With holiday shopping revenue increasing yearly, there’s no doubt a smart business knows how to advertise their products and services to holiday shoppers. Ramping up your social pay-per-click (PPC) game ahead of this season may be what you need to ensure your slice of the holiday shopping frenzy. What does ramping up your game look like? Well, read on to learn more.
What makes Christmas a PPC holiday?
The holiday period and the time leading up to it is by far the busiest retail time of the year, with Kiwis collectively spending more than a staggering $3 billion on presents. That means that in this short period, the average New Zealander spends more than $600 on presents for those they care about in a very short period of time.
Indeed, from the 21-24th of December, Kiwis collectively clocked in more than 5 million transactions daily. The fact that most people don’t plan their present shopping months in advance, but usually hope to squeeze it in in the days before would indicate that a significant portion of those $3 billion spent in the holiday period are knee-jerk impulse buys rather than well thought out purchases. A well designed, social PPC campaign can put your top products in their social media stream.
What is social PPC?
If you get your products in front of the right audiences, and they click on your link to see more, or potentially buy it, chances are you’d be willing to pay a sum of money for it. So, in short, PPC, or pay-per-click, is paying for potential leads for business, by getting your products and services in front of the right people. This can be done on social media, or paying to scale the search rankings on Google, Yahoo, and other search engines.
So, who are the right people?
Well, that’s part of the legwork. Knowing who your target audience is and knowing how to communicate with them efficiently is key for the success of any online business – and requires a fair bit of research. Unlike a physical shop people can pass by, an online shop needs to work actively for potential clients to even know that it’s there at all. There are a number of different ways to do this, from SEO work to word of mouth to PPC, all aimed at getting more traffic into your business!
Know your audience, know where they hang out, know what they need, and know how they speak. If you’re selling over-sized inflatable unicorns, chances are you’re not targeting senior citizens on the radio. If you’re selling insurance policies, you shouldn’t be targeting teenagers on Instagram.
That said, the holiday season is a unique PPC time when people tend to buy things for others rather than themselves, so advertising the top toys for kids for young parents, or perhaps retirement cruises to adult kids of retired parents can be a winner.
Be helpful with your social PPC
“Stop selling. Start helping.” -Zig Ziglar.
It’s easy to lose track of your customer in the rush for the holiday period shoppers. Rather than focusing on the potential revenue your social PPC will bring in (although that’s important, too), try to focus on being helpful to all those Christmas shoppers who just want to buy gifts their loved ones will like, without spending too much time or money. Use social PPC to show people gifts their friends and family would love and close the sale by ensuring the order will arrive before the holiday.
Budgeting for PPC
PPC is a valuable tool for gaining leads and new customers, but it’s important to budget carefully to not overspend. PPC will lead to a lot of leads, many new customers, but only some new business. Online shoppers frequently abandon carts, click ‘x’ mid-checkout, and may realise the moment they clicked your link that they didn’t need your product after all. PPC is trial and error – it’s learning from your mistakes, doing your research, and honing your campaigns. With enough fine tuning, PPC can be a real revenue engine for your business but making sure you don’t overspend on it in the process is important, too.
Close the sale
Effective PPC campaigns will do you no good if you cannot close the sale. Indeed, it’ll do more harm than good as you’re still paying for the clicks through to your products, without the customers buying your products. Making sure your website loads fast, looks appealing, and is easy to navigate are important factors year-round. For the holidays, why not put more emphasis on your shipping policies, to put last-minute shoppers at ease knowing that your products will get to them before Christmas day?
Want advice on how to most efficiently plan and execute a social PPC campaign for your business this holiday season? Results First can help.