[Kiliba x AdPremier] Google Ads best practices for the end of 2024 according to our partner AdPremier

Understanding search intent during peak season

Adopting a targeted strategy based on search intent is essential to accurately capture your audience during the end-of-year period. Analyzing the search terms used by consumers can provide valuable clues as to what they are actively looking for.

Keyword optimization

During this period, using season-specific keywords is a must:

• Add terms like "Christmas gifts", "Black Friday offers" or "end-of-year promotions".
• Use long-tail keywords that combine these terms with your popular products to target more specialized searches.
• Create specific keywords with campaigns dedicated to promotions to maximize ad relevance and effectiveness.
• Regularly evaluate and adjust your keyword list to stay relevant.

Use the Search Network's dynamic ads

Dynamic ads allow you to automatically generate ads based on the content of your website. This can save time while ensuring that your ads remain relevant and up-to-date.

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Maximize performance with ad extensions

Increasing the visibility and appeal of your ads can be done effectively via ad extensions. These help to provide potential consumers with more information before they even click on your link.

Recommended types of extensions for the holidays

• Location extensions: Perfect for retail, they show the location of your physical stores, encouraging local visits.
• Price extensions: Showcase your best offers and competitive rates directly in the ad.
• Promotional extensions: Ideal for displaying seasonal discounts or specific promotional codes.
• Review extensions: Display positive comments from satisfied customers to establish your reliability.

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Consent mode V2: improved management of user data

The Google Ads V2 consent mode represents a major step forward in respecting users' privacy preferences, while retaining a certain capacity to analyze advertising performance.

How consent mode works

With consent mode, you can dynamically modify the behavior of your Google tags based on user consent:

• With consent: Comprehensive data for precise tracking and intelligent readjustment of campaigns.
• Without consent: Anonymized data to respect confidentiality while providing useful insights such as the number of global engagements.

Advantages of consent mode

Some notable benefits include :

• Improved conversion rates with clear insights without breaching GDPR.
• Build trust with your customers by respecting their privacy preferences.
• Dynamic adaptation for optimized smart bidding.

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Bidding strategies to maximize ROI

Adjusting your bidding strategy at the end of the year can have a significant impact on the performance of your campaigns. Choosing the right strategy will depend on your specific business objectives.

Highlighting Performance Max

Google recommends the use of Performance Max, a campaign that allows you to be present on all Google Ads channels (Search, Display, YouTube, Gmail, etc.). This strategy is particularly effective at the end of the year, as it allows you to follow the customer's journey, who often compares several options before deciding. Integrating adapted, promotion-specific videos into these campaigns can significantly increase your conversion rate.

Using automatic auctions

Smart bidding uses complex algorithms to adjust your bids in real time to maximize conversions or conversion value. During peak season, this technology can help :

• Optimize budgets in real time in response to fluctuations in demand.
• Automatically identify the best opportunities to bid more or less aggressively.

Focus on return on investment (ROI)

Clearly defining your ROI objectives will help you choose the right campaign parameters:

• Use a TCPA (Target Cost-Per-Acquisition) model to keep each action at the desired cost.
• Set a target ROAS (Return On Ad Spend) to maintain adequate profit margins.

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Make the most of the conversion funnel

The main objective of Google Ads campaigns at the end of the year is often to increase direct sales, but the importance of each stage of the conversion funnel should not be underestimated.

Attract prospects to the top of the funnel

Display ads, video and carousels are particularly effective in hooking prospects in the first stages. Some concrete actions:

• Create eye-catching visuals or engaging videos showcasing your star products.
• Ensure wide, repetitive distribution to reinforce brand recognition.
• Test several advertising messages to identify the most effective.

Converting prospects in the middle of the funnel

Re-targeting those who have already shown an interest in your products/services becomes crucial at this stage:

• Use remarketing to specifically target recent visitors to your site.
• Offer additional incentives, such as time-limited discounts or exclusive offers.

Retain existing customers at the bottom of the funnel

Never neglect existing customer loyalty. E-mail marketing coupled with retargeting campaigns can play a decisive role:

• Send personalized thank-you notes to maintain a positive relationship.
• Recommend complementary products based on previous purchases.

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Adapting Display and YouTube network campaigns

The festive season is the ideal opportunity to create attractive multimedia campaigns on the Display and YouTube networks. These networks offer greater visibility and enrich your overall strategy.

Creation of high-impact display ads

Display ads require captivating visuals and clear messages:

• Use colors and graphic themes adapted to the holiday season.
• Put forward convincing arguments such as fast delivery or guaranteed quality.
• Create specific campaigns for promotions, using visuals and messages adapted to capture the attention of potential customers.

YouTube: increased engagement with video

Don't forget to include YouTube in your action plan:

• Create short advertising videos (bumpers) or longer videos presenting product demonstrations.
• Use the "TrueView for Action" options to convert immediately after viewing.
• Incorporate promotion-specific videos into your Performance Max campaigns to reach a wider audience and reinforce the consistency of your advertising message.

By wisely adapting your Google Ads methods at the end of the year, thanks to the tips provided by the AdPremier agency, you'll be able to take full advantage of this lucrative period, mitigating the challenges inherent in high competition and exploiting every conversion opportunity offered by the platform.

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Need help deploying and/or optimizing your Google Ads campaigns?

L'AdPremier can support you from A to Z in the creation and management of your Google Ads campaigns, so that you can concentrate on your core business.

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