PPC Strategies for Ramadan
For companies who want to advertise on keywords related to this year’s Ramadan have to be aware that the competition on certain keywords can be very tough. General keywords such as ‘ramadan’, ‘feast’, ‘suhoor’or ‘iftar’ are used by lots of advertisers who compete for the highest rankings on Search Engines. Therefore very high CPC's can minimize or even destroy the ROI's of advertisers PPC campaigns.
Which keyword strategies are the best?
- If the advertiser wants to use one or two general keywords related to Ramadan he should choose keyword combinations and ‘exact matches’ to avoid extremely high search volumes, e.g. ‘ramadan feast’ as ‘exact match’. But still I wouldn’t recommend general keywords in relation to Ramadan.
- The advertiser should use keywords which explains his core business, regardless of Ramadan, for example if he has a recipe website, he should use variations of the keyword ‘recipe’.
- The advertiser should use keywords which explains his core business in combination with Ramadan, for example ‘delicious ramadan recipes’.
Nevertheless, you should only use Ramadan combined keyword only if it is really related to your business and not because you want to catch the high search trend. Because then you would have a serious quality score problem with your PPC campaign and the CPC’s would even be higher than you can imagine or the keywords wouldn’t even be shown by Google as it is not relevant to your page or business.
The above table shows search trends on Google in Turkey from 2005 until today. In red: Keyword combination ‘ramadan recipes’ in Turkish.
In blue: ‘recipe’ keyword combination in Turkish.
The above table shows the same search trends with the same keywords which are used in Table 1. Next to the mentioned keywords the general keyword ‘ramadan’ (also in Turkish) is included in Table 2. As you can see the search volume is much, much more higher. So be aware of using general keywords otherwise your daily PPC budget will be wasted in an instant!
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