Christmas is Coming: Get Your PPC Ready

Lorna Gill Posted by Lorna Gill

shelf of chocolate santa's lined up

The lights are already up in Oxford Street and supermarkets are stocking special turkey sandwiches – Christmas is coming, and it’s time to get ready.

For Adthena’s latest White Paper, diving deep into a particular topic, we’ve looked at Christmas 2014, to see what advice we can take away from the period, the busiest for retailers, and a hotspot for smart PPC strategy.

Using the perfume and clothing markets, traditionally two of the biggest sellers at Christmas, we looked at long term strategies for festive sales, noting that smart PPC strategies shouldn’t happen in a rush each December, but have to be built into a multi-month mission in the run-up to the big day.

For example, if we look at perennially popular christmas jumpers as a search term, we can see the following happen:

While Next and New Look both stepped up their ad profile and bidding for Christmas jumper terms in the months leading up to Christmas, ASOS maintained its strong position that it had held throughout the summer, only falling off significantly immediately after Christmas, when people were perhaps looking for discount deals in preparation for next year. It shows the importance of forward planning and the dangers of trying to get into the market with too little, too late. Like avoiding the pain of last-minute shopping on Christmas eve, you have to start early.

For more on how to make sure your Christmas is a cracker, download our latest White Paper now.

About the author

Lorna Gill
Lorna Gill
Lorna is responsible for acquisition marketing at Adthena, communicating their award-winning product and generating demand. She has developed her career in fast-paced, start-up environments, including two tech track 100 companies and is passionate about translating technical information into stories that excite and delight.