This document provides tips for using Google Ads products and features to optimize advertising campaigns for the holiday season. It discusses using offer extensions to drive local traffic with promotions, optimizing product listing ads with granular targeting and promotional feeds, and maximizing remarketing with RLSA, dynamic remarketing, similar audiences, and search companion. The key takeaways are to test offer extensions, focus on product listing ads, try new remarketing techniques, and test all optimizations.

1. Brett Stevens
SLCSEM
PPC Prep for the Holidays

2.  Offer Extensions
 Pla’s (Product Listing Ads)
 Search Companion
 Dynamic Remarketing
 RLSA
 Similar Audiences
What’s The Plan?

3.  What is an Offer Extension?
 Offer Extensions help you drive traffic to your local business by distributing
promotions through your AdWords Campaigns.
 Can be printed off or added to a “My Offers” account.
 Why Should You Use It?
 Drives Local Traffic
 Can help you rise above your competition online and offline.
 Track online traffic that converts in store.
Offer Extensions

4.  Test Possibilities – Find out what your client is willing to offer and test it!
 Options:
 $ Amount Off –
 $10 off purchase of $50 or more.
 % Off
 20% off Next Purchase
 Combination –
 10% or $20 which
 Use Expiration dates to create urgency.
 Create Special Offers for Black Friday and Cyber Monday.
 Be aware of what your competitors are offering and adjust as needed.
How Do I Optimize Offers for the Holidays?

5.  Why PLA’s?....Because they work!
 PLA CTRs increased 19% year-over-year and have increased each month since February.
 PLA’s Now on Mobile!
PLA’s (Product Listing Ads)

6.  Granularity – Optimize campaign structure to drive more efficient
bidding.
 SQR’s – Run a search query report for at least the last 3 months.
 Find negative keywords.
 Align your titles with user intent. (Brand, Color, Size)
 Create a promotional feed for Black Friday and Cyber Monday.
 Focus on the hot ticket items.
Optimize PLA’s for the Holidays!

7.  Don’t use stock images, distinguish yourself.
 Don’t forget about mobile
Optimize PLA’s for the Holidays! (Cont.)

8.  The Remarketing offerings from Google have expanded beyond
traditional remarketing.
 RLSA (Remarketing Lists for Search Ads)
 Dynamic Remarketing
 Similar Audiences
 Search Companion
If you Remarket, they will come!

9.  Focus on the customer
 Increase bids on lower funnel keywords.
 Remove higher funnel keywords from RLSA campaigns.
 Optimize ad text for holiday offerings.
 Exclude remarketing lists from primary campaigns.
RLSA

10.  Reach visitors based on the products they viewed on your site.
 How do we optimize for the holidays?
 Test different layouts to see what resonates with your audience.
 Button color and call to action text (Shop Now, Buy Today etc…)
 Different value ad propositions (free shipping, 10% off etc…)
 Logo position (Keeping it at the top tends to work best.)
Dynamic Remarketing

11.  Similar Audiences Similar Audiences forms an "ideal user” model based
on your best user lists and helps you reach potential new visitors who
share these same attributes.
 How do we optimize for the holidays?
 Use high level ad copy that with a value ad proposition that will work on any
item they purchase. (Free shipping on all orders, 10% off, free banana holder
with every purchase!)
 Add topics for control (something categorically related, maybe try “Gifts”)
 Narrow by demographic (Age, Gender etc…)
Similar Audiences

12.  Impression based remarketing that takes place within a session on the
GDN.
 How do we optimize for the holidays?
 Use Text and Image ads.
 Use different holiday ad copy from what you originally presented.(It didn’t
work the first time, so you might as well try something else.)
 Bid between Search and Display
 Use lower funnel keywords
Search Companion

13.  Offer Extensions will push your local traffic.
 PLA’s are a must!
 Don’t be afraid to try some new remarketing.
 TEST EVERYTHING!!!
Takeaways

14.  Twitter : @BrettStevens1
 www.linkedin.com/in/brettstevens
 bstevens@180fusion.com
Shameless Plug

15. Thank You!