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RESOURCES   |  PAID SEARCH STRATEGY FOR THE HOLIDAY PERIOD

2020 has been a strange year to say the least and the way businesses react to the changes can be the difference between success and failure.

Paid search (PPC) has seen a huge upturn and with added importance placed on eCommerce it goes without saying that this should form part of your forward strategy. 

In the past we have covered setting up a Google Ads account and using the Merchant Center and this eBook will give you a quick recap before looking at setting up a Product Feed, optimising that Product Feed and looking at your Shopping Campaign structure moving into the busiest time of the year for online retailers.

Preperation is key

In order to best prepare your account for the holiday period of trading you should look at breaking down all of the products you wish to advertise or sell down into separate categories. This could be (and probably should be) done to match the navigation of your site. Look at any dropdown menus you have or subpages as a starting point.

There are two levels of organisation within a Google Ads account: campaigns (the higher level) and ad groups (the lower level ), it is worth nothing that in this second area you can have multiple ad groups in each campaign).

Campaigns represent larger categories in your business, and ad groups represent smaller, more specific sets of products or services. A good example of this is as follows:

Campaign 1: Cyber Monday

  • Ad Group 1: Technology
  • Ad Group 2: Gifts
  • Ad Group 3: Games Consoles

Campaign 2: Christmas

  • Ad Group 1: Cards
  • Ad Group 2: Gifts
  • Ad Group 3: Decorations

The ‘Paid Search Planning for the Holiday Period ebook’ includes sections on:

  • Setting up the Merchant Center and Google Ads
  • Keyword targeting
  • Bidding strategy
  • Checking your Product Feed setup
  • Optimising your Product Feed
  • and much more…

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