The holiday season is right around the corner, and lots of folks will rush to their local shops online to find the best deals for getting Christmas presents. If you want to boost your sales on Amazon, this could be a great time for you!
Take advantage of the hype and get your PPC campaigns ready. Setting up your ads is more than defining your budget and it doesn’t run just like that. There are a few elements that you need to consider to plan an effective advertising campaign and make your Amazon store stand out.
In this blog, we will go over everything you need to know to strategize your holiday PPC campaigns to ensure a successful festive period for your business.
Target the Right Audience
You need to determine who your target market is and what their needs are. Once you establish your audience, you can create ads that are targeted specifically to them. This will help ensure that people who see your ad are more likely to be engrossed in what you have to offer.
You can’t just target everyone! Look for a specific audience that resonates with your brand because those people are more likely to convert into customers. To know more about your target audience, start by taking note of your competitors and see who’s most likely to buy their products, audit your social media following and look at their demographics, review your business analytics, and define who you shouldn’t target.
Once you’ve figured out who your audience is, it’s time to shape your ad copy. Your ads should be focused on what matters most to them—the benefits of using your product or service rather than the features. Having a well-optimized ad will help increase clickthrough rates and decrease cost per click.
Prepare the Right Keywords
Running a PPC campaign can be very challenging, especially during the Christmas season. You have to carefully analyze which keywords to bid on, and how much you will be willing to pay. Testing different variations of keywords is an effective strategy for getting more clicks on your ads because this will affect how your ad will perform.
When launching a holiday campaign, it’s essential that you find opportunities in holiday-specific keywords. People are most likely to search for terms about Christmas or the holiday and are looking for gift ideas, decorating items, and other variations on those themes.
You can try using this format for long-tail keywords: (keyword 1) + holiday. For example, “boyfriend gifts for Christmas” or more specific products like “home decor for Christmas.” Try adding more terms until you get a feel for what works best for your audience.
Remember that you want to keep your ad relevant and interesting for the people who see it. You don’t only want them to look at your ads and click them, you need to make them buy it!
Do Topic Targeting
Your campaign ads should target topics that are interesting and relevant to your target audience. For example, if you’re selling video game accessories, consider targeting topics about popular video games, video game collectors, gamers, or gaming in general. You can also create custom audiences from past click-throughs or purchases on Amazon.
When you choose a topic, you’re telling Amazon that you want your ad to be shown to people who are searching for things related to that topic. This is different from keyword targeting, which lets you choose keywords that users are typing into the Amazon search bar.
Your audience’s shopping behavior can change due to what’s popular, so always monitor the latest holiday trends in your industry. Most of the time, customers have a specific gift in mind for the holidays, but they tend to look for options. That’s why successful topic targeting allows you to target users who are not yet aware of your product but might be interested in buying it.
What’s your next step?
In a nutshell, now that you know how to plan the right keywords, identify your target audience and target relevant topics that interest them, it’s time to get your PPC campaign optimized this holiday season!
If you follow these tips and strategies that we’ve outlined above and keep an eye on your campaign’s performance as you go along, it’ll help you boost your click-through rate and overall conversions for this busy time of year.
Need more help with your PPC marketing? Contact us today at ericpaul@generationecom.com or visit us at generationecom.com.
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