We all love Christmas!! And those of us who work in Advertising and Marketing are already working so that everything goes perfect in the Christmas campaigns in Google Ads 😉 That’s why from we want to give you 10 gifts in anticipation of Christmas.
We hope you like them!
1.- Plan ahead
Choose the objectives that you would like to achieve with your Christmas campaigns in Google Ads, review the competition and plan your budget according to the objectives, you will be able to reach more customers who are looking for your products.
And how to plan your budget? The best way if you have had active campaigns last year is to check the history of 2017 and compare it with the general search trends in Spain with Google Trends. In this way you will be able to prepare a flexible budget on the days that the key performance indicators have had a higher click share or higher search volume. To all this, you must add and take into account the multi-device impact, locations, gender and age.
Refering to competition, I recommend you to use SemRush, search for new KeyWords ideas, check why ads are appearing, how much they are spending…etc. Write down in an Excel what promotions they are doing, what products, and what type of strategy they are carrying out.
2.- Correctly define your audiences
On these dates all advertisers get their act together, even those who don’t advertise on Google Ads the rest of the year (ERROR!!) do so at Christmas.
And… how does the ?
Define your audience according to their interests, keywords, URL’s of the content they visit, in short, their affinity with other pages, topics or interests.
On the other hand, you can define audiences in the market: purchase intent, by events, custom based on intent, or by keywords.
And finally, the remarketing audiences…Have these audiences prepared and defined very well! And always remember to exclude people who have already bought in the last 30 days. You can prepare various types of audiences (also linked to Adwords): Website visitors, YouTube users, app users, customer lists or combinations of these that you can customize according to the audience you want to impact.
Don’t forget about The in Google Ads either, we leave you all the information so you can complete your strategy and it has a high rate of effectiveness.
3.- Set a promotional calendar
Set a calendar in advance, for Christmas campaigns in Google Ads, with the promotions that you would like to advertise on specific days or weeks. Do you think they will work better during the week? Or on the contrary… will weekends work better? Adapt it according to the promotions that you are going to have and keep in mind that according to the national federation of businesses, a third of online shoppers stated that all their purchases were motivated because on weekends they saw interesting promotions and they had more time to make the purchase at the time.
Plan the days with the ads that will be active or of the christmas promotionsinclude the different copies and URL’s that you are going to put in your ads:
final url
Title 1: maximum 30 characters
Title 2: maximum 30 characters
Title 3: maximum 30 characters
Visible Path: 15 characters between each bar
Description 1: up to 90 characters
Description 2: up to 90 characters
Don’t forget about site extensions and callouts. Think about whether you want to keep the same as always or are you going to include, for example, site links to “Christmas deals 2018” or “dresses at 70% off”.
It includes promotion extensions, here you can program directly in Google Ads start and end date and time. Include promotional codes if necessary.
4.- Special Shopping
This advice is for those who have active Shopping campaigns, determine which products you want to promote, for how long and which of the past promotions have been more successful.
Prepare your website according to the Christmas offers and promotions and use the promotions of Google stores to highlight offers and add the feed attributes ( price_offer and effective_date_price_offer ) to program in advance the price changes of the promotions on the different days.
In your Merchant account, you must set and manage email preferences so that you and your team receive all notifications of what is happening with the products, for example, in the event that two products have been rejected for any reason, You will receive the notification and you will be able to program yourself to see who is managing the problem.
Here we leave you a post on how to sell in
In the Merchant Opportunities tab, review the Product Suggestions report before you launch your campaigns and for as long as they’re active.
5.- Use automated rules
These allow you to execute changes automatically, based on the condition and conditions you choose. You can set campaign rules, by ad groups, keywords, by tags…etc and use any segment (clicks, impressions, conversions, CTR, status, CPC…etc.) The options and combinations are immense.
For example, we can increase the bids by setting the condition that if our ads do not have enough bid to be shown above position 3, that they automatically rise by 15% and thus be able to appear among the first 3:
This position rule can help you because if you have relevant keywords you can make your ad show up first without having to review it every day. Make your potential customers take your brand into account as they browse through the different purchase options.
You must be very clear what rules to use and how they can help you in Christmas campaigns in Google Ads, between holidays, vacations and over saturation in general.
6.- Increase visits or purchases from mobile
Always making sure that you show the ad with the right product, to the right customers and at the right time; mobile strategies are fundamental, during the year we have already been verifying that mobile searches add up to 80% of traffic (depending on pages and sectors) because at Christmas they tend to increase somewhat more.
One of the strategies to follow is to create two campaigns, one only for mobile phones, and duplicate the same one but only for computers. This way you can check which one brings you more conversions at a lower CPA.
But keep in mind that for this type of strategy, your mobile site has to load at the speed of light, thus creating a very positive shopping experience on mobile devices. Using auto-complete forms, avoiding using in-app or interstitial ads, and putting the price and add to cart at the top of your page are other extra tips to improve the mobile experience.
Your keywords, but not all, copy of the ads, extensions, display banners and landing pages have to be focused on Christmas, apart from having better quality you can have a higher performance and a higher conversion rate .
Always make the difference Compared to the competition, use images and creative copy, using as many characters as possible in the ads in order to occupy more space on the screen and have greater visibility.
Use immediate messages for last-minute buyers, such as “We prepare your gift-wrapped gift and send it to you in 24 hours”.
8.- Take advantage of all platforms
As we have been commenting, along with the previous tips, make the perfect combination according to your website or app, objectives, clients, competition, moment, experience… etc, between:
– Shopping
– Search
–Display
– Remarketing
– Video
– Universal application
Change the way you bid on the different platforms to take advantage of them 100%, this Christmas we recommend that you bid on the different platforms more aggressively than during the rest of the year.
9.- Use dynamic ads
These ads are an easy way to find potential customers who are searching Google for exactly what you are offering. They are ideal for those advertisers with perfectly developed websites or with very large inventories, since they use the website to segment ads and help fill in the gaps of campaigns based on keywords, in this way no searches are lost and no you have to wait for someone to create these ads.
Simply what Google does is take the titles and the most frequent phrases of your website, showing in turn the exact destination URL with the user’s search. You can choose from several targeting options:
– All web pages
– Specific pages
– Page Feed
Some of the advantages are: save time, frequent and automatic updates, display relevant titles with search and dynamically generated, control your campaign, attract additional traffic, control the message of the description and display URLs are based on the domain of the final URL .
10.- Evaluate performance
Analyze the figures to check if the objectives that were established in the planning were met. Whenever possible you should evaluate the following metrics:
– Advertising fee: look at the share of impressions in your campaigns, in this way, you will be able to know the proportion of the purchase demand that you captured. You should focus studying this metric on exact match impressions.
– Check the activation of keywords and productsin this way you can improve the optimization of bids, taking advantage of the best-selling products and removing those that have not generated an impact.
– Perform an analysis of the competition: know the position you have occupied with respect to this using the auction comparisons.
– Analyze the CTR and Conversion Rates: if you have had a high CTR and a low conversion rate it means that the ads have been relevant to users but something has happened on the page that they have not bought; if on the contrary, you have had a high conversion rate but a low CTR that means that you could have improved the ads or increased the bids.
– Study multichannel performanceHow have the different channels influenced each other? Identify if you should have uploaded the bid to mobile, for example.
We hope you liked it and above all that it helps you to plan, improve and optimize your Christmas Campaigns in Google Ads!
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