Efficiency in PPC: Automating Optimisation

Whether you’re a small business owner managing your paid search campaigns yourself, or have a marketing team running them for you, we know that managing PPC campaigns can take up a significant amount of time and resources. That’s why we’ve used our expertise in running effective and efficient campaigns to put together our top tips into a 3-part series to save time on managing your activity. In our final piece, we discuss some ways you can automate your reporting.

PPC campaigns need almost constant management, and it has become increasingly difficult to keep up with all the tasks within an account. One of these crucial tasks is optimisation: you want to make sure your campaign is performing as well as it possibly can. With so many things to stay on top of, claiming time back through automation is a great strategy for any marketer. In this piece, we’re going to look at two main ways to introduce automation into your optimisation: bid strategies and scripts. 

Bid strategies

Manual or automated? It’s a dilemma that you constantly face when determining your bidding strategy. On the one hand, manual bidding allows you to take control of your account and optimize your campaigns on a granular level; setting maximum cost per click (CPC) at both ad group and keyword level. Automated bidding strategies, however, give managerial control over to algorithms, which use auction time bidding to select the most optimal bids to achieve your campaign objectives. A variety of bidding strategies is available depending on the desirable goal: whether that’s maximising clicks or maximising conversions, ROAS etc.

The main aim of these bid strategies is to help campaigns reach their maximum potential in a cost- and time-effective way. Automation gives marketers the freedom to manage large accounts and redirect brainpower elsewhere within the campaigns, such as in growth opportunities and strategies. Machine learning fully takes over campaign management with low levels of transparency, so marketers should still keep tabs on their account’s daily performance. Some settings may not be optimal for every campaign or might be more aggressive than desired, so ensure you monitor the implemented rules to determine their effectiveness.

Portfolio strategies are a way to further simplify the daily life of a marketer. This is a goal-driven strategy that groups together numerous campaigns, ad groups, and keywords. This ensures that the aggregate performance across the group of campaigns is maximized, without granularly associating bid strategies to every single campaign.

Remember, bid strategies need to be closely monitored compared to their initial set up and performance, to guarantee the desired outcomes. These will save time and resources in the long run, with an all in all stable campaign performance and fulfilled objectives. 


Scripts are pieces of Javascript code which are ready for you to copy-paste into your account; no existing coding knowledge required. They are designed to carry out commands in Google Ads, by creating, editing or removing items from your account and can also liaise with external platforms, such as Google Sheets, to facilitate reporting. Scripts automate internal functions, providing you with more time to focus your energy on strategic or creative decision-making. 

Some of the most used scripts are negative keyword conflict, time of day script, 404 landing page checker with hundreds more available and easily accessible; and can run 24/7, every day of the year and at both an individual level and a cross-account level. In leaving these mundane and repetitive tasks to scripts, you’re increasing efficiencies across your campaigns. Take a 404 landing page checker script, which checks landing pages in each PPC ad available in an account. Ordinarily, this could take hours to finalise, or else you end up paying for clicks to broken URLs or seeing your conversions tank, but a script can scan all of your links and report back. 

As with every automation, it is vital to remember that human judgement and experience cannot be simply replaced. It is up to you to monitor account changes and performance trends, as there is always a need for human input in order to review and maintain seamless processes.

If you already think you spend too much time on individually optimizing your campaigns and have yet to experience Google Ads scripts, we are here to help. Do not hesitate to contact us, and we will be happy to further discuss your concerns with our expertise! Fill out the form below for a free initial “scoping” call to find out how our people can help you maximise your efficiency when it comes to these tasks!

Efficiency in PPC: Automating Your Reporting

Whether you’re a small business owner managing your paid search campaigns yourself, or have a marketing team running them for you, we know that managing PPC campaigns can take up a significant amount of time and resources. That’s why we’ve used our expertise in running effective and efficient campaigns to put together our top tips into a 3-part series to save time on managing your activity. In our second piece, we discuss some ways you can automate your reporting.

