Jaclyn Schwarzhans
Senior Consultant E-Commerce
’Tis the season: This year’s online shopping events are just around the corner. According to Google’s Shopping Trends overview, 26% of shoppers worldwide have already started their holiday shopping. So it’s high time to start campaigning for the peak season! Check out our most important tips.
Get Your Campaigns Ready for the Holiday Season:
- Set up visual campaigns with high quality creatives to stand out and stay relevant (e.g. Performance Max campaigns, Discovery Ads, Video Action campaigns)
- Verify your measurement setup (incl. enhanced conversions) and make sure your (dynamic) remarketing tags are functioning correctly
- Work with open budgets and use ROAS targets to leverage sales volume with maximum efficiency
- Add seasonality adjustments for short-term conversion rate peaks (e.g. Black Friday, Cyber Monday)
- Keep budgets and communications in line with your last possible delivery date
- Make sure your web infrastructure can handle the high traffic load during peak demand
- Ensure your analytics setup (especially Google Analytics 4) is working for year-on-year comparisons and build audience lists to reuse in Q4 next year
