Competition for website traffic from Christmas shopping customers is fierce since the return on investment is typically higher around this time of year. This competition will only increase as Christmas week approaches. There are several specific actions that you can take in your AdWords campaign to improve your visibility on Google search results pages.
1) Use Efficient Keywords
If you have run a pay-per-click campaign in years past, look through your campaign’s history from November through December to find keywords that performed well for you, and use these again. Make sure to exclude any keywords that had a high spend-to-conversion ratio. You will want to spend your marketing budget on keywords that provide results instead of on highly competitive keywords that you will have to spend far too much on in order to rank well.
2) Increase Your Budget Or Set A New One
The average cost per click for keywords tends to rise around Christmas due to increased competition. Because of this, your normal budget is likely to be spent very quickly. Therefore, we recommend either increasing your normal daily budget, or creating a new campaign with a new budget to take advantage of the rush of customers with a high likelihood to convert.
3) Create Enticing Callouts
Callouts are a new ad extension available through Google AdWords, and are great for highlighting what makes your product or service unique or better than the competition. Do you offer a discount? Free shipping? 24/7 customer service? If so, include it in your callout.