With Independence Day now in the rearview mirror, it’s time to get ready for the next holiday promotion. When planning your holiday AdWords strategy, always remember to do the following:
- Determine start and end dates for your promotion beforehand so you can schedule your ads in advance.
- Create custom copy that highlights the holiday and shows how it ties in with your business/audience. To take things a step further, you can also use ad customizers, such as a timer that counts down to the last day of the promotion or IF functions if you only want to show the promotional ad to users who belong to certain retargeting lists.
- Review last year’s performance and determine any keyword, location, audience, bid and/or budget adjustments that should be made.
- Customize your ad extensions so they are as relevant as possible to the promotion (e.g. emphasize offers exclusive to the promotion and link to content related to the holiday).
- Set custom shopping bids for products related to the promotion or create separate shopping campaigns for those products.
It’s not always necessary to have a sale during a holiday since it may not make sense for your business. It also requires time and resources to plan and market a promotion. Therefore, depending on the holiday, creating an ad campaign that simply celebrates the holiday could be enough. Even if you’re not offering discounts, you are still showing ads that are timely and regularly updated. Holiday ads only enhance your brand’s image and overall user experience. Their seasonality plays into the fact that a user’s main goal when searching on Google is to find relevant results.
One last note: don’t stick to traditional holidays! After all, there seems to be a holiday for everything (National Donut Day, Friendship Day, Beer Day, Lipstick Day and much more). This means more opportunities for copy and creative refresh. To find holidays that are applicable to your business, check out these social media holiday calendars created by HubSpot and Later.