5 Festive Retail PPC Tips
09/12/2013, By Tom Preston
Advent calendar chocolates are being eaten, Christmas jumpers are emerging from wardrobes and the streets are crowed with shoppers. It’s that time of year again, so here are some last minute tips to make sure that your retail PPC accounts are in great shape for the festive season.
Tip 1: Product Listing Campaigns
Google Shopping is increasing in importance by the day, so it’s vital to make sure that your Merchant Centre accounts are in tip top condition. Things to watch out for include:
Broken destination URLs
Missing attributes (colour, gender etc.)
Long product titles
Missing or invalid IDs & GTINs
A well maintained Merchant Centre feed is also the first step to running dynamic remarketing campaigns, making it even more vital to keep things running smoothly.
Tip 2: Landing Pages
Relevancy is key for landing pages, so if your keyword is for “reindeer Christmas Jumper”, it’s best to get the searcher as close to your reindeer jumper range as possible. Once you’ve done that, here are a few tips that can help to turn browsers into buyers:
Default sort states. If you stock products over a wide price range, make sure that your page is sorted from low price to high by default, to avoid putting off those looking for a bargain.
Highlight the most popular product variations – if blue reindeer jumpers sell better than red ones, send visitors there first!
Keep on top of out of stock products. There’s nothing worse than a wasted click – check on a regular basis that all of your landing pages are live and that you are only promoting available products.
Tip 3: Review Extensions
The new review extension format is an ideal way to stand out from the competition. Use these to place review quotes from external sites directly below your PPC ads, to give your products that extra seal of approval and help sway the undecided buyer.
All you need is a link to the review and a quote of up to 70 characters, and you can end up with persuasive ads like the one below:
Tip 4: Ad Copy
Festive puns and imagery can be a great way to create warmth towards your brand and highlight the amazing gifting potential of your products. At a more basic level, make sure that your latest promotions are reflected in your copy (particularly important as January sales begin), and that there are no lingering Autumnal ads waiting to spoil the party.
Christmas is also a great time to experiment with dynamic ad copy using AdWords scripts. The simplest of these is a countdown of the days and hours till Santa arrives, updated in your PPC copy in real time. Perfect for building anticipation for the big day, and stirring people into action when there’s only a week to go!
Tip 5: Budgets
Christmas brings out the shopper in all of us, so be prepared for an influx of traffic from your AdWords account (especially if you follow the tips above!). To avoid missing out on crucial sales, check all of your daily budgets at campaign level, and your overall account budgets, to make sure that you don’t go offline as Yuletide fever reaches its peak.
Hopefully these ideas will help make your PPC Christmas extra merry, and get your online New Year off to a perfect start!