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Google Holiday Advertising Recommendations for 2023

By Deborah Kurfiss, Umbrella Content Marketing Director on Sep 29, 2023

No doubt Google Ads and directories play an important part of holiday marketing thrusts for many of your clients. Therefore, today we would like to talk about Google holiday advertising recommendations.

People shop on Google more than a billion times a day. If your client does not have a Merchant Center Account, they should. It enables them to list their products and business on Google Search, Maps, YouTube, and more.

We’d like to point you to some of Google’s holiday advertising resources for 2023– and add a few more to help you realize a successful holiday shopping season.

Straight from Google: Google Holiday Advertising Recommendations

Every year, Google gives us guidance in making the most of Google Ads during this crucial time.  Important this year are AI tools. We have summarized the following and encourage you to visit these links for more information:

Performance and Demand

  • Track product demand and performance. Be sure to check out the new Performance Tab in Google Merchant Center to see at a glance what products are selling, review pricing benchmarks and get recommendations for better performance in light of your client’s numbers and their competition.
  • Performance Max Performance Max is a new goal-based campaign type that will enable you to reach all your Google Ads inventory from a single campaign. It will help you to fine more converting customers across all Google’s channels.
  • Bid and budget effectively including seasonal adjustments for times you expect leaps in conversions and demand such as during flash sales
  • Connect your client’s ecommerce site to Google’s Merchant Center for efficiency.

Product Detail to Make Your Client’s Products Stand Out

Update your product details. Titles and descriptions should grab attention and give the kinds of details people need to know to buy.

  • Great images are a must for your Merchant Center feeds. Upload a lot of images in order to increase both impressions and clicks. We are talking three high resolution images at a minimum. Soon in the US, you will be able to improve your ad images with Google’s Product Studio, a suite of free, AI-powered tools that will be available within Merchant Center and on the Google & YouTube app on ShopifyIt will enable you to easily photo edit and improve resolution.
  • Attract customers looking for a deal with promotions and sales
  • Put your products in front of the right audience with the right price by correctly setting regional pricing and availability. Push stock that’s in stock regionally to that audience.
  • Bring shoppers to your brick and mortar store for that last minute shopping by enabling Local Inventory Ads.

Include Shipping Information and Automatic Shipping Speeds

Shipping information is more important at the holidays than at any other time of year. Offering people free shipping, maybe with purchase or just telling them when to expect a delivery makes all the difference in sales.

If you are a retailer that ships to the US, Google can automatically add shipping speed.

Artificial Intelligence (AI)

  • Using Google’s AI tools, connect like never before with your client’s customers no matter where they are in their journey
  • Use Google’s AI tools to reach new customers and maximize ROI not just in one place but all across the Google universe: Search, Shopping, YouTube, Display, Maps, and more.
  • Connect your product feeds to your Video Action Campaigns and Discovery campaigns. This can give you 74% more conversions!
  • Use the AI-powered tools in Project Studio.

Real-Time Analysis and Insights

  • Use budget alerts to be notified of missing traffic during high-volume periods.
  • Get a complete look at how your client’s business is performing with Google’s   Insights page.
  • Check product performance with the product issuescolumn and product diagnostics in Google Ads.

A Few More Tips for Google Holiday Advertising

Don’t Pause Your Google Ads During the Holidays Themselves

Some marketers wonder if it makes sense to pause Google advertising once the holidays arrive until their end. No, it is not a good idea, because it will damage your client’s ad rank. Once your client is removed from auctions, their competitors move ahead of them. This puts them at a distinct disadvantage when they are ready to restart their ad campaign. It will take time and money to get back to that same ranking.

Adjust Bids for Top Performing Keywords

Identify the keywords that have performed best for your client during previous holiday seasons and consider increasing your bids on those. The competition will be high, and a higher bid can ensure your ad stays visible.

Use Ad Extensions

Ad extensions enhance your ad by providing additional information or links. During the holiday season, you can use extensions to highlight special promotions, free shipping, or your brand’s USP. This not only improves visibility but also can boost click-through rates.

Target the Right Audience

Not all products are for everyone. Use Google’s detailed targeting options to ensure your ads are being seen by the right demographic. For example, if you’re selling luxury items, you might target an audience with a higher income bracket.

Create Holiday-Themed Ad Copy

Your ad copy should resonate with the holiday spirit. Use festive language, and highlight any holiday-specific deals or promotions you’re offering. This can capture the attention of consumers in the festive mood.

Monitor and Adjust in Real-Time

During the holiday season, things move fast. Monitor your campaigns regularly, even daily, to see what’s working and what’s not. Be ready to adjust your bids, keywords, or even your ad copy based on real-time performance.

Want Some Expert Help with Google Holiday Advertising?

If you are interested in white label Google advertising and other white label services leading up to the holidays, contact Umbrella for a free consultation. Complete the form here or call us at (866) 760-2638.


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