Here is the transcript of the video.<\/p>\n
<\/p>\n
Transcript:<\/strong><\/span><\/p>\n <\/p>\n Tracy<\/strong>: Let me introduce myself. I\u2019m Tracy Carmen, I\u2019m on the Americans Shopping Team, and I\u2019m joined by\u2026<\/p>\n Amanda<\/strong>: Hey guys, I\u2019m Amanda Melvin. I\u2019m a Retail Account Manager in Canada.<\/p>\n Tracy<\/strong>: Great. So today, we\u2019re going to be focused on three different things. So talking about some Holiday Insights to prepare you for shopping 2016. Also what you can do to prep for the season in terms of Housekeeping and Merchant Centre in your campaigns and your bidding. And then also what you should do during the holiday season to make sure that you capture all the awesome opportunity we have this year.<\/p>\n So, diving right in, the holiday landscape is really changing for shopping and we\u2019ll take a look. In 2013 what we saw was, the vast majority of shoppers, when they were doing shopping and research, they were looking in-store versus only 46% were looking at a digital device, at a computer or desktop or mobile device.<\/p>\n As we moved towards 2014, we saw it was 50-50, where for the purposes of shopping and researching during the holidays, people were using both in-store foot traffic and digital devices. As of last year, it really changed. For the first time we saw most people using a digital device to do their shopping and their research, and less people going in-store. So we know that 2016 is really the year of digital dominate holiday shopping, which makes it critical for you to have that focus on shopping campaigns this year.<\/p>\n The other piece that we saw was 73% of holiday purchases used digital at some point in their path to purchase last year. And that number is actually higher in Canada at 78% which lets you know that there\u2019s significant impact on your holiday revenue in terms of your digital campaigns.<\/p>\n <\/p>\n <\/p>\n Historically, we see shopping traffic increase every year. Last holiday, it was up 55% versus 2014, and lot of that increase came from mobile devices.<\/strong> So, it was up a 116% year over year versus only 12% of traffic increase from computer or tablet. What that says to us, and why that\u2019s important to you, is that this is the year of mobile. If you really want to capture the increasing holiday demand, it has to be with a mobile-first perspective.<\/p>\n The other piece to think about, and especially for you retailers that maybe don\u2019t have a strong brand presence or feel like you don\u2019t have a strong brand affinity with your consumers, there\u2019s been a huge shift in the last nine years. In 2007, 47% of Americans said that they could identify a favourite retailer or, you know, a favourite department store that\u2019s their \u2018Go-To\u2019 to go to and make purchases. In 2015, that number was only 28%. So we\u2019re seeing a 40% decline in people who have this brand affinity towards their favourite retailer.<\/p>\n And for this holiday season, the other piece is one in two holiday shoppers, they\u2019re open to go to a new retailer. This is important for both big brands that previously got to be the favourite retailer, and for new brands that are trying to grab those incremental customers; these holiday shoppers are up for grabs; don\u2019t take it for granted that either you can\u2019t get those shoppers or if you\u2019re a big brand, you\u2019re automatically going to get them. You have to be aggressive and competitive this holiday season to capture that traffic.<\/p>\n In terms of\u2026, we\u2019ve said this before, and we\u2019ll say it again with some data behind it, we know mobile is transforming the holidays. Last year we saw 36% of Black Friday online sales on a mobile device. This isn\u2019t\u2026we\u2019re not talking about research; we\u2019re talking about actual purchases on Black Friday. Same thing with Cyber Monday, we saw 28% of online purchases coming from a mobile device.<\/p>\n <\/p>\n And year over year last year, a 140% were more mobile clicks and shopping during the holidays. We\u2019re expecting that number to continue to increase. And the other thing, if you want to compare, well, gosh, Black Friday, may be people are more likely to purchase on a mobile device. Further, the rest of the year, we\u2019re seeing 30% of purchases still happening on mobile devices.<\/p>\n So it\u2019s critical that you [both] have a friendly mobile experience for people to purchase, but that you\u2019re available for them to make that purchase if the mobile device is the device that they choose to interact with you on.<\/strong> And this gives you an idea of the MasterCard 2016 retail sales focus. This is US-focussed, but we\u2019ll see a lot of the holidays are shared with our Canadians friends as well. Gives you a good idea to look at what are the dates that are online sales, what are the dates that are in-store sales.