Black Friday PPC and SEO: Guest Blog
Adam Foster, Director and Founder of Proper Mint Marketing and SEO consultant, talks about the importance of aligning your PPC and SEO strategies – especially during seasonal periods – to drive the results you want to see.
Top Tips To Align PPC and SEO
Utilise shared keyword research from PPC conversions – and look to optimise your black friday pages based on this data where relevant. If you have multiple black friday pages for PPC, make sure they’re canonicalised to your main SEO page. You don’t want duplicate pages and keyword cannibalisation.
Find out more about how you can elevate and align your Black Friday PPC strategy here.
PPC and SEO: Things To Consider
So many brands leave this till last minute. It’s common to hear that marketing planning for Christmas begins in Summer for big brands. But when it comes to Black Friday SEO, i’ve worked with so many businesses who only start to think about creating content the week before. This simply is not enough time. My advice would be to have a permanent URL for Black Friday. This can be removed from navigation out of the holiday season. But this URL can build age over years, build links, and can be indeed in Google.
Final Thoughts
Plan early and have blog content linking to your black Friday URL. Continue to build links and market your black friday page year round – every year. Partner with relevant affiliates, influencers and other partners from a link building perspective. If you’re a retailer selling other brands, make sure you have the relevant pages setup to target black friday + brand/product terms. Don’t expect your regular category pages to rank well for Black Friday deals just by adding “black friday” to them. Create dedicated black friday deal pages.
The thought and preparation that needs to go into your Black Friday campaigns is often underestimated, with many people starting later than ideal and also forgetting about cross-channel alignment. By starting early and ensuring that your marketing strategies are aligned, you’re in with the best chance of driving the results you want to see.
As a specialist PPC agency, Circus PPC are well versed in strategising for clients to ensure that they are best set up for success during peak periods such as Black Friday. From cross-channel alignment and effective tracking, to budget efficiency and ad copy – Circus PPC Agency are experienced in helping clients to see desired results, often exceeding expectations.
For more on ensuring your PPC strategy performs effectively during the Black Friday period, download Circus PPC’s Black Friday Blueprint here.
