NEW FEATURE: Implement Postback Tracking without changing your end URLs
We’re heading into the busiest time of the year for online dating! With a natural uplift in traffic from December 26th until the end of February, it’s essential that you start preparing your Christmas campaigns now to take advantage.
Last year our UK Mainstream network saw a +36% increase in registrations from December 2018 to January 2019, resulting in a massive +21% increase in new subscription revenues for our partners. The UK also saw a huge +11.5% increase in re-initial revenue from a +10% boost in members re-upgrading as a result of our New Year engagement campaigns.
To help you boost your revenues and take advantage of the increase in traffic over the festive period we’ll be sharing weekly advice and tips to ensure your marketing campaigns and site designs are optimised for the festive period. The team will also be providing full support to set up Postback Tracking for your Google campaigns. It is crucial Postback Tracking is set up for your Christmas campaigns to ensure that you’re seeing accurate ROI’s and LTV’s as your traffic upgrades and re-bills in the New Year.
If you main traffic source is SEO, it is vital to always prepare your campaigns ahead of time for the up and coming months as these can often take time to come into effect and provide results.
Here’s our first tip...
Update your landing page with seasonal designs
Having festive landing pages may seem simple, but it is an extremely important part of preparing your campaigns for December. We highly recommend updating your landing pages by adding some festive cheer with seasonal imagery. Seasonal landing pages are more likely to catch a users attention as well as demonstrating that your site is regularly updated, adding credibility and leading to an increase in conversions.
As much as we want to see a carefree, happy couple strolling along the beach hand in hand, with blogs full of summer date ideas in mid-December when we are all sat at home with the heating on, it doesn't seem right. If you have sites in international territories it’s important to take this into consideration. Adding dusting of snow and changing the imagery to loved up couples building a snowman won’t work for the Australian sites.
Tip: Make sure the changes you make are consistent across mobile and desktop and are still in keeping with the theme and colour scheme of the rest of your site.
Analyse your data and set aside additional budget for PPC
To analyse trends, seasonal variations in traffic and conversion rates we recommend using Google Analytics. Take a look at last year’s conversion rate, ROI and traffic trends to help you prepare your campaigns. Look for which dates, days of the week and hours of the day historically have the best conversion or click to registration rates and optimise your bids accordingly.
Don’t forget your Partner Manager can provide you with bespoke organic reports that will provide a general overview of a domains organic online visibility. These are great to get a full picture of a website's online presence.
Tip: We’d strongly advise setting aside some additional budget to not miss out on any potential leads from the natural uplift in traffic.
To ensure that your ad campaigns are fully optimised for the festive period, take the time to add descriptive and holiday focused keywords that match the seasonal campaigns in other areas of your marketing strategy to keep things relevant to your target audience.
Using Google’s Keyword Planner is the most efficient and effective way to add extra keywords to your list that have search volume. By carrying out keyword research with the Google keyword tool you are able to get a rough estimate of the search volume for a keyword at a specific time of year.
All of these tips can be applied to all territories, networks and niches but be sure to change your approach for whichever you are working with. Stay tuned for further advice and tips next week!
If you have any questions about keyword research or updating your landing page designs, get in touch with your partner manager today or reach out to firstname.lastname@example.org