How to use the Winter Olympics to improve your PPC campaign

If you’ve been hiding under a rock for the last week or so you may not be aware that the 2014 Winter Olympics are underway in Sochi, Russia. For those of us with televisions, coverage of these games is virtually inescapable. I love the Winter Olympics – being a keen ski-er, watching the downhill skiing events and especially the new slopestyle events really gives me the ‘bug’ again. I’ve also found myself getting into the curling, ice hockey and speed skating. I haven’t been ice skating for years, but watching the events in Sochi have given me a renewed interest in it.

This got me thinking, so I started doing a few Google searches – searches that your average Winter Olympics viewer might be doing right now.

Ski Lessons:

Screen Shot 2014-02-14 at 10.55.59


Ice Skates For Kids:

Screen Shot 2014-02-14 at 10.54.10


Ski Holidays 2014:

Screen Shot 2014-02-14 at 10.52.11



These advertisers are no doubt seeing an increase in clicks and traffic to their website, but there’s still a decent amount of competition here and they could be using the Winter Olympics to beat their rivals to the clicks (and conversions).

By incorporating the Games into their ad copy these companies can stand out from the crowd. For example, for Ski Lessons:

Ski Lessons – 50% Off
Loving the Winter Olympic skiers?
Learn to ski yourself!

For Ice Skates For Kids, something like ‘Can your child achieve Olympic ice skating greatness? Buy ice skates for kids here’

For Ski Holidays 2014: ‘Want to be in Sochi? Try the Alps instead – closer and cheaper!’

These are examples straight off the top of my head, but you get the idea. By serving topical ads you are tapping directly into the current mindset of your potential customer and you’re much more likely to stand out from the crowd. You can even schedule these ads to show during and after specific events (e.g. the skating) in order to maximise interest and relevance.

If you do experiment with topical ads like this, make sure the theme continues on your landing page. This keeps the customer journey smooth and consistent, driving them towards your ultimate goal of a sale.

Thanks for reading, comments welcome!

About The Author

Michael Madew

PPC expert with over 10 years' experience in creating and managing highly profitable PPC campaigns on Google Adwords, Bing Ads and other paid search platforms.

Leave A Response

* Denotes Required Field