Find out how to ensure that Your Health & Wellness PPC accounts for good health and well-being through out the holidays and into the new year.
The holidays are usually seen as a time for shopping, and shopping is always on the top of people’s minds, whether you’re buying or selling items on sale for Black Friday as well as Cyber Monday. It is correct that this time of year also marks the beginning of the peak season for a different vertical – that is, Health and Wellness.
Many Health and Wellness advertisers are heading into a busy period that kicks off with the holiday season and continues throughout into the New year and the first quarter of the year – but due to slightly different reasons.
Health and Wellness advertisers could be running Black Friday and Cyber Monday offers, for example, selling OTC Vitamins and supplements, beauty, CPG products.
You’ll also notice Health and Wellness advertisers that receive a high volume of searches during this time since they fall under the “Use Them or Lose Them” medical benefits category (such as vision or dentistry, for instance).
Diet and Fitness advertisers will begin ramping up for their peak season ahead for the “New Year, New You” (NYNY) traffic they’ll encounter starting in January.
Even senior living facilities will begin to notice an increase in traffic during the first quarter of 2019 after family members return home from visiting family members over the Christmas season.
Here are some tips and audits for housekeeping that will help you get your advertisements to send appropriate content to the correct people at the right time and get the most out of the holiday season this year.
Right Message
The most obvious way to promote the right message is to ensure you’re writing ads and holiday-themed messages relevant to the holiday season and any promotions you’re conducting.
We mustn’t overlook some vital elements of this message:
Ad Customizers
Use ad customizers, like countdown customizers or keyword inserts to ensure that your ads are relevant to the user’s search query and convey the sense of urgency to buy and convert within the specified timeframe.
Fear of missing out can be a vital aspect of messaging during this period because the purchase funnel is shorter than usual, which means there’s an urgency in the air.
Ad Extensions
Many advertisers are focusing on adjusting their strategies this time of year as we enter an era of COVID healing that often overlooks the daily household chores that, although challenging at times yet, are crucial in boosting your ads’ relevancy quality scores and competition on the SERP.
Be sure to review every one of the relevant extensions of your ads and ensure that you’re 100 100% adopted throughout all of your account(s).
The majority of them could be, and should best method, be added at the account level, so you have a catch-all system in place.
You can also define if a campaign or ad group must have a different variant (the most filtering level can be that which takes precedence).
Common extensions of ads that are employed during the EOY seasonality include:
- Sitelinks and Expanded Sitelinks.
- Promotion Extensions.
- Price Extensions.
- Action Extensions.
- Location Extensions.
- Callout Extensions.
- Structured Snippet Extensions.
- Review Extensions.
- Merchant Promotions for Shopping Campaigns.
- Shipping Annotations for Shopping Campaigns.
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Right Audience
To deliver the appropriate message to the most relevant people, your campaign’s action plan should be designed to suit this strategy.
For instance, when you are in this time frame with high volume when it’s essential in your general strategy to ensure that users are going through your funnel from being aware of the process of consideration to conversion, you can try making your campaigns work in the same way.
Create general non-brand search campaigns and in-market audiences campaigns for an awareness and in-depth consideration play.
Use various amounts of lists, such as Target and Bid, with specific messages to get users back into the funnel from the moment of consideration to conversion.
From an auditing point of view from an auditing perspective, and at a minimum, you should have all relevant In-Market Accounts and Remarketing Lists that are associated with your campaigns, at a minimum in the observation mode (Bid only setting with 0 percentage bid modifier, meaning it’s just collecting information).
This can help inform future optimization choices based on your personal information.
To make the most of this season, it is also recommended to ensure that you have the minimum 20 percentage bidding modification to the relevant groups and that you’re regularly re-evaluating your performance.
Even if you’re using automated bid strategies in the UI, the bids may indicate the system to assign more or less emphasis on specific audiences.
Google Ads and Microsoft Advertising have also been making appearances with holiday viewers to coincide with Black Friday and Cyber Monday to in-market audiences.
They could be highly relevant and helpful audience members to connect with and place favorable bids to improve your overall performance.
Another option for relevant businesses is exclusions.
Eliminate a converting audiences (remarketing) listing or a customer match list from your current campaigns to ensure that you’re getting in people who aren’t converted within X amount of days. Also, ensure that your advertisements and promotions only reach people who aren’t yet moving into the channel.
You could also use the same lists to target your marketing campaigns and sell your products cross-selling to these people.
Right Time
Your campaigns should serve ads at the correct times. Also, you can do this through these audits:
Ad Scheduling
To benefit from more searches, think about the removal of any ad schedules or dayparting set up for evergreen times in which you’re restricting traffic since search-related behavior isn’t an everyday “norm” during this time.
In the meantime, make adjustments to the Bid when you notice the highest volume of traffic and time to convert.
Automated Rules
Automation Rules can be helpful for a variety of reasons in this period.
You can, for instance, automate campaigns or ad copy to begin and finish on a specific date or time.
It is also possible to set alerts to be delivered to your inbox or set up automated adjustments to take place when a campaign reaches its daily limit, and its budgets are exhausted to ensure that your ads are in operation throughout the entire day. This will prevent their service from stopping abruptly.
To relax your mind, there is a setting that allows you to limit your budget to a maximum.
Keyword Delivery
Be sure to run a brief report on the performance of your keywords and include Keyword Delivery to determine if there are like, for instance, an exact match brand or competitors that are bidding below the first page or branded keywords bid lower than mainline or the highest position.
This is a simple method to make sure you’re at the top of the SERP important during the season of peak demand.
You can conduct the same review of your shopping campaign by achieving a Product Partition Report to see whether items are less than the benchmark bid or have a low impression share.
Dynamic Search Ads (DSA)
Dynamic Search Ads (DSA can be an excellent way to create an umbrella and include the search terms you might not be in your search ads.
It is also possible to use this to search for relevant inquiries by regularly checking an SQR during the Christmas season and incorporating them into your search marketing campaigns.
A quick tip: Make sure you add any exact match keywords you’re targeting in your campaigns for search as negative keywords in the DSA campaign(s) to avoid any overlap.
Holiday Keywords
The behavior of search queries and searches during the holiday season can be quite different compared to what you’ll encounter during the rest of the year.
Be sure to keep an eye on new and rising queries in your vertical and your campaigns. In general, please include them in your campaigns or bid up when necessary.
Do you not know where to begin? Do a year-over-year keyword analysis and ensure that you add relevant queries relevant to the holiday period before your current campaigns or develop specific holiday-related campaigns.
Always contact your Google Ads or Microsoft Advertising representatives to inquire whether they can run an analysis of the gap between your keywords and competitors or have any information on your industry that you could make use of.
These analyses and audits can assist you in making informed changes to your account to ensure that your ads were targeted at the right moment that someone is searching for your business or products.
