2022 is halfway over. The best time to get Google Ads accounts ready for the forthcoming holidays is right now. I'll outline five methods in this piece to improve results while streamlining management throughout the busy season.
Put enhanced conversions in place
When cookies are banned, Enhanced Conversions' main advantages are in tracking conversions. You can transmit Google hashed tracking information (such email addresses) by modifying the global site tag or Google Tag Manager. In my experience, when EC is implemented, advertisers typically see an increase in conversions.
EC normally has an influence after 30 days. It has an impact on several Google networks, including Display, and it aids in evaluating the effectiveness of Display and Video operations. The sooner you put up EC, the faster you'll be able to make up for fewer cookies and increase sales.
When using Enhanced Conversions, advertisers frequently notice an increase in conversions. In the author's example, there is an increase of 3.36 percent.
Make Sure All Ad Groups Have RSAs
Expanded text advertising can no longer be made by advertisers after June 30. The most common kind of ads are responsive search ads. Expanded text ads that have already been published will remain in accounts but won't be editable.
Introduce RSAs right away in all ad groups. RSAs appear in more ad auctions and test more headlines and descriptions concurrently. A script called "Missing RSA Checker" will show all ad groups that have active RSAs.
Organize promotions
You can develop some ad extensions right away and schedule them to run throughout the holidays. A promotion extension is the first. Set it to a dollar amount or percentage off (for example, $20 off or 20% off).
Set the price or percentage off of promotion extensions. In the example below, Black Friday savings are 30%.
Extensions of promotions can be used to promote a variety of holidays, such as:
- Black Friday,
- Cyber Monday,
- Hanukkah,
- Boxing Day,
- Christmas.
The dates of the offer might also be highlighted, such as "Starts 12/1" or "Valid 12/1 - 12/31."
The additional extensions that allow for the inclusion of promotional content are sitelinks and callouts.
All extensions have character limits, which are 20 for promos and up to 25 (with spaces) for sitelink headlines and callouts.
Select the dates it will run by clicking "Advanced options" for each extension.
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In the Google Ads admin, select "Advanced settings" and the run dates to set up an extension.
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Even if adding your promotions to RSAs is more difficult than putting up extensions, you should still do it. The easiest method is to build unique RSAs and schedule them similarly to how you would schedule extensions. Promote the deal in headline 1 or 2 to make sure it appears. The issue with this approach is that since new advertising don't yet have any accumulated data, they might not receive as many impressions as older ones. Additionally, even pausing legacy advertisements does not result in an increase in new version impressions.
Altering the text of current advertisements is the alternative. With the "Replace text" feature in Google Ads Editor, you may perform this in mass. The headlines and descriptions that include the content you want to edit should be checked off. In the example below, "Shop All Clothing" is found in every area and changed to "30% Off All Clothing."
Pin the promotion in headlines 1 or 2 like you would new advertising so it always appears. You can go back to the prior ad copy once the offer is over.
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Using Google Ads Editor, replace text in bulk. In this case, the headlines that say "Shop All Clothing" are changed to read "30% Off All Clothing."
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Compile Resources
Images, logos, and films are all used in display and video campaigns. Each responds to different gadgets. Performance Max campaigns, for instance, I permit up to 20 pictures, five logos, and five videos, and (ii) test all possible combinations across different ad formats on Google, YouTube, Gmail, Display, and Discover. Now is the time to gather the Christmas materials and add them to Google's new asset repository.
Max Performance Campaigns for Tests
Performance Max advertisements have been around for a while. To display several ad formats across Google's inventory, including YouTube, Shopping, and Discover, Performance Max uses audiences and automation. Product feeds can be linked by advertisers to Performance Max campaigns (similar to Shopping ads). I've had decent luck with Performance Max, but it's challenging to optimize because of the lack of transparency.
Google unveiled Performance Max enhancements, including experimental tools, insights and explanations, and suggestions, during its "Marketing Live" event in May 2022. Although general openness is still mostly limited, all should offer more information about campaign results and trends.
Concentrating on a single segment is a secure and efficient method of testing Performance Max. For instance, if you offer household products, start by concentrating on chairs. Use text and images that are related to chairs to target the "chairs" category of your product feed.
Reviewed by F415AL
on
August 31, 2022
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