Starting a new PPC campaign from scratch requires planning and a clear set of conversion goals. Building new accounts, researching keywords and testing ad copy all factor in to the ramp up time – but is there ever a point at which you’re ‘done’? Can occasional maintenance take the place of the undivided attention you were devoting in the early days of a new PPC effort? The short answer is ‘definitely not’. Although it may seem plausible that your campaigns will reach a point where they can be switched on to auto pilot, there are many reasons you should always remain active in their daily management.
In particular, PPC strategists should actively devise promotions and rebates which cater to annual trends. You can’t do this if you’re taking a hands-off approach. Keeping your ads seasonal can be a huge boost to their effectiveness and click-through-rate. During the months of April and part of May, for example, many retailers integrated Mother’s Day specials into their PPC advertisements. Discounts coupled with targeted ad copy which speaks to the specific occasion a person is shopping for – an occurance which is more likely should you be tailoring ads to specific calendar events – have much higher conversion rates than the general variety. Keep your PPC copy current and watch your sales soar!