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Last Minute Performance Boosters

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Community Manager
# 1
Community Manager

With the Holiday Season fast approaching, you can sometimes find that you only have time for one or two tweaks to your AdWords Campaigns. We’ll be sharing some last minute performance boosters with you this week (11/20) in our weekly Hangout on Air, but for now here are a few to get you started! 


Update: Watch the recording of the Hangout on Air



Add Sitelink Extensions

Sitelinks let you show links to specific pages on your website beneath the text of your ads, helping customers find what they're looking for on your site with just one click. It’s important to know that these links do not replace the main link in the headline of your original ad.  Rather, they are additional links to specific pages on your site that show beneath your ad. A couple useful ways to use sitelinks would be to provide links to the pages of specific products or sales that you want to make apparent to the user during the holiday season.


Ready to implement Sitelink Extensions? Click here to get started!



Bid Adjustments

Sometimes a click is worth more to you if it comes from a mobile device, at a certain time of the day, or from specific locations. By setting bid adjustments in your campaigns, you can increase or decrease your bids to gain more control over when and where your ad is shown. If you're hoping to drive more in-store traffic around this time of year, consider adding in a location bid adjustment. Or if you find that when you review your account performance data you generate more conversions at certain times of the day, consider adding a bid adjustment for that time period. 


Ready to get started with adjusting your bids? Read more about this here.



Set up Remarketing

Remarketing is a very powerful way to reach users who have already been to your site or are an existing customer, especially during the holidays. AdWords remarketing will help to show your ads to these users - who have previously visited your site, perhaps to shop around for holiday gifts. What's great about remarketing is you can customize the audiences that will be shown your ad, for example, you can find "abandoned shopping cart users" by reaching all the people who created a shopping cart but didn't complete a transaction. You may also want to consider using these audiences to target customers with new years sales and deals!


Learn more about remarketing campaign strategies here.



Create a "Top Performing" AdGroup for your Shopping Campaign

Think about the products that you know will be your best sellers at this time of year and consider giving them a higher Cost per Click. Use custom labels in your data feed to identify the best sellers, or the products you want to group together based on your holiday strategy! 


Read more about setting up AdGroups in your Shopping Campaigns here.



What are your holiday season performance boosting tips? Share them with us in the comments below!

3 Expert replyverified_user

Re: Last Minute Performance Boosters

Participant ✭ ✭ ☆
# 2
Participant ✭ ✭ ☆
Thanks, Kathleen, this is a great list! I would add that ad customizers are a great tool for sale/holiday countdowns to create a sense of urgency!

Re: Last Minute Performance Boosters

Top Contributor
# 3
Top Contributor
Thanks for the tips Kathleen!
Agree with you, Amy... customised ads portraying urgency would always help!

AdWords Top Contributor
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Re: Last Minute Performance Boosters

Rising Star
# 4
Rising Star
Hi Kathleen,

Great article here.

I would just like to add that instead of running just Sitelinks, try and run Enhanced Sitelinks post starting the Sitelinks in your campaigns. If you have been running Sitelinks already in your account, then this would be the next logical step.

If you have never ran Sitelinks, then you may have to start them first and you will able to run Enhanced Sitelinks only after your normal Sitelinks have accumulated statistics over time.

Apart from this, if you are running a Branding campaign, it would be a good idea to run generic keyword themes related to holidays ( like thanksgiving, Christmas, etc.) as part of a dedicated Holiday campaign. You can expand your visibility and show your ads for holiday themes and thereby reinforce brand recall in your target audience. It may be slightly expensive but if your brand is a huge one, it may make sense to do this.


Shashank Singh, AdWords Rising Star |
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