Launching a PPC Campaign during the Holidays
-
Hi Mozzers-
I have a client who is interested in running a PPC campaign. We are all setup to go...Here's my dilemma.
The client provides moving services - household and commercial.
I'm torn whether or not to launch the campaign during the holidays.
Pros:
We're not paying for impressions so it won't cost us any more $$.
Cons:
It probably won't show the best outcome over December - clicks/conversion.
Thoughts? Pull the trigger and launch or wait until January?
Thanks!
LHC -
Yes, it's really awesome. You will love it, trust me. I'm glad I could help.
-
Thanks - Excellent point about remarketing.
-
Client is "in the business" so should not be tapping his toe for holiday customers.
However, it will take you a while to get this campaign set up, experiment with bidding, get multiple ads working, discover negative keywords... I would attack. Some people looking to move soon will be doing research.
-
I agree that you should run the ad. The holidays should not affect you CTR. If they are searching for that topic they are in the moving mindset not the holiday mindset. You just might not get as many hits as you would for summer but you are still getting at your target audience even if it is a smaller group.
-
Hi Lisa,
According to Google Trends, 'moving services' topic is hot in the middle of the year. Nov-Jan is the slowest time for this industry, but it doesn't mean you won't generate qualified leads. The amount of leads may not be as high as middle of the year, but it's not a reason to say no. If it's ready to go I would definitely start the campaign right now but make sure you use Adwords remarketing technique. It's almost holiday time so people will try to do research right now but they may not be ready to pull the trigger. Remarketing will allow you to follow them online for another month or two (or more). Once the holiday time is over they will still remember about you
It's a win-win.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Huge Drop in Shopping Campaigns clicks
Anyone else experiencing a huge drop in impressions/clicks? we noticed on Friday a sudden drop with impressions/clicks on multiple shopping campaigns which have been running very successfully for a number of years, we have checked merchant centre for any errors or warnings, also checked our feed everything looks OK apart from the extreme sudden drop. All our search campaigns are performing as normal, our natural rankings are also perfectly normal, just affecting shopping campaigns, we cannot figure out why. Anyone else seen any extreme changes with shopping campaigns recently? We are based in the UK
Paid Search Marketing | | Haz0 -
PPC CPC Increase after Website Speed Issues Were Addressed
We recently moved our hosting provider over from WPEngine to Site Ground. We increased our page speed scores from D/F to a B this past week. However, we noticed an increase in our PPC cost per click due to the website speed being slower... we cannot figure out why this would happen. Has anyone else experienced something similar? A PPC landing page we have is---> https://www.medicarefaq.com/medigap/plan-a/
Paid Search Marketing | | LindsayE0 -
Correlating Form Submissions to PPC vs Organic - COA
I currently don't use a landing page model. From either Adwords or Organic you reach our site, find the event product that appeals to you, and then fill out the form. I need a way to determine which of those form submissions came from Organic Vs Paid so I can calculate my cost of customer acquisition (COA). Via Google Analytics I can see that X amount of Organic were submitted and X of Paid. If I get 5 submissions in one day there isn't an efficient way to correlate the form submissions to the medium. Any suggestions on an attribute method that would help me sort out COA?
Paid Search Marketing | | fireflyevents0 -
PPC sessions being counted as organic in GA
I am coming across a very frustrating phenomenon in one of my PPC campaign reporting. In short: I believe that GA is counting some of my PPC sessions as organic (not provided). Has anybody come across this before? I believe they are being counted as organic because of the following: the website is brand new and does not rank for anything but their branded terms the few keywords showing up in GA are the terms we target our PPC towards the amount of sessions of Paid Search (in channels) and AdWords sessions don't match up (The number of actual PPC clicks is substantially higher than the Paid Search sessions) PPC clicks and sessions don't even match up in the AdWords part of GA GWT shows 0% CTR for any non branded terms Tell me I am crazy, but I really don't think I am. I just don't have the hard evidence to back it up. Any help is greatly appreciated.
Paid Search Marketing | | Rebecca.Holloway0 -
Is this PPC claim true?
I want to optimise our marketing spend and was concerned about the high conversion rate of one of our products. When I suggested stopping PPC I was offered this advice: 'It is vital to keep spending on brand terms to prevent competitors bidding on your brand terms and taking the top positions' This this true and if so why would anyone want to bid on our brand terms?
Paid Search Marketing | | FBS1 -
PPC for a music shop - advice
Hi, I'm pretty new to this but I'm doing my best, so I've created a few campaigns such as 'Guitars' and 'Drums' and started to add keywords to each one such as 'buy guitars online' etc would it also be wise to add brands to this campaign? or should I create a completely different campaign focusing solely on brands? What would you recommend? Thanks, Dan
Paid Search Marketing | | Sparkstone0 -
How do you assess PPC ROI?
I thought this would be pretty straightforward, but I'm trying to put together my first PPC ROI spreadsheet and it's turning out to be much more complicated than I had anticipated. Would anyone be willing to tell me what you look at to determine the return you're getting on PPC -- and if you're using AdWords and Analytics, what screens/reports you rely on? It seems to be more complex than simply comparing Paid Search Revenue to spend ... but I could be overcomplicating things.
Paid Search Marketing | | CMC-SD0 -
Facebook PPC - Number of Clicks According to FB Different Than Visits in Analytics?
Hi There So I was trying out my first FB ads with a client. I see according to FB there were 105 clicks. But according to google analytics there were only 69 visits. I am counting visits from facebook.com and apps.facebook.com Any reason for this discrepancy, or any tips? Am I missing something? Thanks! 687sfgMVaE 1j56Pm7nD
Paid Search Marketing | | evolvingSEO0