Leverage Google Shopping to drive holiday results


Jennifer Flanagan, vice president of marketing, AdTaxi

Jennifer Flanagan, vice president of marketing, AdTaxi

Ask anyone how Google Shopping has performed in 2018, and you’re likely to hear how it is dominating the retail search marketing arena. Combining Google Shopping with your current digital strategy can only enhance performance in sales. With consumers spending over $19.6 billion online during the five-day period from Thanksgiving to Cyber Monday in 2017, now is the time to prepare your campaign strategy for this year’s shopping season.

How can you leverage Google Shopping? Check out a few tips to increase efficiency, gain user engagement, and boost conversions on your Google Shopping holiday campaigns.

Note any days where your click share decreased but retail query volume increased, and budget more for those days.

Set Your Budget and Key Performance Indicators Early

Before doing anything else, Google recommends reviewing historic holiday campaigns and evaluating campaign performance and necessary budget adjustments. Note any days where your click share decreased but retail query volume increased, and budget more for those days to avoid missing potential customers. Flexibility in budgeting can help your campaign survive the fluctuations in holiday shopping.

Prep Your Feed

It also helps to take some time before heading into the holiday shopping season to make sure your product feeds are looking good. Get those product photos on point, upload promotions, and fill out product attributes with as much information as possible to minimize disapprovals from the outset. Also, enable Content API, automated item updates, and automated feed deliver to keep your product pricing and availability fresh.

Plan Promotions

Holiday shoppers love getting good deals, and many shoppers are swayed to make purchases based on the promotions available. Make use of merchant promotions to highlight your special offers and to schedule price changes ahead of time. Giving shoppers plenty of special deals during the holidays can boost the amount of clicks you get and ultimately drive your conversion rate.

Don’t Overlook the Omnichannel Approach

Mobile remains king when it comes to retail at any time of year. In fact, Google tells its users to “double down on mobile shopping” because of the importance of maintaining visibility on mobile devices. We think it’s critical to create a seamless experience over multiple platforms. After all, omnichannel marketing using innovative tools is essential for giving consumers the experience they expect and maximizing performance during the holiday shopping season and beyond.

Adtaxi is a digital marketing agency based in Denver.

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