The holiday season is the most beautiful time of the year and, for retailers, it’s also the busiest. This year has been particularly challenging for retailers and shoppers, alike, with the presence of global uncertainties like supply chain disruptions. Still, holiday shopping is poised to surge and retailers can turn to Google to drive sales.
With Google’s full range of promotional channels, retailers can show up across the shopping journey and stay top-of-mind for consumers. Here are a few tips to set you up for success this holiday season.
Show up to the party early
The countdown is officially on as holiday shopping kicks off earlier in the year. Get ready to reach these shoppers with the following Google Ads insights and tools.
Make your grand entrance with demand forecasts on the Insights page. This predicts upcoming trends relevant to your business so you can adjust your budget and bidding strategy to capture growing demand. Additionally, use Performance Planner to understand how these changes to your advertising spend will impact your predicted clicks, conversions and conversion values.
Beyond optimizing your campaign settings, you’ll also need to get your product feed in shape. Product-specific insights are now at your disposal at the account level in the Google Ads products tab. These insights let you spot underperforming offers, identify products with missing feed attributes and compare your bidding strategy with your top competitors’.
Review product-specific insights on the products tab in Google Ads
Make the rounds
With more ways to shop than ever, it can be difficult to keep up with complex purchasing journeys. With the best of Google automation at your fingertips, you can stand out to shoppers across the full range of Google Ads channels. Maximize your reach by showing your ads to shoppers who search for terms related to your keywords using broad match and Smart Bidding. Then use responsive search ads to tailor your messaging based on shoppers’ search terms.
But Search is just one part of the equation. Complement keyword-based Search campaigns with Performance Max. As the next generation of Smart Shopping and Local campaigns, Performance Max connects with your product feed to drive sales both online and in-store. Keep an eye out for seasonal templates launching this fall. They’ll help you create video ads in a matter of minutes for Performance Max campaigns.
Round off your advertising strategy by inspiring shoppers when they least expect it. You can now harness the power of your Google Merchant Center product feed with YouTube Video action campaigns and Discovery ads, which present new shoppable opportunities for your brand in moments of inspiration and discovery.
Finally, don’t forget about your mobile-first shoppers. Promote your app to shoppers across Google’s largest properties such as Search, Google Play, YouTube and more with App campaigns and give users a seamless web-to-app purchase experience by setting up deep links.
Be scroll-stopping
Give shoppers a reason to turn from browsers to buyers wherever they may be. Join them by listing your products on Google to unlock access to different levers that can make your products shine during the holidays. Fuel demand by adding your sales and promotions early. The Content API is also now available to make it even easier for you to upload and manage your deals at scale. Keep stockings stuffed by adding estimated delivery times such as “Get it by 12/20”, and help shoppers stay worry-free by highlighting your flexible return policies like “Free 90-day returns.”
View sales price annotations and shipping and return options (US example)
Take it offline
Your audience won’t just be shopping online. Offering a seamless experience between brick-and-mortar and online shopping will be key to winning shoppers. Make it easy for shoppers to find you by updating your Business Profile with store hours, location and images. Then grow in-store foot traffic and sales by promoting your location to online shoppers in the area with Performance Max campaigns for store goals, such as in-store promotions or seasonal specials. You now have more control over your Smart Bidding to meet your store visits or store sales goals this holiday season.
And for last-minute shoppers or shoppers who prefer to browse in-person, you can use local inventory ads to promote your in-store inventory online and convenient curbside or in-store pickup options.
Article by Stephanie Shum. Read full article here.
