The holiday season represents the busiest and most profitable time of the year for many businesses. To be successful in Q4 2023, it’s wise to develop a well-thought-out strategy, plan your campaigns and bid management, and prepare for intense competition. In this article, we will discuss how to prepare for the holiday season with a focus on Performance Max and Shopping campaigns.
Start with a Strong Strategy
It all begins with a strong strategy. More than half (61%) of holiday shoppers use five or more different channels to shop within two days. Consider which channels you want to leverage and how you will guide people there.
- Campaigns: Decide which campaigns you want to run, such as Shopping campaigns versus Performance Max campaigns. Weigh the pros and cons. For example, consider where your main conversions are coming from. If Shopping campaigns work well for your business and provide valuable insights, it may be wise to maintain them. While Performance Max offers less control, it can be valuable for broader branding and reach goals.
- Dependencies: Identify possible dependencies. For example, if you plan to use push notifications to drive people to your own channels, ensure that users have already downloaded your app before the holidays start. In that case, your app promotion efforts should begin earlier.
- Bid Management: Consider which bid management strategy you want to apply, such as manual bidding, automated bidding, or a combination of both, depending on your goals and budget. You may need to adjust your budgets once the holidays begin. What is your cost management strategy?
Prepare Everything Well in Advance
It’s important to prepare everything well in advance. You don’t want Google to enter the learning phase while your competitors are already gathering conversions. Here are some steps to follow:
- Set up your audiences and remarketing lists before the season starts, so you can use them immediately.
- Automate processes: Ensure that your automation tools and rules are set up before the holiday season begins. This saves time and reduces the chance of errors.
- Gather leads and promote your channels: People often prepare for holiday deals by searching for offers in advance. You can capture this interest by collecting leads, such as email addresses from people who have shown interest in your products. This allows you to reach your engaged audience with special deals and offers at the right time.
Timing is Crucial
The timing of your campaigns is critical. You don’t want to start too early, before the season begins, but also not too late, where you get drowned out by the competition. Use reports and insights from Google and Microsoft to determine the right timing. Keep in mind that search volumes usually increase before and after a holiday, and people today tend to be interested in products for a longer period.
Seasonal Adjustments
Adjust your campaigns with seasonal tweaks. If you have good deals, consider advertising more aggressively. However, ensure that your budgets are well managed, as conversions can sometimes come in later during the holiday season.
Ensure Well-Planned Creatives and Ad Copy
Make sure you have all your creative materials well in advance so that you don’t have to rush at the last minute and lose oversight. Avoid last-minute changes in ad texts, as this may require approval from platforms. Use ad customizers to ensure that your ads are displayed seamlessly.
Conclusion
In summary, thorough preparation and a well-thought-out strategy are the foundation for a successful holiday season in Q4 2023. By starting early, planning your campaigns, and adapting to seasonal influences, you can stay ahead of the competition and maximize your results during this crucial period.
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