Targeting holiday gift-givers with pay-per-click advertisements offers a wealth of new opportunities. If last year was a success, then stick with what resonates with your audience, however, to get more out of your PPC budget and expand your audience, try these digital marketing ideas:

Use landing pages featuring reviews to reassure a new customer that the recipient will love their surprise gift

• Create ads with shipping date information so people will know that they can still order from you
• Highlight generous return policies
• Feature Cyber Monday deals
• Feature last minute deals
• Don’t forget to mention Christmas or Xmas in your ads
• Create a landing page and PPC ad for secret Santa gifts under a certain dollar amount

When creating PPC ads with shipping date information and sale dates, use the countdown feature to create a sense of urgency.

The stakes are high during the holiday season. Double or triple your bids; your competitors will be doing the same thing. Consider Dynamic Search Ads to get the attention of shoppers looking for gifts that you wouldn’t consider a typical Christmas gift.

Finally, don’t forget to adjust your bids in January or you’ll see your holiday profits dwindling as your ROI tanks.

PPC (pay-per-click) will continue to drive ROI in 2019. Even though you are probably aware of these four important PPC trends, you need to increase your focus on implementing them in your campaigns. Mastering these digital marketing strategies will provide the best possible user experience, raising your ROI.

1. Voice Search

In only a few short years, Alexa, Siri and Cortana and other voice-controlled virtual personal assistants have become indispensable to an ever-growing number of consumers. Whether people are at home, work or on the road, they have become accustomed to speaking to Alexa or one of her sisters and receiving an immediate answer to their question. Who wouldn’t rather ask a question than type a search query?

Both your web pages and PPC content need to be updated to reflect the differences between voice and typed searches.

Instead of focusing on a single keyword, incorporate five to six word keyword phrases or sentences

• Add “near me” to important keywords

2. Social Search Marketing

   As Facebook prices increase, consider expanding to other platforms. If you sell B2B, for example, LinkedIn’s laser-like targeting can prove more profitable even though the cost per click is considerably higher.

   3. Target the Audience, not the Keyword

   Google will be increasing their focus on two types of consumer targeting.

   User behavior, such as which restaurants or stores someone visits frequently

• In-market targeting, focusing on consumers who have been researching products or services before making a purchase

Personalization is definitely the future of digital marketing.

4. Video

What is the internet’s most compelling CTA (call-to-action) button? The “play” button on a video. Videos are everywhere and everyone watches them. A majority of all viewers watch at least 75% of a video. Using a short, well-crafted video in a paid ad can really boost your ROI.

Voice search, laser targeting by search engines and social media platforms, personalization and video can have a fantastic impact on your bottom line. Best wishes for a healthy, happy and prosperous 2019!

Kelcy from CT Marketing