| With Christmas approaching and the amount of | | | | and it takes less time as you get multiple items |
| people shopping online, we thought we would give | | | | with one purchase. This is what every shopper |
| you a few tips to make the most of your pay | | | | wants, so give it to them! If you need ideas on |
| per click marketing efforts. | | | | what to bundle into your offers, go to Amazon, |
| | | | look up an item you want to put into a "special |
| 1. Set A Budget - Daily, weekly or monthly | | | | offer" and they tell you what the most popular |
| amount you are willing and able to spend. If you | | | | other items people bought, it is a great starting |
| have been running AdWords campaigns during the | | | | point for ideas! |
| year, take the data (ROI, conversion rates etc.) | | | | 5. Online = Easy - Take a step back from trying |
| you already have to make your budget decision a | | | | to sell the product for a minute, what do your |
| little easier as this part of the game is normally a | | | | customers want at this time of year? They want |
| major stumbling block for most small business | | | | to avoid overcrowded parking lots and |
| owners. If you are unsure, start small, observe, | | | | department stores so ease and convenience |
| learn, upscale or make changes. | | | | would be a good angle to sell. The easier you |
| 2. Start With A Small Net, Then Expand - | | | | make it for a prospective customer to buy |
| Normally I like to start a campaign by limiting the | | | | something from you, the better! Entice them with |
| AdWords network to search only. You will | | | | the ease and convenience by offering them things |
| normally always have better conversion rates | | | | like, free shipping, discounts for ordering online, |
| from the search network due to the traffic being | | | | easy options for them if they need to return an |
| of a higher quality. When you feel you are ready | | | | item or tell them how many steps it takes to buy |
| to upscale the amount of money you are willing | | | | something from you, I personally love this one! |
| to spend to get more traffic, set up a new | | | | 6. Track & Monitor - If you are using any |
| campaign that is only targeting the content | | | | type of PPC platforms, eg Google Adwords, |
| network and start optimising the campaign to get | | | | Yahoo/Bing Search Marketing or Facebook to |
| the highest ROI you can. | | | | drive traffic to your website you need to some |
| 3. Think Outside The Box For Your Keywords - | | | | type of tracking system in place to measure |
| To try and keep your keyword CPC costs to a | | | | outcomes and visitor user patterns. Google |
| minimum try and think of long tailed keywords | | | | Analytics is one of the most popular options as it |
| and common typos in keywords that your | | | | is powerful and FREE! |
| competitors may have overlooked. For example, | | | | 7. Content & Call To Actions - Let's face it, |
| pre-Christmas sale; post-holiday sale; black Friday | | | | you can have the best product in the world but if |
| deals; holiday fragrances; holiday gifts for her/him | | | | you do not make it drop dead easy for your |
| etc. Please note that you should not base your | | | | customers to buy your products you are flushing |
| overall AdWords strategy on these, to be | | | | money away on PPC. Ensure you content is easy |
| successful at AdWords you need to include a | | | | for your customers to navigate and gather the |
| mixture of expensive but high volume keywords | | | | information they need and the call to action links |
| and cheaper but low volume keywords. | | | | buttons stand out from the rest of the page. |
| 4. Bundle Related Products & Services - | | | | Testing the layout of your landing pages is a |
| Christmas shopping is stressful, so make it easier | | | | great way to ensure you are getting the most |
| for your customers. Let's look at gift hampers, | | | | out of every visitor to your website, we |
| they are always very popular around this time of | | | | recommend using Google Optimiser for page |
| year. Why? The more you can pack into an | | | | layout testing. |
| offer, usually the easier the sale because the | | | | Hope these help your pay per click marketing |
| customer has a higher perceived value for money | | | | over the Christmas holiday season. Thanks! |