4 tips to optimize pay-per-click efforts to capture holiday sales

This year's holiday season is already in full swing, but you still have time to give your advertising efforts a boost and take advantage of last-minute holiday shoppers.

One of the fastest ways to generate results is through an aggressive pay-per-click (PPC) campaign.

If you're interested in optimizing your PPC efforts this year, try these proven strategies.

1. Target pain points YOUR ADS

Pain points represent an excellent marketing strategy all year long, but they become even more relevant during the holidays. Consumers are stressed, frustrated, and ready for the season to finally end, so they want a quick solution. If you address pain points in your PPC ads, you can increase your holiday revenue.

For instance, you might create ads that use language involving hard-to-shop-for recipients on potential customers' shopping lists. Alternatively, use a broader strategy by mentioning the hassles involved with long lines and unruly customers when consumers shop in physical stores.

Find ways to increase potential customers' sense of urgency over the holiday season.

2. Implement and broadcast holiday deals and discounts

To entice holiday shoppers, create deals and discounts that relate specifically to the holiday season, then mention them in your PPC ads. This is one of the most tried-and-true small business marketing strategies; you just have to tweak it for the season. Run a two-for-one special on your best-selling product or create a cute holiday discount slogan.

For instance, you might run a "Merry and Bright Special" or a "Kris Kringle Clearance." Attract holiday shoppers who are already in the spirit of the season, but who just need a gentle nudge to convince them to click on your link and buy from your store.

3. Mention a time-oriented UNIQUE SELLING PROPOSITION

Your unique selling proposition (USP) can change depending on the circumstances. During the holidays, mention a time-related USP to attract holiday shoppers. For instance, tout your short, streamlined check-out experience, so shoppers know they won't have to spend an hour buying a Christmas gift for Aunt Mary.

Mention words and phrases like fast, hassle-free, one-page checkout, and speedy. Since you only have so much room for text in a PPC ad, use your words wisely and focus on phrases that will set you apart from your competition.

Use your PPC ads to tout your fast, easy checkout process.

4. Increase your PPC budget

Steadily increase your PPC budget throughout the holiday season. Your greatest investment should take place in the week before Christmas so you can take advantage of the truly last-minute shoppers. The more money you put toward your PPC campaign, the greater visibility you'll enjoy in search engines and through other advertising venues.

Of course, make sure you stick to your budget. If you overspend on a PPC campaign, you'll nullify any benefit you receive from increased sales. Look over your historical numbers for this season to get an idea of what you can expect this year.

The holiday season is the perfect time to leverage PPC campaigns for increased profit and brand exposure. To learn more about small business marketing strategies and tactics, get a free inbound marketing assessment.