Top Festive Tips For Running Adwords Search Network Campaigns

9 December, 2016

If you use Google Adwords as part of your marketing strategy, then it’s vital to review your account and make appropriate adjustments over the festive period.

If you know you could generate more enquiries over the Christmas season, then you may wish to set aside an increased budget. Equally, if you’re going to be quieter on selected days, you need to adjust your bidding strategy accordingly.

Taking a look at Search Network ads, we’ve put together a selection of tips that you can use to generate the best possible ROI from your account over Christmas.


Be Open to Upping Your Budget

Within many industries, Christmas can be one of the busiest times of year. With more people looking to buy products and services online, you want to be ready to take advantage of the additional searches.

If you’re confident you’re going to see increased interest from consumers, make sure you allocate an additional budget for the festive spell.

Be Aware of Higher CPC

Whilst an increased budget can help you to generate more sales, it’s important to be aware that any additional spend you allocate could also be required for bidding on your target keywords.

To ensure that your ads don't slip in position, be aware that you may need to increase your max CPC for your most profitable keywords.

Equally, be prepared for Google to charge you more for clicks over the Christmas spell. If competitors are increasing their bids for keywords you target, then you could be charged more during the auction process.

Consider Allocating Time for Keyword Research

December is likely to be a busy time, but it’s vital not to cut corners with your marketing strategy. If you’re going to be retailing Christmas-based products, then you need to do some proper keyword research around related terms.

The keyword research process will help you to understand what search terms people are using to search for your products, allowing you to structure your festive campaigns logically from the time they’re launched.

Consider Running Promotions

If you’re expecting an influx of interest in your products over the festive season, then it could be worth running some promotional events. These can help you stand out from competitors and drive more traffic, which should ultimately lead to more conversions.

Whilst people may spend less for any discounted products, you’re likely to capture new customers that you wouldn’t have been able to without any promotion in place. You just need to make sure you weigh up all the costs involved to ensure the margins make the move worthwhile.


Carefully Structure Any New Campaigns

To make the most of Christmas searches, you’ll need to create a series of new campaigns. These should be divided into ad groups that are as specific as possible to the searches being made.

Spend as much time as you can creating ads that feature relevant copy. These ads should then link to landing pages that give the searcher exactly what they need.

It’s worth creating any new ad groups within festive-specific campaigns. This will help to avoid confusion within your account, whilst it will also make it easy to turn Christmas campaigns on and off as required.


For advertisers who do or don’t want their ads to appear at specific times, scheduling is one of the handiest tools you can utilise within Adwords. At Christmas, it can prove invaluable in terms of ensuring:

  • You maintain the best possible ROI throughout your account
  • You don’t waste money on days you don’t want to bid
  • You don’t spend money at times of day that aren’t profitable

If you have data from previous years, it’s well worth analysing when your account performed successfully. You can use the data to block your ads from being shown on days or at times where they weren’t proving to be profitable.

Track and Test

If you’re managing Adwords campaigns for your company, then you should always be rigorously tracking and testing within your account – and at Christmas it’s more important than ever to be on top of performance.

If you’ve allocated an increased budget, it’s essential to be checking the effect it’s having on a daily basis. You don’t want to spend more on campaigns that aren’t proving profitable.

Even if your ads are performing well, you should be constantly looking to improve them. Always have at least two ads running against each other within any ad group. You can then look to improve the weaker ads once enough clicks have been generated for you to base any decision on.

Allow Extra Time for Negative Keywords

At busier times, there will be a significant increase in the amount of searches being made for your products. No matter how well-structured your campaigns are, this is likely to lead to unwanted searches triggering your ads.

To avoid wasting your budget wherever possible, it’s vital to keep a keen eye on search data throughout the festive spell. The last thing you want is your increased budgetary allocation to be wasted when it could instead be bringing in more sales for your business.

Have a great Christmas – and happy bidding!


Written by Sean

As chief crafter of copy, Sean’s flair for writing engaging content continues to prove integral to our internal and client marketing activity. With more than 5 years' digital experience, he joined Evoluted back in 2015. He spends his days managing SEO strategy, producing content and assisting Evoluted’s clients.

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