Start Early, Capture Eager Shoppers
DO start your campaign early to capture the attention of organized, early-bird shoppers. Starting around mid-October or early November is ideal. When I first handled a holiday campaign, we started too late, only to realize our competitors had already gained traction with early deals and teasers. Those few extra weeks can make a massive difference in reaching customers who plan their shopping early and aren’t waiting until the last minute.
Think of it as setting the stage. You’re building anticipation by subtly introducing seasonal products or giving early-bird discounts—think “Holiday Preview Sales” or “Black Friday Sneak Peek.” Customers are more likely to come back if they’ve already had a taste of your holiday lineup.
Budget Wisely: Avoid Holiday Ad Spikes
DON’T underestimate the spike in ad costs around the holidays. Set a realistic budget, and track it closely—this isn’t the time for “set it and forget it.” I remember a campaign where we didn’t prepare for higher holiday ad bids, and by mid-December, our budget had blown out, leaving no room to capitalise on late-season shoppers.
Use automated tools, like Adbot, to adjust bids in real time. Automation can ensure you aren’t overspending, while high-performing ads get prioritised and under-performing ads are paused.
A retail brand I worked with used Adbot’s real-time monitoring, which allowed them to double down on winning ads without constantly adjusting budgets manually. The result? They kept costs in check while maximizing ROI.
Customize for Each Platform, Don’t Copy-Paste
DO customize your ads for each platform. It can be tempting to copy-paste the same message across Facebook, Instagram, and Google Ads to save time, but each platform thrives on different ad styles. Instagram loves beautiful, visually engaging content, while Facebook users prefer more in-depth information.
I once tried a “one-size-fits-all” approach, running the same ad copy on Facebook and Instagram, only to realize it didn’t resonate on either platform. Tailoring ads for each audience doesn’t just increase engagement—it makes your business feel more relevant and authentic.
Keep Your Mobile Game Strong
DON’T ignore mobile shoppers! With a majority of holiday shopping now happening on mobile, optimizing your ads and website for mobile is crucial. I’ve seen businesses overlook mobile optimisation, only to lose customers mid-checkout due to clunky mobile pages.
A brand I worked with ensured every ad was optimized for mobile, even including mobile-exclusive discounts in their copy. This led to a 30% boost in conversion rates compared to previous years, when mobile was an afterthought.
Capture Holiday Shoppers with Retargeting
DO use retargeting ads to reach customers who’ve shown interest but haven’t yet purchased. Holiday shoppers are often comparing options across websites, so gentle reminders can nudge them back to your site.
Imagine you’re shopping for gifts, but you’re juggling different options across multiple sites. When a site you visited earlier shows you the product again with a small discount or free shipping offer, it becomes much more tempting. Retargeting keeps you top of mind and often drives people back to make a purchase.
Seasonal Keywords and Festive Trends
DON’T ignore seasonal keywords in your ads. This is the one time of year when customers are actively searching with terms like “Christmas gift ideas” or “holiday deals.” Missing out on these seasonal keywords means missing out on holiday traffic.
I worked with a client who shifted their typical “gift” keyword strategy to “Christmas gifts” and “holiday gift sets” around this time of year. The boost in impressions was immediate, and their ads reached more holiday shoppers who were actively searching for festive purchases.
Create Urgency and Limit FOMO
DO create a sense of urgency. Limited-time offers, countdowns, and phrases like “Ends tonight” or “Only a few left in stock” motivate shoppers to buy now. During a Black Friday campaign, I added a “While supplies last!” message to an ad, and sales surged within hours. When shoppers feel a sense of urgency, they’re less likely to delay their purchase.
Monitor Performance: Stay Agile
DON’T set your ads and walk away. One of the best parts of digital advertising is the ability to track and adjust in real-time. Monitor your campaigns daily, if not hourly, especially in the peak season. Adbot’s platform, for example, lets you adjust ads and budgets on the go, ensuring you’re not spending inefficiently while maximizing your return.
Festive Wrap-Up: Your Guide to Smart Holiday Ads 🎄
By following these dos and don’ts, you’ll keep your holiday advertising campaigns sharp, relevant, and profitable. From setting the budget early to tailoring ads for each platform, every move counts toward keeping your business top-of-mind for holiday shoppers. And with Adbot’s tools, you can monitor, optimize, and adjust throughout the season to make the most of your holiday advertising efforts. Here’s to a successful, stress-free, and profitable holiday season!