Are you getting the most out of your Christmas sales?

Christmas is almost here, and as everyone knows, it’s peak shopping season. For many online stores, Christmas is both wonderful and intense.

The most important thing is to attract potential customers to your shop instead of your competitors, and Google Ads is a powerful tool for that.

Direct Christmas traffic with Google Ads

When you use Google Ads to get visitors to your website during the Christmas season, you compete with other advertisers. You pay for the traffic and, to some extent, the placement of your ad is determined by the cost per click.

This means that those with the largest budget can rank highest and dominate the search result. Luckily, other factors also come into play. Google knows that a high click price doesn’t bring revenue if no one actually clicks the ads, which is why they have the Quality Score algorithm to help determine the final click price.

Read more about Quality Score here.

Expected click-through rate affects your Quality Score, so it’s important for your ad text to stand out. But that’s not all. At Christmas, it’s smart to highlight services that are especially attractive, such as:

– Do you offer extended exchange and return rights?
– Is it free (or at least easy) to return goods?
– Do you wrap Christmas gifts?
– Do you guarantee delivery before Christmas?

Also use available ad extensions to make your ad more visible in search results.

Read more about ad extensions here.

One of the newer extensions is “Structured Snippets,” which lets you show, for example, which brands you sell, services you offer, or product categories you sell. See example below:

When consumers search online during Christmas, they are often looking for inspiration for their own wish lists or the perfect Christmas gift for someone they care about. “Structured Snippets” help them find the right choice.

Do your visitors become customers?

Not all visitors become customers. This applies all year round, but especially at Christmas when many are in the research phase.

You can’t expect everyone to become buyers immediately in December. But you can help them along the way. Driving traffic is one thing – converting it to purchases is another.

Just as you highlight extra Christmas services in your ads, you should show this clearly on your website. Customers don’t just come via Google Ads but also from other channels – take advantage of all Christmas traffic throughout your webshop.

Clear communication makes visitors feel safer and increases the probability that they will buy.

This can determine whether they shop now – and whether they choose you.

Capture those who don’t convert

The majority of traffic at Christmas isn’t ready to buy right away. If the visitor doesn’t want to buy just now, there’s usually nothing you can do urgently.

There may be many reasons – but perhaps they’ll buy later.

Someone looking for Christmas gift ideas, but not yet sure what they want, probably won’t buy right away. But if they don’t get what they want for Christmas, they might want to buy it themselves after Christmas.

To win these visitors back, you can run remarketing campaigns, for example with banners or Facebook ads.

You can also increase your Google Ads bids for those who’ve already visited your site. If the customer didn’t get what they wanted and searches again, you have a bigger chance of appearing high in the results.

You can also get visitors to sign up for your newsletter (e.g. with a stylish Sleeknote popup) and market to them later.

Bonus tip: Maximize those who actually buy

Building remarketing lists of previous visitors is one step. Your range may not be for a lifetime, but you probably have more products you want to sell to satisfied customers.

Also create remarketing lists for previous buyers. When you have that, you can increase your bids for these customers – why let them buy elsewhere when they’ve chosen you before?

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