{"id":5307,"date":"2018-10-02T14:16:30","date_gmt":"2018-10-02T13:16:30","guid":{"rendered":"https:\/\/www.bronco.co.uk\/our-ideas\/?p=5307"},"modified":"2018-10-02T14:19:42","modified_gmt":"2018-10-02T13:19:42","slug":"your-google-ads-christmas-to-do-list","status":"publish","type":"post","link":"https:\/\/www.bronco.co.uk\/our-ideas\/your-google-ads-christmas-to-do-list\/","title":{"rendered":"Your Google Ads Christmas To Do List"},"content":{"rendered":"<p>It\u2019s beginning to look a lot like Chri\u2026OK, I can\u2019t bring myself to finish that. It\u2019s October; in the majority of contexts, excluding marketing, it should be a criminal offence to drop the C word at this time of year. Whilst it\u2019s perfectly fine to let your inner grinch roam free outside of work, Christmas is a huge time of year for a huge proportion of businesses in one way or another. A massive spectrum of ecommerce businesses rely on the final quarter to deliver big traffic figures and impressive revenue. For this reason, your Christmas strategy needs to be on-point, especially when it comes to paid advertising. So where to start?<\/p>\n<h2>Planning<\/h2>\n<p>Planning on this final quarter should be well underway. Although <a href=\"http:\/\/www.rcs-uk.com\/people-start-shopping-for-christmas\/\">research<\/a> suggests that Christmas shopping is done in November and December, a massive 28.1% of people start their Christmas shopping before November \u2013 that\u2019s a big market to be missing out on if you haven\u2019t started your Christmas campaigns already.<\/p>\n<p>Key aspects of your Q3 campaign(s) to plan are:<\/p>\n<ul>\n<li>Your schedule \u2013 what are you pushing and when? Brand awareness campaigns before Christmas get you in shoppers\u2019 thoughts, but you also need to consider key promotional dates, including Black Friday, Cyber Monday and even your post-Christmas sales.<\/li>\n<li>Budgets \u2013 use historical data (if available) to establish a budget that is going to provide a great ROI for each campaign.<\/li>\n<li>Ads and visuals \u2013 get ready to create ads that excite and inspire. If there\u2019s any time to intricately plan your display and text ads, now is it!<\/li>\n<li>Audiences \u2013 ideally you will have set up audience observations on your account already. Both in-market audiences and lists imported from the engagement pack from your Analytics account are a great place to start, but if you\u2019re strict on demographic targeting, it\u2019s worth setting these up too.<\/li>\n<\/ul>\n<h2>Implementation<\/h2>\n<p>With your schedule in place, complete with budgets and ads for each, you\u2019re ready to roll out your Q3 campaigns that are going to deliver an awesome ROI. If you haven\u2019t already, you\u2019ve imported a whole heap of engagement lists from your Analytics account, you\u2019re closely observing audiences from in-market segments, and you\u2019ve created visuals (if needed) and text ads that are going to blow your audiences away.<\/p>\n<p>Don\u2019t forget to incorporate retargeting into your campaigns as well as needed \u2013 check out this <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2015\/10\/01\/remarketing-facts\">awesome article from Wordstream<\/a> with some home truths about retargeting if you\u2019re not convinced, and don\u2019t forget to exclude converted customers!<\/p>\n<h2>Be the Alpha, Experiment with Betas<\/h2>\n<p>Google\u2019s responsive 3 headline search ads with longer descriptions are still in beta, and they\u2019re well worth a dabble. You\u2019re looking at more real estate, but bear in mind you have up to 15 variations to write up, so think carefully about different combinations to ensure you\u2019re not repeating the same messages and listing the same USPs.<\/p>\n<h2>Test, Test and Test Again<\/h2>\n<p>If you\u2019re managing a PPC account for an ecommerce site, now is your time to shine. Frequent testing with different variations and visuals is essential to find the perfect formula that\u2019s going to deliver the best ROI for you this Christmas.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s beginning to look a lot like Chri\u2026OK, I can\u2019t bring myself to finish that. It\u2019s October; in the majority of contexts, excluding marketing, it should be a criminal offence to drop the C word at this time of year. Whilst it\u2019s perfectly fine to let your inner grinch roam free outside of work, Christmas [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":5308,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"class_list":["post-5307","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.bronco.co.uk\/our-ideas\/wp-json\/wp\/v2\/posts\/5307","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bronco.co.uk\/our-ideas\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bronco.co.uk\/our-ideas\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bronco.co.uk\/our-ideas\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bronco.co.uk\/our-ideas\/wp-json\/wp\/v2\/comments?post=5307"}],"version-history":[{"count":0,"href":"https:\/\/www.bronco.co.uk\/our-ideas\/wp-json\/wp\/v2\/posts\/5307\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bronco.co.uk\/our-ideas\/wp-json\/wp\/v2\/media\/5308"}],"wp:attachment":[{"href":"https:\/\/www.bronco.co.uk\/our-ideas\/wp-json\/wp\/v2\/media?parent=5307"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bronco.co.uk\/our-ideas\/wp-json\/wp\/v2\/categories?post=5307"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}