With a new update to ad customizers, you can now dynamically tailor ads based on a person’s physical location when they search.
Add location-specific information in your ad customizer spreadsheets to show accurate store inventory, store hours, location information, shipping times, and of course, highlight discounts, promotions and events in your ad copy — all at the store or regional level.
The “Target_location” field in the spreadsheet will inform when the attribute is used. In an example showing a Denver location having a sale on the ProWhip brand of mixers, the customizers spreadsheet would look something like this:
Many advertisers will be looking into their historical daily or weekly online revenue numbers in order to come up with their online flighting strategy for this coming holiday season.
While that’s a good start, you want to make sure that when leveraging historical revenue data, you are taking into account the lag from click/impression to sale. Essentially, you want to build quality traffic for the Thanksgiving weekend, as opposed to spending a lot more than usual just on those days.
Here are a few thoughts on how can you can make this happen and the potential lift you can expect from better pacing your budget over the course of the holiday season.