The abundance of data available to paid search marketers is both a blessing and a curse. It’s a crucial string in our bow to tailor campaigns to our exact needs, but crunching the numbers is often a time-consuming task. Plus, too much data can take you down a rabbit hole without any actionable insights. 

Streamlining the reporting process should be one of your biggest priorities for reclaiming more time in your day so you can actually action and implement some of the insights that you can glean from your data. Here, we’ll be covering a couple of methods to speed up your reporting, along with some tools that can give you instant insights into your accounts.

Automated Email Rules

If you are an SA360 or Google Ads user, you have the option to have some reporting insights delivered directly to your inbox. These can be flexibly applied to all levels of your account, and can alert you to any changes in performance on a daily or weekly basis. Daily checks are great for spotting general trends to optimise towards, but there are some changes that might be time-sensitive, or that won’t fall within the remit of the daily checks.

These automated email rules are a really useful tool to help you save some time. Depending on the conditions you set up, they can be used to pick out any top performers, alert you to any drops in performance, or highlight any budgeting issues. Our top tip is to create a folder or label in your inbox to collect these email alerts so that they don’t get lost in the daily stream of information coming into your emails – and guaranteeing that you get your performance updates automatically. Consider setting up rule alerts for the following to get you started:

  • Budget constrained 
  • Report a keyword or campaign with no conversions 
  • Alert for campaigns seeing the largest weekly drops in revenue (using custom columns and formula on SA360)

Budget Monitor

Regardless of whether you have a restricted or unrestricted spend, the creation of a budget monitor is an easy way to make your day-to-day life running accounts that little bit smoother. They can be used to help calculate how to phase your spend throughout the month, as well as providing a daily view of how your actual spend is comparing to your plans. Back this up with daily conversion and revenue data, and you get an easily digestible view of your performance that saves you time crunching numbers on a daily basis.

An Example of Budget Pacing

Performance Dashboards

Much like a budget monitor, a performance dashboard is an important tool to pick out specific data from your accounts. While they are the most time-consuming option to set up of the reporting tools listed here, they are also the most flexible; with the ability to pull out data from all levels of the account. Using Google tools such as Data Studio, your dashboards can update in real-time, quickly highlighting performance trends. 

You can create performance dashboards in Data Studio.

When you’re putting together your dashboard, you’re able to tailor it towards your specific needs. If you’re in need of some inspiration, consider some of these ideas of what to include:

  • What reports do you pull the most often? 
  • Which reports take the longest to gather data for?
  • What metrics are most important for your account 
  • Who will be using the dashboard?


These are just a few of our favourite tools that make reporting a breeze. Whether you’ve just got a few minutes to set up some email reports or you have the resources to set up a full performance dashboard, there’s sure to be an option that will help speed up the reporting process. 

If you’re struggling to keep up with your ad copy updates or spending too much time on copy creation and not enough time on tasks that can improve account performance, look no further. Fill out the form below for a free initial “scoping” call to find out how our people can help you maximise your efficiency when it comes to these tasks!

Efficiency in PPC: How to Streamline your Ad Copy

Whether you’re a small business owner managing your paid search campaigns yourself, or have a marketing team running them for you, we know that managing PPC campaigns can take up a significant amount of time and resources. That’s why we’ve used our expertise in running effective and efficient campaigns to put together our top tips into a 3-part series to save time on managing your activity. In our first piece, we cover how you can streamline your ad-copy creation processes.

Ad copy creation and maintenance can become a time consuming and complicated task if not managed properly, especially if you have a lot of promotions to handle which means you have to update copy frequently. Although ad copy is incredibly important in terms of branding and user experience, a performance marketer’s time would be better used optimising the account to improve return on spend. In the first part of our PPC Efficiency series, we cover how you can speed up and simplify the ad copy process.

