Let’s face it, focusing on PPC strategies during the holidays can be tough. However, as this is the busiest shopping period, we PPC professionals must stay dedicated. My colleagues have recently shared valuable advice on holiday planning, bid and budget management, and ad copy optimization. For those already ahead of the game, let’s delve into advanced strategies to implement before the holiday rush.

Ad Extensions

First and foremost, let’s discuss Ad Extensions. They have always been a powerful tool for enhancing performance, and with a recent change to the Ad Rank algorithm, they are now essential for all PPC campaigns. If you haven’t already, prioritize implementing them. Otherwise, you risk a decline in ad positions, which could be detrimental during the competitive holiday season. The good news is that Ad Extensions are simple to set up, require minimal upkeep, and are free! Google provides a variety of extensions, allowing you to choose the best fit for your account. You can enable multiple extensions per campaign, and Google will display the most relevant one to the user. So, let’s explore the extensions you should consider this holiday season. RELATED: 8 Risky PPC Errors to Avoid During the Holidays

Sitelink Extensions

These extensions are practically a must-have for all advertisers. As the example shows, sitelinks enable you to add extra lines below your ad text, linking to different sections of your website. This not only provides users with direct access to desired content but also increases the size and visibility of your ad. Keep sitelinks enabled year-round and update link labels with holiday-themed keywords during the season. For an enhanced user experience, link to dedicated holiday landing pages. If you’re already using sitelinks and want to optimize them further, remember that Google now offers ad group-level sitelinks, day parting, and mobile-specific options. You can also experiment with enhanced sitelinks, which allow for additional text below each link. Google is being quite generous this holiday season!

Call & Location Extensions

While these extensions don’t require holiday-specific modifications, their presence is crucial for encouraging customer interaction.

Call extensions prominently display your phone number within the ad text. On mobile devices, it appears as a clickable button, while on desktops, the full number is shown. To track calls originating from AdWords, you can activate a Google call forwarding number.

Location extensions are highly beneficial for local businesses with physical stores they want to direct foot traffic to. Simply input your address to activate this feature.

Review Extensions

Google constantly experiments with ad extensions, so expect new formats in the coming months. Stay alert for useful additions this holiday season. If you find one you’d like to implement, contact your AdWords representative. If the beta is still open, they can guide you through the requirements and application process.

Review extensions are the latest addition to AdWords. They allow advertisers to incorporate third-party reviews directly within their ad text. As AdWords generally restricts the use of superlatives, this provides an excellent opportunity to showcase positive feedback about your business!

Product Listing Ads

For e-commerce businesses, Product Listing Ads are non-negotiable. These ads feature product images, prices, merchant names, and direct links to product pages. To utilize PLAs, you need a Google Merchant Center account. Google automatically selects the most relevant product based on the search query. Similar to traditional search ads, you can choose between cost-per-click, conversion-optimized, or CPA-based bidding. (Note that all PLAs will transition to Shopping Campaigns in 2014.)

When optimizing your Product Listing Ads for the holidays, consider these tips:

• Create a promotional feed highlighting best-selling products for major shopping days.
• Avoid generic stock images; opt for unique visuals that make you stand out from competitors.
• PLAs are now mobile-friendly! With the increasing use of mobile devices for shopping, Google has revamped mobile PLA presentation, allowing users to swipe through products within the ad unit.

Dynamic Remarketing

You’re likely already running remarketing campaigns. For e-commerce advertisers, elevate your efforts with Google’s dynamic remarketing. This program automatically generates and displays customized ads to users who have previously visited your product pages. These highly targeted ads encourage past visitors to return and explore products they viewed or similar items they might find interesting.

Currently, this feature has some limitations. It’s available only to retailers with Google Merchant Center accounts, and ad formats are relatively basic. As you prepare Dynamic Remarketing campaigns for the holidays, focus on crafting compelling ads. Experiment with different ad layouts, button colors, and calls to action to determine what resonates most with your target audience.