Pay Per Click Campaigns ‘Should Be Adjusted for Festive Season’

by Oliver Ewbank on 27th October 2010

Companies may need to adjust parts of their online marketing strategy as the Christmas shopping season approaches.

According to Search Engine Watch columnist Alex Cohen, internet users will be changing their search queries to look for gifts at this time of year rather than focusing on buying things for themselves.

He said that search volumes will grow as Christmas Day approaches, with a 40 per cent increase in impressions expected for December in comparison with October this year.

Mr Cohen told companies employing pay per click services that they should fine-tune their text ads to appeal to festive shoppers.

"It has to appeal to their holiday intent (how they buy), reflect your promotions (how you sell) and distinguish itself versus the new and more aggressive competition (how you compete)," he advised.

In an article on Search Engine Land this week, columnist Brian Klais suggested that a greater portion of advertising budgets should be directed towards mobile internet marketing this Christmas, as the channel is growing in popularity.