Christmas is here and with it the illusions, the gifts and the advertising campaigns! One of the most requested strategies to achieve unique results at this time is the preparation and management of Christmas is the perfect opportunity for advertisers to achieve an increase in sales and profits, before the new year begins.
In this post, I give you several tips to prepare your Google Ads campaigns for Christmas.
The first piece of advice for your digital marketing strategy at Christmas is to dedicate time to perform a detailed analysis of the past Christmas season, and see what wishes you can fulfill this year in your client or consumer. We can draw great conclusions that will help us not to make the same mistakes and make the most of what gave us good results.
Also, it is important analyze trends in your sector, see what path your direct competition follows, analyzing both the good and the bad. In this way, you can identify the possibilities that you can have and what products or services you can launch.
Identify your target audience and search for new keywords
You have to keep in mind that, the target audience you address throughout the year may not be the same as the one you address during Christmas. For example, at this time, women look for men’s sweaters and men, on the other hand, women’s perfumes. Grandchildren look for kitchen appliances for their parents etc.
Think about who your secondary target audience is at Christmas, what group of buyers might buy your products as a Christmas gift for someone? do you have data? Check Google Analytics, and analyze the statistics of the previous Christmases.
Make a comprehensive keyword analysis and incorporate more general phrases into your campaigns, phrases that don’t work over the course of the year, but whose search volume increases rapidly around Christmas. Yes, these are phrases like “Christmas gifts”, “gifts for men / women”, “ideal gift for Christmas”, etc. For these keywords, create separate campaigns and regularly optimize their performance. Make a difference and use keywords focused on Christmas.
Plan your budget the right way
An important part of the strategy is determine what budget you anticipate for certain groups of products based on statistics from previous Christmases.
You should not adjust the budget of the products according to the behavior of the users observed throughout the year, in this case, you should identify which were the best sellers of last Christmas, identifying peaks in demand and establishing budgets based on those objectives. In addition, you can monitor the % of impressions to increase the budget and use automatic bidding strategies.
This budget increase is also associated with a higher CPC. Prepare your clients for it and do not limit campaigns by budget (at least the strongest ones). Be prepared to reach potential customers at every stage of the buying cycle.
Set a promotional calendar
Doing digital marketing at Christmas has a great advantage, and that is that you know that users are more than ready to buy.
Be more promotional than on other dates and launch offers with exclusive products! Promotions will set you apart from your competitors while at the same time letting potential buyers know about the discount before they click on your ad. This is a great advantage, since buyers who are not attracted to the promotion at first glance will not click and you can save money by investing in other more relevant audiences.
Set deadlines for your promotions or discounts. It is very important to check that the promotions are coordinated and scheduled so that they are published without problems. Identify which products you want to promote and for how long.
Also, identify which previous promotions have generated the highest number of conversions or higher profits in other yearswithout forgetting new products, opening offers, promotions at the website level and promotional codes.
To target these buyers, it is recommended announce short delivery times and arrivals before Christmas. You can even opt for ads with promotion extensions, programming the start and end date and time directly in Google Ads.
Use ad extensions
Now is the time to highlight promotions, prices and free shipping. You can highlight discounts through promotions within . Seven out of ten Google users look for special offers or discounts before visiting the site. Update your ad extensions with holiday events, discounts, and benefits. Use all available extension formats.
communication and creativity
If you want to stand out from the rest of the companies, be original and take advantage of the Christmas spirit, thinking about and adjusting the communication strategy in the best way. Users are already bored with generic marketing campaigns. Think about how to give your message a twist to stand out and make users want to know more about you and your products or services, that they get excited. Use creative copy Always using the maximum number of characters in the advertisements in order to occupy a larger space on the screen and have greater visibility.
In addition, you can surprise your customers with a message at a time when they do not expect it and not on the same key days, since the impact will be greater and there will be much less competition.
Use automated rules
Use automated rules and set campaign rules, by ad groups, keywords, tags…etc and use any segment (clicks, impressions, conversions, CTR, status, CPC…etc.). For example, we can increase the bids by setting the condition that if our ads do not have enough bid to be shown above position 3, that they automatically rise by 15% and thus be able to appear among the first 3.
The visual component is essential for advertising on Google at Christmas. Run campaigns and impact users with responsive image ads that are engaging. As for, determine which products you want to promote, for how long, and which of the past promotions have been most successful.
Do you have targeted audiences within 14 days of visiting your website? Try a 30-day remarketing audience. At Christmas, shoppers often put their choice of items in the shopping cart and then don’t buy it. Remind them to complete their purchase using
And, up to here the tips of Google Ads to carry out any marketing campaign at Christmas. Do not forget to share with us the actions that you are carrying out in your Christmas campaigns in Google Ads. Merry Christmas!
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