Google’s Holiday Retail Advice: Value the Opportunity to Remarket to Consumers

Category: Marketing Dilemmas

HolidayShoppingWith the shortest runway from Black Friday to Christmas since 2002, consumers will have fewer days to shop for the holidays, which means that retailers will have fewer days to maximize their holiday sales.

Google Head of Industry, Retail, Brett Goffin, advises retailers to take full advantage of the opportunity to remarket to consumers NOW. According to Goffin, remarketing is a helpful strategy during the shortened shopping season this year. Google has historically seen average Costs Per Click (CPCs) increase during the shopping season and there’s no reason to believe that won’t be the case again this year. Several analysts have predicted 2013 CPCs to be higher compared to 2012 given the compression of the holiday season.

Google recently rolled out Remarketing Lists in Search Ads (RLSAs), where retailers can create lists of customers to target, then remarket to them closer to when most holiday purchases are expected to be made. Given the unique timing of the season, retailers will have the opportunity to remarket to consumers who have already shopped or browsed their site earlier in the season.  Remarketing Lists for Search Ads gives the potential to convert them at efficient CPCs.

Rolling into the 2013 holiday season, Google is advising retailers to be prepared, build their remarketing lists now, and remarket to customers earlier in the season as an efficiency strategy.

Get more holiday retail advice from industry leaders like Lenovo, Balsam Brands & ThatPetPlace at our webinar this Thursday, November 14th, at 2pm ET. Register here:


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