Seasonal Focus
by: Bill Finlay of WolfStormMedia
One easy way to give your earnings a boost is to add seasonal focus to your methods. As many of you know, PPC search traffic is still alive and well. Although it is currently one of the cool methods to bash, the simple fact is that if you can get offers in front of people who are looking for them, they’ll tend to buy! The laser-targeting possible with paid search ads means you can get excellent quality traffic, too. As with all marketing methods, everything pivots on how well you understand your target demographic. This time of year subtle changes can affect the searches people perform. Instead of looking for just ordinary stuff, consumers will sometimes intentionally seek a holiday version of products. There are lots of specialty festive products such as Christmas decorations, too, but I’m talking about rethinking your target market’s mindset during the holidays.
In it’s simplest form this may just involve adding words like ‘holiday’ to your targeted keywords to take advantage of some extra targeted searches. For example, if you were bidding on ‘cheap plane tickets’ you may wish to try ‘cheap holiday plane tickets’ and other similar variants. But for every combination of product and target market you should be able to exploit the changes in attitude brought about by the season. Dating offers are a good example. Most people like to be with their loved ones over the holidays, but there are lots of times when this can’t happen; play up the ‘don’t be lonesome for the holiday’ angle!
Being quick to reevaluate the changing motivations and attitudes of your traffic when others have just optimized their campaigns and forgotten them will always put you ahead of the game.
Certainly, consider running special holiday offers like: Lead – Original Santa Letter (US). Those are easy money! But give some thought to how you’re going to catch those extra seasonal clicks while you’re at it. Just a few changes and additions will let you take advantage of more volume on offers you’re already running!
