Planning PPC Campaigns for the Holidays

August 26, 2009
 

As summer lingers in its final days, the holiday season is fast approaching. The holidays are a critical time for most retailers, and planning must be done in advance to prepare marketing and advertising campaigns aimed at reeling in holiday shoppers. Virginia and PPC analyst Jim Stratton start the show by reviewing some of his tips for seasonal PPC campaign planning. Internal historical data, buzz generation, special offers and campaign structure are examined.


Then David Szetela, CEO of Clix Marketing and host of WebmasterRadio’s PPC Rockstars, talks to Virginia about his recommendations for PPC management leading up to the holidays. Landing page development, incentives, weighing CPC against ROI, and the effect of a Microsoft-Yahoo! search partnership are topics of focus. David also explains why the partnership is advantageous for search engine marketers.


Undoubtedly, the Microsoft-Yahoo! deal signals changes for PPC professionals, so Jim and Virginia look at what aspects of search engine marketing could see the biggest change. According to Jim’s research, Microsoft’s ad platform will replace Yahoo!’s, while Yahoo! will take over ad sales for both search engines. Search engine representatives will likely shuffle around and, perhaps most significantly, advertisers may be more enticed to invest in ads on search engines other than Google.