Striking while the iron is hot and capitalising on market trends is one of the guaranteed ways of making sure that your online marketing strategies are successful in Singapore. Over the years, we have realised that holidays have a significant impact on marketing and sales. Research shows that 20% of all retail sales are recording during the holiday season.
To capitalise on the upcoming season, you need to modify your marketing approaches and strategies. One area in particular that needs to be tweaked is your PPC. 5-10% of PPC visitors are more likely to purchase your products than organic visitors from search engines and holidays provide excellent opportunities to convert web visitors into customers.
Here are the changes that you need to make on your PPC strategy in preparation for the upcoming holiday season.
Create a Brand New Campaign Specifically for the Holidays
A new campaign that is specifically designed for the holidays will help you to capitalise on keywords that people use to search for information related to your niche at this time of the year. The campaign will also help you to transition from the holiday season to post-holiday season with zero disruption. Note that you can also use the same campaign next year or make several changes to conform to the trends.
Analyse Last Year’s Records
This point is not applicable if it’s your first time coming up with a PPC campaign for the holiday season. But, if you have done it in the past, it is imperative to look at the results to know the specific areas of the campaign that need to be changed. Here are some of the key elements that you need to examine:
- Performance of keywords
- Overall conversion rates
- CPCs
- CTRs
Jot down any interesting trend that could give you an upper hand this year. For example, list down five keywords that can act as the nucleus of this year’s PPC campaign and build on them. As you analyse the data, keywords that underperformed should be scraped off to pave the way for more profitable keywords.
Leverage Holiday Modifiers
The analysis will help you to identify keywords that you should focus on the most. However, you need to go an extra mile and adjust your ad copy by adding special holiday modifiers. One of the easiest ways of doing this is adding a holiday-related keyword phrase to your existing top performing keywords. For example, you can use “holiday deals on vacuum cleaners.”
Get Insights from Google Trends
Google Trends will help you to know how customers respond to various holiday related phrases. Use the results alongside Google Keyword Planner to get credible insights on how to adjust your ad copy to connect with more holiday shoppers.
Add Discount-Oriented Keywords
The first thing that you need to note is that holidays are synonymous with discounts and deals. You can increase your CTR and customers by using discount-oriented keywords. Here are six common deal modifiers that you can add to your keywords.
- Black Friday
- Coupons
- Save
- Specials
- Discount
- Promotions
Google Trends can help you to know how the target customers interact with the various keywords. Make sure that you backup your offer with real discounts on the products featured in the ads. Otherwise, you will compromise your CPC and conversion rate.
Use Time-Sensitive Offers
Incorporating urgency in headlines has been proven to spur engagement. Time-sensitive offers are widely used to create a level of urgency, especially in holiday PPC ads. Ideally, the discounts are only available for a limited period. Rest assured that if the offer makes economic sense to the target customers, they won’t hesitate to make a purchase outright.
Finally, consider hiring a reputable search engine optimisation company in Singapore to help you do keyword research and create ad copy. Their expertise and skills will significantly boost your sales throughout the holiday season.
