Google’s Holiday Shopping Checklist: 10 Tips for a Successful Christmas Season

Christmas Shopping

Google recently published a holiday shopping checklist so that advertisers can prepare themselves for christmas shopping season. We have wrapped the tips up for you:

  1. Forecast your budget and set KPIs: You can, for example, look at your last year’s budget for the holidays.
  2. Set your promotional calendar: Decide what you want to promote when.
  3. Establish a crisis-response plan: i.e. who can fix what problem and how long does it take.
  4. Expand coverage of increased holiday queries: Do you have all seasonally relevant keywords in your account?
  5. Promote your best-converting ads: Stop A/B testing, pick your winner and convince users with your compelling ads.
  6. Prioritize your holiday merchandise and top-performers: Focus on products and keywords that will drive the most volume.
  7. Target on-the-go shoppers: Locally adjust your bids to mobile shoppers and engage users on the go with relevant ad extensions.
  8. Maximize the relevance of your ads: Use ad extensions like sitelinks to draw attention on your ads.
  9. Check you’re not going dark midday or mid-season: If budget is limited, watch your burn rate!
  10. Target easy-wins if you need more volume: Bid more aggressively on keywords or products that drive the most profit but have low impression share.

Happy and successful christmas season!


Maximilian Hainlein

I’m working for crealytics as Social Media and Marketing Manager since 2011. My motto: “It’s better to be the needle than the haystack.”