Well, Thanksgiving is over and it’s time to move on to the next holiday. Whether you’re celebrating Christmas, Hanukkah, Kwanzaa, or Festivus this year, chances are things are going to get pretty busy for you if you’re running a retail-oriented pay per click campaign this season. You’ve probably already seen an uptick in your PPC traffic as people start looking for things to buy for their loved ones, and hopefully you already have your campaigns optimized, your budgets increased, and your keyword bids set for top positions as the clicks start rolling in.
But, if you’re a little late to the game, I’m going to share a little pro tip that could help you supercharge your e-commerce efforts. There are two magic words that should be in every retail PPC account this time of year:
That’s right. People aren’t just going to be searching for your products. They’re going to be searching for gifts that fit a certain theme. Now, I’m not suggesting that you bid on those words alone. That’s going to get you a crazy amount of traffic that you may not be able to afford. But, I strongly suggest that you figure out what theme your products have, and add in “gift ideas” as a qualifier. Do you sell sports apparel? Try bidding on “texas longhorns gift ideas.” Art supplies? Try “artist gift ideas.” Nature guidebooks? Why not “hiker gift ideas”?
The idea is that people are going to be searching for that perfect gift for someone, and may only know a little about what interests them. You’ve probably been in this situation. What do you get for a distant relative when all you know about her is that she likes baking? Time to hit up Google for some ideas. Thousands of people are going to be using this process in the next month, so make sure to gear your PPC campaigns to take advantage of it.
You might even try reaching out to wider categories if you think your products are appropriate. You could try “teenage girl gift ideas,” “grandfather gift ideas,” or even “firefighter gift ideas.” Just think about what kinds of people might like to receive your items as gifts, and you could open up dozens (or even hundreds!) of keywords that could bring in sales.
Also, don’t forget to modify those text ads! Your best bet is to create new ad groups to contain each gift recipient category, and make sure each ad group contains text ads that mention the kind of person or gift idea category you’re trying to target. Use that ad text to sell searchers on why your items are a good gift idea for the kind of person they are searching for. With a little luck and some savvy PPC optimization, you could bring in a lot more sales from traffic you didn’t know was out there.