Prepping Your PPC Ads for Holiday Shoppers

With the biggest revenue months of the year just around the corner, online retailers are busy getting their pay-per-click (PPC) campaigns maximized for the holiday season. You definitely want to start early to make sure you capitalize on the busy days ahead!

By prepping your PPC ads now, you’re already on your way to a successful Q4. However, there are a few things to tackle on your PPC checklist if you want to grow your eCommerce store this holiday season.

To boost your conversions and make smarter use of your ad spend this year, here are a few ways to prep your ads and optimize them for holiday shoppers.

Start Testing Your Ads

If you want to get the best bang for your buck this holiday season, you need to test your PPC ads to see what drives the best performance. A single word or low-quality image can make the difference between a user clicking on your ad or ignoring it completely.

Experiment with different offers, calls-to-action, ad copy and images to see what drives the most conversions. Now is a good time to test multiple variations of ad creatives before the holiday rush arrives.

Don’t stop optimizing your ads once the holidays are here! By constantly working on your PPC campaigns, you can spot trouble early and maximize your holiday revenue.

Create Holiday-Specific Landing Pages

One of the biggest mistakes advertisers can make is forgetting to create festive landing pages for their holiday campaigns. If you’re going to spend money driving traffic to your site, you don’t want to waste it by sending potential customers to unoptimized landing pages that don’t entice them.

Make sure that your ad promotions are aligned with your holiday promotions to avoid confusing or frustrating the user with an irrelevant ad. If your PPC ad created a sense of urgency, consider adding a countdown timer to your landing page to keep the momentum high.

Optimize for Mobile

Holiday shoppers will browse across all devices this year, and your PPC ads should be optimized for these constantly connected consumers. In fact, 84 percent of smartphone shoppers use their phones to browse the web while in a physical store.

To get your PPC campaigns ready for mobile users, be sure to optimize your landing pages. This is an often-overlooked aspect of PPC that can ruin your ad’s performance. Make your landing pages mobile friendly by avoiding long form fields, keeping pages free of plugins and optimizing your content and images for mobile devices.

You can boost mobile conversions further by enabling sitelink extensions in Google AdWords. This tailors the mobile experience by allowing mobile users to choose which sitelinks are relevant to them while also clicking directly into a specific page.

Retarget Consumers to Capture Lost Holiday Sales

It’s always frustrating to see a visitor express intent in your eCommerce site only to bounce off your page. Luckily, with a remarketing strategy in place, you can put your brand back in front of warm prospects and inspire them to complete the purchase.

Give your retargeting ads a little holiday cheer with festive images and text. To make them more enticing to your audience, offer an irresistible promotion, such as a discount or free shipping.  

Remember, the more targeted your ads are, the better chance you have at converting online shoppers. Using AdRoll, you can personalize your ads to target specific segments of your site’s visitors, allowing you to upsell or cross-sell existing customers and target visitors based on where they are in the purchase funnel.

Take Advantage of Marketing Automation

It’s no secret that it takes a significant amount of time and effort to keep PPC campaigns running smoothly. Although some aspects of your PPC campaigns are better handled manually, you should be making smart use of marketing automation software to take care of the hard labor.

Marketing automation allows you to easily manage your PPC campaigns from a single dashboard, track individual campaign performance and collect data. Some marketing platforms even allow you to combine your web and social campaigns, which will help boost your conversions.

Prep Your Data Feed

On the topic of mobile devices, product listing ads (PLAs) are a must for eCommerce retailers who want to capitalize on mobile spending this year. Why? Because they provide a visually rich shopping experience and are targeted by products and product categories rather than keywords.

PLAs are tailored to people who are ready to buy, making them an effective strategy for driving up sales during the holiday season. However, to take advantage of PLAs, your data feed must be given as much attention as your product listings in AdWords.

Online shoppers expect your product information to be accurate, which means that you need to keep your feeds up-to-date regarding pricing, availability and product selection. It also helps to have a method in place to stay on top of any feed errors that may occur.


If you hope to capitalize on the influx of sales this holiday season, your PPC campaigns must be data-driven. Consumers now expect you to show them personalized ads at the right time and place.

To deliver this specialized experience, prep your PPC campaigns in advance and make smart use of your data. By doing so, you can reduce your ad spend, increase your sales and drive more revenue to your eCommerce store this holiday season.

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