With Christmas just around the corner, brands are pushing for the last sales before Christmas day. This year the industry has seen online sales over Christmas have soared by 12% with many traditional high street retailers allocating more budget towards digital marketing and online advertising. With the rise of Amazon Prime, same day delivery and Click & Collect, Christmas shopping has never been so stress-free.
Despite online shopping becoming more popular over the years, the market space has also become increasingly saturated and extremely competitive, especially around Christmas, the most exciting time of the year. Hence it becomes important for advertisers to be more strategic and creative with online shopping strategies.
Preparing your holiday Google Shopping campaigns is almost the same as getting your high-street shop window ready for the festive season. A well-optimised feed with attractive item titles and stand out images will not only attract more customers to your site, but a smoother customer journey is also more likely to increase the conversion rate.
Below are a few tips and tricks on how to get the most out of your Product Listing Ads this Christmas. Most of these are simple to set-up and a few hours of work will ensure extra sales from areas you haven’t explored before. If in doubt, ask one of the experts at NMPi.
Google Product Listing ads are triggered based on how well the search term matches the product title and description. So, if your products fit into the gifting, partywear or festive food category then remember to include Christmas themed keywords in your product titles and descriptions so that they appear for the relevant search terms. For instance, if you’re promoting “stocking filler gifts under £5”, then remember to add this description to the relevant items in the product feed.
Use of Custom Labels
The use of custom labels will help you categorise and subdivide the products in your feed which can really help with reporting and bidding. Assigning Christmas related Custom Labels will make bid management a lot quicker. You can save time by setting up rules and bid strategies, meaning that you can spend more time elsewhere. For instance, if you have novelty products that fit into the Secret Santa category, then label it with “Secret Santa” and push the bids up for products within this category during the first two weeks of December when most people are looking for Secret Santa gifts.
Query Level Bidding
Query Level Bidding allows you to bid differently on different types of keywords and more specifically separate your product terms from your generics. Like traditional pure search campaigns, generic and product name terms convert differently as they are aimed at customers at separate parts of the sales funnel. To ensure the highest return on investment (especially with the high spends around Christmas) you want to bid higher on brand and product name search queries which are more likely to lead to a conversion and lower on generic prospecting terms. There are online tutorials on how to set this up, but the focus around Query Level Bidding is to get the priority setting, negative keywords and base CPCs set up correctly.
Currency Converted Shopping
Do you have an English feed, ship internationally and are already running Google shopping in the UK, US or Australia? Good news! Thanks to Google currency conversion, you can now target multiple countries using one English feed. This minimises the time spent on preparing another feed, and most important of all, you don’t need to make any changes to your existing website. Currency converted shopping takes minutes to setup and it’s the quickest way of getting your products in front of potential international customers when the intent to buy is at its highest.
We hope you found these tips useful and will help you drive more online sales from PLAs this season. If you want to see more tips on how to run online Shopping campaigns, then please check out The Essential Guide to Google Shopping.
Stay tuned to more from our ‘12 Days of Christmas Strategy‘ blog series.