The holiday season is coming up and the Halloween search behavior is expected to result in more than $7.4 billion in sales alone. Navigating campaigns through the ever so competitive holiday season can be tricky because costs typically spike. Here are seven best practices for e-commerce businesses to keep that profit margin as high as possible.
7 AdWords E-Commerce Tips For The Holiday Season
#1 Create Custom Extensions for the Holiday Season
Callout extensions and sitelinks are great tools to stand out with special offers and promotions. Set them up now and test the ones that get the best results so you can maximize CTR and conversions when the traffic spikes.
#2 Optimize Negative Keywords List
Holidays tend to increase traffic not only for good keywords but also for terms that you don’t want to show up for.
Run extensive search term reports to identify new negative terms and add them to all of your campaigns. This will maximize the percentage of high quality traffic to the website.
#3 Identify Top Sellers and Create Custom Promotions
Best selling items are likely to generate even more volume during the holiday season. However, the competition will be higher and therefore it’s best to plan promotions ahead of time.
#4 Set Up an Advertising Campaign for Existing Buyers
Existing customers are 60% more likely to buy from your website than people that have never heard of you. Considering how online purchases increase during the holiday season, you should set up custom remarketing lists including existing customers and advertise your best offers.
This is going to help get more and cheaper conversions and it will raise capital that can then be invested in the acquisition of new customers.
#5 Test Dynamic Search Campaigns
Dynamic search campaigns are a great tool to boost quality traffic to the site and they are perfect for the holiday season because they automatically adjust to what people are searching. They crawl all of selected parts of your website and deliver ads based on the match between what users search and the content of your website.
This is particularly useful for companies having hundreds of items in stock. Dynamic search campaigns should have a strong list of negative keywords and they perform best if reviewed constantly.
Search term reports are important all the time but even if you don’t change the budget or anything in your campaign, you show up for different search terms that during regular seasons because, well, people search differently. While we can optimize the negative keywords, monitoring search terms report regularly or even in real time depending only the amount of traffic your campaigns generate is worth considering. Yes, you want to get rid off anything that unnecessarily drains your budget but you also want to find the golden nuggets.
#6 Use Bid Modifiers for Geographic Areas
Google Analytics provides you with a large amount of data that you can use to optimize your ad account. Geographic performance is a key factor in determining your bidding strategies. Customize your bids for the holiday season depending on where you make the most money.
Typically, there can be big differences among the US states and countries of course if you are advertising globally and therefore you should be breaking down your national targeting in sub categories and apply bid modifiers to boost performance.
#7 Create Remarketing for Search Campaigns
Customers tend to compare several stores before committing to a one over another. You should be bidding more competitively for people that are in market for your product and service. Let them compare but make sure you end up being part of that comparison by bidding competitively during that comparison process.
The advantage of remarketing for search is that you will also be able to bid on more generic terms because the audience already visited your website and therefore, the audience is narrowing down the risk of being too generic.
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