Christmas has always been one of the (if not the) biggest event in the eCommerce business calendar.
The Christmas period provides a great opportunity for Google Ads advertisers to plan a campaign of activity to complement this worldwide mega celebration.
Your Christmas PPC campaigns should focus on three main marketing goals:
- Attracting new customers
- Reactivating dormant customers
- Making current customers into better customers
Here’s how you can use a combination of Google Search, Google Remarketing via the Display Network, RLSA, and Google Shopping to achieve your goals.
Google Search Ads
In the build-up to the holiday period, create a range of search ads that highlight what your Christmas deals will be.
This will generate a buzz around your promotions and when the panic rush for Christmas gifts comes, you will be at the forefront of internet shoppers’ minds.
Utilise the Promotions Ad extension to highlight the best deals you are offering.
You can select “Christmas” as an occasion and have an additional line of text that includes the details of your promotion.
During the build-up to Christmas, you can use your search ads to keep people updated on what the current deals are.
Plus, you could even include offer codes as part of the ad copy!
Remarketing ads via the Google Display network can be used to advertise your offers that will go live in the build up towards Christmas day.
You can set up a series of one day ads that provide a countdown to the day itself, perhaps advertising a different offer each day to help generate buzz.
On Christmas, remarketing is especially helpful for achieving goals 2 and 3 by reminding people what you sell and enticing them back to your store with ads about your offers.
Remarketing ads are also a great way of reminding people that time is running out until Christmas, and that they should act soon to secure delivery before the important day.
Although you can use RLSA ads in the same way as search ads, the most powerful use of RLSA’s is to attract traffic that you might not usually be able to afford.
Using the remarketing lists in conjunction with search ads (the basis of RLSA) means that you can bid on terms that are too pricey for regular keywords.
For example, having “Christmas deals” as a keyword in your regular keyword campaign would cost a lot per click making it an unviable option.
However, if you have the same keyword in the RLSA campaign you can get clicks for a much lower price as you are targeting a much smaller audience that already knows your site.
As with the Search Ads, Google shopping has its own promotions feature that allows you to add discounts, free gifts, and delivery promotional information to your Product Listing Ads.
This can be set up within Merchant Centre and will add the information as a ‘special offer’ link within your listing.
This link can increase the appeal of your Shopping ads and encourage more shoppers to buy.
You can choose to apply the promotion across all your SKUs, to items with a labeled promotion id attribute in place, or you can apply to selected items by creating custom filters based on certain product attributes within your feed.
Christmas offers retailers a great way of getting more sales and Google Ads is a great way of letting people know about your Christmas promos!
Be sure to check out our other Christmas-related articles to ensure a PPC Marketing success this holiday season.