Is it just me or is the marketing and promotion of the Christmas period starting a little earlier every year? If we continue at this rate will retailers start offering Christmas related products and promotions immediately after Pancake day by 2034? Maybe not, however, make no mistake about it; this is not by accident on behalf of the retailers.

When do we start Christmas shopping?

Voucher Codes, according to their new research, have found that 36% of British people will begin their Christmas shopping by the end of September.

How do we buy our Christmas presents?

Research undertaken by PayPal in 2013, will provide an insight to retailers, found that 9 in 10 people will buy Christmas gifts online and a staggering 48% of British people would buy ALL of their presents online. This may explain why offline stores aim to get such an early start and gain a competitive advantage over their online counterparts.

The importance of planning for Christmas online cannot be understated. If a product exists it will be sold online and will be sold in a fiercely competitive market. One weapon in the arsenal of an online retailers toolkit this Christmas should be Google Adwords. Is this going to be the Christmas you reap the rewards of effectively using Google Adwords or will this be the season you fall further behind your competitors?

Here are 3 ways to own Google Adwords this Christmas.

1. Google Shopping Campaigns

If you do one thing this Christmas season let it be Shopping Campaigns.

Google Shopping Campaigns give you a very visual advantage at the top of the search results that puts you front and centre in the shoppers mind – with a link back to your site. No brainer right? Shopping Campaigns can be even more effective if the price of your product is competitive. Shoppers are now as savvy as ever and can hunt down a bargain. Price will always be a key issue for shoppers and unless you sell a product that cannot be found elsewhere it should be for you too.

Google Shopping Campaigns

Duncan Jennings, co-founder of Vouchercodes.co.uk added to the research:

“Although Christmas is over three months away, it is interesting to see how many Brits have already cracked on with their purchases to avoid a huge hit to their wallets in winter.”

This really does support the idea that early online shoppers are ahead of the crowds and queues.

  • If you are currently using Google Adwords to sell a tangible product and not using Google Shopping Campaigns then try allocating a small amount of your overall budget and closely monitor the progress of the campaign.
  • Use the “product_id” (or other parameters available) to see clearly which products are performing and not performing in line with your campaign targets.

2. Dynamic Remarketing

Dynamic Remarketing gives you the opportunity to place the exact products and categories that a visitor to your website viewed, after leaving your website. This is done through the power of the Google Display Network. Click here for our comprehensive guide to Dynamic Remarketing.

  • In order to set up both Shopping Campaigns and Dynamic Remarketing you will need to link your Google Adwords and Google Merchant Centre. The reason for this is to give Google Adwords permission to access data from an optimised feed in your Google Merchant Centre. (An optimised feed also needs to be set up).


1Dynamic Remarketing also allows you to re-advertise your products to Cart Abandoners. If your traffic levels increase over Christmas you can take an educated guess that your Cart Abandoners will also increase. You can also set a higher bid to target Cart Abandoners in order to appear in the available space- and you should! These visitors are as far down the buying cycle as you can be without being the proud owner of your products.

3. Location Targeting

If you own a physical store and use Adwords then Christmas is a great time to take advantage of your location – especially for the Christmas Shoppers who may have left it too late for their products to be dispatched before Christmas Day. You can take advantage of location targeted in both Search and Display Advertising at a top level to target your campaign in a specific region to your bricks and mortar stores.Adwords Targeting Option

  • If you sell a product nationally, or internationally, you can set up a separate campaign for the product in question and exclude the local target from your national/international targeted campaign. You can use Radius Targeting, Location Groups, or Bulk Locations to define a location ( as shown above). This will make the management and measurement of the campaign easier to follow.

There are many components you should be thinking about within your Adwords account in the build up to Christmas. This is just the snippet of opportunities that Google Adwords offers, nonetheless, a solid foundation to stand out this Christmas… and keep the elves extremely busy back at the warehouse. We will be blogging more on this subject as the main event draws closer.