Keen to get some last-minute Christmas traffic heading to your website? Perhaps the answer lies in judicious use of advertising tools such as Google AdWords.

We scanned the seasonal horizon to see if we could pick up some last-minute tips from the Jolly Red Guy. He was a little busy, but we came across some useful advice from one of his little Elfers, Arlene Helbert (AdWords Optimisation Specialist). She actually gave this advice last year, but we didn’t use it then — so now’s the time. Arlene suggests that you should:

• Plan ahead & allocate sufficient [AdWords] budget to capture the sudden increase in traffic [as consumers desperately search for some last-minute magic, perhaps even a Zhu Zhu or two].
• Ensure all your products are covered to capture maximum traffic [i.e. choose keywords that lure customers to all your best-selling items].
• Be prepared to increase your maximum CPCs [Cost Per Clicks] at a time of increased AdWords auction intensity. [Your competitors will be willing to pay more to squeeze those last few dollars out of consumers. You need to decide if you're willing to match them.]
• Have seasonal keywords & ad texts ready [cause nothing quite says "ho ho ho hum" like stale adcopy left over from Thanksgiving].

Some more specific advice building on the key recommendations above:

• Start Early [Oops -- maybe next year]: Ensure content campaigns are running well before Christmas to capture the attention of consumers browsing their favorite sites.
• Build Ad Group Themes: Build content campaigns with general keywords. Form a theme & combine synonyms & product ranges.
• Direct, Complementary & Audience Ad Groups: Create tightly themed ad groups. Think of the types of sites where you’d like your ads to appear, for example targeting those looking for the specific product you sell such as ‘flowers’, the audience that will be looking for ‘flowers’ i.e. boyfriends as well as complementary websites related to your product for example ‘chocolate’ & ‘gift sites’.
• Include Seasonal Ad text: Remember to include Christmas specific ad text, special offers & delivery times & to test out different variations of your ad text.
• Use Images: Images are a powerful way of reaching & interacting with users especially for products with a visual unique selling proposition, for example luxury goods.
• Ad Formats: Use Google’s different ad formats (image, Gadget Ads*) to connect with different types of consumers in different ways.

*What are Google Gadget Ads?
Gadget ads enable advertisers and agencies to engage audiences on the Internet’s largest ad network with a rich and interactive new ad format. Think of gadget ads as mini versions of your website in any AdSense ad size.

Okay, time to get those raindeer humming. Just a few more sleeps till Christmas.

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Tags: AdWords, Christmas 2009, Google, last-minute, traffic