<\/p>\n Just because you don\u2019t have a store doesn\u2019t mean that you shouldn\u2019t be focusing on some of these days as well, but think about these when you\u2019re looking at your budgeting and bidding strategies. This is really critical and I hear this a lot from merchants, that they really focus on a Black Friday and Cyber Monday and we know that those conversion rates really increase for those days, and then they would hold back right after.<\/p>\n And what we found last year, in November and December, those conversion rates lasted much longer before and after Black Friday and Cyber Monday. So the merchants that pull back early were telling me, \u201cGosh, we really missed out on a lot of incremental conversions because we didn\u2019t keep our budgets uncapped and we pulled back too fast when there was a lot more customers to take advantage of. \u201c<\/p>\n So now we\u2019re going to move over to Holiday Preparation<\/strong>. And in terms of what we\u2019re going to be looking at, we are looking at Merchant Centre, Campaigns and Bidding. So moving into Merchant Centre, I\u2019ll admit this is the least glamorous part of holiday. No one likes to talk about Data Quality and Feeds, but it\u2019s a crucial part to your system<\/strong> and it\u2019s frankly the foundation of your successful holiday. So we\u2019ll start there and then get to the more fun bits.<\/p>\n Starting with Data Quality, there\u2019s lots of different aspects of Data Quality, but specifically we\u2019ll be seeing holiday season are these three pieces around price and availability mismatch, crawler issues, and then tax and shipping. So in terms of price and availability mismatch, why do we have that? \u201cWhy is Google disapproving products when my feed doesn\u2019t match my landing page?\u201d<\/p>\n It\u2019s not because we enjoy disapproving products, are enforcing our policy. We want to make sure that our consumers have a good experience. We want to make sure that when they see an ad that has your brand attached to it, when they get to the landing page, they get what they saw on Google. And that\u2019s really the philosophy behind why we want that fresh price and that fresh data availability information. We\u2019ll talk about a solution on how you can get our special data during the holiday season.<\/p>\n <\/p>\n The other piece we hear about is crawler issues. So make sure before your tech teams go into code phase for the year, that you\u2019re not blocking any of our crawlers with a robot.txt file. That could actually also make your products be disapproved if we\u2019re not able to crawl them \u2013 those images or those price or availability \u2013 we can\u2019t let those items be approved. The other piece with crawling issues as well is that if you have new products for this holiday season, make sure to upload them to your feed.<\/p>\n Even if you put them as \u201cOut of Stock,\u201d we want to make sure that we have enough time to crawl them. If you upload them on Black Friday, we can\u2019t guarantee that we\u2019ll crawl them fast enough for them to show. So if they\u2019re really important to you, make sure that they\u2019re there in advance. The final piece is around tax and shipping. Just like price and availability, we want to have accurate data so our consumers can make the right choice when making a purchase.<\/p>\n So be sure to give us the freshest data from that perspective as well. In terms of giving us fresh price and availability, we do have a new feed that you can do. It\u2019s a complementary feed to your regular merchant\u2019s review called a \u2018Product Inventory Update Feed\u2019<\/strong>, and basically what this is is a supplemental feed for products that might have frequent price or availability changes, especially on Black Friday or Cyber Monday. You can upload those products with their new prices or availability, and we\u2019ll be able to process that a whole lot faster than sending us the full feed.<\/p>\n The other piece, and it seems kind of silly, but very important: Make sure you have the right contact in merchant centre<\/strong>. This is where we\u2019ll give you notice if you do happen to get a warning in your account due to a policy or data quality issue. If we don\u2019t have the right person, then you\u2019re not going to be able to get those warnings, and unfortunately we can\u2019t make exceptions because we didn\u2019t have the right contacts to our policies. So make sure that\u2019s updated today.<\/p>\n Amanda<\/strong>: I can\u2019t stress this enough, having an e-mail distribution list as the contact is such a good idea, because so many people go on holiday during this, like pivotal Christmas season, so by having a list where all of the, sort of, people who might be on call or supporting your shopping and online campaigns, really make sure that no one drops the ball, no one\u2019s off on a beach, getting panicked phone calls in the middle of their vacation.