Text Ads – Ad Customisers And Their Feeds

Example of an Ad Feed

Ad customisers are a dynamic portion of a PPC ad which links to a feed. This allows us to change the copy of the ads quickly and efficiently through the feed, rather than by downloading and uploading Ads using programmes such as Google Ads Editor. Furthermore, ad customisers can also be used to customise copy depending on a variety of factors such as device, audience or even location. 

Ad customisers save time and improve the manageability of your account in two ways. Firstly, they allow you to avoid cluttering your ad groups with multiple versions of static ads. This way, you can have a single ad with different copy that can dynamically change through the feed. This is opposed to uploading a new static ad every time a new offer goes live or if information changes – saving you time and effort in the long run.

Alternatively,  they can be used to slimline your campaigns. Using ad customisers, you won’t need to create multiple segments in your campaigns or ad groups with different targeting or messaging strategies. For example, rather than creating a campaign for your returning users and one for your new users, you can harness the power of ad customisers so that the same ad can display different messaging depending on the audience a user falls into.

Ultimately, ad customisers are a great way to ensure your ad copy is closely tailored to the user and their search term which, in turn, improves click-through rate, increases ad ranking and thus lowering cost-per-click. They also come in handy if you are advertising information that is frequently changing, for example, pricing information or a countdown to a sale. 

Extensions – Sitelink Manager

Example of a sitelink manager

Sitelinks are a great way to increase your presence on the SERP, improve your click-through rate and promote specific products, pages or offerings from your site. However, they are often neglected and can become out of date and muddled in the account. This is where a Sitelink Manager becomes essential to your success.

A Sitelink Manager is essentially a handy google sheet where you can clearly see which sitelinks are live in the account and across which campaigns they are live. Conditional formatting allows you to easily view what is live and where very quickly. This lets you control the number of sitelinks you have live in any one campaign at a time, otherwise, you may end up reducing the visibility of each sitelink during a time when you’re trying to gain awareness of an important promotion.

Most importantly, you can also use a Google script to control your sitelinks through the Sitelink Manager. This gives you the ability to update, add or remove sitelinks within the sitelink manager across multiple campaigns quickly and efficiently. This allows you to support multiple promotions, across multiple categories, across multiple timelines with ease. You can even schedule sitelinks within the manager easily. 

In summary, a Sitelink Manager allows quick updates to the portfolio of sitelinks across your accounts, easy management of promotions which is particularly useful on retail clients and prevents old sitelink build up in the account which can make the account bulky and disorderly. 

Ad Builders in Excel

Ad copy creation can be a long, confusing and error-prone process if handled incorrectly. This can lead to disaster if copy containing errors is shown in the SERP to customers. Ad builders are a way to semi-automate the process of ad creation, simply by splitting your campaigns into categories and utilising excel formulas to quickly create an upload sheet of error-free copy for a single campaign or even a whole account. 

Reducing the amount of complexity in the ad copy creation process allows ad builders to speed up the process and also future proof ad copy by ensuring it is standardised across the account which makes any future changes to copy simpler. 

If you’re struggling to keep up with your ad copy updates or spending too much time on copy creation and not enough time on tasks that can improve account performance, look no further. Fill out the form below for a free initial “scoping” call to find out how our people can help you maximise your efficiency when it comes to these tasks!

The Ultimate Shopping Set Up

In his latest presentation, Head of Performance Max Flajsner joined industry experts to discuss Google Shopping and CSS. Following discussions of Max’s presentation looked at how you can take your Shopping campaigns to the next level, and how a CSS can help you along the way. 

Laying the Foundations

First things first, it’s important to get the basics right, as it’s not as easy to control Shopping or CSS as it is to control your PPC. With Shopping you’re not able to choose which keywords you’re bidding on, nor can you control what ad copy you show i.e. which product gets shown. As such you’re immensely reliant on the Google Shopping algorithm when it comes to which products are showing and on which terms. It’s important to note that Google values price in its algorithm, so how can you make sure your best seller is showing and not your old cheaper sale deadstock?

