How to Sleigh the Holiday Season with Google Shopping Ads

As a marketer looking to rake in super sales in the upcoming holiday season, you are probably leaving no stone unturned to make those campaigns a holly-jolly success!

As snowflakes fall and gift lists grow, shoppers everywhere are gearing up for the ultimate spree. Black Friday, Cyber Monday, Christmas—oh my! As an e-commerce brand, it’s your golden opportunity to shine. But how do you stand out in a digital sleigh ride packed with competition? Enter Google Shopping Ads, your festive ticket to sleighing (pun intended) holiday sales!

With consumers making split-second buying decisions, Google Shopping Ads help you put your best foot (or product) forward. These ads allow you to show off your items with images, prices, and product details directly on Google Search and Shopping. 

We at Mavlers have successfully managed 43+ million dollar media spend for 7K+ global clients.

And trust us, nothing beats a crisp image and an irresistible price tag during the holidays!

Let’s unwrap the steps to leverage Google Shopping Ads this holiday season and boost your holiday sale ads to the next level. Grab a cup of cocoa, and let’s dive in!

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Why are Google shopping ads the star of your holiday strategy tree?

Imagine this: A customer is frantically searching for the perfect gift. They type in “best gifts for tech lovers” into Google. Rather than scrolling through countless text ads, they’re greeted with a neat row of product images—complete with prices and reviews. Voilà! You’ve just won their attention and potentially their purchase, thanks to Google Shopping Ads.

Here’s why Google Shopping Ads are the shining star of your holiday marketing:

• They’re attention-grabbing: Google Shopping Ads appear at the very top of search results, putting your products right in front of eager holiday shoppers.

• They’re visual: A picture is worth a thousand words, especially during the holidays when people are in a rush to check off their shopping lists.

• They’re transparent: No hidden surprises—your prices and details are front and center, making it easy for budget-conscious shoppers to find exactly what they need.

• They’re perfect for mobile: With holiday shoppers often browsing on their phones while in line at Starbucks, you need ads that look fantastic on mobile devices—and Google Shopping Ads do just that!

Now that you know why these ads are holiday magic, let’s get into the fun part: making them work for you.

Step 1: Deck the halls with an optimized product feed

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Before your Google Shopping Ads start bringing joy to the world (and your sales), you need to ensure your product feed is sparkling like holiday lights (much like the floating candles in the skylit ceilings of Hogwarts! 😉 ). 

The product feed is essentially your catalog of items, and a well-organized feed is the foundation of a successful campaign.

Pro tip: Think of your product feed like holiday gift wrapping. The better it looks, the more likely someone is to pick it up!

• Descriptive titles are your best friend: Be specific and clear. Instead of “Women’s Red Dress,” try something more festive like “Red Velvet Christmas Dress for Women – Sizes S-XL.” This helps holiday shoppers find exactly what they’re looking for.

• All about those images: No one buys gifts based on blurry pictures. Use clear, high-quality images that showcase your products in the best light (literally).

• Price it right: Keep your prices updated and competitive. Shoppers aren’t just comparing brands—they’re hunting for deals. Make sure your prices reflect any holiday discounts or special offers.

• Add a sprinkle of holiday spirit: Infuse your product descriptions with holiday keywords like “Christmas gifts,” “holiday deals,” or “festive essentials.” This helps your ads resonate with seasonal shoppers searching for holiday sale ads.

With a perfectly wrapped product feed, you’re ready to spread some holiday cheer through your Google Shopping Ads!

Step 2: Tis the season for holiday offers

The holidays are synonymous with big savings, and your ads should reflect that excitement. Who doesn’t love a good deal?

With Google Shopping Ads, you can add special promotion extensions to highlight holiday offers like “Free Shipping,” “20% Off,” or “Buy One, Get One Free.” These little extras can turn a casual shopper into a buyer.

Festive promo ideas:

• Exclusive discounts: Offer something irresistible, like “30% off all holiday gifts” or “Limited-time offer: Save 20% on all tech gadgets.”

• Time-sensitive deals: Create urgency with a countdown! For example, “Get 15% off today only – Christmas Countdown Special!”
• Free shipping for the win: Free shipping is like wrapping paper for shoppers—it makes the whole package more appealing. Offer free shipping on orders over a certain amount, and watch your conversions soar.