<\/p>\n Tracy<\/strong>: Exactly. The other piece that you can consider doing is automatic item updates<\/strong>. This is something more in tech side where they can put a schema.org microdata on your site and we would be able to update your price and availability information automatically. This is not a substitute for giving us good data in your feed, but it\u2019s a good supplemental piece that if you can get it into place before the holidays, it gives you one less thing to worry about. Great. Now I\u2019m turning it over to Amanda to talk about preparing for seasonal events.<\/p>\n <\/p>\n Amanda<\/strong>: So there is like couple of options here in terms of how you can prepare for seasonal promotions like flash sales, or sales leading up to Black Friday and Cyber Monday. And there\u2019s an opportunity to create specific promotions for either all of your products, so this wouldn\u2019t require any change in your feed, or for some of your items, which would require specific updates within your feed. And this policy review to the changes you made during to your feed would only actually happen on Monday to Friday in the business week, and the SKU validation review would occur when the promotion becomes active onsite.<\/p>\n So if you\u2019re uploading in advance, that might take a little bit longer to process. To set this up, you can use the sale price attribute within your feed for the new price, or you can use the sale price effective date for the time and date at which the price change will occur. And you can see there\u2019s a lot more information on this available at the Help centre. As we move into holiday preparation, it\u2019s really important to set yourself up for success by looking at your campaigns. Now, we have a couple of campaign structure recommendations as well as bid recommendations.<\/p>\n When we look at campaigns, when we take a step back, the first thing you really need to think about is what are the product or the product strategies that your organization has decided to approach this holiday season with? Are there specific product lines or departments that have specific budgets in something that\u2019s more important or you know, needs to move off the shelves faster? Or potentially it\u2019s just….they are a higher profit margin, and additionally, are they seasonal products which, you know, if you don\u2019t get rid of your Christmas trees by Christmas, you\u2019re not going to have so much fun selling them in January.<\/p>\n <\/p>\n So we recommend you think about this when you\u2019re coming up with your structure. Often, you know, there are different structures for different organizations. And one of the things we really recommend is splitting out a specific campaign at the Item ID level, and you can just also highlight those top-performing products. Now, if you were in the shopping market last year, you can do this by looking at your top-performing items from last year by using the Item ID report in your \u201cDimensions\u201d tab.<\/p>\n The other opportunity is to just talk to your sales teams, talk to the inventory management people, find out what your most important SKUs are this holiday season and set campaigns out for those SKUs specifically, and then you can set specific bids and budgets against that campaign. And also know you should set that campaign priority to \u201cHigh\u201d so that that campaign serves first above everything else in your shopping campaigns.<\/p>\n Tracy<\/strong>: And make sure to watch the budget on that campaign since this has your most important items;<\/p>\n you want to make sure that budget stays uncapped and you don\u2019t miss any opportunities in the holiday season.<\/p><\/blockquote>\n Amanda<\/strong>: This past year there\u2019s been some great changes to the front-end in AdWords that enabled you to get that much more information right in your campaigns. So one of the things, if you\u2019ve got Item Ids, a campaign including Item IDs is you might be able to see the products status of those IDs and if anything is disapproved, then you\u2019ll be able to troubleshoot it in merchant centre but you\u2019d see the flag in AdWords, which is really great because it provides that real time information to people who are both in marketing because we know sometimes the marketing team and the tech team don\u2019t always [sync] with the same person.<\/p>\n So the last thing, and I really can\u2019t stress this one enough is, it\u2019s really important to create this catch-all campaign, so make sure no opportunity is lost during the holidays<\/strong>. So, what a catch-all campaign is, it looks at all the products you offer countywide, you know, and you would set this up as a low priority campaign, and you would usually set this up to have low bids, and this would target everything you have in your feed that\u2019s available for sale online.