The solution here is twofold. First, ensure you’re getting granular with your bidding, and not bidding flat across a big product set. This gives you more control; allowing you to bid higher on those best-selling products to keep them front and centre while pulling back on sale items to maintain a higher ROI. Then, use negative keywords and campaign priority to create a tiering system to make sure you’re winning on your key terms. 

As we move into Q4, it’s even more crucial that you consistently review the splits of your data; which demographics, geographies and audiences are performing? If you’re using an automated bid strategy, does this account for seasonality? Max made reference to a presentation made earlier this year, where Alex Haynes highlighted the phenomenon of the “Pyjama Panic Buy”. Over Cyber Weekend, we tend to see ROAS peaking from 11 pm onwards each night, as users panic that deals won’t be available the next day and so purchase just in case they miss it. Ensuring that your bid strategy takes this into account will play a huge role in your success over this time period.  

Sharing Data

Businesses today have access to so much data, but its often housed in a number of different places. In order to truly drive optimum performance from Shopping campaigns, we need to connect those data sources. Search and Shopping campaigns output tonnes of useful search query data, which can then be pushed back into the feed to boost impression share. Plus, 99% of advertisers are wasting spend on low stock and low margin advertisers. All of this data should be available, so once again it’s a case of pushing it back into the shopping feed to guide your campaign decisions. 

This works both ways – once you’ve brought insights from other channels into your Shopping campaigns, you’ll need to use your Shopping data to fuel even wider decisions. Someone clicking through a Shopping ad for your best seller is worth more to us than the person clicking through your deadstock. With tools like SA360, you’re able to add dynamic parameters to every clickout based on how well the product performs. These audiences can then be used across all other channels. 

CSS can also give us lots of data on how products perform in a competitive environment. When you push that information back into the feed, it can help you to decide which creative to use on Display or Social. Finally, all those search queries driving performance in CSS should be shared with your other teams as well; for example, using the highest performing search queries to build custom intent audiences for Display.

Getting Creative

Sometimes, we as marketers can have an inflated sense of self-importance; believing it’s the little changes we made to a campaign that drove the big uplift in performance. In reality, this was likely caused by something that was completely out of our control. In short, we aren’t as in control of our campaign performance as we might like to think. 

There are ways to harness some of these outside forces though, which will help you to make the most of these unexpected uplifts. For example, sports brands would do well to incorporate Fantasy Football APIs and match schedules into their feeds and bidding strategies in order to make sure they’re pushing the right products at the right times. Garden Centres or plant stockists should factor in the seasonality of their products when deciding how to split the budget, while clothing retailers might want to consider the weather. 

There are lots of opportunities for retailers to make the most of CSS platforms, especially in time for the holiday season, but like any channel, you cannot run it in silo. The most successful strategies will incorporate not only information from other digital channels, but pull external data into the feed – The Ultimate Shopping Setup is one that is communicative, and creative. 

Navigating the Top Search Tips for Travel

The customer journey has always been a complicated beast, but none more so than the journey to booking a holiday. The early stages of the traveller’s journey are perhaps the most chaotic online, especially when it comes to their searches. “Cheapest flights”, “Should I go on holiday”, “What to do in Spain”, “holidays in Germany” – the variations in search terms alone are endless. Then consider that some consumers are spontaneous, while others are methodical with research often forming a much more integral part of their path to purchase (in the 45 days before booking, consumers visit an average of 38 travel sites). 

So, how can travel brands use search to ensure that they’re reaching all different types of travellers in a way which resonates with them?

Personalisation: More than just a Buzzword

As mentioned earlier, the way that people phrase travel-related search terms varies wildly. We cannot recommend enough that you ensure your ads are personalised to the queries that are being searched. Creating audience groups based on behaviour, rather than demographic information, will be far more successful for this industry. This will mean segmenting your price-conscious buyer from your spontaneous searcher, your curious adventure-seeker from the unsure user who’s just dipping their toe in the water. 

