Pay-Per-Click Advertising: Changing With the Seasons

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With the winter solstice nearly upon us and the holiday shopping season well under way, this is a good time to think about your pay-per-click (PPC) advertising campaign. Many businesses use Google AdWords and Bing Ads as part of their search engine marketing strategy. The ads you target by keyword appear on the search engine results page (SERP) in a shaded area. When someone clicks on your ad, they are automatically delivered to your website. Holiday shoppers are looking for things they don’t usually search for on the Internet. They’re typically looking for presents for other people. If your company sells products or personal services, this is a good time to boost or change up your PPC campaign if you haven’t already.

Consumers are also buying seasonal and cold weather products, from leaf blowers to snowboards to gloves to anti-freeze. They are heading to warm-weather vacation destinations by car, by plane and by boat. If you’re still running the same ads from the end of summer or you’re looking for some quick visibility for your seasonal sale, it’s time to make a change. Consider your most popular products, services and brands. Do some keyword research or ask your qualified search engine advertising professional to do it for you.

Some businesses have traditionally targeted Google searchers for their PPC campaigns, but many now use both Google AdWords and the Yahoo! Bing Network in their marketing efforts. While Google still holds the lion’s share of search, according to Yahoo! Advertising Solutions’ Blog, there are 83 million people using Yahoo! Bing Network as their search engine, and that number is growing.

The latest statistics from comScore indicate that although more people see and click on Google AdWords, the conversion rate of the Yahoo! Bing ad network is higher. WebProNews also reports that Yahoo! Bing Network ad click-through rates (CTRs) are 29 percent higher than those for Google AdWords. The Yahoo! Bing Network website notes that the average searcher in the U.S. is likely to spend 5 percent more than Google searchers. In other words, while the exposure on Google is higher, some advertisers find the higher CTR of Yahoo! Bing Network also worth their efforts.

As you ponder your business advertising strategy over a cup of cocoa during this wintery season, don’t neglect your PPC. You might be missing out on some holiday cheer.

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