Holidays can be both an opportunity and a challenge for PPC advertisers. If you haven’t prepared any special promotions, you may wonder how to adjust your campaigns. Should you advertise as usual, increase or decrease bids, or turn ads on and off at specific times? Here, we’ll explore strategies for managing holiday PPC campaigns across platforms like Amazon Ads, Google Ads, and Meta Ads—even if you lack historical data about your products’ holiday demand.
General Considerations for Holiday PPC Campaigns
- Understand Audience Behavior: Holidays often see spikes in online activity, but purchasing intent varies by product. Research audience behavior during similar events.
- Monitor Competitor Activity: Competitors may increase their bids to capture holiday shoppers. Keep an eye on auction insights to stay competitive.
- Prepare Your Budget: Costs per click (CPCs) often rise during holidays due to heightened competition. Allocate your budget wisely to avoid overspending.
Platform-Specific Recommendations
Amazon Ads
- Products with Consistent Demand: Keep ads running. Amazon users are often ready to purchase, making it worth staying visible. Maintain competitive bids to capture high-intent traffic.
- Non-Essential Products: Reduce bids or pause campaigns for products unlikely to convert during the holidays.
- Timing Strategy:
- Increase bids the week leading up to the holiday when shopping peaks.
- Lower bids on the actual holiday if sales typically drop.
Here are some statistics about Amazon’s Christmas sales:
- 2023 holiday season: Amazon’s holiday quarter was record-breaking, with revenues rising 14% year-over-year to $170 billion. North American retail sales grew 13% year-over-year. Learn more
- 2022 holiday season: Celebrating a record-breaking holiday season for Amazon. Dec 29, 2022 — Sales are up an incredible 112% this holiday season compared to last year, with traffic up 87% and conversion up by 10% compared to last month. Learn more
- 2024 holiday season: U.S. electronic sales are predicted to grow to over $280 billion. Over 70% of consumers in the country are likely to visit online retailers when buying gifts. Learn more
Google Ads
- Search Ads: Keep these active if search interest for your products remains steady. Focus on top-performing keywords and pause underperforming campaigns.
- Display/YouTube Ads: Use these for brand awareness leading up to the holiday. Consider reducing spend on the holiday itself if CTRs drop.
- Geo-Targeting: For local businesses, schedule ads during high-traffic times in your area.
- Dayparting: Adjust ad schedules to align with expected browsing behavior during the holidays.
Facebook/Instagram Ads
- Engagement Campaigns: Social media usage spikes on holidays. Even without promotions, running engagement-focused ads can keep your brand top-of-mind.
- Retargeting: Use retargeting ads to engage visitors who recently interacted with your website or products.
- Creative Refresh: Add festive visuals (e.g., “Happy Holidays”) to make your ads timely, even without special offers.
- Budget Adjustments:
- Increase spend on high-ROAS campaigns.
- Shift budget from prospecting to remarketing or conversion campaigns if necessary.
When to Turn Ads On or Off
- Turn Off Ads:
- If CPCs are high and conversions are unlikely.
- If your products/services are irrelevant during holidays (e.g., B2B software on Christmas Day).
- Keep Ads On but Adjust:
- Lower bids for underperforming campaigns.
- Focus budgets on high-performing ads to maximize ROI.
Products and Services: Consistent vs. Non-Essential Demand
Products/Services with Consistent Demand
These items are needed year-round, making them reliable for PPC advertising during holidays.
- Essential Household Items: Cleaning supplies, bathroom essentials (e.g., shower chairs, bath stools).
- Health and Wellness Products: Vitamins, medical equipment.
- Food & Beverage: Groceries, cooking appliances.
- Everyday Apparel: Basics like socks and underwear.
- Tech Accessories: Chargers, phone cases.
- Professional Services: Emergency plumbing, healthcare consultations.
Non-Essential Products/Services
These items are less likely to sell without promotions or holiday relevance.
- Luxury or Discretionary Items: Expensive jewelry, high-end furniture.
- Specialized Products: Ski gear in summer, beach accessories in winter.
- Hobby/Niche Items: Model kits, specialized art supplies.
- B2B Services: Enterprise software, corporate consulting.
What to Do If You’re Unsure About Demand
If you’re uncertain about your product’s demand and lack historical data, follow these steps:
- Experiment with Small Budgets: Run test campaigns leading up to the holidays to gauge interest.
- Leverage Audience Insights: Use Amazon, Google, or Facebook’s audience research tools to identify trends and behaviors.
- Set Automated Rules:
- Pause campaigns if spend exceeds a certain threshold without conversions.
- Decrease bids during low-performing hours or days.
Final Tips for Maximizing Holiday PPC Campaigns
- Invest in Retargeting: Re-engage visitors who showed interest but didn’t convert.
- Monitor and Adapt: Continuously track campaign performance and make real-time adjustments.
- Use Festive Messaging: Even without discounts, align your messaging with the holiday spirit to resonate with your audience.
By strategically managing your PPC campaigns, you can maximize visibility and ROI during the holidays, even without special offers. Test, analyze, and adapt—the data you collect this year will set the foundation for next year’s success.