You’ve been presented with the chance of a lifetime.

You can put your products in front of an audience that’s already looking for them (or something like them). You can do it at a time when they’re prepared to spend money—indeed, actively looking to spend money.

And you stand a very good chance of changing their mind if they’re not looking at purchasing your products already.

It all starts with Google AdWords.

Google’s the largest search engine in the world, and one of the key channels you need to dominate this holiday season. If you’re not putting together a plan of attack for your pay-per-click campaign this holiday season, you’re missing out on crucial sales that could carry you through Q4 with flying colors.

1) Think Mobile

Did you know that 76 percent of all mobile shoppers changed their mind about what brand or product to buy after a Google search?

If you’re not optimized for mobile, you’re missing out on an ever-growing segment of the search engine market. Make sure that your site is set up for mobile users, and that your AdWords campaigns are aimed at mobile users.

Broad-spectrum keywords tend to perform better on mobile searches, and strong CTAs that incentivize immediate action tend to perform better for mobile as well. Lean into them this holiday season.

2) Create Holiday-Oriented Landing Pages

Don’t just send people to your regular site from your AdWords campaign. Create a holiday-oriented landing page, or multiple landing pages with a similar theme.

When you do that, you can customize the content that your potential customer sees, and you can create a smoother transition from browsing to buying.

A landing page that puts the least threatening form entries up front is best—make sure you’re not turning people off immediately by making them enter payment information or address information up front.Lead them down the path gradually.

PPC campaigns are more than just the ad—you have to optimize your own site’s experience as well, especially during the holidays.

3) Keep Your Negative Keywords Up to Date

Negative keywords, simply put, are keywords that you don’t want your ads to match up with.

When you’re creating a campaign, make sure you reference a list of negative keywords , particularly for the holidays when you’re doing the most volume.

If you don’t, you’ll wind up spending money serving ads that you’re not going to get traffic from—and if you do, it’s not traffic that converts at a high rate.

Negative keywords are a key to managing your spending and who sees your ads. The holidays are a great time to make sure you’re optimizing them.

4) Use Ad Extensions

Ad Extensions allow you to add extra features to your ads—features that can be key to your conversion rates.

For mobile ads, an added button that allows people to call can be a great conversion driver. So can location extensions.

What about extra landing page links? You can do that too.

Have an absolutely killer deal that you want to put in your AdWords campaign? You can do that too. Ad Extensions are a great way to make your ads more appealing, and if you’re not using them this holiday season, you’re missing out on a key way to grab more search traffic.

5) Remarketing Is Key

Remarketing is even more crucial in the holiday season than it normally is.

Why? Because you’re dealing with an audience that’s already looking for gifts. They’re already engaged. And often, they might click away from your site and forget to go back in the frenzy of shopping for their family and friends.

That’s where remarketing comes in —you can show follow-up ads to people who browsed to your site as they continue to browse away. You can grab a chunk of attention that you’d otherwise miss. Don’t miss out on remarketing this holiday season.

6) Don’t Go Away After Christmas

The last week of December is more important than you think—deal hunters that want to capitalize on post-holiday pricing are an audience that most people don’t think about, but you can capitalize on them by tailoring your AdWords campaigns to them during the time right before the end of the year.

Don’t let up before New Year’s …

AdWords can be a crucial driver of business this holiday season, no matter what industry you’re in. Don’t neglect it. Make sure you’re using all the resources at your disposal and your Q4 will carry you into the new year on a tide of holiday sales.