How to Save Your Ads from Holiday Competition

September 9th, 2011

by Marcus Snyder

As crazy as it may seem, the holiday season is almost here. Right now, advertisers everywhere are getting ready to blast consumers from every angle, including online search campaigns. So, what does this mean for us?

The Skinny: It means that now is the time to optimize our campaigns to make sure that our ads aren’t lost in the impending barrage of our competitor’s campaigns. What has traditionally worked well in the past may not be good enough to compete during the holiday madness as the cost of bids are driven up, which can potentially push an ad’s page position down.

The Fatty: Saving a campaign begins and ends with smart campaign management and optimization. Here are some things to watch out for as well as some possible resolutions:

1. Low Click-Thru-Rate (CTR)

  • Test multiple ads
  • Make ad groups more focused
  • Make ads more relevant to keywords and landing pages
  • Add negative keywords

2. High Cost-Per-Click (CPC)

  • Make sure landing pages are up-to-date and more importantly, make sure that they’re relevant
  • Revise ad copy – mention special offers and use call-to-actions
  • Lower bids
  • Add negative keywords

3. Low Traffic

  • Expand keywords
  • Increase bids to improve page position
  • Expand geographical targeting

4. Low Conversion Rate

  • Use dynamic text in ads
  • Revise landing pages to better match keywords and ad copy
  • Increase bids on well-performing keywords

Keeping a close watch on the performance of running ads and making the appropriate adjustments is essential to having a healthy campaign. By using the above tips you can give yourself the edge over your competition by maintaining or even improving your page ranking and staying visible to your target audience!

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