<\/p>\n Now, in my two years working on retail in Canada, I\u2019ve seen that these campaigns usually perform within the top three of shopping campaigns all holiday season. It\u2019s extremely efficient, and it makes sure that you\u2019re really showing up against everything a potential shopper\u2019s looking for. Okay, next we move into bidding. As we look into bidding, you know the biggest thing this year that we\u2019ve been recommending to our clients is to take advantage of Enhanced CPC. Enhanced CPC is this amazing automated bidding solution that looks at creative level data to determine who\u2019s the most likely to convert. So for shopping, this is a really natural fit.<\/p>\n You can also review your 2015 conversion rates for guidance on what you can expect moving into the 2016 year. And as conversion rates and queries are going up, you should be using competitive bids to increase your qualified traffic. Now the big thing here with Enhanced CPC is it will only adjust your bid up or down by 30%, so you need to start with a competitive bid in this auction to make sure that, you know, the automated bidding solution is given a platform by which to perform for you.<\/p>\n Tracy<\/strong>: And the big thing on ECPC is, it is the only automated solution that bids at the query level, so there\u2019s no other third party solutions or any of our internal Google solutions that can actually make these changes at the auction level, so if you want that competitive edge, have those competitive base bids and use this as another tool to continue to keep up with the seasonality.<\/p>\n Amanda<\/strong>: So again, as you can see here, we have a Christmas jumper example that we borrowed from my friends in the UK because we just couldn\u2019t get over how fun this Christmas jumper looks. And as you can see, without a bid adjustment, you know, you would have your standard bid across the board, but with your bid adjustment, you can inflate your bid up to, you know, 78 times or more, to get, capture the most high-converting customers.<\/p>\n The next thing we want to talk to you about is remarketing. Remarketing for shopping is a really strong product that lets you serve your shopping ads to people who\u2019ve been on your site historically and who are even more likely to convert statistically.<\/strong> So most retailers have a 30-day cookie window for Remarketing Lists for Search Ads, and that works for them all year round; it\u2019s a very good tactic.<\/p>\n But when you think about it, what that means is, people who\u2019ve been visiting your site in October aren\u2019t actually going to be on your Lists by the time Black Friday rolls around in November. So, you could consider moving your 30-day lists to a 90-day list during this holiday season, and what this does is it\u2019ll provide a 9% more click coverage and a 15% more conversion coverage.<\/strong> So it means your List Search is that much more robust as you enter the holiday season.<\/p>\n Tracy<\/strong>: And don\u2019t forget to discount those repeat purchasers. I myself am like that; I\u2019ll forget to buy something for one of my son\u2019s multitude of teachers, and I\u2019ll go back, I\u2019ll see an ad and I\u2019ll remember, \u201cOh gosh, I bought something from Hallmark. I\u2019ll go back and make that purchase again.\u201d So just because they purchased from you one time doesn\u2019t mean that they can\u2019t have incremental revenue for you throughout the holiday season.<\/p>\n Amanda<\/strong>: The other thing to think about is just how, what your approach to list segmentation<\/strong> is, you know; adding in All Visitors List is a good start but certainly not the recommended approach. We\u2019d actually recommend setting up your lists across the full purchase funnel, so start with Home Page viewers, move to Category Page viewers, Product Pick and What Offer Page viewers, Cart Abandoners and then finally Cost Converters.<\/p>\n <\/p>\n Now, each of these lists should be added to all of your campaigns, but it\u2019s not valuable unless you\u2019re bidding for your list. So often we find advertisers will set this up, and do all of this back end like work to put in their campaigns, and then they forget to address the bids, and at that point, you\u2019re not actually using that extra data that these systems are providing you to say, \u201cHey, these people are more valuable.\u201d<\/p>\n And typically, as you\u2019ll see from the bid recommendations that we\u2019ve listed across the bottom, you\u2019ll find that people who\u2019ve purchased historically or abandoned cart are more valuable just at a revenue perspective and a potential conversion perspective than people who\u2019ve just visited your Home Page because they\u2019re that much further down the funnel. But you should set this up, watch and then optimize, because it\u2019ll be different for every advertiser.<\/p>\n Tracy<\/strong>: Great. So now we\u2019re going to move from\u2026 this is, we\u2019ve done our prep for the holiday season already to get right in, what do we focus on during the holiday season? We\u2019re going to talk about Merchant Centre and Feeds again, Bids and Budgets and then also Local Inventory Ads<\/strong> for those of you who have some brick and mortar stores that are using LIAs.