Is it ever too early to start preparing your paid search accounts for Christmas?
Run Up To Christmas
OK, maybe you have more pressing issues in June – however if you haven’t started to think about Christmas yet, you still have time…just! Google Internal Data shows that Christmas related searches start to increase as early as September.
With over £21.6b spent online during the Christmas period in 2014 (IMRG Data), paid search advertisers can see significant returns with some simple planning. So what is there to prepare?
And spending on Christmas day itself is increasing – with Christmas Day transactions increasing 25% from 2013 to 2014 (IMRG Data).
Google internal data does suggest that desktop traffic drops off significantly on Christmas day, however, mobile traffic remains strong, which makes sense – being glued to your mobile screen is a lot more acceptable on a family day than being on your computer.
The campaigns you have live, as well as mobile bid adjustments will be important on the big day itself.
Analyse your results – the data you generate during the run up to Christmas isn’t just useful for next year’s planning, it can also be used to influence decisions for the upcoming months. There are a few questions you can ask yourself:
Use all of this information to help you during the January sales and of course Christmas 2016. If you, like all good paid searchers, enjoy a good forecasting – the data you analyse now will be invaluable for your 2016 projections.
In summary, it’s never too early for advertisers to prepare for the festive period…obviously! We do, however, have 3 top tips:
Merry Christmas Planning!
[You may have noticed the big Black Friday shaped elephant in the room…don’t worry, we will be looking at this in another issue]