The holiday season is a retailer’s biggest reward and nightmare all at the same time. Increasing online exposure is vital to any retail business this time of year. Whether you have a holiday AdWords strategy, or not, here are some sure fire tips for you to amplify your Google AdWords campaigns for maximum results this holiday season.
1. Target Keywords that Produce ROI
Pause those keywords that aren’t producing sales/leads and only bid on those that are converting. You may be hesitant at first thinking that you’ll lose clicks, or that your boss will fire you for not bidding on a gazillion keywords. Well, here’s the thing… if a keyword doesn’t convert, then you’re wasting valuable budget bidding on them. Instead, bid on your top performers to maximize spend and conversions. You can always bid on the lesser performing keywords in January.
2. Observe Impression Share
Make sure you enable the columns that show Impression Share, ‘Lost IS (budget), and ‘Lost IS (rank). Look at the Impression Share (Impr. Share) column, if it’s low, then look at why – rank or budget. Half the time, rank will be a factor.
If rank is a factor, look at your keywords. How many are broad match and how many are below 1st page bid? To increase rank, change all broad matched keywords to “phrase” or [exact] match. Watch the cost of the exact match keywords. If the first page bid gets too high, then revert to phrase match. And, if the keywords have produced sales in the past, but now have fallen below first page bid due to holiday competition, up your bid. Get aggressive with it and see what happens.
3. Pause Low Quality Score Keywords
If the keyword quality score is a 4/10 or below, pause it. Unless, of course, the keyword is receiving sales. Poor quality keywords will just drive down that ‘rank’ factor.
4. Identify Visitor Search Terms
Under your Keywords tab, click on the ‘See Search Terms’ button. This report will show you the keywords that served your ad. Look at the click through rate carefully. Here you can target additional search terms and also negatives. It’s a great feature, use it wisely.
5. Rinse & Repeat
Any AdWords strategy is never a set-it and forget-it technique. Analyze your keywords at least a few times a week for best performance.
Give these tips a try this holiday season. Happy Holidays!