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Tips for more online conversions from AdWords during the festive season

Friday 11 December 2009 | 13:34


For many online businesses this is the busiest time of the year, so we thought we'd put together a few tips to help make sure you're capturing those last minute and post-December 25th conversions. These are tips that can be implemented quickly, but which can have a big effect on the performance of your ads.

1) Check your AdWords campaign budgets. If the campaigns are regularly reaching their daily budgets, this means your ads may not be showing for every search on your keywords. Remember to budget for increased traffic during this period so you don't miss out on any potential sales.

2) Retailers, make sure you're also showing ads from December 25th onwards. In 2008, "traffic to retail websites started to increase significantly on Christmas Day*", and Boxing Day was "the busiest time of year for online retailers*." This presents a great opportunity to take advantage of increased activity on the web during this time.

*Experian Hitwise - The 12 days of Christmas - Planning for a Successful Christmas 2009.

See the Google Insights for Search graph below for search volumes related to the term 'sales' in the UK in December 2008. To learn more about using Insights for Search check out this previous post.

3) Have a look at which ads and keywords in your campaigns are performing best. If there's a certain call-to-action or special offer in your ads that seem to be attracting more customers than others, test these in your lower performing ads to see if this has a positive effect on consumer engagement.

4) Finally, if your budget is tight but you want to prioritise what you spend, filter your keywords by performance indicators like conversion rate or clickthrough rate (CTR) in the Keywords section of your Campaigns tab in AdWords. If you're already meeting your budget each day, you can then pause the keywords which are under-performing over the festive period, which should mean more of your higher performing keywords can show ads more often.

We hope you found these tips helpful, and that your AdWords ads are working to gain you even more business over the festive season!

Posted by David O'Donovan, Google AdWords Team.