1. Pause your Google Adwords Pay-Per-Click campaigns that are keyword targeted and plan new ones targeted to a specific audience at a lower cost.
For the past 12 years we have seen the price of clicks on Google nearly double during Q4 as the big guys like Thermo start bidding on every term under the sun in a shotgun approach to get more warm bodies to their site.
Let them throw away their budget and compete in the less competitive ad placements on Google by setting up campaigns on Shopping Network and Remarketing Lists for Search Ads.
Shopping campaigns require you to prepare a data feed in the format Google is looking for, or integrate it directly with your website. Both take time and have a quality review process by Google before it can go live. doing it is very low.
Uploading new lists of audiences to target to Google also triggers a manual review, which you may be required to provide supporting documents or edits to your list before you can use them in your Q4 campaign. Start early to eliminate all road blocks, especially if it’s your first time with these campaign type;