Remarketing lists are a solid
staple in regular campaigns, but when your seasonal promotions come around, they can be a great accurate cleaned numbers list from frist database way to reach back into a valuable group of users.
Here are a few examples of remarketing lists that could be great to leverage during promotional periods:
Cart abandoners during recent sales
Users who purchased during last year’s sales
Users who signed up to be notified when a sale occurred
Newsletter signups
Schedule your ads ahead of time
One of the biggest stress factors during promotional periods is making sure the right ads are active in the right places at the right time.
Many platforms will let you schedule your ads ahead of time to turn on when your sale starts and turn off when your sale ends.
My advice to you: trust but verify
Leverage these tools to turn things on and off for you, but still spot check. when ads need to change over, but you will still have peace of mind once you check in.
seasonal ppc ad and campaign scheduling action in google ads
10. Maintain and optimize your seasonal PPC ads in real time
One last point for seasonal campaigns is to always maintain and optimize your ads during these times. Don’t put these as a “set it and forget it” strategy. During peak hours, things move fast. Just like other times of the year, it’s important to keep a close eye on how your campaigns are performing, especially if the window is short, i.e., a weekend-long sale. We might not like working on the weekend, but if you turn your promos on Friday evening, then don’t check again until Monday, you could miss out on important intraday trends that you could have capitalized on.
But that doesn’t mean you have to be tied to your computer the whole time during these periods either. Platforms like Google Ads have tools that can alert you when performance changes by large swings. In the image above, Google will review the ROAS performance of the ads every hour and send an email if the ROAS is below 100%.