Getting Ready for the Winter Season

Back during the COVID-19 period, at BlueWinston, we discussed how to best prepare for Black Friday and Christmas. As this season approaches again, we’re revisiting the topic, this time focusing on campaign creation in Google Ads and Microsoft Ads.

To achieve the best results during Cyber 5, it is crucial to have precisely set and optimized campaigns. These will not only increase your product visibility but also help you effectively reach a relevant audience.

To help you meet your goals for this peak season, here are the most effective tips on how to succeed with Google Ads campaigns, for example:

First and foremost, when creating a successful seasonal marketing strategy, you must deeply understand the company’s business or marketing objectives. Aligning these with well-defined key performance indicators (KPIs) will ultimately influence the achievement of your desired success.

To enhance the performance of your campaigns, measure their success with a focus on data privacy. Setting up consent mode can help recover up to 65% of lost conversions due to cookie restrictions.

Product Studio Harness the power of artificial intelligence for creative content. Google Product Studio can help you create dynamic visuals and videos optimized for seasonal sales. This tool uses AI to automatically adjust images and videos based on current promotions, giving the visuals the potential to significantly boost click-through rates (CTR).

Source: Google

Their direct integration into Google Merchant Center (GMC) allows for dynamic synchronization and distribution across various advertising channels.

Power Pairing To achieve maximum reach across all Google channels, combine PMax campaigns with traditional Search campaigns using AI (Power Pairing). This approach ensures you reach customers at every key stage of their shopping journey – from online interactions to visits to physical stores.

This strategy allows you to cover more channels effectively, maximizing conversions and customer engagement.

Performance Planner Use the Performance Planner tool, which enables you to more accurately predict seasonal demand spikes and analyze your campaigns’ potential performance based on historical data and current trends. With its help, you can better understand when interest in your products or services is rising, and optimize your campaigns accordingly.

Campaign Adjustments When monitoring performance and product demand trends, you can also use AI recommendations to adjust your campaigns.

Be sure to monitor the relevant search keywords for your products and adjust descriptions accordingly.

Demand Gen Campaigns Alternatively, you can consider setting up Demand Gen campaigns with sufficient coverage. These “demand generation” campaigns are focused on creating interest and awareness of your products or services among potential customers. They are particularly effective in attracting new customers, not just for immediate sales but also for long-term engagement and future opportunities.

Source: Google

When evaluating your campaigns, ensure that at least 95% of your account has adequate budgets to handle the increased demand during Cyber 5. To capture all profitable conversions during this high-traffic period, consider removing budget caps or increasing your budget. This step will prevent you from losing potential customers due to limited funds.

By adjusting seasonality, you’ll increase bids these days to better respond to the expected increase in conversions.

A successful e-shop preparation for Black Friday 2024 requires strategic planning of Google Ads campaigns. A combination of timely optimization through Performance Max, creating seasonal visuals using Product Studio, and leveraging insights from Google Merchant Center will help you maximize profits. With the growing online demand during this period, a well-executed Google Ads strategy can make a significant difference in sales performance, especially during peak days.

You can also create effective campaigns with our BlueWinston tool, which offers advanced features that go beyond what Google Ads provides. With options like advanced filtering and automated scripts, you can elevate your campaigns to a higher level. Additionally, before the holiday season, CSS Shopping in EU can assist by optimizing product visibility in Google Shopping at lower click costs.

Whether you are an e-shop or an agency, the BlueWinston and CSS Shopping in EU teams are ready to provide expert advice and innovative tools for your online marketing. With more than 10 years of market experience, both systems offer proven solutions to help you maximize results during the challenging holiday season.

Remember, effective campaign preparation takes time. Contact us as soon as possible to ensure your winter campaigns are launched on time and deliver the best results.