In our ongoing holiday PPC series, we first provided you with 4 Easy Tips for Holiday Paid Search Campaigns. We also talked about the holiday buying cycle in the post, “For the Love of Santa. Get Your Holiday Paid Search Campaign Prepped!”
In our last post, we talked about how “Black Monday” is like the abominable snowmen of online shopping days. Black Monday didn’t use to be a myth. Back when broadband connections were abysmally slow, many waited to shop until they could enjoy their work’s high-speed connections. According to a BusinessWeek article, Cyber Monday is actually the 12th most popular shopping day. The best part was that Cyber Monday was actually conceived by the people at Shop.org to promote online shopping. I wonder if Shop.org invented Valentine’s Day too?
So if Black Monday isn’t the most popular day, what are popular online shopping days? Don’t discount the original – Black Friday – as a huge day for online shopping. Even Turkey Day gets its own moniker of Cyber Thanksgiving and is itself a popular online day. Plus, the entire week leading up to Thanksgiving is starting to affect paid search. If you’re a retailer, chances are you’ve been discounting items earlier and earlier each year and that’s affecting paid search.
While you probably suspected that the day after Christmas is a huge online shopping day, don’t discount Christmas as a day that matters. Why? Because of the significant number of gift cards given in a holiday season. According to the Google Holiday Survey, 69 percent of shoppers plan on purchasing a gift card in the holiday season. Many customers start tapping into those gift cards after receiving them.
Our account manager Dan Tisser advises companies not to spend all of your holiday paid search budget on any single day and to ensure your budget can go the extra mile til the end of the online holiday shopping season.
Trada Webinar – Is Your Holiday Paid Search Campaign Wrapped Up? from Trada Video on Vimeo.
About Elaine Ellis
