Searches for deals and discounts increase and peak each year during the holiday season. This is why businesses like yours must connect with their customers to offer the best deals they have. You can do this by creating a seasonal campaign in Google Ads.
This guide will help you to maximize your return-on-investment (ROI) on Google Ads campaigns around a specific holiday.
Here are some tips on how you can create a seasonal campaign on Google Ads:
- Create a dedicated campaign.
- Make sure that the campaign shows a little early.
- Use specific keyword phrases to reach interested customers.
- Use location targeting on your ads.
- Prevent any payment decline.
- Avoid depleting your average daily budget during this period.
- Plan in advance to measure your conversions.
- Use Google Analytics to get more insights.
- Don’t create last-minute changes on your ads.
- Make sure that your seasonal ads are showing.
1 – Create a dedicated campaign.
Create a separate new campaign for your season campaign to allow you to have a specific budget assigned during the holiday period. Additionally, if this campaign performs well, you can save it for next year. All you need is to reactivate the campaign for the next holiday. To create a new campaign and add a title related to the holiday so you can easily find it next year.
2 – Make sure that the campaign shows a little early.
Remember that when creating and running a new campaign, it will take a few days for the ads to get approved. So it is better if you start the ads a few days earlier than pause them. Then once you are ready for the ad to go live at the right time, you can unpause it. For example, if your Year-End Sale will run in December, you might want to create the campaign in November and just pause it once it is approved.
3 – Use specific keyword phrases to reach interested customers.
A seasonal campaign should help you reach customers interested in your products or services. So make sure to update the campaign’s keyword list, ad text, and landing page specific to the holiday. You can use Google Ads Keyword Tool to further help you add the right set of relevant keywords for your ad campaign.
4 – Use location targeting on your ads.
No matter how good you think your ad campaign is, it won’t perform well if the ads don’t appear in places where your customers are. This is why you need to use location targeting in Google Ads for your campaign. So you can reach your customers where they are and where your business can serve them. For example, suppose your physical store is located in Rancho Cucamonga. In that case, you might want to show your ads to local customers near the area.
5 – Prevent any payment decline.
During the holidays, everything can be hectic and busy. Many customers and sales are coming in, and you might overlook some things. But you mustn’t have any problems with your Google Ads payment. If a payment decline happens to your ad account, your ads will stop showing and significantly affect your conversion.
One way to prevent payment declines is to add a payment method, especially if you’re using automatic payments. This way, if the primary payment method doesn’t work, the charge will reflect on your backup credit card, so your ads will keep running.
6 – Avoid depleting your average daily budget during this period.
Remember that if your seasonal campaign spends its entire budget, it will stop running your ads until more funding is available. However, instead of adding more funds to your budget, make sure to keep track of your average daily budget in advance. Spend more time tracking your Google Ads campaigns during the holiday season.
7 – Keep track of your conversions with Google Ads Conversion Tracking.
Use Google Ads Conversion Tracking to know which keywords or ads are getting the best clicks and conversions. This way, you can improve your future seasonal campaigns. It will help you better strategize your future holiday campaigns as well.
You can set up the conversion tracking for your website by following this guide from Google Ads Help.
8 – Use Google Analytics to get more insights.
To get more insights and details about your visitors and shoppers, make sure to use Google Analytics. Google Analytics can help you get the information you need about how your customers interact with your website. It gives you more idea of how customers were attracted to your website through Google Ads. This way, it can be easier for you to evaluate whether your seasonal campaign is a success and how you can refine your subsequent seasonal campaigns.
9 – Don’t create last-minute changes on your ads.
Avoid making last changes to the ads of your seasonal campaigns. Instead, create new ads to test how well different versions of your ads perform. This is a form of A/B testing. Having two versions will also give you an idea of which ad is performing better. This also means that you will benefit from having your original ad run while the new one is going through an approval process.
10 – Make sure that your seasonal ads are showing.
Last but more importantly, you need to ensure that your seasonal ads are showing. If you aren’t sure whether your ads are offering, you can use Google Ads’ Ad Preview and Diagnosis tool to check if they are running. You can also go directly to your account and check its ad’s status as well as account statistics. This is better than searching your ads on Google Search, which may affect your ad’s performance.
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Creating a seasonal campaign will help you grow your business revenue. If you need any help starting your Google Ads campaign, Cybertegic is a top digital marketing company in Los Angeles that can help. We are a Google Certified Partner Agency and have years of experience working with Google Ads. Our team of PPC experts can help you start and optimize your business campaigns to grow your revenue and traffic.
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