Why Holiday Headlines and Copy do not always work.

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As you know people seek out different items depending on the time of year and for different holidays. As such they also respond to different marketing queues. However, tailoring your text ads to reflect an approaching holiday or particular season doesn’t always work. Make sure that whenever you launch a seasonal or holiday focused advertisement that you track its performance compared to a non-seasonal ad or non-holiday ad. Not only may your Click Through Rate (CTR) decline your your Quality Score may also drop, because you made your advertisement less relevant to your keywords.

We experienced this firsthand with an e-tailor that saw a significant decline in CTR following the creation of several Christmas themed text advertisements. However, because we were monitoring the ads closely and the AdWords reporting is near real time we were able to remove the poorly performing ads and replace them with the non-Christmas themed ads. Whenever you make a change, especially one as drastic as changing your ads headline that you closely analyze what happens following that change, you maybe surprised what you discover.