Yep, it’s that time of year again. Now that the Halloween decorations have come down, it’s time for tinsel, twinkly lights and cheesy Christmas music. Don’t get me wrong, we love Christmas! But as a business owner preparing for Christmas needs to be on your mind far before December 1st, particularly if Christmas is a busy period for you. And even if you don’t, according to the National Retail Federation holiday sales increased 5.5% last year, with a total spend of around $691.9 billion – and they’re predicting it will only get higher this year!
Boosting your advertising on Google can have a huge impact on your festive sales and give you a fantastic Christmas bonus, but only if you and your website are ready for it. So, we have a few tips to help you make the most of your online advertising this year.
Google’s Festive Insights
Google is a system with a lot of moving parts, services and products, all of which interlink and feed back to the Mega Google Machine. One of the things Google is best at is collecting data, and over the years it has kept an eye on the levels of website traffic across the year, and taken note when they go up, down or sideways in a significant way. Now, it might seem like a given that website traffic is considerably higher during the holiday season – and you would be right. But the numbers around Christmas are significant enough that businesses should be seriously considering making an effort to optimise their website. Google says that on average, each website will experience an increase in traffic of:
- 1% on Thanksgiving (especially if you sell to/in American markets)
- 1% on Black Friday
- 11% on Cyber Monday
- 12% in the run up to Christmas
- 12% on New Year
That’s a LOT of new traffic, and if your website (and your advertising) isn’t ready to handle it, you could be in trouble.
Make Your Ads The Best They Can Be
One of the biggest pieces of advice Google can give during this busy season is to prepare your Google ads so that you can maximise your leads and conversions. One of the simplest ways to do this is to switch to responsive ads (if you’re not using them already). This means that your ads will look the same no matter what device people are looking at them on. After all, even if your normal audience only searches on desktop, people will search for Christmas gifts on multiple devices, and without responsive ads the long load times can lead to a lot of people abandoning your site in favour of another.
You can also use a tool called Ad Balance, which will automatically show only the best performing ads for customers. This is a simple setting to activate, and can maximise your profitability, decrease your spend and create more space for you to experiment with holiday content. Now is also a good time to do that experimentation – start placing some of your new ads in different locations or sizes for your users, and see what happens.
Attract More Users
So now that your ads are up and running (and ready for the influx), it’s time to start drawing prospects in. Attracting users to your site is likely one of the bigger challenges you face, especially if you run a smaller business. There is a lot of competition out there, and bigger businesses can often run you into the ground when it comes to ad spend. To beat this, the key is to offer buyers more choice. Google says that mobile searches for ‘stores like…’ have risen 60% in the last 2 years, showing that people do actually want to buy from smaller businesses over larger ones. You just need to let them know you’re there. There is a great technique called competitor targeting that you could use to achieve this, and we talked about it in detail in one of our previous blogs. You can also try out using video during the festive season, as a lot of customer not only expect this, but respond to it better as well.
At Ad-Extra, we love the holiday season, and we love helping business owners making the most of it. That means working closely with you to understand your goals through the festive season, and refining your advertising strategy to meet those goals. If you would like to know more about how we could help you advertise on Google over Christmas, just get in touch with us today.