The holiday sale season has officially started with Black Friday and Cyber Monday! Whether you already started or you’re still planning your Google Ads campaigns for Christmas or any other holiday, here are three important optimization tips to boost your holiday sales!

Listen to this episode as our Director of Operations, Leandra Green, and one of our Google Ads specialists, Cindy Marin, share how you can optimize your campaigns for success during the holiday season.

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0:00 Intro

0:40 About Cindy Marin, one of our Google Ads specialists

2:23 Three Tips to Optimize Google Ads for Holiday Sales

6:17 Running multiple promotions at the same time

7:21 Optimization tip #2 for Google Ads holiday sales

11:16 Optimization tip #3 for Google Ads holiday sales

16:53 Bonus tip to boost your holiday sales

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So today we're going to talk about three tips that you can use

to optimize your Google Ads account for the holiday sales season.

This applies for any promotion, for any holiday.

So Mother's Day, father's Day Christmas.

Any holiday like that can be applied here now for a bonus.

A bonus.

Yay.

We want to show something that I think a lot of people don't actually

use any those experiments that we are able to do in Google ads.

Hi everyone.

Welcome to another edition of Gads Girls.

You know me, I'm Leandra.

You've met me before on here, but we have a special guest today, Cindy,

She's one of our specialists here at Solutions Eight, and she's super awesome.

She's been doing Google ads for six years, right, Cindy?

Yeah.

And uh, since 2016.

Wow.

Yeah, so she's a pro and she also speaks five languages,

which makes her extra awesome.

And she owns her own business.

She's

That's alright.

She speaks.

What languages do you speak?

Tell us all five of.

Well, I'm from Nicaragua, so I speak Spanish, and then at the age of

three I started with French, then at 12 with English Italian at 15.

And then I study in Taiwan for five years.

So I started learning Mandarin.

Cool.

Amazing.

That's quite a skill.

. You have a nice, smart brain to contain all of those.

I know, but like every single year it gets harder and harder to retain

information and learn new things.

So I think it's like always an exercise, trying to learn new things every day.

Yeah.

Welcome to getting older.

Things get a lot harder.

Yeah.

This year I turned 30, so this is the start of a whole new decade.

So I feel like the thirties are the new twenties.

Mm.

yeah, that's true.

That's a good way to think about it.

I speak French Canadian and Cindy speaks French, so sometimes we speak

up, we speak in front of our team in French, so they don't understand us.

We have a secret language.

, but we're gonna do this video in English, so don't worry everybody.

Cindy, do you wanna tell us the topic of today's video?

So today we're going to talk about three tips that you can use to

optimize your Google Ads account for the holiday sales season.

we have Black Friday, cyber Monday and Christmas coming up.

So we wanna use this.

Easy tips to boost your sales this season.

So the first one is going to be to set up your Google Merchant Center promotions.

This ones look like this, like with a special tag that says

special offer at the bottom.

So you'll have your normal image, your headline, your price description,

and the special offer at the bottom.

In that one, you can see the details of the promotion.

So some of them will have coupon codes and expiration dates and some other not.

So let me show you how can add one to your merchant center.

So you basically log in into your merchant center account.

We are going to obviously blur out, all the information from this client, and

you go to the marketing section over there and you click on promotions.

Then you click on the plus sign.

and you select the country where you want to run your promotion.

For this example, we're going to select United States and then

we select English as a language.

Then we are going to select the places where we want to show this promotion.

I recommend just.

Choosing shopping ads because we want to make sure that this is the only

place where we are showing, or as then there's different categories for the

promotions that we can have, and it can be either an amount, a percentage.

A free gift or even free shipping.

For this example, let's say that we're going to have 50% off.

So we select that category and the promotion type.

And in the promotion details, we put the percentage that we want to have.

promotion.

So for this one it will be 50%.

How does 50% of sounds for you?

That's pretty good.

I wouldn't mind 50% off of most things.

. Then we click continue and we are going to put a promotion title, so

it can be like Black Friday 2022, and then a promotion it like VF 2022.

This is id, this is not gonna be shown to the customer, so it's not a big deal.

And then you select the products that you want to show the promotions for.

So we can have like promotions in special Categories like shoes or

tubs if you are clothing company.

But for the sake of this example, we are going to say that it's 50% off

the entire website, so we're going to apply it to all the products.

Then in case we have a promo code, we will put the code here and we can.

, the start and end dates.

So let's say it's going to start from today until the end of November

because it's black Friday, and we click on Create Promotion.

Obviously, I'm not gonna click on this one because it's an example.

So that's how you are going to do Google Merchant Center promotion.

Great.

Can you have multiple promotions at the same time in the Merchant Center?

Definitely Leandra.

You can stack promotions and you can have like, Combination such as free

shipping and a percentage discount.

And actually I wanted to show you guys some insights and according

to the National Retail Federation in 2020, A factor that most

influenced a buyer decision during Black Friday is free shipping.

So a lot of people will think that, oh, this is not a big deal, but

if you offer free shipping and a percentage discount, that can be

a great boost towards your sales.

Now I want to remind to keep it as simple like obviously here we want to

show you quick tips that you can use.

So let's continue to the next one.

It would be to.

Create an specific asset group in your performance Max campaigns

dedicated towards Black Friday.

Obviously we want to create tailored images and videos that are highlighting

the unique offers and attached to those we want to create a new audience signal.

Interest and such as like Black Friday shopping online, black Friday

shopping, and in-store Black Friday.

And we want to add promotion extensions and site links.

So I wanted to show you like a real example of a claim that I.

And I just wanna say that we're talking a lot about Black Friday, because that's the

season that we're up to, but this applies for any promotion, for any holiday.

So Mother's Day, father's Day Christmas, any holiday like that can be applied here.

