So, you’ve survived Black Friday and Cyber Monday, but the holiday shopping season isn’t over. Sure there are fewer days for shopping this year, but that doesn’t mean you should put your paid search campaigns on auto-pilot for the next couple of weeks.
Great paid search campaigns require daily attention to make sure key performance metrics are in-line with your ecommerce goals. As you push through the volume of orders from the past weekend, take a few minutes each day to implement these quick mid-season paid search tips that will keep your ads running profitably through the end of the holiday season.
Holiday shopping hours also shift during these few weeks. Hitting your budget at 10pm can still cause you to lose sales in the late night hours. In addition to watching for capped campaign budgets, look at your sales by hour on the Dimensions tab to see if your ad scheduling adjustments should also be lifted.
Using Google AdWords tools, like the Bid Simulator will tell you a ‘Top of Page Estimate’ and help guide you to finding the right bid for your campaign, ad group or keyword. Like any other Google tool, make sure you are analyzing the recommendation for your own goals before making any changes.
Keep an eye on their ad position (see tip #2). New features on the Opportunities tab now give you some ideas for keyword and bidding changes that will keep you competitive with your closest competitor (they actually tell you who you will be beating if you make the changes). Another word of caution about the Opportunities tab: Just because Google suggests it, doesn’t mean it make sense. So, implement changes that make sense for your bottom line.
Watch your Product Listing Ad campaign impressions daily so you can catch any major traffic shifts. Double check your Google Merchant Center section to ensure you didn’t receive a surge of product disapprovals for one reason or another. To read more about setting up a success Google Merchant Product Feed, download the 5 Feed Fixes whitepaper.
You’ve put a lot of time into planning and preparing for the holiday season. Paid search is a valuable source of traffic that intends to buy somewhere. Don’t let a few days of neglect tank your holiday success with paid search. The few minutes each day that it will take you to perform these 4 paid search tips will pay off with sales and profits during this season of giving. Learn more about holiday paid search essentials, download the Holiday AdWords Essentials Blueprint that is designed exclusively for ecommerce retailers.
Let’s hear from you, what’s your biggest hurdle with paid search during the holiday season?