This week James Svoboda (@Realicity) guest hosts while Matt Umbro (@Matt_Umbro) is on sabbatical his honeymoon. Today’s question set is titled “Preparing to Feast on Thanksgiving PPC.” The following is the transcribed Streamcap from the live chat:
Q1: Are you cooking PPC promotions for Thanksgiving & what types are you preparing for: b2b, b2c, ecom, local…?
- Mostly ecom, lots of promotional ad copy and last minute deals. – Christina Hall (@Chrissie_Hall85)
- Planning some content promotions through a few Social PPC platforms. – James Svoboda
- Well, not Thanksgiving, but Black Friday 🙂 Lots of ecommerce promos. Not best timing for B2B. – Jeremy Brown (@JBGuru)
- Mostly lead gen clients so nothing specific to Thanksgiving. One e-comm client specifically said he did not want to do promos. Said he could get sales without it. – Luke Alley (@LukeAlley)
- Thanksgiving PPC is more ocmplicated for lead gen. Also, not a dependent on sales goals to meet this time of year. – James Svoboda
- Ad copy modifications and email blasts. – Dave Rosborough (@daverosborough)
- I’ve also found Ad Copy can he an easy and big win for holiday promotions. – James Svoboda
- We worked on this video for 5 things I think are must dos for the holiday. – Michael Cestaro (@Vertical_MikeC)
- Have had some… interesting lead gen-promos in the past for dating sites! E-comm is pretty obvious though. – Aaron Levy (@bigalittlea)
Q2: How far in advance did you start planning for Thanksgiving? Last Year or Month, This Month, Right now! … Why?
- Sooner the better, but that is dependent on clients mostly. We reach out to them a month in advance at least. – Jeremy Brown
- We have some leftovers from last year that we’re going to reheat this year. Just add a few side dishes & presto. For the new content pieces, those are getting planned now. – James Svoboda
- About 45-60 days in advance. If we have content/ads that worked from last year we just retool it. – Jesse Semchuck (@jessesem)
- We’re also launching several Thanksgiving campaigns this week. – James Svoboda
- Depends on the scope of your holiday strategy and how long it will take to implement. – Dave Rosborough
Q3: Are you changing any NON-Thanksgiving campaigns due to the holiday? Maybe pause, change Budget or CPC..?
- Getting ready for Retargeting/Display CPCs to rise once holiday Q4 spend increases. More competition for inventory. – Jeremy Brown
- Good point. It’ll be interesting to see how CPC’s react in an Enhanced world. – James Svoboda
- Not unless it won’t be sold/provided at that time. Otherwise try to cross-sell. – Christina Hall
- We’ll be pausing some over Thanksgiving to conserve ad budget. Also lead gen sales staff will be out and unable to answer calls. – James Svoboda
- We crank way down in Q4 for our health clients. No one cares about losing weight during Nov/Dec. Mainly getting ready for Q1. – Jesse Semchuck
- Great point. We see this every year when People put off items on their personal lists as they are busy holiday stuff. – James Svoboda
- In one case turning it up as the client is related to finding ER/Hospitals! – Elizabeth Marsten (@ebkendo)
- To your point, went to hospital last Christmas Eve and Urgent care was closed. Had to go to ER. ER visits cost much more. – James Svoboda
- mobile is prob an important ad choice for those campaigns I’m sure! People in a rush on the way with a phone. – Kirk Williams (@KECreate)
- Not necessarily change, but most B2B we pre-set budgets to slow a bit based on expected volume. – Aaron Levy
- Use existing campaigns with new holiday ad copy, and pausing existing ads. Holiday KWDs don”t help our products unfortunately. – Dave Rosborough
- Thanksgivng is the end of season for most of our accounts. We ramp down significantly. – Andrew Bethel (@abethelga)
- Working on Black Friday advertising now. – Theresa Zook (@I_Marketer)
Q4: How does Ad Scheduling and Day Parting figure into your Thanksgiving campaigns?
