I have seen many experienced PPC managers running into trouble when they are asked by their clients to create campaigns on seasonal promotions, whether they are for Christmas, New Year, Valentines, or Easter holidays. They are PPC experts in which I have no doubt in their marketing expertise and techniques. All they seem to lack in common is that they do not know much about the products they were trying to sell. Here are the key points in creating and running a successful seasonal campaign.
PPC campaign managers must be given sufficient time in preparing the setup of their seasonal campaigns. Preparation should always be a key to success, whether it is physically setting up the campaign, or mentally prepared.
Often PPC experts have limited knowledge about the seasonal products in which they will be advertising on their newly set up paid search marketing campaigns. Their clients are the people who know the products really well, though they often have limited knowledge on paid search advertising. Being able to constantly communicate with their clients will help them in understanding the products in depth.
Seasonal promotions often do not last long – a month, a couple of weeks, a week, or even one weekend. PPC managers are often given a pre-defined budget for their seasonal advertising campaigns without any additional backup budget in case it runs out long before the promotion is to cease. This is simply because there are too many unpredictable factors to affect the speed of spending when running a seasonal project. Some seasonal products can be over-demanded and some can be under-demanded. In the case of under-budget, the clients will miss out great selling opportunities. The best practice is to always have a backup budget plan to replenish the original pre-defined budget.
Advertising for a new seasonal product is like entering an unfamiliar territory. Before advertising for seasonal products, PPC experts should always conduct an in-depth keyword research. Another reason is that in the world of PPC, keyword popularity can change from year to year and even from month to month.
You can use either free and paid SEM keyword research tools for your keyword research.
In this very competitive world, you can never underestimate competitions. Your client may want you to create a seasonal PPC campaign because his product is up for a seasonal product. The competitor of your client may often do the same. Sometimes the failure of a campaign like this should not be the fault of the PPC manager. The competition may be at the same time offering a seasonal product which is more compelling to the consumers. Indeed, your client needs to always be on top of his game. He is the one who knows his market and industry so well that he should conduct sufficient competitive analysis before making important marketing decisions.
Google Insights for Search is a free tool for you to get some traffic information about your competitors.
Also, PPC in 2007 is becoming more competitive. So without following the check points above, many seasonal PPC campaigns will run into trouble retaining a good ROI.