The holiday season is here and if you're like most business owners, you know how important it is to capitalize on the surge in shopping.  Get your paid search, display, retargeting and social campaigns in tip top shape to make the most of the holidays.

Mobile Bid Adjustments

At this point it should go without saying that a mobile should be a major part of your digital strategy.  Recent figures released by Google show that 76% of shoppers made a different decision about which brand or store to buy from after they did a mobile search Google.

More than ever, shoppers are open to purchasing from new retailers.  Don't let a weak mobile strategy get in the way of acquiring new customers.  Do everything you can to ensure your ads are showing to shoppers who are out and ready to purchase.

Measure your cost per lead or cost per sale at the device level so you can set bidding adjustments at levels that make sense for your business.

Local Ad Extensions

Shoppers are using their mobile devices when they are on the go, to find the gifts they need.  Use location extensions so your brick and mortar ads shows up when shoppers are out and about.  While you're at it, add any other ad extensions that make sense for the kind of business you have.  You're ads are more likely to show when you do.

Keyword Bids

Know your the key metrics for your business, so you can set your keyword bids at the maximum level that is profitable for you.  Most times you'll spend less, but during the holidays we typically see costs per click rise.  By setting your bids right, you'll get the most traffic you can, at a level that makes sense for your business. 

Campaign Budgets

Similarly to keyword bids, review your financials and set your budgets accordingly.  You're more likely to spend through your budgets during this time of year, and if the clicks are coming through at a profitable level, you might as well take advantage of it.  Monitor these closely.  You would hate to cap out on a campaign, if it's bringing in business.