The personalisation efforts won’t stop there: each of these groups will require tailored content to make your brand relatable to these specific groups. Develop ad copy that suits their style – for example using up-to-date pricing information in your ads to your “price-conscious” demographic, or structuring your sitelinks to refer to the types of activity someone might be able to do while on holiday. Also consider the questions, thoughts and queries that might come up for each group and try to answer them within your copy. That kind of customer experience creates an impact.

Search ads including the cheapest flight prices on the sites

This particular tip comes with a caveat: only create as many audience groups as you have the capacity to manage. While having lots of highly granular audience groups naturally increases the likelihood of reaching the right person with the right messaging at the right time, it will be less effective if you cannot maintain it. 

Too Much Choice, Too Little Time

Travel brands would also be wise to take the not-uncommon phenomenon of choice paralysis into consideration. With the world literally at your fingertips, it isn’t surprising that many consumers get stuck when it comes to deciding the location of their next trip. 

Google Search Autocomplete for the term "Cheap Flights to"

Interestingly enough, in the early stages where choice paralysis is most likely to be a factor, it is the holiday experience on offer, rather than its price point, that is most likely to cement a decision. Calling out the particular experience a traveller might expect will help drive your conversion rates. Will they be living like a local? Is this the trip of a lifetime? Should they expect a relaxing week by the pool or 3 days of non-stop adrenaline? Adding these into your more general prospecting campaigns will allow you to reel in more engaged users; helping to boost your conversions and fuel your retargeting efforts. 

Where are the Searchers?

The importance of mobile, in general, cannot be overstated, but when it comes to travel plans there are several things to take into consideration. Trends have shown that while users are more than happy to conduct much of their (seemingly unending) research on mobile, they’re less comfortable converting on mobile. 

Blue passport and boarding pass

Holidays tend to be big-ticket items, and most, if not all, shoppers prefer to finish their purchase on desktop. Whether they just trust desktop more for their bank details or prefer the easy access to multiple tabs before they make their final decision, most consumers will complete their booking on a desktop.

With this information in mind, there’s a couple of things you can do to improve your conversion rates and drive sales. 

  1. First, you’ll want to bid up on research-related terms on mobile devices (like “best trips for couples”), and more certain, purchase-related searches on desktop (like “flights to Belfast International July”). This will help to reach searchers with the right message for their stage in the consumer journey.
  2. Secondly, ensure that there’s a seamless experience between mobile and desktop, allowing users to easily switch from their mobile research to their purchase on desktop and removing some of the friction in the path to purchase.

The Journey to Conversion

Customers have incredibly high expectations for their online experience, and this is no different when it comes to travel. We cannot stress enough the importance of understanding your customer, and the benefits this can bring.

By keeping these insights in mind, you’ll be able to develop a paid search strategy that makes you relatable to your audiences, and will drive more engaged users to your site. However, be mindful of your capabilities: don’t try and bite off more than you can chew – for fear of not being able to deliver on your goals.

NMPi Takes Home 5 Awards Including Grand Prix

It was another successful night for NMPi at the Effective Digital Marketing Awards, with the team taking home 5 awards for our work with Superdrug Online Doctor, Pets Best Insurance, and Liverpool FC.

Recognised across a range of disciplines and verticles, we took home the Most Effective Search Marketing Campaign for our work with Superdrug Online Doctor, and Pets Best Insurance was crowned the Most Effective Performance Marketing Campaign

The big winner of the night was our work with Liverpool FC, which won Most Effective Programmatic Campaign, Most Effective Retail & FMCG Campaign and the Grand Prix!

A huge thank you and congratulations goes out to the teams and our clients who have worked on these campaigns, and we look forward to bringing you even more good news in the coming weeks. 

