Prepping your PPC Account for (Black Friday, or, uhm…) the Holiday Season

Holiday PPC Prep

If you were to ask me, the most exciting day of the year…is Black Friday. However, after 9 years of working at All Web, I have finally started to grasp that the WHOLE holiday season is important for online businesses, not just that one day…that I look forward to, count down towards and anticipate, literally ALL year-long!

It’s never too early to start prepping your business for the holiday season, especially when it comes to those in online retailing. And a great place to start, is with your Google Pay per Click accounts! Google is fabulous at staying ahead of the times, and making things a bit easier for you to do the same. With that in mind, here are a few tried and true tips to making it through the holiday shopping season successfully…without having to ruin Black Friday with all that.

Shopping Campaigns

If you’re not using Google Shopping Ads yet, you are MISSING the mark!! Shopping ads have recently taken over most retail accounts as the highest converting ads around. It’s essential to make sure that your Feeds are set up and your account is running before the holiday shopping begins!

Shopping Ads grab your customer’s attention, and entice them to purchase almost on the spot. These Shopping Campaigns have both standard and display components. The Display option is one place where you can focus on the “look” of the holidays.

Christmas Tree Google Shopping Ads

Create a Holiday Ad Group

This Ad Group will serve as your HOME for all things Holidays. When you are creating your ad copy, highlight holiday terms that will stand out to your customers. Things like “Great Gift Ideas!” Or “Wrap-Up Your Holiday Shopping Today.”

Another perk here, is that Google allows you to schedule your Ad Groups with a specific end date. This gives you the opportunity to create a “Holiday Shopping Ad Group” with an ending date, which falls at the same time, as your shipping deadline date. This is important because, we all know that when holiday shopping takes over, you tend to lose track of time.

Schedule your Extensions More Specifically

There are a number of options to emphasize specific dates, specials, promotions, etc. within your Holiday Ad Group. This is where you are going to be able to highlight your Black Friday Specials, Cyber Monday Shipping Promotion and Shipping Deadline Discounts. Scheduling will allow you to still give your staff their (or MY) favorite holiday off!

Spend some time NOW creating your extensions in perfect harmony with your scheduled specials, and take a little heat off of yourself during crunch time!

  • Do you have a page built out with your Holiday Shipping Deadlines? Set up a Sitelink extension now, to run from November 25 through your final shipping date!
  • Are you planning Black Friday Specials that will run through November 29th? Set up your Callout Extensions now to promote that special from November 28 – 29.
  • Will you have HUGE Cyber Monday Deals? Schedule your Promotion Extension today to run just on Cyber Monday.

When I started at All Web, it was a requirement that Black Friday be a paid holiday…thank goodness, it was already offered that way! 😉 But more importantly Google has made it simple for everyone (myself included) to be prepared to make it through the BIG holiday shopping season, without having to sit by your computer and manage your online ads the whole time!

Happy Holidays Everyone!🎄❄️

Doneida Larsen

As a Pay Per Click account manager, Doneida has applied her strong background in online retail comparison and analysis to develop new marketing strategies. These strategies have helped our clients expand their businesses beyond their expected goals. Additionally, she has strong organizational skills that have helped us revamp and streamline our managing style for the better. Doneida enjoys spending her spare time with family as well as baking, crafting and other fun DIY projects.

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