We recently caught up with our new Head of Paid Search, Ian Boyden, to discover his top tips for Paid Search success this Christmas and to find out more about his role.
I ensure our clients are receiving the best possible service from a PPC perspective, by doing the following:
Being able to achieve growth for the clients I have worked on over the last 5 years at ClickThrough. I have worked with many clients from day one and have taken great pleasure in helping them grow their SEM revenue substantially year on year.
I am also proud of how I have done that; I always aimed to make sure we achieved the best results possible in an innovative way. I love testing new ideas and building new tools to help clients achieve these results – for example, over the years, I have helped to develop our own internal forecasting tools which have helped our clients recognise the opportunity available on paid search.
Firstly, my motto over Christmas is to follow the traffic, not the conversions. Make sure your Christmas budget is planned on a daily basis based on the expected search demand rather than when the sales will happen. Following this rule has helped ensure our clients are maximising their impression share on key days when consumers are researching and resulted in record sales over the total Christmas period!
My second motto is to test, review and action. Don’t forget to keep this in mind over Christmas. Last year we tested a new line of ad copy for a client, between 21st and 25th December (to drive customers in store before the last orders weekend). This test actually resulted in a 9% uplift in CTR!
Start planning now! It’s never too early to start getting into the festive spirit…
Want to drive more e-commerce business this Christmas? Discover how our PPC management services can help you maximise your return on investment and boost sales this festive season.