With retail, quantity is often better then quality,” says Mike.
You shouldn’t limit numbers and prices to being displayed just in shopping ads. You should be utilizing numbers to increase the CTR of your search ads, too “Anything with numbers works well! A percentage off, a price point – it can’t just be ‘we have the best clothes,’ because everyone’s selling the same thing,” says Jaclyn. “I have clients selling the same shampoo and competing with huge brands like Sephora – compelling numbers (for instance a lower price point or a percentage off) can help them stand out.” .7: Understand Your Seasonal Peaks and Plan Accordingly The kids are heading back-to-school.Are your ads updated accordingly? They’re not? You should have started planning back in July! “Whether it’s IT Numbers summer sales, black Friday, or the holiday season, as a retailer you absolutely need to know your seasonal peaks and plan around them,” says Mike. “Build ads for seasonal peaks and label them using Google’s label system to easily turn them on and off when in and out of season.” What if you’re not sure when your seasonal peaks are? Mike recommends visiting Google.com/trends where you can search various categories, like office supplies or kids clothing, and analyze the seasonal and regional peaks. Retail marketing image showing Google Compare From Jaclyn’s experience working with retailers of all sizes, Q4 tends to be the biggest quarter for the majority of advertisers.
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Aside from running ads relevant to the holidays, budget allocation also needs to be top of mind during these seasonal spikes. “Competition ramps up during these times,” says Jaclyn. “Budget planning ahead of time is always a priority for several of my retail clients during Q4.” Jaclyn spends time readjusting budgets to ensure her clients are being competitive, getting promotions aligned, and automating ad schedules ahead of time. .8: Take Advantage of Automation Retailers are often selling hundreds or even thousands of products, many of which they’re promoting through Google. So how in the world can you keep up with maintaining your massive search and shopping campaigns.
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