We all know that the Christmas period is the biggest season for many retailers and success is vital for survival during this period. Google Shopping has always been an excellent channel for marketing products to the right customers, but how can you supercharge your campaign for the hectic Christmas period?
We asked our in-house expert, Henry Stocks-Fryer, what his opinion was on how to ensure you are fully prepared for the Christmas period:
“If you’ve got your stock in, your website and Google Shopping campaigns are optimised, you will be ready to compete. However, with Amazon dramatically increasing its market share over the Black Friday period, it can be hard to enter the arena. Make sure your product titles contain the most relevant information – do they contain your brand or the size? Most importantly, look at what your customers are searching for, it will help increase the universe of search terms that are available to you.”
So let’s break this down into some actionable tips you can implement to increase your performance on Google Shopping this Christmas.
Understand your tools
There are so many tools for you to take advantage of that could give you plenty of easy wins. Split your products out into different campaigns to help you manage budgets and impression share. Once you have your campaigns set up, make sure you are using negative keywords to filter search queries to specific terms that you know will convert.
Use different ad groups and product groups where possible with different levels of priority, so you can closely manage and optimise bids by being granular with your data. This may be more difficult if you are dealing with a lot of products, so be careful not to over complicate things!
Get key dates in your calendar
Christmas marketing is all about timing. When are your potential customers most likely to make a purchase? By knowing these key dates beforehand, you can be smart and use your budget efficiently to put your PLA ads at the top of the carousel during the busiest periods.
Here are a few of the key dates to be aware of:
Set up Christmas sales, prices and dates in advance
A lot of retailers like to offer sale promotions during Christmas to encourage customers to shop with them. Even though the price isn’t the first thing shoppers look at on PLA ads, it definitely is something they consider – so the more price competitive you are, the more inclined the shopper is to click on your ad.
Save yourself some hassle and sort out your Christmas campaigns now. Update the sales price field in the feed and make sure you have entered the right dates and Google will magically adjust the price for you when the time is right!
So we’re all prepared, but what if our campaigns aren’t performing as well as we thought? Time to optimise!
Optimise product feeds
One of the easiest ways to optimise your Google Shopping ads is by making sure your feed is up to scratch. Pay attention to titles and descriptions – do they contain terms your customers are searching for? Place the most important keywords towards the front, be descriptive but be careful of overstuffing!
Work on Bidding Strategy
You need to find the right bidding strategy for your company so you can make the most out of your seasonal budget. Having the right strategy is make or break when it comes to success on Google Shopping. Be as granular as possible, bidding down to individual SKU level (if it is possible for the number of products you have). Always keep your ROAS (return on ad spend) in mind and decide what target you want to work to. Research your search impression share to see how frequently your products are visible for important search terms – the higher the better, as you are more visible to your potential customers.
It can be hard to be granular with your data when you have a large number of products to manage. It’s even harder when you have a million jobs over the hectic Christmas period on top of having to continuously optimise and review your campaigns. Automation can be a massive relief in these situations. Make use of automation tools, such as scripts, or if you really want to take it to the next level, utilise companies like Bidnamic that have created specific technologies to increase success on the channel through smart automation.
3. Measure success and analyse
The last step to success is to measure and analyse your results constantly. Stay on top of your accounts and measure your success against the targets you set. A great way to analyse success is by making year on year comparisons.
Google Shopping is a great platform to use, especially in the busy Christmas period! Good luck with your campaigns and if you are interested in learning more about our approach to Google Shopping you can book a call with one of our specialists below.