Now that your product data and campaigns are in tip-top shape for Christmas, it’s time to build on top of what you have to optimise for the busy season.
Secure enough budget
Make sure that your digital shop is open for business. Don’t miss out on relevant and converting traffic by cutting your campaign bids and budgets short.
Check that you’re not going dark midday or mid-season
Why: Christmas traffic can be unpredictable. Monitor your account to ensure that you're there when your customers are searching for your products.
Actively measure your “burn rate” (dollars spent to date divided by the budget allocated to date) to see if you’re over-pacing. If budget is limited, view your campaign performance and prioritise ad or product groups to see what’s spending the most. Make sure that you’ve set adequate budgets with plenty of room to capture strong demand throughout Christmas and even into the post-Christmas season.
Adjust budgets to match search growth for seasonal peaks
Why: Plan ahead to capture increased seasonal search queries. The NRF reports that close to half of consumers tackled their Christmas lists early in 2016, with 41 percent saying they started shopping in October or earlier.1
Plan ahead to capture increased seasonal search queries. Look at your historical performance to find when traffic peaked (e.g. week before Christmas) and raise budget caps to meet increasing demand, especially with the longer Christmas season this year. Enable time-of-day bid adjustments to push ads during hours with highest traffic.
Avoid suspensions and disapprovals
You’ll miss valuable seasonal traffic if your account is suspended or top products are not eligible to show.
- Shopping tip: Keep your email preferences up-to-date to stay informed of important news and notifications about your account. Continue monitoring the Diagnostics tab in Merchant Center or product insights in Google Ads to fix top issues and get disapproved products back in the auction during the holidays.
Target easy wins if you need more volume
Start with low-hanging fruit to drive more seasonal traffic to your products quickly. If you’re underpacing, bid more aggressively on products that drive the most profit and higher conversion rates but have low impression share.
- Shopping tip: Check the Opportunities tab in Merchant Center for more ways to increase clicks in your account. Reach more shoppers with your Shopping Ads on YouTube and image search by enabling Search Partners for Shopping campaigns. 1 in 4 mobile video viewers in the US have visited YouTube for help with a purchase decision while they were at a store or visiting a store's website2 and 80% of shoppers who use images, use Image Search, for the top 5 retail categories.3
Put your best foot forward to attract your customers during the most important time of the year.
Bid aggressively to capture high-converting traffic across devices
Why: Take advantage of rising conversion rates on Shopping during the peak Christmas season to capture increased purchase intent.
Review bids regularly and bid above your competition to capitalise on increasing conversion rates during seasonal peaks.
- Shopping tip: If you’re using a Smart Bidding strategy, make sure that you’ve allocated adequate budgets to capture holiday traffic surges. If you’re using the enhanced cost-per-click (eCPC) bid strategy, also focus on adjusting your base bids to accommodate peak weeks.
Show in the top results for your high value products
Why: Shopping ads in the top results on mobile see up to 3X the engagement from shoppers.4 Advertisers using Target ROAS Smart Bidding are twice as likely to be in the first position for queries that convert most versus those on manual bidding, when controlled for average cost.5
- Shopping tip: View your absolute top impression share (ATIS), overlap rate and outranking share to compare performance with competitors on your most important products. Increase bids strategically for top products with gaps in ATIS and click share to ensure that your Shopping ads show above the competition, especially on mobile where visibility on a small screen matters. If you’re looking to maximise visibility in a specific product category, separate your products into a campaign with a high campaign priority. Set a lower ROAS target with the Target ROAS bid strategy to continue showing for relevant search queries in the best possible position while optimising for your return. If you’d like to maximise visibility without regard to return, you can manually optimise bids or use the Maximise Clicks bid strategy to drive a high ATIS.
Prioritise your seasonal merchandise and top-performers
Gain the flexibility to optimise budgets and promotions for strategic products without affecting the performance of your core campaign.
