Launching a PPC Campaign during the Holidays

[lhc67]

Hi Mozzers-

I have a client who is interested in running a PPC campaign. We are all setup to go...Here's my dilemma.

The client provides moving services - household and commercial.

I'm torn whether or not to launch the campaign during the holidays.

Pros:

We're not paying for impressions so it won't cost us any more $$.

Cons:

It probably won't show the best outcome over December - clicks/conversion.

Thoughts? Pull the trigger and launch or wait until January?

Thanks!
LHC

[Banar]

Hi Lisa,

According to Google Trends, 'moving services' topic is hot in the middle of the year. Nov-Jan is the slowest time for this industry, but it doesn't mean you won't generate qualified leads. The amount of leads may not be as high as middle of the year, but it's not a reason to say no. If it's ready to go I would definitely start the campaign right now but make sure you use Adwords remarketing technique. It's almost holiday time so people will try to do research right now but they may not be ready to pull the trigger. Remarketing will allow you to follow them online for another month or two (or more). Once the holiday time is over they will still remember about you It's a win-win.

[tom14cat14]

I agree that you should run the ad. The holidays should not affect you CTR. If they are searching for that topic they are in the moving mindset not the holiday mindset. You just might not get as many hits as you would for summer but you are still getting at your target audience even if it is a smaller group.

[EGOL]

Client is "in the business" so should not be tapping his toe for holiday customers.

However, it will take you a while to get this campaign set up, experiment with bidding, get multiple ads working, discover negative keywords...  I would attack.  Some people looking to move soon will be doing research.

[lhc67]

Thanks - Excellent point about remarketing.

[Banar]

Yes, it's really awesome. You will love it, trust me. I'm glad I could help.