The festive season may still be four months away, but in search engine marketing it’s always good to capitalise early on seasonal search, according to an article published by Search Engine Watch.
Popular product categories receive an increase in searches earlier in the run-up to Christmas, there are some high levels of gift research on search engines during the summer months and expected spikes in search activity during holidays don’t always come to fruition.
SEW has produced a number of things search marketers can do to capitalise on these particular insights:
PPC Ad Extensions can be used as an advantage: More specifically, Google AdWords has two extensions that allow this to work. The first, Sitelinks, allows extra inline links to be inserted underneath the primary link in the ad. This means that when consumers are making the rush to buy your product, you will be able to inform them of other offers in that same ad.
Seller ratings is the other great extension, catering to the demand for reviews on products and customer service – good ratings will reinforce a positive image.
Be competitive – Although costs in PPC marketing are rising, there is an advantage to be had for those who move quickly. For example, if the particular product category you specialise in sees a holiday rise in October, you can be active before then (there will always be early shoppers). Ad copy catered towards an upcoming gifting occasion could give you an advantage over competitors.
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