<\/p>\n So starting off with Merchant Centre, …due diligence, you\u2019ve got good feeds, you\u2019re giving us fresh data; make sure that we are still continuing to avoid suspension. So you can use the Merchant Centre Diagnostics tab to look to see if anything is happening in terms of lot of products being disapproved, perhaps we\u2019re not able to crawler you site for some reason. Use that graph as we see highlighted here to see what your feed health is and to know that your products are running as you would expect them to.<\/p>\n This is our big news for this holiday season. We understand that account disapprovals are painful; they really detract from your ability to grow revenue in the holiday season and focus on the things that you\u2019d like to do like gaining new customers. No one likes to deal with account suspensions especially in Q4. We\u2019ve heard this loud and clear, and so we\u2019ve moved this year for many of our top policies from Account Level Disapprovals to what we call Pre-emptive Item Level Disapprovals.<\/strong><\/p>\n What does that mean? So, once it\u2019s implemented for a certain policy, there\u2019s no account suspension issued any longer; it moves to this Pre-emptive Item Disapproval<\/strong>. And as of now, we\u2019ve launched that for images, and for price. And those are two of the big warnings that we typically see for merchants. You\u2019ll still receive a warning, so if we do find that there are products that have [inaudible 19:41] image or a price issue, we\u2019ll still send you a warning with an exhaustive list of all the products that are affected; you\u2019ll still get 20 days to address those. If you don\u2019t fix those products, that\u2019s when the Pre-emptive Item Level Disapproval kicks in.<\/p>\n And what that means is versus us taking down your entire account for only a handful of bad apples, we\u2019ll only disapprove the items that we think have a high likelihood of violating our policies. So this means there\u2019s less troubleshooting on your side because we\u2019re giving you a list of products that are affected and that you\u2019ll be\u2026 The important thing, though, data quality does remain important. You should still continue to give us the right information to be able to avoid some of those Pre-emptive Item Level Disapprovals, but hopefully it will stop your focus from having to be on account suspension fire drills and more about growing your customers.<\/p>\n So now let\u2019s talk about Bids and Budgets during the holiday season<\/strong>. You\u2019ve already done a look back on what your highest performing products were before, you\u2019ve turned on ECPC, what do you do now? Here\u2019s the big thing: Make sure that you\u2019re budgeting to keep your digital store open. When you\u2019re capped by budget, it\u2019s the same thing as a physical store, shutting their doors once a week. You don\u2019t want to be that store in Q4. So what do you need to look at? What are the things that are important to know?<\/p>\n <\/p>\n The big thing this year, you know, we saw a lot of those statistics, that more and more of the consumers who go to Google are looking from a mobile device. We realized that and in the past year we\u2019ve expanded our mobile unit and also added more slots to accommodate what our customers were asking from us. What that means to you is there\u2019s more inventory. As of last year, a 150% more shopping ads are reaching mobile shoppers; it means you should budget to take advantage of that inventory. You don\u2019t want to be budget capped and then miss out on some of this great opportunity with our new scrollable carousel.<\/p>\n The other point to do as well is you need to plan for higher shopping purchase intent and throughout the holiday season. We hear this again and again, there\u2019s a lot stores that they\u2019re starting their Black Friday sales the first week of November. And so, we have to be aware that the holiday season has elongated, so we must forecast your budget to be able to take advantage of that entire time. Now it\u2019s not just Black Friday and Cyber Monday where you\u2019re able to get most of your sales; there\u2019s a lot more opportunity there.<\/p>\n So make sure you have enough budget for all the dates when customers are interested.<\/strong> And you can even look back in your own account and see when you had the highest conversion rates last year, and plan on making sure that you\u2019re available this year around those times as well.<\/p>\n Amanda<\/strong>: And just to add on to this, when you think about what people are doing on their mobile phones, we know a lot of them are making purchases, but I know when we work with account teams, often we get the feedback, you know, mobile\u2019s just not as valuable, it doesn\u2019t convert as much, but you should be taking back to your teams that just as often if someone does convert on their mobile phone, people might be standing in store and looking at your product and checking out the different other products that are available at other retailers, and seeing what the prices are, seeing if the variety or the colours are any different, so by not showing up in that mobile auction, you might actually be losing customers in store. And so you can pick up a mobile a little bit differently as really being that, like, additional sales support in-store as well as being a driver of conversions online.