How can I optimize ad targeting during peak seasonal periods

Adjust Targeting and Bidding Strategies

• Evaluate and adjust bids by location to optimize visibility in strategic areas during seasonal peaks. Use bid adjustments in Smart Bidding strategies to maximize clicks.
• Analyze performance on different devices and adapt targeting to align with user preferences during the season.
• Adjust ad scheduling to synchronize with seasonal search patterns, avoiding time constraints.
• Anticipate changes in budgets and conversion rates, implementing seasonality adjustments for more effective adaptation.
• Flexibilize CPA and ROAS targets, adjusting ROAS downward and raising CPA during peak seasons to maximize visibility without limitations.

We have added an Overview of the ROAS metric in PPC data analytics and how it can be captured and measured using PPC Data Analytics Product of the Octoboard platform.

Leverage Audience Segmentation

• Create specific audiences for seasonal peaks, including previous visitors and users who added to cart.
• Utilize audiences from previous "Peak Season Shoppers" by uploading them for RLSA or as a base for Lookalike audiences.
• Leverage your past buyers database to create custom audiences and improve campaign targeting.
• Set up audiences in Google Analytics 4 during the season and close them afterwards for valuable data on future events.
• Create audience segments for competitors' seasonal campaigns (e.g. Black Friday, sales) to apply to your Demand Gen and Performance Max settings.

Optimize Search Campaigns for Seasonality

• Tailor ad creative and copy to focus on seasonal offers and promotions.
• Incorporate specific seasonal keywords like "brand + sales" or "brand + Black Friday" with targeted landing pages.
• Create a dedicated AdGroup for promotions within category campaigns, with specific keywords and seasonal references.
• Develop a pre-peak season RLSA campaign to target previous audience interactions, budget permitting.

Enhance Display and Shopping Campaigns

• Craft visuals and copy tailored to seasonal offers and promotions to attract audience attention.
• Create a remarketing campaign for users who interacted with your website before the seasonal peak.
• Incorporate copy highlighting offers, discounts and promotions in Display Prospecting campaigns to capture interest in seasonal promotions.
• Optimize Google Shopping campaigns with seasonal product feeds, promotional extensions, and targeted landing pages.

By implementing these strategies using Octoboard’s PPC data analytics products, you can effectively optimize ad targeting and improve campaign performance during peak seasonal periods.