With 2012 coming closer to the Christmas and the holiday season, now is the perfect time to prepare your PPC campaign for the 
holiday season. For some businesses, the majority of their sales come at Christmas making clear that Christmas should be considered a time of the year which any business can potentially profit alot from. It’s almost like a contingency plan that you are preparing. Instead of preparing for the worst situation, you are preparing yourself for what you deem to happen at Christmas.
Before you start preparing yourself for the holiday season, you need to ask yourself what your campaign’s objective is because you may find yourself needing to adapt your campaign to suit Christmas. For example, a campaign looking to sell furniture may find that they will gain more sales through applying a 5% discount to their furniture at Christmas. A common trait businesses adopt during the holiday season is through claiming they have the ‘January sales’ which are sales in January in an attempt to make people, who have just spent money for Christmas, to spend again. This makes clear that a PPC campaign during the year will not work as effectively during Christmas. You need to make minor adjustments to make the most of the extra sales you could potentially get.
Another important factor is to always budget when your campaign is heading towards the holiday season. It can be extremely easy to overspend. Therefore, always have a budget, day by day, hour by hour and even minute by minute. From this, you will be able to make sure your profit margin stays high. As well as this, you should also consider when your potential customers are going to buy your products/service and when they are going to pay you. It is common and a good USP for businesses to allow customers to have credit during the holiday season considering that many people don’t have much money. Therefore, you may find yourself achieving a lot of sales with no cash flow coming in. However, in the long term, you will have profited a lot from the holiday season once the customers start paying after having credit. This makes clear that the holiday season can be looked upon from two perspectives: short term and long term. Short term in the sense of gaining quick sales or long term by offering credit to help people who are struggling to stay afloat financially from the amount they have already spent at Christmas.
The holiday season is only around 2-3 months. Therefore, you need to make sure you don’t make any mistakes with your PPC campaign that stop you from bringing traffic to the landing page. Problems with your PPC campaign during the holiday season will produce results potentially twice as bad as normal because you are missing out on two times + the normal traffic of the year. For this reason, make sure that before you enter the holiday season, there are no faults with your campaign. Check every aspect of the campaign. From doing this will ensure you don’t encounter any problems during the Christmas time period making sure you achieve maximum profit potential from your PPC campaign in the holiday season.
