We’re in crunch time! You’ve prepped your feeds, set your calendars and bidding strategies, got your ad copy ready…but there are still a few tactics to put in play that can move the needle during the impending holiday traffic surge.

These include:

Ad Customizers – Countdown Ads

If there ever is a time to use countdown ads in Google, it’s now! These ads can help convey a sense of urgency with your deals/promotions. You can set these up and dynamically pull in the dates from your data set. Here are details on set-up, and here’s an example:

Google’s got plenty more examples of effective uses of the feature here.

Promotions

There will be a lot of competition in certain industries during November and December to offer the best deals and attract the most customers. Timing is important here, and my general take on this is that it’s better to offer early. (I personally purchased before black Friday last year as some businesses were offering their black Friday promotions a week early.) Start now to capture the early-bird shoppers, and since you’ll ideally have the same promotion running through Black Friday, you’ll also still capture those customers who like to buy on that day.

Time-of-Day Bid Modifiers

November and December experience some of the biggest swings in purchases during certain hours of the day. Adjusting your ad schedule modifiers to account for this can go a long way towards driving more conversions during the peak hours. Look at your historical data, either in your marketing channels or your own time-stamped back-end data.  Also monitor the current data closely throughout November and December so that you can make optimizations quickly!

Budget Caps

Another important thing to look out for is your campaigns being limited by budget during peak sale days!  Demand will go up over the weekend, which is counter to what we’re used to, and it’s important to account for that volume increase so that you don’t restrict your ads from serving during the days when people are most inclined to buy.

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Ryan Noonan
I've been in the digital marketing world since 2012. When I'm not building and optimizing marketing campaigns, I like to spend my time outdoors, playing music, reading, writing and hanging out with friends. I also have a dog named Cooper, who looks like the white Direwolf "Ghost" from Game of Thrones.