Holiday Shopping Survival A Checklist to Keep Your Campaign Healthy and Successful During the Holidays If you want to find out more about search and Shopping campaigns in AdWords, read our best practices at g.co/GoogleBP.
Get all products in your data feed eligible 1. Enable automatic item updates or upload online product inventory feeds to make frequent, necessary updates to fluctuating product price and availability during the holidays. Why: Shoppers will bounce from your store if they don’t see the price and availability they expect. 2. Identify top issues with your feed using the Diagnostics Tab and get disapproved products back into the auction before the busy season. Why: More products in auction means you’ll qualify for more impressions and be there for more shoppers. 3. Update your technical and critical contact information in Merchant Center. Why: Confirm the holiday on-call contacts in case of any last minute messages for feed updates or data issues.
Optimize to reach customers during their holiday shopping journey 4. Manage seasonal or strategic products with a separate campaign at a higher campaign priority. Why: Gain the flexibility to optimize budgets and promotions for strategic products without affecting the performance of your core campaign. 5. Uncap budgets to match search growth for your products leading up to Black Friday and after New Years. Why: Shoppers are starting research earlier every year. 54% of shoppers plan to start holiday shopping research 1 before Cyber Monday in 2015, up from 48% in 2014 . 6. Add new click share columns to find product groups that have the biggest headroom for more clicks. Why: Get your product groups ready to pick up increasing holiday shopping searches. 7. View overlap rate and outranking share from the auction insights report to compare performance with competitors on high value products. Why: Increasing bids and showing in the top results of popular holiday items can increase CTR and engagement.
Create a plan to meet customers on the go 8. Reach nearby customers by increasing bid adjustments with location extensions targeting. Why: Shoppers are using mobile phones as a guide to local stores. Mobile searches with “near me” have 2 increased 34X on since 2011 . 9. Update your mobile bid modifier to include estimated total conversion rates and account for influence across all advertising campaigns as part of the bid. Why: Shoppers use mobile throughout their shopping journey, so make sure you aren’t undervaluing mobile traffic with a low modifier. 10. Use the bid simulator to find mobile bid modifier recommendations based on your historical performance. Why: With mobile search already outpacing desktop in over 10 countries in 2015, be ready to drive more 3 mobile traffic to your site . 1. Google / Ipsos MediaCT, Consumer Holiday Intentions Study 2015 2. Google Trends. Published on Think with Google, April 2015 3. Google Internal Data, May 2015
Good Call | Checklist to Driving Calls with AdWords Services
Holiday Shopping Survival. A Checklist to Keep Your Campaign Healthy and Successful During the Holidays. 8. Reach nearby customers by increasing bid adjustments with location extensions targeting. Why: Shoppers are using mobile phones as a guide to local stores. Mobile searches with ânear meâ have increased 34X ...
Check that you're not going dark midday or mid-season. Why: Holiday traffic can be unpredictable. Monitor your account to ensure that you are there when your customers are searching for your products. Take Action: Actively measure your âburn rateâ
Good Call. A Guide to Driving Calls with AdWords. 1. Decide if you want to drive clicks ... and frequencies can help inform how you staff and run your call center.
Providing a great landing page experience is good for your customers and your business. ⢠Easily target your experiment to any combination of AdWords accounts, campaigns, ad groups, or keywords. ⢠Optimize will determine the best performing landi
Add all mobile-relevant extensions such as location, call, or app extensions to engage users on the go. And with mobile ads potentially showing just one description line, prioritize the most important information in the first line. Add a mobile bid m
Why: Local inventory ads have the same conversion rates as mobile with the added benefit of sending customers to your ... To view a holiday planning guide for Search and Shopping or Shopping campaign best practices, check out our full collection of b
Get the latest tips and best practices in our Playbook app. Feature testing. How do you test optimization ideas? Smart feature releases. How do you release new features? Great onboarding. How can you make your onboarding faster & more seamless? Succe
Get the latest tips and best practices in our Playbook app. Feature testing. How do you test optimization ideas? Smart feature releases. How do you release new ...
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Because of mobile, consumer behavior has changed and the purchase journey is no longer a simple, linear experience. Like you, the vast majority of consumers today don't just walk into a shop to find the information they need, or even to make a purcha
Ford New Zealand built on its success in search by expanding into the. Google Display Network (GDN), which includes over two million websites and 650,000 apps. Ford engaged consumers actively shopping for a vehicle with a visual experience showcasing
in searches for the. Gillette brand. OVER 84% of 13.5M total viewers finished most of the video. PURCHASE. Over 50% of worldwide Google searches happen on mobile devices. The world's gone mobile. AdWords offers more ways than ever for people to find
Click-to-call functionality enables a potential customer to click directly from the ad and automatically reach the Regtransfers call centre without even having to navigate to the website. There's no need to copy, dial or re-key a phone number, making
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Before jumping into Google AdWords or Merchant Center, let's talk about your plan. Forecast your budget and set KPIs. Why: Total holiday traffic increased 60% YoY on Shopping in 2015, so plan ahead to keep your digital store open and capture increasi
Add a 200-pixel-wide by 250-pixel-tall photo that captures your community's spirit and makes a good impression. Add a clear and descriptive tagline to attract the right members. In the 'About' section, add additional information relevant to your comm
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