<\/p>\n Tracy<\/strong>: Absolutely. You just want to be where your customers are, and if they want to be on a mobile device, then make sure that you\u2019re there for them. So how do you look at ad bidding? There are still two things that we really want to focus on in bidding this holiday season. First, bid competitively; as we mentioned, we know that there\u2019s higher conversion rates in shopping, sometimes up to a 60% increase in 2015 that we saw in the US during the holiday peak. So make sure that you\u2019re reviewing your bids regularly, not just on computer but also on mobile devices to Amanda\u2019s point.<\/p>\n It\u2019s really important to stay on top of it; this auction is very competitive during the holiday season and you want to make sure that you\u2019re viewing your bids especially during those increasing conversion rate days as I mentioned. Look back on last year; see when your conversion rates increased. Sometimes you might even be surprised on what those high days were for you. Make sure you\u2019re bidding competitively around those days.<\/p>\n The other side is, really make sure that you\u2019re standing in the top results for your top products. What does that mean? So what we found is, we expanded our mobile carousel and we\u2019ve expanded our mobile unit as our customers\u2019 show that they want to interact on a mobile device, that for shopping ads in those top two results in the mobile carousel, they see up to three times a CTR, three times engagement from shoppers. That\u2019s huge. Let\u2019s say if we\u2019re bidding on a text ad, we talk a lot about bidding to those first three positions; same thing goes with mobile on our shopping ads.<\/p>\n Now I know the first thing people are thinking right now is, \u201cGoodness Tracy, you don\u2019t have a position report for shopping, so how do we know how to bid to those top slots?\u201d We have a solution for you. So there is two actions that we\u2019ll talk about. One, use Auction Insights in the AdWords front-end to monitor who your top competitors are. You can look at the Overlap Rate and you can look at Outranking Share and that\u2019s how you can even see if there\u2019s going to be some new players in the market in your category or if may be some players are going out, there\u2019s an opportunity to take advantage of their share. I highly recommend looking at that at least once a week during the holiday season to get a lay of the land.<\/p>\n The other piece is using Click Share to measure how you\u2019re performing on your top categories. So let\u2019s talk a little bit more about Click Share. As I mentioned, we don\u2019t have the position reporting for shopping ads. But we can really use this Click Share metric that you see in this screenshot you can see in AdWords as a proxy proposition. Click Share\u2019s a really good indicator of performance opportunity because we know with Click Share we\u2019re driving actual traffic. And the more Click Share is increased….excuse me, you can increase Click Share by improving your position. So as we see Click Share increasing, we know that you\u2019re appearing in those higher position slots. But how do we influence Click Shares? So how can we make sure that we are increasing that Click Share number? Bids.<\/p>\n So bids are the highest factor, which makes a lot of sense. For your most important products, you want to make sure that you\u2019re continuously increasing that Click Share. Even if you are increasing that Click Share week over week, continue to be very aggressive to make sure that you don\u2019t lose any of that to some of your competitors. The other piece is Feeds, so Feed Quality. Make sure you\u2019re giving us the right prices, not to be the debtors again, the right prices, the right images, all that stuff can impact your Click Through Rate and that really impacts Click Share as well.<\/p>\n <\/p>\n So just as I mentioned, focusing on this Auction Insights once a week, once you get a lay of the land about who\u2019s the competitors\u2026 Also look at that Click Share every week or even multiple times during Black Friday and Cyber Week to make sure that you\u2019re taking advantage of the increasing shopping ads that we have and the increasing opportunity we have this year<\/strong>. So the other piece we wanted to talk briefly about was Local Inventory Ads. I\u2019m not suggesting that if you are already doing Local Inventory Ads or if you don\u2019t have a brick and mortar store to focus on this, but for those of you who already have Local Inventory Ads set up, we want to let you know local intent for shopping increases as the holiday peaks increase.