A well-maintained Google Ads account is the key to dominating seasonality. In Shopping, be sure to configure your campaigns, ad groups, or product groups to isolate your main back-to-school items. The Industry Email List top two expenses for back-to-school shoppers this year will be apparel and accessories, and electronics, according to the National Retail Federation. That said, look at your past performance to identify which items in your catalog will be Industry Email List most in demand. If your product feed doesn't contain the most specific or descriptive product types, consider using a custom label to tag your seasonal products.
The more granular your auction structure, the more control you have over the products you promote. In text ads, your campaigns are hopefully already grouped Industry Email List into themes. Rather Industry Email List than applying global adjustments to all of your campaigns, increase your bids more selectively on groups of keywords that represent your Industry Email List top-selling back-to-school products. Don't forget to update your advertising content and landing pages for the season, especially if you're running promotions or have created new seasonal site pages. To get more advanced, consider creating a separate campaign for back-to-school keywords, so you can quickly and easily change your spending to those terms after
Labor Day weekend. 6. Search terms for back to school are likely to trigger Showcase Shopping ads. As I've shared in the past, Google continues to reduce traditional shopping ads that Industry Email List show for general queries on mobile. The replacement is the most engaging Showcase Shopping ad. This trend has accelerated ahead of the holiday season, meaning this is the first back-to-school shopping season where Showcase ads will be a Industry Email List major traffic driver. Here's a look at Showcase Shopping ad impressions for a sample of several hundred retailers over the past 18 months: