How Do You Anticipate PPC Traffic Changes if You Have No Account History?
January 5, 2009
Today, I am jealous. Why is that you ask? Brad Geddes wrote a great article at Search Engine Land today – one that I should’ve written. (Just kidding!) Seriously though, Brad’s article touches on one of the best PPC tools around – PLANNING. He thoroughly explains how to review historical data to determine when your PPC account experiences performance spikes (be they seasonal or other). Then most importantly, he explains what you should do with that data: plan to increase bids, write new ads, whatever it takes to get a leg up on the competition when the “getting is good.”
If you can anticipate traffic changes, you can swiftly make decisions that will increase your account’s effectiveness. Don’t wait for the traffic to change, predict the future of your PPC accounts.
Great advice. However, while I was reading this I wondered to myself, “What about new advertisers who don’t have any historical data?” It’s an impossible task to create informative trend lines from scratch! How do you know when a performance spike will occur for your business? There are a few quick and simple ways that novice advertisers can gather up data to plan for seasonality and traffic spikes.
For this point I’m going to assume that the business in question is established and that PPC is a new endeavor. As you’re going through the steps of planning for your PPC campaign, pull as much offline data as you can. When have sales/leads been at their highest? When do your current customers respond best to your products/services? Does business increase or decrease for the holidays? These are basic questions that could go a long way to creating an online marketing plan. If customers in your brick and mortar store buy more products in say, July, than any other month, it’s a safe bet that online customers will function in a similar fashion (there could be differences, but I’ll cover that at the end)! Plan on working harder in “that month” to be sure you dominate the PPC landscape when customers are eager to buy.
Competitive Research Tools
Tools like Compete.com and Quantcast.com exist for a reason – and this is it! Research, baby! Figure out who some of your top competitors are, and plug their URLs into these tools. Carefully review the peaks and valleys in their traffic. Do the high points (or low) correlate to a specific holiday? Do they all peak at the same times throughout the year? Use this data to create a plan for boosting your PPC during those times to gain an advantage.
Keyword Search Trends
The other big free research tools at your finger tips lie in Google Trends and Google’s Insights for Search. Both of these tools give keyword level search volume data from Google. If you don’t know your own historical data, this is about as close a second-best that you’ll find! Type in your most important keywords and review the trends. The same logic applies – when you see a search volume spike, that’s where you should be planning to pull out all the PPC guns in your arsenal.
While offline data, competitive research tools and search volume trends can give you a solid framework for planning on boosting your PPC for seasonality – there really is no replacement for honest-to-God historical data. Your offline data could be completely skewed compared to how search customers will act, in which case this is a lesson only history can teach. Additionally, seeing traffic stats and search volume data don’t necessarily translate into conversions – again a lesson only history can teach. No matter what, I must thank Brad for writing his article (still wish I’d written it though). Good luck to everyone as you create plans for your PPC campaigns in 2009!
Expanded Text Ads And Other Bing Ads Editor Updates
Pilot access for Expanded Text Ads is now available to Bing Ads users. Get access to the link and learn about other new features in the latest Bing Ads Editor update.
Keynotes from Bing & Google + the Hero Conf Advanced Track
Where do you go to get the most relevant information in PPC, plus the opportunity to network with the best and brightest the industry has to offer? Why Hero Conf, of course.
3 Questions You Need To Answer Before Beginning Paid Advertising
So you’ve you decided you want to start PPC advertising, but now you are asking, “Where do I start?” We've listed and answered 3 questions you should be asking.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Road Trip - 5 Tips For Creating International Campaigns
International markets can add complexity to any account, but here are a few settings and opportunities to make your global ad strategy stand out in non-US markets.
Discover 3 Levels Of Geo Targeting For Beginners, Intermediates, & Experts
Setting geographic targets is day one. Whether it’s to exclude places you cannot sell or serve or to specifically target your primary customer base, the implementation of geo-targets is on the must-do list.
[New Webinar!] What You Need To Know About New AdWords Features
In this new live webinar, Hanapin Associate Director of Services Jeff Baum and Optmyzr’s CEO Frederick Vallaeys will walk you through the new AdWords tools and show how you can use them to optimize your accounts.
The Social Strategies You Need To Know For App Promotion
Create social strategies to promote app awareness and leverage geographic and demographic data reported by these platforms to refine audiences.
Guide the Industry and Take the 2016 State of PPC Survey!
Each year, Hanapin Marketing manages extensive research into the State of PPC Report, which provides a statistical breakdown of the digital ad industry and guides expectations.
What's In A Name? Building Powerful Product Titles For Ecommerce
Over the years, we've tested a variety of different product title alterations in hopes of finding the perfect title. Did we? Yes, and no. The fact of the matter is, it depends.
What Upgraded Bing URLs Mean For You
Bing is continuing its effort to catch up with Adwords. Upgraded URLs, which isolate tracking parameters from final URLs, are now available to Bing advertisers.
Where Does Your Hero Conf Dollar (or Pound) Go?
5 Common Excel Issues And How To Fix
Excel, while a fabulous tool for PPC, is not without its occasional hang-ups. In this post, we’ll go through some common problems, and how to fix them.
[New Whitepaper!] Guide to Google AdWords: Advanced Edition
In this whitepaper, you will gain a greater understanding of the distinction between e-commerce and lead generation PPC strategies, learn the effective use of Remarketing, how to utilize advanced segmentation for improved targeting, cross-device attribution, and how to use automated rules in your accounts.