The key point
A bigger sales target needs a shared plan. Confirm which products can be fulfilled profitably, who changes each campaign and when the promotion ends.
Agree the target and commercial limits
Choose the trading dates and the business outcome you need: approved sales, contribution or another defined target. Include the returns and validation period in your review schedule so pending orders are not mistaken for final results.
Discounts can change your acquisition ceiling. Recalculate the margin available after product costs, fulfilment, payment costs, returns and commission for the promoted categories. Use realistic product economics rather than assuming last month’s average still applies.
Get the catalogue ready to support demand
Check the products you expect to promote are eligible, in stock and deliverable to the intended market. Keep product data aligned with the landing page and checkout, particularly availability, prices and delivery promises.
Plan how promotional prices and end dates reach your product data, and test a sample of product pages before the event. A promotion does not repair disapprovals or make out-of-stock products useful campaign candidates.
Give every change an owner
Your PPC team controls its own Shopping campaigns. GMVLY controls and funds its managed route. Share the promotion calendar and proposed catalogue scope so both sides know the prices, dates and restrictions they are working with.
Confirm a contact and escalation route for stock, tracking or price issues. Discuss reporting and communication expectations in advance rather than assuming a live dashboard or round-the-clock response is included.
Use bidding changes for the right reason
Avoid a blanket seasonality adjustment simply because a holiday is approaching. Google says Smart Bidding already handles seasonal events; seasonality adjustments are intended for substantial anticipated conversion-rate changes and are best suited to short events of one to seven days.
Your PPC owner should assess whether an adjustment fits the campaign type and expected event. Discuss any proposed change to the managed route with GMVLY. Keep a dated record of bids, budgets, targets and feed changes so the review can account for them.
Close the event cleanly and review mature results
Confirm that sale pricing and campaign settings return to the intended post-event state. Recheck stock, product eligibility and shipping promises after demand has changed.
Review completed sales, commission and contribution after conversion delays and returns have matured. Compare appropriate periods and note differences in promotions, stock and demand. A peak-week revenue increase alone does not establish that the additional CSS caused incremental sales.
Tick items as you work through them. Ticks are for this page session and are not saved to your account.
Sources and further reading
Plan the role of managed CSS in your next trading event
Bring the promotion calendar, catalogue and commission assumptions. Discuss whether a GMVLY-funded route fits the opportunity.
Discuss your Shopping targets →