Top Tips for Sleigh-in’ it this Christmas

With Cyber Weekend behind us and Christmas looming ever closer, these next few weeks are the most crucial for any advertiser. We asked the team at NMPi for their top tips to make the most of your campaigns and snap up those last minute sales.


“Use your audiences effectively! It might be easier to capture searches for “insert-brand Christmas sales”, it’s a tired approach that relies on consumers actively looking for you. While efficiently capturing searches for just “Christmas sales” is more difficult, it can often prove more profitable if done right. You’ll be able to pull wandering consumers back to your brand and drive additional revenue all the while.” – Josh B, Senior Account Executive.


“On social, there are a couple of things you can take advantage of. If your messaging is based on gifting, then make sure your creatives reflect this. For example, have your creatives feature people enjoying your products, rather than focusing on products themselves. Also, remember that some customers may only buy from you once a year – they might not be a part of your normal demographic but are buying a gift for someone who is. To be able to retarget them, you can leverage CRM lists to circumvent the 180 day limit on Facebook pixel audiences. This way, you can target people who might have fallen out of the normal targeting window or don’t match your interest-based targeting.” – Jack C, Performance Manager.


“Storytelling over this period, particularly on display, is always a winner. Plan your ad copy or creative so each user learns more about your brand each time they see your ad.” – Charlie K, Account Executive.


“Increase your Display spend at the beginning of the month to raise awareness of your offering early on. While it might be a little late for that now, you should also ensure that your last delivery date is called out in your messaging.” – Alice M, Senior Account Manager.

There’s not long left until the big day, but with these top tips you’ll be able to pick up some quick wins across the Yuletide seasons. If you want to get some external insights into how your campaigns are performing, take advantage of our Christmas gift this year: a full digital audit. Get in touch with the team to request yours today.

Best Practice: Product Launches

The launch of a  major product can often be a make or break moment for any company. Whether it’s the launch of an updated version of an existing product, or a brand new product or service altogether, launches can significantly alter a business’ competitive landscape.

Over the years, we have supported a number of brands with product launches, from new over-the-counter medicine, tickets to major new shows and releases of the latest high-end trainers and technology. In order to help you get the most out of your next launch, we have compiled our top tips for creating a successful paid search strategy.

Plan Ahead

Before your product is even on the shelves, you can hit the ground running with a “pre-order” campaign designed to raise awareness and help build up your audience lists. Send this early traffic to a dedicated pre-order landing page to find out more information.

For your launch campaign, keyword planning will be crucial in determining your success. Remember that users might not be searching for the exact product if it’s brand new, so you’ll want to think about other search terms that would be relevant. Generally, focus on brand match keywords for your initial launch to pick up new search terms.

In terms of audiences, be sure to leverage traffic from your pre-launch and early ads in order to engage them at a later date with more personalised messaging. Other audiences that are worth targeting are users who have visited pages related to similar products or those who have purchased a previous version in the past. Past purchasers are more likely to be brand loyal and will already be interested in the latest product.

Be mindful of any other above-the-line activity from the manufacturer or brand, as you can often sync this up with your digital advertising to great effect. For example, if a TV ad is running then you can set up scripts to sync your search activity with the TV times.

Understand the Competition

Competitors can be a great resource when planning your product launch. Review their ad copy and landing pages to see how you stack up. For example, if all of your competitors are offering the product at a particular price point, then where possible you should match this price.

As many will know, your work doesn’t stop once you’ve set your campaigns live. Competitor monitoring tools such as Google’s Auction Insights for search can be used to assess how the market has changed and who the largest players are in the market.

Be Reactive

If you’ve forecasted a large uplift in search volume before the launch, monitor your bids throughout the day to ensure that your ads remain in competitive positions. Search Ads 360 allows you to set up a bid strategy to maintain high positions for new keywords. Given that the majority of searches now take place on mobile and the screen size is a lot smaller, resulting in fewer ad placements, it’s even more important to ensure your bid multipliers will keep you in the top positions.

