{"id":5226,"date":"2017-10-30T09:00:50","date_gmt":"2017-10-30T09:00:50","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=5226"},"modified":"2022-04-22T10:30:27","modified_gmt":"2022-04-22T10:30:27","slug":"preparing-christmas-adwords-campaigns","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/preparing-christmas-adwords-campaigns\/","title":{"rendered":"Tips and Tricks for your Christmas AdWords campaigns"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Sometimes it seems a bit weird to spot shop windows in full Christmas dress weeks or even months before the actual Christmas day. For retailers, however, preparing for the holiday season in time is a must \u2014 especially when it comes to strategic financial and logistical preparations. In late August, we joined Google for an interesting breakfast session dedicated to this \u2018Christmas in Summer\u2019 phenomenon and will now provide you with relevant event insights, spiced up wi<\/span>th\u00a0<a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/de-de\/article\/weihnachten-2016-die-hochphase\/\">Think with Google<\/a> tips and\u00a0our own<span style=\"font-weight: 400;\">\u00a0AdWords experience. Let&#8217;s take a look at your Christmas AdWords campaigns!<\/span><\/p>\n<p><!--more--><\/p>\n<p>&nbsp;<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/preparing-christmas-adwords-campaigns\/#search-strategy-september-%e2%80%93-october\" >Search Strategy (September &#8211; October)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/preparing-christmas-adwords-campaigns\/#peak-phase-november-to-early-december\" >Peak Phase (November to early December)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/preparing-christmas-adwords-campaigns\/#final-sprint-december-to-january\" >Final Sprint (December to January)<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"search-strategy-september-%e2%80%93-october\"><\/span>Search Strategy (September &#8211; October)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p>With the holiday shopping frenzy just around the corner, online retailers should check NOW whether they have finalised the following key preparatory steps and are thus ready for the peak search phase starting in November:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>evaluate past year performances to build on best-seller campaigns<\/li>\n<li>use the dimensions tab to identify top seasonal Google Shopping items<\/li>\n<li>check the ad schedule page to identify demand peaks<\/li>\n<li>set budgets in line with seasonal sales goals<\/li>\n<li>define target goals and success measurement guidelines<\/li>\n<li>add seasonal <a href=\"https:\/\/smarter-ecommerce.com\/adengine\/en\/\">keywords<\/a> to your text ad ad groups<\/li>\n<li>ensure remarketing tags are active for relevant websites<\/li>\n<li>adapt text ad content to advertise holiday promotions or seasonal articles<\/li>\n<li>ensure conversion tracking is in place for your\u00a0Christmas AdWords campaigns<\/li>\n<li>check your PLA feed to include new products and to ensure no products are rejected<\/li>\n<li>apply custom labels to top performance Google Shopping IDs<\/li>\n<li>always keep in mind stock levels and your supply chain to satisfy demand<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><em>Your AdWords text ads and Google Shopping campaigns are not yet ready for the holiday season? Don\u2019t worry: our PPC experts are ready to help so you don&#8217;t miss out! Write an email to info@smarter-ecommerce.com specifying your problem and we\u2019ll reach out to you.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5243 size-large\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2017\/10\/Christmas-AdWords-camp-1024x576.png\" alt=\"\" width=\"650\" height=\"366\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2017\/10\/Christmas-AdWords-camp-1024x576.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2017\/10\/Christmas-AdWords-camp-300x169.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2017\/10\/Christmas-AdWords-camp-768x432.png 768w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2017\/10\/Christmas-AdWords-camp.png 1920w\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" \/><\/p>\n<p style=\"text-align: center;\"><em>Preparing Search Campaigns for Christmas (<a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/de-de\/article\/weihnachten-2016-die-hochphase\/\">Think with Google<\/a>)<\/em><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"peak-phase-november-to-early-december\"><\/span>Peak Phase (November to early December)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p>After finishing the first steps and thus building a framework based on your personal retail experience, it is time to prepare your campaigns for an above average search volume. November has become a <a href=\"https:\/\/www.thinkwithgoogle.com\/advertising-channels\/mobile\/2014-holiday-shopper-research-shopping-never-sleeps\/\">crucial period<\/a> for retailers to reach shoppers online! Black Friday and Cyber Monday, moreover, are no longer single days but whole shopping weeks influencing online sales of particular products. During Black Friday 2015, for example, Google noticed a surge in query volume growth related to apparel and phones. In specific, people increasingly looked for watches, smartphones and jewellery . In addition, there was a rise in highly specific searches combining the term \u2018black Friday\u2019 with products, product categories or brands.<\/p>\n<p>&nbsp;<\/p>\n<blockquote>\n<p style=\"text-align: center;\">\u201c82% of Christmas shoppers use the internet to research presents\u201d \u2014\u00a0Christmas Shopper Survey 2016<\/p>\n<\/blockquote>\n<p>&nbsp;<\/p>\n<p>Key steps:<\/p>\n<ul>\n<li>flexible bidding strategies aligned with seasonal business goals<\/li>\n<li>implementation of location based ads and bids<\/li>\n<li>device specific campaign splits or device modifiers with a special focus on mobile<\/li>\n<li><a href=\"https:\/\/smarter-ecommerce.com\/whoop\/en\/\">adjustment of bids<\/a> and budget limitations to keep the impression share high<\/li>\n<li>using remarketing lists and adjusting bids for returning users<\/li>\n<li>apply ad extensions to add relevant information about similar products, delivery times, etc.