Getting Your Shopping Campaigns Holiday Ready
November 10, 2014
Product Listing Ads are now found within Google Shopping campaigns. Unlike text ads, these ads show photos of products, along with prices and product names right on the search results page when people search for items on Google.
Product Listings are a crucial piece of online sales for Ecommerce accounts during this time, so make sure your accounts are ready. Google has changed the way you build ads with Google Shopping so it’s important to make sure your campaigns are up-to-date and optimized.
Here are four tips to help prepare your Shopping campaigns for the holiday push.
Tip #1 – Create a New Campaign
With all the changes that are made to a Shopping campaign during the holidays, it’s a good idea to create a new Holiday Shopping campaign. This way your non-holiday campaign is left intact and ready to go in the new year. This also allows you to utilize Shopping’s enhanced features such as using filters and unique product groupings to highlight your top sellers and bid more competitively during key periods.
Tip #2 – Update the Feed
Review your feed and make sure you are including all the key information that would help the user find exactly what they are looking for. The more data the better (every PPC account managers favorite saying)! To optimize even further, take advantage of custom labels in the feed, making it even easier to optimize based on data that isn’t available in AdWords.
If you are able to show the user you have exactly what they are looking for, it will help build trust and confidence in your product, which can help sway users that have never purchased your product before to buy.
Holiday shoppers shop differently than they do the rest of the year because they are giving gifts. People make their lists and the giver wants to get exactly what is on the list. This one reason why it’s crucial to make sure you have all the information about the product included in the feed.
Tip #3 – Shipping: Adjust for Free Shipping options
The number one phrase that will sway an online holiday shopper during the holiday season is – FREE SHIPPING. When free shipping is involved, brand loyalty goes out the window. If you are offering free shipping make sure you update your shipping settings in the merchant center to reflect this.
Also, any items that offer free shipping should be properly updated in your data feed. For a text based feed, the setting for Free Shipping should look something like this – US:::0.00.
Tip #4 – Upload New Promotional Ads ASAP
I’m sure most online marketers using Shopping are already on top of this, but just another friendly reminder to make sure your ads are updated and promoting the latest and greatest promotions. It’s best to get these updated at least a week before you are ready to launch them, so they can go through editorial review.
Browse By Category
How to Drive Calls that Actually Convert
Our experts are here to explain how gaining call tracking data can help you close the gap in your customer journey and tailor their experience so they actually convert.
New Facebook Analytics Updates from F8
Learn about journeys and automated insights, new tools announced at Facebook's F8 conference for the Facebook Analytics tool.
Spotify Advertising: The Why and How
This blog post gives you the rundown on Spotify, including why and how you might advertise on Spotify's new self-serve ad platform, Ad Studio.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
5 Facebook Ad Settings to Audit In Your Account
5 Easy settings to audit in your Facebook Ads account to improve performance and understand website traffic.
Analyzing the AdWords Distance Report
The distance report provides a unique view of your geographic data. The report helps users understand how distance from a location impacts search ad performance.
How to Master Attribution for Easy Budget Planning
In this webinar, Hanapin’s Cassie Oumedian and Google’s Julia Meter will provide tips on using AdWords attribution to directionally decide where you should allocate your budget, and how you can use the changing industry to your advantage.