The holiday shopping season is in full swing. Even though the rush of Black Friday and Cyber Monday are over, there are still online sales to be made. With at least three weeks of online shopping time! During this time, it’s easy to find lists of what you should do with your PPC campaign. It’s important to remember what you shouldn’t do too. Here’s a roundup of things to avoid doing with your PPC campaign during the holiday season.
Neglect your daily spend.
Google has recently made the unwanted adjustment of allowing your account to go over-allocated daily spend. As much as double! While they state that they will look to even this spend out over a 30-day time period to make up for the overage, many holiday campaigns are not set up to last that long. Given this, keep a very precise eye on your spend. Set a reminder on your calendar to check your spend and conversion levels. If it is too high, you may need to dial back your spend levels.
Use the same ad copy all holiday season.
Be sure to switch things up. Even if you are keeping the same holiday offers, make sure you test out and change up ad copying. “Always be testing” is an important saying to PPC managers and this is especially true during the holidays. Make sure you are testing numbers, hooks, geography and other applicable factors in your ad copy throughout the weeks leading up to the holiday season.
Have your landing pages not reflect your holiday offers.
So you do the work to get the click, yet your bounce rate is extremely high. Why? Your ad copy likely doesn’t align with your landing page. Always match query intent to content. If you have a holiday sale of 20% off going on a specific product, make sure that is reflected on the landing page.
Ignore your Google Merchant Feed.
For those using Product Listing Ads, be sure to push the most recent feed with the most accurate product attributes up to your Google Merchant Center. You want to be sure that size, color, price, make, model, are as accurate as possible.
Retargeting is a great tool to use for reinforcing your brand and creating additional incentives to past users. Be smart about your hook and offer to get them to revisit. Additionally, make sure you pay attention to impression caps. Consumers are being bombarded with ads during the holidays, use impression caps to make sure you are being appropriate and not doing any brand damage.
Maximize the most of your holiday promotions and marketing spend by avoiding the above common mistakes in AdWords campaigns. Best of luck!