In the following weeks, you will need to continually monitor and optimise keyword bids and bid multipliers to ensure continued efficiency and stabilised performance. If you notice significant trends between devices or locations, it may be worth splitting out campaigns to have a greater control over your bids.

Find out how we ran a product launch that saw 49% of sales come from new customers in our Fitbit Blaze case study.  

NMPi Shortlisted in Marketing Week Masters Awards

Following the news of our award win at Effective Digital Marketing Awards last week, we’re very excited to be shortlisted in the Marketing Week Masters Awards! NMPi are up for Best Travel/Leisure/Transport for our East Midlands Trains campaign: “Winning Back The East Midlands From Trainline.com”.

Our work with East Midlands Trains has already picked up 3 awards so far this year. At the Drum Search Awards, we won Best Travel/Leisure/ Sports campaign, and we took home the gold for both Best Paid Search Campaign and Best Travel and Leisure Campaign at the Performance Marketing Awards.

Marketing Week Masters Awards are incredibly competitive and showcase the best of the best across different industry sectors and channels. It is an honour to have been shortlisted, and we look forward to the results on the 6th October.

#12DaysofStrategy: Effective Messaging Timelines in the Run Up to Christmas

Now that the Black Friday week is over ad copy messaging is more relevant than ever, with the run up to Christmas being a key trading period for most retailers.

Ensuring messaging runs across all digital channels, such as Display and Paid Social, as well as offline such as print and storefronts, is crucial. It delivers a consistent message to consumers and reinforces brand recognition, especially when tied with a strong Christmas tagline.

Updating messaging as we move closer to Christmas helps to capture consumers at different stages of the buying cycle, from those still browsing in early December to the last-minute shoppers purchasing a few days before the holidays.

Early December

To show ads are current and relevant to the consumers shopping needs, include seasonal words in ad copy, such as Christmas or Boxing Day.

Bing’s 2015 Christmas analysis showed that including endorsements such as ‘As Seen on TV’ and ‘Recommended’ can have a strong impact. In addition, consider including payment options such as ‘Buy Now Pay Later’ or ‘Free Credit,’ if these options are available for big ticket items.

Alter messaging according to the keyword group or theme. For more generic gift keywords the call-to-action should be more focused on browsing the range of products available, as consumers searching using these terms may not have decided what they would like to buy. Emotional based ad copy is effective here and should be tailored towards the recipient.

Example: ‘Find The Perfect Gift For Mum This Christmas.’

Manufacturer or product keywords require a stronger call to action such as ‘Buy Now’ or ‘Buy Today.’ Those consumers search for a specific product are more likely to have done their planning and now know what they would like to buy.

Bid multipliers now allow advertisers to split campaigns out by device. This makes it possible to tailor messaging for those exclusively searching on mobile. For consumers on the move use messaging to encourage store visits such as ‘Come Into Your Nearest Store Today.’ Additionally, including the price of products in headlines (if price-competitive) will allow consumers to make easy price comparisons and ultimately decisions.

The Week Before Christmas

In the final week before Christmas, use ad copy to highlight the urgency of making a purchase. This will capture those last-minute shoppers.

Messaging should include the last guaranteed delivery dates, and considering creating a countdown script to automate the process. After the last delivery dates have passed, alter the messaging to ‘Click & Collect’ if this option is available and the date is later than for last delivery.

Use device-specific campaigns to target mobile consumers with messages such as, ‘Still Available in Store,’ after delivery dates have closed. This will help to drive those final sales.

If you found these tips useful check out our first post What to do After Black Friday or check in on Monday for our third post in our ‘12 Days of Christmas Strategy’ blog series, “How to Maximise Audience Use.” We will be covering more topics over the series so stay tuned, and follow our progress on Twitter with #12DayofStrat!