AdWords Retail Industry Newsletter

Holiday hints

During this festive time of year, consumers are on the lookout for great deals and unique gifts. Apply these tips to attract shoppers and prepare your AdWords account for heavier holiday traffic.

Spread the word

Before consumers make purchases, they’re likely to browse sites in search of ideas for the perfect present. To reach consumers in this first stage of the buying cycle, create a campaign with general keywords like gifts for her or holiday gifts. Having a separate campaign with these general terms will allow you to better control your budget while still increasing your site’s exposure.

Smooth landing

To convert consumers in later stages of the buying cycle, use highly specific keywords and landing pages. For example, if you sell greeting cards and stationery, use keywords like holiday party invitations, and make sure your ad links to a page on your site that focuses only on holiday-themed party invites.

'Tis the season

Attract attention by creating special ad text for the season. Target specific audiences who celebrate different holidays by using separate campaigns for each one. Also be sure to keep running your non-holiday ad text to attract other shoppers as well.

Seasonal specials

During this spending season, consumers are particularly interested in discounts and savings. Let them know that you have gifts in their price range by giving specifics in your ad text. For example, include a phrase like "Gifts under $25." And, if you’re offering any special holiday discounts, coupons, or free gifts with purchase, be sure to highlight this in your ad text so you can stand out from the crowd. In a recent poll, 56 percent of Internet users in the U.S. reported looking for sales when shopping online ⁹.

Easy buy, easy sell

Most shoppers go online to avoid crowded parking lots and long lines, so help them save time by making your website easy to navigate and your purchase process as short as possible. Try using Google Checkout, a service that allows customers to buy from you quickly and securely using a single username and password.

Better together

If you're already using Analytics and Checkout, try combining their powers. By integrating the two, you can use Analytics to track buyers who complete their purchase using Google Checkout. To learn more, take a look at this guide.

Play your card

Do you offer gift cards? Make sure to include a campaign or ad group focusing on these cards. Last-minute shoppers in particular will thank you.

For more optimization tips, visit our Retail Industry Knowledge Center.

[9] AdvertisingAge.com, 2007.