- Shopping tip: Manage seasonal and/or strategic products with a separate campaign at a higher campaign priority so you can actively manage their bids and budgets without affecting the performance of your core campaign. Use custom labels to segment and bid on high priority products. Maintain a catch-all campaign of “All Products” on low campaign priority with a low bid and make sure that products aren’t excluded in your campaign settings. Learn more about optimizing your Shopping campaigns and bids.
- Search tip: Focus on keywords that will drive the most volume. Manage their bids closely to get the most volume from your efficiency targets, and make sure that they get enough budget. Create custom labels to quickly filter for these keywords.
Meet shoppers wherever they go
You’ve got your customers’ attention. Now, reach more shoppers no matter where they are in their shopping journey.
Capitalise on mobile traffic and increasing conversion rates
Why: 58% of smartphone users reported using their smartphone for shopping-related activities in the last 30 days.6 And, compared to a year ago, people are 50% more likely to expect to purchase something immediately on their phone.7
Shoppers use mobile throughout their shopping experience, so don’t undervalue mobile with a low mobile bid. Boost mobile bids to show in the top results for your most valuable products and capture increasing conversion rates during the holiday peak season.
- Shopping tip: Check your mobile ATIS and click share. Use the Bid Simulator to find mobile bid opportunities based on your historical performance. If you’re using Smart Bidding, the Target ROAS bid strategy already optimises for cross-device conversions while the enhanced cost-per-click (eCPC) strategy relies on your device bid adjustment modifiers.
- Search tip: 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, prioritise the most important information in the first line.
Seize opportunities to drive nearby customers to your shops
Why: Shoppers are using mobile phones as a guide to local shops. Mobile searches for “where to buy” grew over 85% over the last 2 years8 while mobile searches for “open now” and “store hours” peaked on Christmas Day last year.9
On-the-go shoppers are likely to be on their mobile devices, so set strong mobile bid modifiers to capture foot traffic and drive more store visits.
- Shopping tip: Promote your local inventory and increase location bids with location extensions on times when you expect more foot traffic, such as opening hours and weekends. During peak periods when local searches on mobile surge, like Christmas and post-shipping cutoff, increase your bids or lower your ROAS target on the Target ROAS bid strategy for top product categories to drive nearby shoppers into your stores.
- Search tip: Increase location bid adjustments for searches that occur close to a shop location. Add all mobile-relevant extensions such as location extensions to engage users on the go.
Measure your success
Stay on top of your accounts. Make better strategic and informed decisions throughout the season based on the right data.
Evaluate cross-device and omnichannel impact on your performance
Why: 50% of people use three or more connected devices.10
Have correct tracking in place to properly attribute value to each touchpoint during your customer’s shopping journey. Bid to CPA parity across devices, both online and offline, accounting for cross-device conversions and store visits. Automate performance reports to monitor your KPIs.
Last, but not least, remember to take a breather during all the seasonal shenanigans. Have a candy cane, build a snowman and be merry. Consider it a Christmas gift to yourself.
1 2016 Holiday Shopping Trends from NRF, The Prosper Analytics & Insights survey, which asked 7,733 consumers about seasonal shopping plans, was conducted October 4-11 and has a margin of error of plus or minus 1.1 percentage points. The survey reflects a snapshot of consumers’ spending plans during that moment in time.
2 Google-commissioned Ipsos Brand Building on Mobile Survey, U.S., December 2015 n=1000, 18-54 year olds
3 Google/ Millward Brown Digital, "Google Image Search Clickstream Study", U.S., February 2016
4 Google Internal Data, 2016
5 Google Internal Data, Q3 2017
6 Google/Ipsos, U.S., "2016 App Landscape study", n=999 smartphone users aged 16-64, Oct. 2016
7 Google/Ipsos Connect, US, “Rising Consumer Expectations in the Micro-Moment,” 2016: n=1,516 US online smartphone users 18+, 2015: n=1,291 US online smartphone users 18+; Dec. 2016 and Aug. 2015
8 Google Data, US, Jan- Jun 2015 vs. Jan-Jun 2017
9 Google Data, US, Nov - Dec 2016
10 Google / TNS Connected Consumer Survey, US population 18+, n=1000, Q1 2016