Yes, I think that Black Friday should be your biggest sale as a

entrepreneur or as a business because that's when the year is almost done.

So you might as well put all everything that couldn't be sold during the

year in this special promotion.

So you get more.

. as you can see, you will need 20 images.

I advise to put product images as well as the ones that include the

percentage because we want to create different assets for different

platforms because in performance Max, we're going to be shown in YouTube,

Gmail, search, display, and discover.

So having different landscape Different sizes of images is great.

Also having a video, it's super useful.

So it, the shorter the better because as we know the attention

spam of users is really short.

So if you create a five to ten second video, I think it

would be a very impactful.

Then we want to make sure that in the headlines we include

those promotions and we can even.

in this one we can't, but in the responsive search ads, we can't.

So I'm gonna show you later, but what's important is for Sitelinks,

we want to create even a special sitelink call, black Friday sale.

and this hyperlink.

As we can see, we redirect people directly to the page that has a sale, and in

the description we can put up to 50% of

all products and check out.

We always wanna capitalize the first letter of each work and put

the URL in here and that's how we will have tailored site link.

Of course we can also have promotion extensions, but I'm

going to be talking about those.

later in this presentation, Tip number three would be to create a special

responsive search at inner branded search campaign because we want to make sure

that whenever people are looking for your brand those discounts are highlighted and

we want to pin the discount in position one and the CTAs and the offered countdown

we wanna pin it in position three.

So if we go to the account and we try to do one of these responsive

search adss, we just have to basically go to our branded search campaign.

And this is gonna take a long time because it takes a long time to look.

So we click on ads and assets

and we create a new responsive search ad.

And for example, here we have the one that is already created for

Black Friday, and I'm gonna show you how the countdown and everything.

So we want to make sure that we put a display path showing Black

Friday 2022, and that we pin all the percentage discounts in position one.

So we just put like, Here all droppers, 20% off.

And we click on the right and we pin it and we click on which position.

So the promotions always in position one.

And the CTA is like, shop Now or the Countdown or when is, this promotion

going to end like Black Friday?

Sales ends in and we click.

On here.

And how do you call this?

Really weird.

I don't know what the name for that is.

. Weird funky bracket.

Yeah, the funky looking bracket.

And you open it and you'll see three options, and then you'll

take on the countdown one.

And that's where you can put when the countdown.

and if someone specifies, oh, my promotion is going to start at 12:00 PM you can

do custom time and then you can put the time and when the countdown will start.

Like normally we put it five days before, but you can start

it like even two weeks before.

That's such a neat feature.

. That's very cool.

And I looked it up.

It's called a curly bracket, . Okay.

A curly bracket.

Thank you so much, Leandra . And so that's how you will

create the special headlines.

We always want to make sure that the descriptions always talk

about the promotions as well.

And here we will add the side links and also the promotions.

to create a promotion extension, you just have to click either

here from the ad itself.

You can create a new promotion asset, or you can go to ads and

assets and start from there.

So if we click on new promotion, you can click on the occasion here.

We will obviously click on Black Friday, but like Leandra

mentioned, it can be even.

Boxing Day at this point.

Anything that is within the options of Google, and then we will put

either the mon monetary discount, the percentage, or up to monetary discount

or up to percent discount the item.

Uh, It could be.

$50 off oil change.

this is not a glitch.

I'm interrupting the video you're watching because I need to remind

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So if you're passionate about Google Ads and you wanna work with the best

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That's how we juice the YouTube algorithm so they actually know

that I know what I'm talking about.

If you have questions, comments, concerns, or confessions, hit me below the comments.

And now back to your regularly scheduled program and the final url.

, and this is how they would look like under your responsive search hats.

And what's cool is that you always want to have a start and an end date.

So you eliminate the human error of having to forget if it's enable or not.

So you can just say from the twentie.

To the 30th of this month, and this is the displayed dates.

Right.

But if you go into advanced options, that's where you set

the actual start and stop date.

Yeah.

Yeah.

Correct.

That's important to remember.

. Human error.

That's important to, to remember.

Yeah.

Human error is always a big issue with this.

Something to note too, is if you're changing all of the headlines and

descriptions for the brand campaign for Black Friday, it's important to set

a reminder to yourself to go back and remove them after the promotion is done.

That's a big human error thing.

That's very easy.

. Perfect.

Now for a bonus, a bonus.

Yay.

. We want to show something that I think a lot of people don't

actually use any, those experiments that we are able to do in.

Google Ads.

I wanted to show you how to do one, and it's called ad variation.

So you just click on all campaigns, and then you go to the experiment

tab where is it here, and then you open it and you click add variations.

So this is basically going to do a new ad variation, and it's

for the responsive search ads.

So you can select the campaign, you wanna use it, let's say the brand

campaign, and then you click the target ad type, which is responsive search chat,

continue, and then you click on update.

And it can be either in the headline or descriptions.

I recommend doing the headlines, then you can pin it and you can

put Black Friday sale 40% off.

and then you pin it to position one because it's a discount,

and then you click continue.

Then you will put the start date.

Let's put today and the end date, the end of the month.

And then we put the percentage that we are going to assign to the experiment.

And so it would be 50% split.

So it can change in between your old ad and this ad variation,

but you can put as up to 99% and then you create the variation.

Awesome.

That's really.

and that's it.

That's the tips that we have for you guys today on how to boost your

sales during the holiday season.

Awesome.

Thank you so much, Cindy.

I'm sure lots of people will get lots of value outta that

for all their holiday campaigns.

Thank you, Leandra, for inviting me.

Of course.

I think everyone's gonna want you to come back.

If you loved Cindy, leave your comments and remember to like, comment, and

subscribe, and we'll see you soon.

Thank you everyone.