Some businesses have short seasons where much of their profit is to be made, including winter sports facilities, landscapers, and jewelry stores. For one Ad House Advertising client, that season is during the holidays.
This store’s pay-per-click (PPC) campaign launched on November 14th and wrapped up on December 24th. Note that the average traffic prior to the ad campaign was 20 visitors/day. Using both social media ads on Facebook and targeted Display ads on the Google Network, traffic increased to about 60/day, with a peak of nearly 175 on December 22nd.
PPC traffic brought more than 60% of visitors to the website during the vital holiday selling period. Paid visitors spend an average of 9 minutes, 54 seconds on the site, compared to 6 minutes, 53 seconds for organic traffic.
This client had record sales in 2014 and is expanding their PPC efforts next year.