By Deborah Kurfiss, Umbrella Content Marketing Director on Sep 29, 2023
No doubt Google Ads and directories play an important part of holiday marketing thrusts for many of your clients. Therefore, today we would like to talk about Google holiday advertising recommendations.
People shop on Google more than a billion times a day. If your client does not have a Merchant Center Account, they should. It enables them to list their products and business on Google Search, Maps, YouTube, and more.
We’d like to point you to some of Google’s holiday advertising resources for 2023– and add a few more to help you realize a successful holiday shopping season.
Every year, Google gives us guidance in making the most of Google Ads during this crucial time. Important this year are AI tools. We have summarized the following and encourage you to visit these links for more information:
Update your product details. Titles and descriptions should grab attention and give the kinds of details people need to know to buy.
Shipping information is more important at the holidays than at any other time of year. Offering people free shipping, maybe with purchase or just telling them when to expect a delivery makes all the difference in sales.
If you are a retailer that ships to the US, Google can automatically add shipping speed.
Some marketers wonder if it makes sense to pause Google advertising once the holidays arrive until their end. No, it is not a good idea, because it will damage your client’s ad rank. Once your client is removed from auctions, their competitors move ahead of them. This puts them at a distinct disadvantage when they are ready to restart their ad campaign. It will take time and money to get back to that same ranking.
Identify the keywords that have performed best for your client during previous holiday seasons and consider increasing your bids on those. The competition will be high, and a higher bid can ensure your ad stays visible.
Ad extensions enhance your ad by providing additional information or links. During the holiday season, you can use extensions to highlight special promotions, free shipping, or your brand’s USP. This not only improves visibility but also can boost click-through rates.
Not all products are for everyone. Use Google’s detailed targeting options to ensure your ads are being seen by the right demographic. For example, if you’re selling luxury items, you might target an audience with a higher income bracket.
Your ad copy should resonate with the holiday spirit. Use festive language, and highlight any holiday-specific deals or promotions you’re offering. This can capture the attention of consumers in the festive mood.
During the holiday season, things move fast. Monitor your campaigns regularly, even daily, to see what’s working and what’s not. Be ready to adjust your bids, keywords, or even your ad copy based on real-time performance.
If you are interested in white label Google advertising and other white label services leading up to the holidays, contact Umbrella for a free consultation. Complete the form here or call us at (866) 760-2638.
Book a call today to discuss how we can help your marketing agency grow.