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Google’s Online Advertiser’s Holiday Checklist

Google Retail team has posted four simple to Prepare Your Account for the Holidays:

  1. Aggressive Bidding: Many retailers raise their bids around November/December in attempt to capture the increased holiday traffic.

    Action: Monitor your average position changes and increase bids as needed.

  2. Monitoring Budgets: Watch your budgets carefully this month in order to allow your ads to compete for optimal traffic throughout the day.

    Action: Monitor CPC levels and budget utilization to best allocate dollars.

  3. Keyword Review: Review your top converting keywords and determine the following:
    • Landing Page – Is it correct?
    • Bid Level – Is my ad above the fold? On the first page?
    • Expansion Opportunities – Can I expand this keyword for the holidays?

    Action: Investigate the Keywords Tab in AdWords to answer the questions above and make changes.

  4. Analyze Traffic Sources:: By selecting the “click type” option from the “Segment” button above the graph in AdWords, you can view the traffic generated from mobile devices.

    Action: Consider building mobile-only campaigns to target this audience effectively.

  5. [Source]

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