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  • Winter season with Google Ads

Winter Season with Google Ads

The upcoming Black Friday and Cyber 5 season (the five days including Black Friday, Cyber Monday, and others) represents one of the most important opportunities each year for e-shops to maximize their revenue. According to Statista, as many as 68% of all shoppers plan to make their purchases ONLINE during Black Friday. For this reason, e-shop owners must expect increased traffic to their websites year after year, and it is essential to prepare them in advance for the well-known “shopping fever.”

Here is a graph showing the higher footfall in online stores on Black Friday compared to an average day in October

Source: Queue-it

In general, the foundation of any good preparation is being informed – in our case, INFORMED about your customers. Therefore, increase the efficiency of your marketing by focusing on their purchasing behavior specifically during the holiday season. During particular times of the year, buyers behave differently, and their mindset shifts through various stages, where they can be classified as deliberate buyers, deal-seeking buyers, or determined buyers who remain loyal to their decisions.

Pictured are photos of four people representing different types of shoppers during the winter shopping season.

1. Deliberate Shoppers

Thoughtful shoppers begin making purchasing decisions well before the key holiday days arrive. In practice, this means that as many as 59% of them already know what they will buy in December. Most of them claim that making the right purchasing decision requires more effort nowadays, which is why they conduct their research and make decisions well in advance.

How to proceed:

  • Prepare your marketing goals at least 3 months in advance.
  • Define the optimal KPIs that will allow you to find your lowest possible breakeven point.

The key is to have quality data and accurate conversion tracking. Establishing a solid foundation for measurement, such as through enhanced conversions or confirming “consent mode,” will not only allow you to take full advantage of AI-powered campaigns during the season but also to optimize your advertising spend.

The picture on the left is of a woman looking at her phone, on the right is text describing the three key steps in preparing to become a deliberate shoppers

2. Deal Seekers

Shoppers in this phase are waiting for the right price, constantly monitoring discounts and promotions, while conducting their market research in advance. To effectively reach them, it’s important to optimize your campaigns at least 4-6 weeks before the peak of the season.

How to proceed:

  • Adjust your budgets and ROAS to align with the behavior of these buyers.
  • Segment your campaigns sufficiently, for example, by using tools like Labelizer, which will also simplify AI learning.
  • Upload new assets in a timely manner and use objectives focused on acquiring new customers.
  • Enable URL extensions to help boost your conversions.
On the left is a picture of a woman looking at a mobile phone and on the right is text that shows the key steps in preparing for shoppers looking for discounts.

3. Determined Buyers

To effectively reach determined buyers, stand out with high-quality creatives and ensure that your Google Merchant Center feed contains accurate data for Google AI. These customers shop throughout the entire period, with half of their holiday purchases occurring after Cyber 5.

How to proceed:

  • Adjust your budgets and optimize bids to capture the maximum number of sales.
  • Use a budget depletion tracking tool.
  • Focus on local and flash promotions to attract both in-store and online shoppers.
On the left side of the picture is a man smiling and on the right side is text that shows the key steps in preparing to become a determined buyer.

4. Devoted Buyers

To reach loyal buyers who continue shopping even after the holidays, it’s crucial to maintain high advertising budgets. These customers often purchase not only for others but also for themselves, taking advantage of gift cards, while click costs (CPC) tend to be lower during this period.

How to proceed:

  • Use a Performance Max campaign to increase store traffic.
  • Focus on promoting specific products and special offers.
  • Adjust the budget according to categories with high store traffic.
  • Automate campaigns for more efficient budget management and improved business outcomes.
The picture shows a smiling woman on the left with two coffees in her hands. On the right is text illustrating the key steps of preparing for devoted buyers

Conclusion

The Black Friday and Cyber 5 season offers e-shops immense potential to boost their revenue. The foundation of success lies in the timely and thorough preparation of marketing campaigns, utilizing advanced Google Ads tools supported by artificial intelligence, and strategically targeting different customer segments. Whether it’s deal hunters or loyal customers, properly set up campaigns can dramatically increase your conversions and deliver the desired results.

With over 15 years of experience in the market, BlueWinston specializes in automating Google Ads campaigns, with the potential to take them to the next level, even during the busy Christmas season. Designed for efficient management of product and dynamic search campaigns, it is the ideal solution for e-shops looking to increase the visibility and sales of their products. Thanks to advanced algorithms and simple integration with various platforms, we are capable of creating targeted campaigns that deliver measurable results.

However, remember that thorough preparation takes time. Contact us as soon as possible, so we can launch your winter campaigns not only on time but also with maximum impact.

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