Key Takeaway:
Understand the importance of starting early with holiday ad campaigns
Learn some of the benefits of beginning holiday ad campaigns well in advance of the holiday rush
As the festive season edges closer, one big question looms for businesses and marketers: When should you kick off your holiday ads? Timing this correctly is more than just a detail — it can make or break your holiday marketing success. Let’s explore why getting an early start on your holiday campaigns is the key to catching your customers’ attention and boosting your Q4 sales.
“As of July 2024, 34% of U.S. shoppers had already started their holiday shopping.”
– Google/Ipsos
Pre-Holiday Retail and Consumer Trends to Consider
Holiday shopping habits have been shifting, and 2024 is no exception. More consumers are getting a head start on their gift lists. According to CivicScience, 16% of US consumers had already started shopping for holiday gifts as of June 2024. By July, 34% of U.S. shoppers had begun their holiday shopping, according to data from Google/Ipsos. That’s a 6% increase from last July.
This trend toward early shopping isn’t just about beating the crowds —it’s also about doing research and comparing prices. With so many people starting to shop earlier for holiday gifts, you’ll want to get your holiday promotions and communications out earlier than you might think. Per recent data from Google/Ipsos, 45% of U.S. consumers say they want to hear from retailers about holiday promotions, deals, and gift ideas in early September. This shows that consumers are not only planning ahead but also expect brands to engage with them earlier in the season.
For retailers, this shift means that waiting until the traditional holiday season might mean missing out on a big chunk of eager shoppers. By understanding these trends and adjusting your marketing strategy, you can meet customer expectations and set your business up for a successful holiday season.
“45% of U.S. consumers say they want to hear from retailers about holiday promotions, deals, and gift ideas as soon as early September.”
– Google/Ipsos
The Benefits of Starting Early with Google PPC Ads
Getting a head start on your holiday Google PPC campaigns can give you a significant advantage. By launching your ads in October, you position your business to capture early attention and engagement, which can translate into more conversions during the peak shopping months of November and December.
Increased Visibility and Engagement
Starting your PPC campaigns early allows you to get your ads in front of consumers who are already beginning their holiday shopping. According to Microsoft Ads, 67% of November purchases and 50% of December purchases in 2023 were directly attributed to consumer clicks in October. This stat underscores the importance of being visible early, as many consumers are actively researching and making purchasing decisions well before Black Friday or Cyber Monday.
Reduced Competition and Costs
Another key benefit of early ad placements is reduced competition, which can lead to lower costs and better returns on investment. As the holiday season progresses, more businesses flood the market with ads, driving up bid prices. Per WordStream, some industries see bid prices increase by as much as 140% over their yearly average during the holidays. By starting your campaigns in October, you can take advantage of lower CPMs and secure prime ad placements before the competition heats up.
Strategies for Effective Early Holiday Campaigns
Launching early holiday campaigns can give you a head start in capturing consumer attention and driving sales. To make the most of this opportunity, it’s crucial to adopt targeted strategies that resonate with early shoppers.
Targeting Early Shoppers
Start by creating segmented PPC campaigns that specifically target early holiday shoppers. Leverage Google Ads Audience Manager to build custom audiences based on past holiday shopping behavior, focusing on demographics and interests that align with early buyers. That way, your ads reach those who are already in the mindset to start their holiday shopping, which will increase the likelihood of conversions.
Seasonal Keywords and Ad Copy
Updating your keywords and ad copy to reflect early holiday shopping themes is essential. Incorporate terms like “early holiday deals” and “pre-holiday discounts” to create a sense of urgency and attract early shoppers. By tailoring your language to match what consumers are searching for, you can improve your ad relevance and click-through rates.
Using Ad Extensions
Enhance the visibility and appeal of your ads by leveraging ad extensions like sitelinks and promotions. These extensions provide additional information, such as specific offers or direct links to holiday gift guides, making your ads more compelling and actionable.
Integrating Other Digital Channels with PPC
To maximize the impact of your early holiday PPC campaigns, consider integrating them with other digital marketing channels. A multi-channel approach can amplify your reach and reinforce your messaging across different platforms.
Social Media Ads
Platforms like Instagram and TikTok are playing an increasingly significant role in holiday shopping. According to a 2024 eMarketer report, 67% of holiday shoppers discovered new products on social media before making a purchase. This highlights the importance of running targeted social media ads that complement your PPC efforts, helping you capture attention across multiple touchpoints.
Email Marketing Integration
Integrating email marketing with your PPC campaigns can be highly effective in retargeting early shoppers. Use Google Ads Customer Match to target your email list with holiday-specific offers, ensuring consistent messaging and reinforcing your brand’s presence throughout the holiday season. This strategy not only keeps your brand top-of-mind but also encourages repeat engagement from your existing customer base.
The Importance of Starting Holiday Ads Early
Starting your holiday ads early can significantly boost your visibility, reduce competition, and improve your overall ROI. By targeting early shoppers, updating your keywords and ad copy, and integrating other digital channels like social media and email marketing, you can create a comprehensive and effective holiday campaign that captures the attention of eager consumers before the holiday rush.
Now is the perfect time to start planning your holiday campaigns. If you need assistance with strategy or execution, our team is here to help. Let’s work together to set up your holiday marketing efforts for success.
Google Ads Made Easier
Need some guidance when setting up your Google ads for the holidays? Dive into our free Google Search Ads downloadable!
