dynamic remarketing shows visitors the exact products they viewed, which outperforms generic remarketing ads for retail.
- Automate campaign rules in AdWords or Bing to save time, but still schedule regular monitoring sessions during peak season.
The holidays is the wrong time to try and institute a kind of set it and forget it PPC policy.
About this episode
Is your PPC campaign ready for the holidays? Tune in as Chris and Charles help you create an effective PPC campaign with everything from proper holiday budgeting to preparing for an increase in mobile traffic.Presented by BestSEOPodcast.com (The Best SEO Podcast)Having first aired in 2009, with 3.6 million downloads in 100+ counties, “SEO Podcast, The Best SEO Podcast has become one of the longest running and most…
Questions this episode answers
When should I start my holiday PPC campaign?
According to the episode, the holiday season kicks off in October, and Google found that 26 percent of shoppers start before Halloween. The hosts say that if you have not started planning by then, you are already behind and should be executing, not still planning, once the season begins.
How much should I increase my PPC budget for the holidays?
The hosts say to expect to at least double your spend or increase it by a minimum of 50 percent. For example, a 3,000 dollar monthly budget should be prepared to reach 6,000 dollars. They also recommend spending the budget in shorter windows so you can identify non-performing keywords faster.
What ad extensions should I use during the holiday season?
The episode highlights four extensions from Kelsey Jones at Search Engine Journal: site link extensions to give visitors navigation options, call extensions so mobile users can call directly, location extensions for physical stores, and review extensions to show top reviews on the search results page before a click.
Why is dynamic remarketing better than generic remarketing for e-commerce during the holidays?
Generic remarketing shows a broad brand ad, which the hosts say is better suited to service providers. For retail, dynamic remarketing shows the specific products a visitor already viewed, making them far more likely to return and convert. The hosts recommend starting with your most profitable products first.
In their words
The holidays is the wrong time to try and institute a kind of set it and forget it PPC policy. Ain't going to work. Dedicate some time to it.
Charles Lewis
to build an effective PPC strategy, you must understand your audience's behavior, focus on keywords, messages, and the dates that are relevant during the holidays.
Host
Terms defined in this episode
- Dynamic Remarketing
- A paid ad format that shows visitors the exact products they previously viewed on your site, rather than a generic brand ad, available through Google AdWords, Bing, Facebook, and Pinterest.
- Shikos
- An eWeb-branded term for social engagement that stands for shares, likes, and follows.
- Site Link Extensions
- Additional lines of text or links shown beneath a search ad on the results page, set up inside AdWords as extensions, that direct users to specific pages of a site.
- Algorithm Cataclysm (Algo Cat)
- A recurring segment on the podcast where the hosts discuss Google algorithm updates; in this episode they cover how Panda is now part of the core algorithm and demotes thin or low-quality content pages rather than issuing manual penalties.
Full transcript is being added.
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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