With Christmas make or break for retailers how can they make the most of their paid search budget in the run up to the big day?
In these ultra-competitive times the peak Christmas period can be make or break for retailers. With up to 40% of sales happening around this time, under performance doesn’t just harm your company, it could be fatal to your business.
Paid search is a proven way of delivering buyers to your website, but how do you maximise its impact, while minimising costs?
Based on Kour experience there are six steps to optimising your search engine marketing for Christmas success:
Last click attribution models undervalue the contribution of Facebook ads by up to 30% in cross-channel advertising campaigns.
The last click attribution model, which credits the last ad clicked before a sale or other conversion with all the value for that conversion, is still widely used to measure the contribution of advertising.
However, a recent Kenshoo study focused on Facebook advertising helps expose its weaknesses.
Google’s automatic migration to enhanced campaigns is swiftly approaching on July 22, 2013. Any existing PPC campaigns will be automatically moved over to the new format.
If you don’t implement a planned migration there’s a risk you could be wasting budget and not getting the most out of your search advertising.
For those advertisers who remain unsure: the essence of enhanced campaigns is that instead of advertisers having to duplicate their effort by managing multiple campaigns in order to target individual devices (desktops, tablets and smartphones), Google has introduced a streamlined format to manage multi device targeting within a single campaign.
Online advertisers are generally seeing more sales coming through from desktops and laptops than mobile phones. But that’s not to say mobile clicks are not valuable.
Instead, advertisers need to use alternative ways to measure the contribution of mobile devices to overall paid search programme goals.
As the online industry has grown, so have the number of moving parts we have to consider.
As the cogs in the machine continue to multiply, everyone has had to acquire cross functional skills to manage the different channels that come under the remit of the online marketer.
Whether it be PPC, SEO, re-targeting, social, mobile, or local; the one entity in this eco-system that should have a working knowledge of all of these areas is your technology provider.