Cyber Monday Tip 7: Disable Google Ad Scheduling for the Holidays

November 21, 2011

Digital Marketing ChannelAdvisor By ChannelAdvisor

Time is flying by—in just one week, a flood of shoppers will be browsing for the best deals of the year and filling up those virtual shopping carts. This week, we’re focusing on giving you tips that are especially actionable in the short-term to help you along the home stretch of Cyber Monday prep.

Tip #7: Disable Google Ad Scheduling

Google Ad Scheduling may be profitable to cut costs and impressions during off peak hours throughout the year, but the holiday season flips the “normal” online shopping timetable on its head, encouraging shopping at odd times of the day and increasing overall traffic.

Our suggestion: Disable or significantly scale back your Google Ad scheduling this year, especially during the Cyber 5.

Cyber Monday Tip 7

During the holidays, and especially on Cyber Monday, online shopping turns into a 24-hour event, with folks rising as early as 4 and 5 a.m. and skipping lunch breaks to hit the Internet for gifts. Conversion rates will be significantly higher around the clock, so sticking to your non-holiday ad schedules could actually result in missed opportunities.

Bonus Holiday Paid Search Tip: If you haven’t already, resurrect paused seasonal keywords that have to do with holiday products, gifts and winter merchandise. Not sure what to bid up? Take a look back at your 2010 holiday campaign to see which keywords performed well. Remember, keywords that don’t convert in March or July can do wonders in November and December if they’re a holiday fit!

For more Paid Search Tips, read our white paper that helps you Solve the Top 5 Challenges to Sell More with Paid Search.

Also, make sure you don’t miss our past tips:

Tip #1: Add Gift-Themed Categories

Tip #2: Offer and Highlight Free and Expedited Shipping

Tip #3: Bid Up Early and Often

Tip #4: Comply with Google Product Search Changes

Tip #5: Add Videos to Product Details

Tip#6: Touch Up Your Listings on Marketplaces

Blog post by Natalie Sink, ChannelAdvisor Communications Assistant