<\/p>\n So we see that the Local Inventory Ad percentage on mobile impressions peaked twice, both on Black Friday and on Christmas Eve, which makes a lot of sense. It really lines up with when the last shipping day is, the shipping cut off, will we expect to see a peak afterwards as people realize they ran out of time, it won\u2019t ship fast enough, they have to go in store. So for those of you who have Local Inventory Ads make sure that your CPCs are where they need to be to take advantage of these peaks.<\/p>\n Amanda<\/strong>: If you don\u2019t have Local Inventory Ads, if you\u2019re a Canadian client where it hasn\u2019t launched yet, think about Local Inventory Ads as a proxy for how you could be positioning yourself in mobile, where you see on this [track] there were peaks in local intent, heavy up on mobile on those days just to make sure you guys are present while people continue shopping.<\/p>\n Tracy<\/strong>: Absolutely. So this is a nice checklist for you in terms of what we should be doing the rest of this month versus what you should focus on in November and December. In October, number one, as Amanda stated, let\u2019s make sure that we have the right contact in Merchant Centre. Heaven forbid, if you do get some of those suspension warnings, you want to make sure it goes to the right person who can act on it. Set up those merchant promotions and sales attributes.<\/p>\n Look at your 90-day Remarketing List for Search Ad list, implement that Automatic Item Updates or that Inventory Feed Update that we talked about and create those top products and catch all campaigns that Amanda talked about as well. And in terms of throughout the holiday season, make sure you are monitoring for those suspension warnings and in your Diagnostics tab, monitor the budgets, make sure that your digital store is online the entire day of the holiday season. And bid competitively, really using Click Share and those Auction Insights to make sure that you\u2019re monitoring how competitive you are and you\u2019re taking advantage of the gift that we\u2019ve given you with these new mobile carousel ads.<\/p>\n Amanda<\/strong>: Hey look, we want to say thank you to everyone for dialling in and joining us here today. We\u2019re really happy to have presented this to you. So far we don\u2019t see any questions that have been posted. We\u2019re going to hang out for a little while and if you have questions, feel free to post them and otherwise, thank you for joining. Good luck in holiday and with all of your holiday shopping campaigns. And we\u2019ll talk to you soon.<\/p>\n Tracy<\/strong>: Yeah, happy holidays and happy shopping.<\/p>\n <\/p>\n Related Articles:<\/strong><\/p>\n Holiday season is round the corner. For advertisers using Google Shopping campaigns, this is the peak time when they can reap benefits from their PPC activities. So which areas should you drive your focus\u00a0on, what were the trends during last year’s holiday season, Tracy Carmen and Amanda Melvin unearths some of the key findings and… Read more »<\/a><\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","footnotes":""},"categories":[3],"tags":[],"class_list":["post-3550","post","type-post","status-publish","format-standard","hentry","category-googl-search-tips"],"featured_image_src":null,"author_info":{"display_name":"Kirti","author_link":"https:\/\/www.karooya.com\/blog\/author\/kirti\/"},"_links":{"self":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/3550","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/comments?post=3550"}],"version-history":[{"count":7,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/3550\/revisions"}],"predecessor-version":[{"id":4531,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/3550\/revisions\/4531"}],"wp:attachment":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/media?parent=3550"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/categories?post=3550"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/tags?post=3550"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"google](\"https:\/\/www.karooya.com\/blog\/wp-content\/uploads\/2016\/11\/google-shopping-holiday-revenue.png\")
\n![\"mobile](\"https:\/\/www.karooya.com\/blog\/wp-content\/uploads\/2016\/11\/mobile-transforming-holidays.png\")
\n![\"data](\"https:\/\/www.karooya.com\/blog\/wp-content\/uploads\/2016\/11\/data-quality.png\")
\n![\"automatic](\"https:\/\/www.karooya.com\/blog\/wp-content\/uploads\/2016\/11\/automatci-item-updates.png\")
\n![\"campaign](\"https:\/\/www.karooya.com\/blog\/wp-content\/uploads\/2016\/11\/campaign-must-haves.png\")
\n![\"list](\"https:\/\/www.karooya.com\/blog\/wp-content\/uploads\/2016\/11\/list-segmentation.png\")
\n![\"bids](\"https:\/\/www.karooya.com\/blog\/wp-content\/uploads\/2016\/11\/bids-and-budget.png\")
\n![\"click](\"https:\/\/www.karooya.com\/blog\/wp-content\/uploads\/2016\/11\/click-share.png\")
\n\n