1. Use AI to create a high-quality foundation for your ads and measure the potential performance of your campaigns using Google’s Performance Max experiments feature in Google Ads.
Blog
Eliana Melody • November 26, 2024
With the holiday season right around the corner, now is the time to make your connections count!
In this article we will cover strategies to boost Google advertising on YouTube, PerformanceMax, Shopping, and Omnichannel ads.
How To Stand Out in A Crowded Retail Space with YouTube
- Diversify your ads by creating different length of videos (60 second, fifteen second, thirty second) and sizes (vertical, square, horizontal). Make sure to have at least 1 of each!
- Push for lower-funnel interactions with remarketing lists to retarget users who have previously engaged with your content.
- Prepare your digital storefront for all the holiday traffic by attaching product feeds and use custom labels.
- Build a full-funnel customer journey plan that builds consideration and captures demand.
- Get your campaigns ready now and test them prior to launch to avoid any technical difficulties. Continue optimization throughout the holiday season to keep your campaigns in best shape!
How To Maximize Campaigns with Performance Max
2. Pair broad match keywords with a Smart Bidding strategy for effective and real-time signals to set the right bid for each query.
3. Use Google Ad’s Performance Planner to plan your budgets to the end of the year and ensure alignment with campaign goals. Make sure to check throughout the season to ensure the budgets are still aligning with campaign goals.
4. Use Google Ad’s Merchant Center Insights to understand your competition during the holiday season to plan budget and expectations accordingly.
5. Make sure you have creative coverage! Have at least one ad with “good” or “excellent” ad strength per ad group, at least four unique image assets, and your business logo/name.
How To Increase Purchases with Shopping Feed
- Maintain and optimize product data. Make sure your product data is robust and accurate, optimize product titles and descriptions with relevant keywords, use high-quality images, and utilize additional feed attributes.
- Enable annotations to show the most valuable information on your product and differentiate your product from others.
- Drive in-store traffic with local promotions, various pick-up options, and enable Pick Up Later for out-of-stock inventory. Make sure your google business profile is up to date with holiday hours too!
- Verify that you stay compliant with Merchant Center Policies, so you do not have an unexpected stop to your campaigns during peak advertising hours.
How To Make Every Connection Possible with Omnichannel
- Activate Omni bidding and formats in through October-December to maximize visibility and showing up for what the shopper prefers.
- Enable first party customer data to capture your most valuable customers and consider uploading purchase data to potentially bid to store sales.
- Use PerformanceMax, YouTube, and App campaigns to capture audiences from all digital platforms.
- Retarget new audiences to keep your product top of mind and build long term relationships during and after the holiday season.
- Optimize conversions with Google Ad’s Conversion Value Rules to prioritize the most profitable user segments.
Now that you have learned some of the best practices to boosting your 2024 holiday advertising, it’s time to get started!
If you have any questions please don’t hesitate to reach out to us. Email us at
info@theoryzmedia.com,
call us at
651-335-7093
or fill out our website
contact form.
Sources:
“Google Ads Academy: Holiday 2024 Best Practices.” Google Academy, Sept. 2024.
Google Ads Academy: Holiday 2024 Best Practices, Google, Sept. 2024, adsonair.withgoogle.com/events/retail-holiday-2024/watch?talk=retail-holiday-2024.
