Summer Campaigns in Google Ads: Strategies and Tips for 2024

Do you want to take your summer Google Ads campaigns to the next level this year? Take advantage of this period to experiment and redesign your advertising efforts, leveraging the latest trends and technologies in digital marketing.

Tip #1: Broaden Your Horizons Beyond Search Campaigns

Summer is the perfect time to explore alternative advertising formats. In addition to traditional search campaigns, consider investing in Display and video campaigns. This will allow you to dive into video marketing and strengthen your YouTube channel, which will boost traffic to your website and help build a solid brand image. Use video format for themes such as school enrollment and use remarketing in September to reconnect with users who interacted with your site during the summer.

Tip #2: You Don’t Need to Be Part of the Tourism Sector to Benefit from Summer

Summer is ideal for highlighting special offers and promotions, regardless of your sector. Add promotion extensions to your ads to highlight these benefits. Think about discounts on summer courses, promotions on seasonal products like sunscreen, or advantages like free shipping. These offers attract consumers looking to make the most of the season.

Tip #3: Prioritize Bids for Mobile Devices

With vacations and the increase in outdoor time, mobile device usage spikes during the summer. Increase your bids for mobiles and tablets to maximize the visibility of your campaigns. Customize your offers to capture both local users and those traveling abroad.

Tip #4: Benefit from Teleworking and Click and Collect

The increase in teleworking has changed shopping habits, making services like Click and Collect more attractive. Offer your customers the option to pick up their orders in store, which is perfect for those who cannot receive packages during their working hours. This option is not only convenient but also promotes brief and efficient visits to your locations.

Tip #5: Adjust Your Bids According to the Time of Day

In summer, online activity changes according to daylight hours. Take the opportunity to increase your bids during the times when people are most active, such as midday or the early hours of the night. This approach will help you capture more traffic at peak times.

Tip #6: Use Your Creativity

Innovate in your summer campaigns with ads that stand out for their originality and relevance. Address current topics such as sustainability and social responsibility, and use creative formats to stand out from the competition. Although B2B marketing can be more challenging in this regard, look for ways to differentiate your offer and capture the attention of your audience.

Tip #7: Implement Advanced Technologies

Use artificial intelligence tools and advanced analytics to optimize your campaigns in real-time. These technologies can help you better understand consumer behavior and adjust your strategies more effectively.

Frequently Asked Questions (FAQs)

How can the success of the Display and video campaigns mentioned in the first tip be effectively measured?

To measure the success of Display and video campaigns, it’s essential to establish clear KPIs (Key Performance Indicators) before launching the campaign. These can include click-through rate (CTR), cost per click (CPC), conversion rate, and return on advertising spend (ROAS). Additionally, tools like Google Analytics can be very useful for tracking web traffic and conversions generated by the videos, thus allowing you to adjust campaigns in real-time based on observed performance.

What specific strategies can B2B businesses use during the summer to leverage Google Ads campaigns, given that the article mentions it may be more complicated for them?

For B2B businesses, summer can be a good time to focus on lead generation campaigns and brand strengthening. They can use educational or informative content that captures the interest of decision-makers, who might have more time to consume content during the summer. Webinars, eBook downloads, and case studies are examples of content that can be promoted through Google Ads. Also, remarketing campaigns can be particularly effective in keeping the brand in the minds of potential customers who have shown previous interest.

How can small businesses with limited budgets compete effectively in Google Ads during the high season of summer?

Small businesses with limited budgets should focus on optimization and precise targeting to compete effectively during the summer. This includes selecting long-tail keywords that are less competitive but highly relevant to their target audience. It’s also crucial to adjust campaign budgets and bids based on real-time performance, prioritizing ads and times of day that generate the best return on investment. Finally, leveraging local campaigns and ad extensions can help maximize visibility within a specific geographic area, reducing budget waste and increasing conversion opportunities.

Conclusion

Adapting and updating your Google Ads strategies is crucial to stay competitive. Apply these tips to revitalize your summer campaigns and achieve a significant impact on your results. Don’t forget to explore our blog for more useful resources and download our free marketing calendar to better plan your promotional activities.