New Season, New Opportunity

In the ever-changing landscape of search, there are several points in the year where small changes make a big impact. With the first day of spring in the recent past, chances are there’s going to be some fine-tuning to do. It’s time to look at ad copy, keywords, landing pages and your competitors to make sure that your campaigns are generating the most revenue per dollar.

As with the change of any season, making sure ad copy speaks to customers is critical. Every day more companies are competing for the same clicks, and a first impression might be the only impression you get. Consider what shoppers are looking for, it never hurts to look at retail stores and observe how the messaging changes there.

While the wording of ads may change with the seasons, it’s equally important to make sure the proper keywords are running. Remember to review campaigns and ad groups, and reactivate any summer products that may have been turned off in the fall. Verify landing pages still exist, and that there is a fair amount of relevant product displayed.

With new keywords and new ads live, it’s time to get in position. It’s no secret that year after year CPCs go up, and chances are that just reactivating keywords from last year will come with another step, verifying positions. Do some searches, and look at data from last year to see what positions make sense. Chances are the big competitors are still at it, but there may be some that weren’t around a year ago.

Since paid search is still one step behind reading the customer’s mind, the closest thing to it is to make sure that all best practices are followed. A targeted ad, with a relevant landing page, and a variety of products will guarantee that if a customer is ready to make a purchase, they won’t need to look any further.