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>According to <a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/de-de\/article\/weihnachten-2016-die-hochphase\/\">Google<\/a>, more than 50% of black Friday search queries originate from mobile devices, making them an <a href=\"https:\/\/www.thinkwithgoogle.com\/advertising-channels\/mobile\/2014-holiday-shopper-research-shopping-never-sleeps\/\">ultimate shopping assistant<\/a>. It is, therefore, essential for retailers to assess the performance of different devices and to adjust bids accordingly. This can either be done by implementing device modifiers or through campaigns splits.<\/p>\n<p>&nbsp;<\/p>\n<blockquote>\n<p style=\"text-align: center;\">\u201c78% of Austrians buy Christmas presents online\u201d \u2014 Studie \u00d6sterreichisches E-Commerce-G\u00fctezeichen 11\/2016<\/p>\n<\/blockquote>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"final-sprint-december-to-january\"><\/span>Final Sprint (December to January)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p>While many late-deciders visit local shops to complete their Christmas shopping activities there is an increasing number of people who make purchases online &#8211; even a few days before Christmas. To target these shoppers, it is wise to advertise short delivery times and arrivals before Christmas. The ad relevancy can be boosted further by opting for local inventory ads to attract shoppers who prefer physical shops. It is important to really make use of your available ad extensions when setting up Christmas AdWords campaigns!<\/p>\n<p>&nbsp;<\/p>\n<p>Finally Christmas day has come and we are ready for jolly holidays with our families. Presents are exchanged and everybody is happy &#8211; well, maybe not everybody\u2026 gift returns are a big thing after Christmas. And what about all those coupons which have yet to be exchanged? Don\u2019t you want to target exactly those people by offering an easy exchange of goods or a large assortment to select from? So <strong>don\u2019t forget about the time after Christmas<\/strong> which affects retail sales well until the end of January.<\/p>\n<p>&nbsp;<\/p>\n<p>Smarter Ecommerce wishes everybody a successful holiday season!<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Sometimes it seems a bit weird to spot shop windows in full Christmas dress weeks or even months before the actual Christmas day. For retailers, however, preparing for the holiday season in time is a must \u2014 especially when it comes to strategic financial and logistical preparations. In late &#8230;<\/p>\n","protected":false},"author":23,"featured_media":5244,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,434],"tags":[15,446,101,143,447,232,318],"class_list":["post-5226","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-shopping","category-insights","tag-adwords","tag-christmas","tag-e-commerce","tag-google-shopping","tag-holiday-season","tag-ppc","tag-text-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Tips and Tricks for your Christmas AdWords campaigns - smec<\/title>\n<meta name=\"description\" content=\"Special Christmas AdWords campaigns are a must for online retailers. We&#039;ll discuss the \u2018Christmas in Summer\u2019 phenomenon and share our own experiences.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/preparing-christmas-adwords-campaigns\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tips and Tricks for your Christmas AdWords campaigns\" \/>\n<meta property=\"og:description\" content=\"Special Christmas AdWords campaigns are a must for online retailers. We&#039;ll discuss the \u2018Christmas in Summer\u2019 phenomenon and share our own experiences.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/preparing-christmas-adwords-campaigns\/\" \/>\n<meta property=\"og:site_name\" content=\"smec Blog | Follow current Ecommerce News, Trends &amp; Insights\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SmarterEcommerce\" \/>\n<meta property=\"article:published_time\" content=\"2017-10-30T09:00:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-04-22T10:30:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2017\/10\/Christmas-AdWords-camp-hero.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Karin Schallauer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@smec\" \/>\n<meta name=\"twitter:site\" content=\"@smec\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Karin Schallauer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/preparing-christmas-adwords-campaigns\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/preparing-christmas-adwords-campaigns\\\/\"},\"author\":{\"name\":\"Karin Schallauer\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#\\\/schema\\\/person\\\/dc51f1d5f7798154364a393a29e6a09e\"},\"headline\":\"Tips and Tricks for your Christmas AdWords campaigns\",\"datePublished\":\"2017-10-30T09:00:50+00:00\",\"dateModified\":\"2022-04-22T10:30:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/preparing-christmas-adwords-campaigns\\\/\"},\"wordCount\":777,\"publisher\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/preparing-christmas-adwords-campaigns\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2017\\\/10\\\/Christmas-AdWords-camp-hero.png\",\"keywords\":[\"AdWords\",\"Christmas\",\"E-commerce\",\"Google Shopping\",\"Holiday Season\",\"PPC\",\"text ads\"],\"articleSection\":[\"Google Shopping\",\"Google Shopping\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/preparing-christmas-adwords-campaigns\\\/\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/preparing-christmas-adwords-campaigns\\\/\",\"name\":\"Tips and Tricks for your Christmas AdWords campaigns - smec\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/preparing-christmas-adwords-campaigns\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/preparing-christmas-adwords-campaigns\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2017\\\/10\\\/Christmas-AdWords-camp-hero.png\",\"datePublished\":\"2017-10-30T09:00:50+00:00\",\"dateModified\":\"2022-04-22T10:30:27+00:00\",\"description\":\"Special Christmas AdWords campaigns are a must for online retailers. 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