During the holidays, your ads will help you make better sales. Careful crafted ads can easily grab the attention of web surfers and help you grow your business.

Marketing Land columnist Thomas Stern has shared four ways to create ads that make an outstanding effect during the holiday season.

Stern says, “Getting ahead of the competitive holiday season is a recurring obstacle. To start off on the right foot, you need to centralize your merchant feed, plan on making foundational optimizations, analyze your historical and competitor promotions, but most importantly, diversify your paid media shopping mix.

By creating diversification within your paid media shopping campaigns, you will positively impact your holiday ROI and set up a framework for future e-commerce growth.

Consider the following paid media tactics to be more effective and successful as an online retailer.

Capturing demand through PLAs and Google Shopping

Google Shopping or product listing ads (PLAs) are sizzling hot, especially while we prepare for the holiday season. Ever since PLAs gained popularity in 2011, they’ve evolved to be prominent within search results and have taken a larger chunk of traffic away from the traditional text search ads”.

Nailing down ads for the holiday season

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