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Holiday Prep for Your Google Shopping Ads, Step #2: Promotions

Shopping results are always competitive, but especially during the peak of the holiday shopping rush. Retailers that correctly set their promotional features within Google Shopping have a big advantage during this season, when those with long shopping lists are trying to get the most value for their money.
Promoting a sale on your website but not including the details in your shopping ads is a recipe for thousands of dollars in lost revenue. Anything and everything that differentiates your brand or incentivizes your shoppers is important. Shopping campaigns offer several ways to make sure your ads are the obvious choice for more shoppers. Let’s take a look!

Sale Price Attributes

Instead of showing regular prices with a 20% off indicator, you can take it a step further by showing the calculated sale price in your ads through a few additional feed attributes (sale_price and sale_price_effective_date). Ads that display the true sales price(s) stand out among neighboring ads and tend to convert at a relatively high rate. Many people use price filters to sort identical products by price. If you’re 25% lower than the rest because of your current promo, you become the untouchable #1 ad.

Merchant Promotions

For any sale, you can add percentage discounts, dollar-off amounts, or special shipping offers. These show as a link under your ad, with length of promotion, promotional codes, and anything else that’s good to know.

Promotional Feeds

One way to get a head start on your busy holiday promotional calendars is to build and maintain a promotional feed to set up promotions weeks, or even months, in advance. This practice is not only valuable during the holiday season. Proactive automation can save hundreds of hours a year in labor and increase the accuracy and timeliness of ad changes year round.
For more tips on how to make the most of your Google Shopping ads during the holiday shopping rush, download our free guide, 5 Ways to Win at Google Shopping this Holiday Season.

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Morgan Hardy, Marketing Coordinator

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