With the holidays right around the corner and shoppers already beginning their holiday shopping research online, advertisers are getting poised to reach those customers. Research from Think With Google shows that online sales during Black Friday increased by 26% last year.* By optimizing your Product Listing Ads you can not only increase your overall sales but also aid you in preparing early for a head start on this year’s holiday rush. To help you get ready, we want to share a few holiday optimization tips and insights from Channel Intelligence and also invite you to a webinar on October 15th at 11am PT.
Channel Intelligence is a feed management service acquired by Google in February. Channel Intelligence works with many merchants to deliver high quality product feeds across all major shopping engine services, including Product Listing Ads. Channel Intelligence manages feeds, optimizes bidding and provides data quality monitoring for clients. These services can help with increasing Return on Ad Spend while improving the performance of individual products on shopping engines.
Here are some best practices Channel Intelligence uses to help merchants prepare for a successful holiday with Product Listing Ads:
- Make sure your data quality is accurate. A good data feed is important. Confirm that all of your products are correctly submitted to Google and approved. Review policies for such things as non-family safe items.
- Get ready for traffic across devices. Shoppers will be on-the-go throughout the holidays. Reach where shoppers are by opting into mobile bidding as part of your overall holiday strategy.
- Prepare for Cyber Monday. Shoppers are going to be looking for the best deals on products. If you are planning to have holiday promotions for your products, there’s a separate attribute for promotional text. More details can be found in the feed specifications at the Merchant Center Help Center.
The team at Channel Intelligence will share knowledge and experience with Product Listing Ads to help you prepare for the holidays. The team is giving insight on how merchants can get more from their product campaigns this season. Topics will cover where multichannel retail is heading, how you can improve your ad content, and how to apply best practices to your campaigns.
If you are interested in the webinar, register here.
To learn more about Channel Intelligence services, visit www.channelintelligence.com. If you are new to Product Listing Ads and would like step-by-step instructions on how you can get started, check out our Get Started Guide.
Posted by TT Ramgopal, Head of Channel Intelligence
*Comscore, Inc., 2012 Holiday Season To Date vs. Corresponding Days in 2011, NonTravel (Retail) Spending, November 2012
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