It’s that time of the year again, we can’t believe it either. But, like it or not, Christmas is coming, and your campaigns need to be festive ready.
If you haven’t already, now is the time to start building your Christmas campaigns to position yourself ready to secure those festive sales. You can’t forget Black Friday and Cyber Monday either, which could be your biggest day of the year.
In this post, we’ve got some tips and tricks for preparing your campaigns for the festive season.
1. Early preparation is key
If you have yet to build your Christmas campaigns, what are you waiting for? You should be looking to launch these early November to build up data and early market positioning.
We recommend creating a detailed plan for each of your campaigns from now until after Christmas. This includes looking at budgets, the campaigns you will run and your festive ad copy. It is also good practice to review last Christmas’ data to work out which campaigns worked best, which products sold the most and what didn’t work so you can rule this out.
2. Work smarter and harder
Since Christmas 2018, there has been lots of advancements in the smart campaign options available. For example, Google Ads released Smart shopping and display campaigns, detailed in our recent blog post. Machine learning has advanced to help make advertiser’s life easier, whilst making campaigns more precise and delivering strong results.
If you run ecommerce campaigns, the Smart shopping format on Google Ads is a great way to find valuable users and secure those sales. Even better when you don’t have the time to manually build 100’s of campaigns.
Use smart campaigns to your advantage, but don’t rely on them completely.
3. Don’t ignore Black Friday and Cyber Monday
These two infamous days fall shortly before Christmas and could be your most profitable day of the year. In 2018, an average of £315 was spent per person on these days (Tech Radar, 2019).
So when building your Christmas campaigns, consider writing ad copy for Black Friday and Cyber Monday and allocate more budget for these days. You really don’t want to miss out.
4. Get to know your competitors
Undoubtedly, competition rises across all industries come 1st November. You might find your ad bids just aren’t cutting it when your competitor could be bidding 5x as much.
It’s important to understand your competitors and market for digital ads. We said it last year and it’s still true. There are lots of handy tools you can use, including Google Trends and the Google Keyword Planner, to get a feel for how much you should be bidding and when you are going to get your peak traffic.
This could be the difference between your ads showing and you being left under the tree.