April 17, 2023
With a successful four day bank holiday in our rear view mirror and another handful on the road ahead, it’s time to shift focus and treat bank holiday weekends as mini cyber weeks! With more 4 day working weeks around the corner in May surrounding the King’s Coronation, our Senior Paid Performance Manager, Jess, has pulled together her top tips for maximising short peak periods with PPC…
Get your message out there
It may seem obvious but shout about your promotion in your responsive search ads. Make sure to have a variety of headlines and descriptions promoting your offer and pin these into positions to ensure they show to the user. Having multiple headlines and descriptions will appease Google’s ad strength ranking whilst giving you valuable information on what engaged your customers the best.Create urgency
Don’t just tell your customers about your promotion, make sure they know it won’t last forever. Create urgency to buy now with countdown ads, counting down to the sale end date and time, these can be used in ad headlines, descriptions or site-links to encourage users not to delay.Maximise your real estate on Google
You want to take up as much space on the Google SERP page as possible, this will not only push your competitors down the page but also make your business look more important and informative. To do this make sure that all available ad extensions are being utilised and create promotion specific messaging in sitelinks and promotion extensions, this will give Google the best tools to combine and test a great ad!Push performance with Performance Max
As we all know, P. Max campaigns also utilise Search, so make sure that if Google is showing the search assets that they’re also up to scratch. Create sale specific asset groups with dedicated imagery, headlines and descriptions, this will tap into the Display and Search aspects of the campaign. Use custom labels in your feed to segment products by sale or full price or even those featured in your promo. This will then allow the products to be shown alongside your sale copy.It’s not all about Search campaigns
An oldie but a goodie, make sure you’re using Merchant promotions whenever you can. Our conversion rates are always higher on Shopping than Search because the ad gives users more information on the product before they click through to the site. So imagine how much your conversions will increase if customers can also see what offers are available on the product they’re viewing specifically. If you’re running multiple offers, use promotion ID’s to label up your products to the strongest promo.
Get your traffic in early
Similarly with cyber week, we want to make sure your business is in front of people researching products ahead of a known promotion time. With a culture of bank holiday promo’s, savvy customers will be researching their soon to be purchases well in advance. These customers can be retargeted through Display, P. Max or Search once the promotion has gone live to secure your sale. Increasing budgets to capture this traffic is important ahead of the go live date.Keep the traffic coming
Another tactic to increase your visibility for those users Google deems higher up the buying funnel is to lower your ROAS targets over a promotion period. This will open the algorithm up to more customers and get your message to a wider audience, users who may have been hesitant to purchase before are more likely to convert when there’s a time sensitive promotion live.Keep it cohesive
Make sure your site messaging matches your ad copy. There’s nothing more confusing for a customer than being lured onto a site with the promise of a good deal just to be ghosted on site. Create an image banner for your homepage that showcases your offer as well as strapline banners that remain on the site as the user browses different pages, this reminder of a good deal will build confidence and result in more sales.
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