SIDECAR PRESENTS

3 Myths About Seasonal Google Shopping Campaigns

BUSTED

Seasonal ebbs and flows are a given in retail. But how to ride these waves in Google Shopping is less certain. Here are three myths you should put to bed to capitalize on seasonal trends in Google Shopping.

Optimizing CAMPAIGNS for seasons & events must be reactive.

Many retailers define seasonality solely by traffic. While traffic can indicate higher interest in your products, if it isn’t converting, there isn’t much to leverage. Conversion rates for many items will often rise well before the usual seasonal traffic surge as diehard shoppers and trend followers prepare for the season. 
TIP
Keep an eye out for lifts in conversion rate in the weeks before traffic jumps. Increase product bids during these times to enhance your catalog’s visibility before the coming traffic wave. You will capture the early bird market and put yourself in a great position when overall traffic picks up. Your ads will be more likely to appear to newer shoppers who are in the research phase.

MAJOR seasons & holidays are times of frenzied BID adjustments.  

And since seasonality never goes out of, well, season, we’ve got many more tips to help you make the most of it. Check out our guide, 10 Moves to Master Seasonality in Google Shopping, to help you map out strategies to manage your busiest times.
Seasonal strategy involves external factors, including weather, holiday timing, and broader economic trends. These dynamics make it tempting to take a reactive approach to the channel, but then you’re always one step behind. Plan for the future by accommodating historical trends into your strategy. Historical performance will give you a better indication of whether that upward trend you’re seeing will grow or decline.
TIP
Combine last year’s site data and YoY Google Shopping metrics with recent data to set a smarter bid. Once you have a handle on historical trends, create a custom label in your product feed for your seasonal top sellers. As the season gets into swing, you’ll be able to quickly spot hot items and make data-driven adjustments proactively.

Traffic is the most important indicator oF seasonality.

While you should be on high alert to capitalize on increased opportunity, busy periods do not need to translate into action if there are no changes to Google Shopping KPIs. Performance (namely, AOV and conversion rate) and your return goals matter more than site taxonomies when setting a product’s bid. If you’ve set the right, performance-based bid for a product, it should still apply whether that product is receiving 100 or 1,000 clicks a day.
TIP
If meaningful changes in a product group’s KPIs (AOV and conversion rate) don’t accompany a surge in traffic, resist the urge to change bids. One exception would be if your impression share goes down and you want high impressions for branding purposes.

SIDECAR PRESENTS

3 Myths About Seasonal Google Shopping Campaigns…BUSTED

Seasonal ebbs and flows are a given for retailers, but how to ride these waves in Google Shopping is less certain. Here are three myths you should put to bed to capitalize on seasonal trends in Google Shopping.

Optimizing Google Shopping for seasons & events must be reactive.

Seasonal strategy involves external factors, including weather, holiday timing, and broader economic trends. These dynamics make it tempting to take a reactive approach to the channel, but then you’re always one step behind. Plan for the future by accommodating historical trends into your strategy. Historical performance will give you a better indication of whether that upward trend you’re seeing will grow or decline.
TIP
Combine last year’s site data and YoY Google Shopping metrics with recent data to set a smarter bid. Once you have a handle on historical trends, create a custom label in your product feed for your seasonal top sellers. As the season gets into swing, you’ll be able to quickly spot hot items and make data-driven adjustments proactively.

Traffic is the most important indicator oF seasonality.

Many retailers define seasonality solely by traffic. While traffic can indicate higher interest in your products, if it isn’t converting, there isn’t much to leverage. Conversion rates for many items will often rise well before the usual seasonal traffic surge as diehard shoppers and trend followers prepare for the season. 
TIP
Keep an eye out for lifts in conversion rate in the weeks before traffic jumps. Increase product bids during these times to enhance your catalog’s visibility before the coming traffic wave. You will capture the early bird market and put yourself in a great position when overall traffic pick ups. Your ads will be more likely to appear to newer shoppers who are in the research phase.

Strong seasons or holidays are times of frenzied Google Shopping adjustments.  

While you should be on high alert to capitalize on increased opportunity, busy periods do not need to translate into action if there are no changes to Google Shopping KPIs. Performance (namely, AOV and conversion rate) and your return goals matter more than site taxonomies when setting a product’s bid. If you’ve set the right, performance-based bid for a product, it should still apply whether that product’s receiving 100 or 1,000 clicks a day.
TIP
If meaningful changes in a product group’s KPIs (AOV and conversion rate) don’t accompany a surge in traffic, resist the urge to change bids. One exception would be if your impression share goes down and you want high impressions for branding purposes.
And since seasonality never goes out of, well, season, we’ve got many more tips to help readers make the most of it. Check out our guide, 10 Moves to Master Seasonality in Google Shopping, to help you map out strategies to manage your busiest times.
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