Writing Effective PPC Ad Copy at Christmas

Christmas season is the time for buying online but you need to be smart about your tactics. For online retail sites, traffic is often 50% higher this time of year than any other time. If you aren't careful, your traffic (and ad spend) will raise significantly but it may not lead to sales.

Branding Issues

We often run PPC ads for vanity search terms throughout the year for branding purposes. This practice will often lose effectiveness *for product manufacturers* around this time of year.

Why?

It's difficult to say exactly but I can tell you one thing - we've noticed traffic on the terms go up sharply and the sales rarely follow. ROI drops sharply.

Remember, you don't need to spend PPC money on branding *if* you are #1 on your name in organic listings.


Reconcile Your Data

Example: You may drive more traffic and eventually sell more men's product than women's by a good margin.

Are men buying the men's product? Are you sure?

Christmas time in the fashion industry tends to show women searching men's terms and buying men's product.

So, why do we care? Ad copy, ad copy, ad copy...

Women shoppers have different hot buttons versus men. You need to check the invoices against your traffic and PPC data. Then, write multiple ads around all the hot buttons and refine it every day.

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