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Preparing your PPC Campaigns for the January sales

shutterstock_1440645788With Black Friday a dim and distant memory and Christmas almost upon us, for those in retail it’s time to switch your focus onto the next major period of sales; the January Salesc.

Recent surveys conducted by Barclaycard indicated that not as many adults nowadays see the January sale period as important as they once did. This could be down to the fact that many retailers now have discount offers throughout the year making the New Year sales less important.

However, even with the results of this survey the January sales are still a crucial time for businesses but with competition stiff, you need to make sure that all of your PPC campaigns are targeted and focused to get you ahead of your competition and to maximise your return on your investment.

Here’s a few top tips to help your New Year sales have an extra boost.

Do your research

The greatest knowledge you have is your data for the same period last year. The data you will have collected will be invaluable as it will let you see just what works and what doesn’t. You can use the information to tweak your campaigns and make the most of the January sale period this year. Make sure your goals are set and that you use all of the tools available to ensure you make the most from your budget. To find out more about Google Analytics follow the link: https://analytics.google.com/analytics/web/provision/#/provision

Be ‘Dynamic’

With people constantly creating new search terms it’s almost impossible to predict what users will do next. However, Dynamic Search Campaigns (https://support.google.com/google-ads/answer/3249700?hl=en) will help you stay ahead of the curve by capturing the traffic that is still relevant to your business but would have otherwise been lost. But do be careful, if a Dynamic Search Campaign is setup incorrectly it can burn through your budget without any return. If you are unsure use the services of a digital marketing agency who will be well versed in how to set campaigns up correctly and will give you expert professional advice to help you get the best return on investment.

Let Google helpshutterstock_331854239

Google Smart Solutions will help you get the best from your campaigns, but it isn’t perfect. Make sure you keep on top of your campaigns and use features such as ‘Seasonality Adjustments’ and ‘Smart Bidding’.

Review, review and review again

Probably the most important aspect of any campaign is to review it. You do need to let the campaign run but monitoring its progress and tweaking along the way will help ensure you stay on track. This way you can ensure that your budget is not eaten up by a campaign that has been set up incorrectly or for using keywords that are driving users to your site incorrectly.

And finally, if you are selling items online make sure your check-out process is not only easy to use but that it works smoothly and lets your visitors buy what they came to your site for in the first place.