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by Lucy Griffiths on 28th September 2010
Companies running paid search ad campaigns should come up with special offers to attract early Christmas shoppers, it has been advised.
According to Search Engine Land columnist Matt Lawson, while users of pay per click management services will see consumers looking into potential gifts to buy fairly early on in the festive season, they often hold off on making a purchase straight away.
He suggested that online companies could do more to bring about sales conversions at an early stage of the Christmas shopping process.
"Make an effort to encourage early buyers – advertising pre-season promotions and shipping discounts in your paid search ads is a great way to encourage browsing consumers to make purchases early," Mr Lawson recommended.
Last week, Search Engine Watch columnist Adam Goldberg said pay per click ads should be most focused on encouraging purchases and improving the bottom line rather than being overly concerned with improving the quality scores they receive from search engines.