Example: Imagine running a holiday sale ad for luxury watches. Adding a promotion extension like “Free holiday gift wrapping + Free shipping!” gives shoppers an extra nudge to click “Buy Now.”

Step 3: Segment your campaigns like Santa organizes his naughty and nice list

The holidays are all about lists, right? You’ve got shopping lists, guest lists, and even wish lists. Your Google Shopping campaigns are no different!

Segmentation allows you to categorize products based on what’s most relevant during the holidays. By breaking things up (like Santa’s Naughty and Nice list), you can tailor your bids and strategy based on different product categories or price ranges.

Segmenting tips:

• Prioritize holiday best-sellers: Your top products deserve the spotlight, especially during the peak shopping season. Allocate more of the budget to items that are likely to fly off the shelves (or your warehouse).

• Audience targeting: Create segments for different types of shoppers, like “Gifts for Her,” “Toys for Kids,” or “Holiday Decor.” This helps you serve the right ad to the right person.

• Separate budgets: Set individual budgets for each segment. You’ll want to spend more on your star products while keeping a close eye on what’s driving the most traffic.

Example: If you’re selling festive kitchenware and holiday sweaters, create separate campaigns for each. Then, tailor your bidding to match the expected demand for “Festive Table Settings” vs. “Ugly Christmas Sweaters.”

Step 4: Smart bidding for smarter shoppers

Holiday shoppers are savvy, and your bidding strategy should be just as sharp. Smart Bidding uses Google’s machine learning to automatically adjust your bids based on real-time data, helping you maximize sales without overspending.

Smart Bidding Strategies to try this holiday season:

• Maximize conversion value: Perfect for maximizing revenue during the holidays, this strategy automatically adjusts your bids to focus on high-value purchases.

• Target ROAS (Return on Ad Spend): Want to ensure your holiday marketing dollars are working overtime? Set a target ROAS to keep those sales jingle-belling in without breaking the bank.

• Enhanced CPC (ECPC): This hybrid approach gives you the best of both worlds—manual bidding with smart adjustments.

Example: Running an ad for premium tech gifts? Set a Target ROAS of 400% to ensure you’re making $4 for every $1 spent on holiday sale ads. Google will handle the rest, adjusting your bids to keep the returns rolling in.

Step 5: Optimize for mobile – Shoppers’ favorite holiday helper

Between holiday parties, last-minute shopping, and endless to-do lists, many shoppers turn to their phones for convenience. In fact, mobile shopping skyrockets during the holidays, with people making purchases while waiting in line, commuting, or cozying up with a holiday movie.

Make sure your Google Shopping Ads are fully optimized for mobile:

• Mobile-first design: Ensure your landing pages load quickly and look great on smaller screens. A slow page could be the Grinch that steals your conversions.

• Local inventory ads: If you have a physical store, let shoppers know! These ads help drive foot traffic by showing nearby users what’s available in-store.

Example: A shopper searches for “holiday sale ads for headphones” on their mobile device and sees your ad with the promotion “Free Shipping on All Orders.” They click through, enjoy a seamless mobile experience, and complete the purchase—all in a matter of minutes.

Step 6: Measure, tweak, and tinsel as you go

Once your holiday campaigns are up and running, the work doesn’t end there. To keep your ads performing like Santa’s well-oiled workshop, monitor performance and make adjustments.

• Check product performance: Some products may get tons of clicks but no sales. Time to tweak the title, image, or pricing!

• Adjust bids: If certain products are flying off the shelves, boost those bids to capture even more holiday cheer.

• Remarket to missed opportunities: Set up Dynamic Remarketing Ads to re-engage users who’ve shown interest but haven’t yet purchased. It’s like a friendly holiday nudge!

Example: If your “holiday sale ads for cozy blankets” are driving traffic but no conversions, try adding a limited-time offer like “Extra 10% off – Today Only!” to spark those final sales.

The road ahead

This holiday season, make Google Shopping Ads your secret weapon. With a well-optimized product feed, creative holiday promotions, smart bidding strategies, and mobile-friendly ads, you’ll be perfectly positioned to capture those holiday shoppers and boost your sales.

We now suggest reading ~ The Ultimate Holiday Ad Playbook: How to Boost Sales and Spread Cheer.