How to Optimise Google Ads for the Christmas Rush

Plan early and adjust budgets

The festive shopping period kicks off earlier each year, with Black Friday marking the first push in traffic. Adjust your budgets accordingly, ensuring that you allocate more during peak shopping windows. Review historical data to identify when your audience is most likely to engage and convert.

Behaviourally speaking, this plays into present bias, where consumers make decisions based on immediate rewards rather than future outcomes. Offering "buy now, pay later" schemes such as using Klarna or promoting early bird discounts can capitalise on this. For example, if a customer is faced with the option of purchasing with a discounted price today versus waiting for the risk of price increases or it being sold out, they are more likely to purchase early.

Target high-intent audiences

High-intent targeting should be at the heart of your Christmas campaign. Using audience segmentation and automated bidding strategies such as Target ROAS allows you to focus on users who are ready to buy. Remarketing lists of users who previously visited your site, but didn’t convert, can also be incredibly powerful in reminding them to return.

Incorporating social proof in your ads by showcasing positive reviews, “bestsellers,” or endorsements can increase trust and persuade potential buyers. Highlighting “trending gifts” or products that others are purchasing for Christmas amplifies this effect, especially when targeting undecided shoppers who may be seeking reassurance in their decisions.

Create Christmas-specific ad copy

Ad copy that taps into festive themes and creates urgency can significantly boost engagement. Incorporate time-sensitive language such as “Limited-Time Offers” or “Last Chance for Delivery Before Christmas” to drive urgency and make potential buyers feel like they need to act quickly. Scarcity and loss aversion work well in this context, as shoppers are more likely to convert when they believe an opportunity will soon be gone.

Take advantage of the scarcity effect by offering holiday bundles or exclusive offers. For example, "Only a few left!" or "Limited stock available—act now to get delivery before Christmas!" This sense of urgency will prompt faster decision-making, especially when the clock is ticking toward the festive period.

Optimise for mobile

With an increasing number of shoppers using mobile devices for Christmas purchases, your mobile user experience must be seamless. Ensure that your ads, landing pages, and website are mobile-optimised, with quick load times and a frictionless checkout process. Simplifying the customer journey on mobile, such as reducing the number of clicks to complete a purchase, is crucial in keeping potential buyers engaged.

Reducing friction costs is vital here. Every unnecessary step or slow page load time can discourage mobile users from converting. Features like auto-filled forms and one-click checkout are great for removing these obstacles and improving the likelihood of purchase.

Leverage remarketing and shopping ads

Remarketing campaigns allow you to re-engage users who visited your website but left without purchasing. This is particularly effective during the Christmas season when consumers may need multiple reminders or touchpoints before deciding to buy. Combine this with Google Shopping Ads, which let you visually showcase your products in the search results.

By using priming, you can make sure that potential customers are subtly reminded of products they've shown interest in. For example, if a user browsed a specific product a few days ago, showing it again in their feed can trigger familiarity, increasing the likelihood of purchase. Additionally, showing stock levels (“Only 5 left!”) taps into the scarcity effect, which can prompt users to act before the product runs out.

A/B test your ads

Running A/B tests is essential during the Christmas season when competition is high and every element of your ad counts. Testing different ad variations can help you discover what resonates best with your audience, whether it’s testing different calls-to-action, discounts, or delivery incentives. For instance, test offers like “Free Delivery Before Christmas” against “10% Off Your First Order” to see which drives more conversions.

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The endowment effect can be a powerful motivator. Offering personalised ads for repeat customers, such as "Exclusive Christmas offer just for you" or "Return and get an extra discount!" can make users feel valued and more likely to convert, as they see these offers as something personal to them. I have talked about A/B testing in depth so if you’d like to learn more you can have a read here. 

Key Takeaways

To ensure you’re ready to optimise your Google Ads for the Christmas rush: 

• Plan early and adjust your budgets based on peak traffic periods, using early-bird discounts to leverage present bias and encourage quicker purchases.
• Focus on targeting high-intent audiences with automated bidding and social proof to build trust and guide undecided shoppers.
• Create Christmas-specific ad copy that uses urgency and scarcity to drive action, such as “Last Chance for Christmas Delivery.”
• Optimise for mobile, ensuring a seamless user experience with reduced friction in the checkout process.
• Run remarketing and shopping ads to re-engage interested users, using scarcity tactics like “Only 5 left” to drive conversions.
• A/B test ad variations to find what resonates best with your audience, and personalise offers to create a sense of ownership using the endowment effect.