- We use Kenshoo to schedule promo ads. Very helpful. – Jeremy Brown
- I do less day-parting than many people. Esp this time of year when “normal” patterns are out of whack. – Theresa Zook
- Only matters when the doors are closed. Will probably increase during office hours for cyber Monday. – Jesse Semchuck
- Prob a good idea to lower bids something like 10am-2pm for US campaigns. Tho mobile ads after lunch during couch football time pushing sales hitting on Black Friday! – Kirk Williams
- We’ll using them to time a few campaigns to pause about 6 PM on Thanksgiving Eve, then start back up on Black Monday. – James Svoboda
- Adjusting scheduling on call extensions is a good idea during holidays, unless you’re staffed for this. – Melissa Mackey
- Analyzing YoY holiday trends and applying them accordingly. Also, consider call center and hours of operation. – Dave Rosborough
- How do you see your campaign(s) changing and evolving over Thanksgiving? Ad Copy, Keywords, Bids…? – James Svoboda
- Scheduling through Marin for midnight global releases. hand bid/monitor those CPCs, stock levels, and messaging. – Katy Tonkin (@katytonkin)
Q5: How do you see your campaign(s) changing and evolving over Thanksgiving? Ad Copy, Keywords, Bids…?
- Ad copy will be specifically tailored towards thanksgiving: ad text, promotions etc. Keywords depending on company. – Christina Hall
- If anything, our clients go minimal or turn off after Thanksgiving. – Melissa Mackey
- We’ve seen good Conversions changing up messaging on Ecomm ads to match day… “Cyber Monday Sale!” etc. Good way to stand out. – James Svoboda
- Bid sky high for ecomm, starting thanksgiving afternoon. In most cases conversion rates are so insane that sky high bidding pays off, but obv exercise restraint where needed. – Aaron Levy
- Saw from Bing Ads team that search activity starts to spike starting around noon on Thanksgiving and goes until 9pm.- Katy Tonkin
- Lifting budget caps on campaigns w/ positive ROI is a must to max out holiday campaigns. – 50onRed (@50onRed)
- Should be some aggressive bids this year around Black Friday / Cyber Monday. 6 fewer shopping days this year. – Jeremy Brown
- Pulling CO campaigns out of CO/DCO to hand bid. Taking advantage of some flexible bid strats, too (ROAS and position). – Katy Tonkin
Q6: How are you planning your Ecommerce campaigns to get “stuffed” over the Thanksgiving holiday?
- Feeding Ecom PPC with themed promos, ad copy updates, increased budget and PLAs to loosen the belt on the sales jeans. – James Svoboda
- No stuffing here. Close watch on spend to make sure it’s getting buyers and not just looky-look Turkeys. – Jeremy Brown
Q7: What tips & advice would you give to a Local business on planning a Thanksgiving PPC campaign?
- Only advertise when you can service the customers. If you are open 9-5. Then run ads for 8-4:30. – Jeremy Brown
- Know your customer buying habits and prep for those. Small Biz Saturday may be better for you than Black Friday or Cyber Monday. – James Svoboda
- Remember people are often not familiar with where they are – add Geo terms to make it easy for out-of-towners. – Julie Bacchini (@NeptuneMoon)
- Geo terms, geo extensions, phone numbers & biz hours. – Christina Hall
- Ramp up your budget for three weeks so your ads get seen as often as possible. – Theresa Zook
- Also, Facebook PPC can be a good option for Local Businesses to draw attention from local people with keen Interests. – James Svoboda
- Consider offering incentives, no matter how small. Help your business stand out from your competition. – Dave Rosborough
Q8: What Mobile considerations do you have for Thanksgiving? -100%, price compare, device targeting, other…
- Mobile use will be up and lots in-store. That could be good or bad depending on your pricing, inventory, etc. – Jeremy Brown
- Use Mobile divice signals and Remarketing to capture the sale after the weekend. – James Svoboda
- Google AdWords Editor (version as of today’s PPCChat 10.2.1)
- Bing Ads Editor
- PPCChat Member List (Twitter)
- Bing Ads Feature Suggestions
- Bing Keyword Research Tool
Don’t forget to stay tuned for the next #PPCChat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.
Check out the PPCChat Twitter list to see and connect with all current and prior participants.
Preparing Streamcaps about Thanksgiving PPC
This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.