Christmas PPC Campaigns
We all know the Festive Period brings an increase in consumer spending. What with present buying, Christmas dinners and decorations, the retail industry benefits from increased sales throughout November and December each year. In 2011 John Lewis & Waitrose, Debenhams, Poundland and Boots (to name only a few) all reported a 4-6% growth in sales in the 5 week period leading up to Christmas. As a consumer, this growth is noticeable the minute you step on to the high street by huge crowds, a sudden lack of personal space, long queues and empty shelves. But how does Christmas affect ecommerce and how should your PPC campaign respond? Take an ecommerce client example: Last year they ran their campaigns as usual, making no changes for the Festive period. The results were a rise in both clicks and conversions in line with typical shopping trends. This demonstrates the potential that Christmas offers to ecommerce as well as shopping centres. During 2012 Search Laboratory have taken over the account and after noticing the Christmas growth last year, implemented PPC action to better target this period. Festive ad groups with Christmas keywords and ad texts were developed, where bidding and performance could be closely monitored. The results speak for themselves: Clicks (YoY Comparison – 2011 vs. 2012) In 2011 there was a peak of approximately 5,000 clicks on 12th December, with nearly 200,000 clicks over the entire period (1st September 2011 – 31st December 2011). In contrast, the peak for 2012 has seen almost 11,000 clicks on a single day (interestingly earlier this year; 2nd December) and a total of 275,000 clicks to date (11th December). ConversionsÂ (YoY Comparison – 2011 vs. 2012) In 2011 there was a total of 9,500 sales over the period, with 240 sales on the peak day. The peak day for 2012 saw 540 sales on a single day and to date there have been approximately 19,500 sales. It is clear from the stats that a Christmas focus appeals to customers and can really boost an accounts performance. So, what are the top tips for a successfulÂ ChristmasÂ PPC campaign?