Google Ads 2024 Holiday Planning Checklist

The holiday season is upon us, and the 2024 landscape promises to be a game-changer for online advertising. Consumer behaviors shaped by years of digital adoption are driving record-breaking online sales, and businesses that fine-tune their Google Ads strategies stand to reap massive rewards.

In this guide, we’ll explore key trends shaping the 2024 holiday shopping season, predictions for ad performance, and a comprehensive checklist to ensure your campaigns thrive. Ready to make the most of the busiest time of the year? Let’s dive in.

Insights from the Past

Holiday shopping behaviors have evolved significantly. In 2023, ecommerce sales during the holiday season grew by 13% year-over-year, with total spending exceeding $1.2 trillion globally. This trend continues in 2024, with consumers relying on digital channels for convenience, personalization, and deals.

Key stats from 2023:

• 40% of holiday shoppers discovered new products via YouTube ads.
• 68% used their smartphones to complete purchases, highlighting the importance of mobile-friendly campaigns.
• 90% of ecommerce sales occurred within 3 weeks of Cyber Monday.

These insights reveal the importance of mobile optimization, early preparation, and video-driven discovery campaigns for the holiday season.

Preparing for 2024: Key Predictions

1. Ecommerce Expansion: Holiday ecommerce sales are projected to rise by 11.7% in 2024, surpassing $1.35 trillion globally.
2. AI-Powered Ads: Google’s Performance Max campaigns are driving higher ROIs through machine-learning optimization, making AI essential for staying competitive.
3. Sustainability Focus: Shoppers are increasingly favoring eco-friendly brands, creating opportunities for businesses with green initiatives.
4. Global Outreach: Cross-border ecommerce is expected to grow by 17% this season, emphasizing the need for localized Google Ads strategies.

Loma Cotta’s 2024 Holiday Checklist

1. Mark Key Shopping Dates

Be prepared for these critical holiday milestones:

• November: Singles’ Day (11/11), Thanksgiving (11/28), Black Friday (11/29), Cyber Monday (12/2).
• December: Final shipping day (12/22), Christmas (12/25), Kwanzaa (12/26–1/1).
• January: New Year’s sales (1/1–1/31).

2. Optimize Campaign Budgets

• Allocate 30% of your holiday budget by Cyber Week, where 45% of digital holiday spend occurs.
• Use shared budgets for flexibility, allowing campaigns to adjust automatically to surges in demand.
• Set aside contingency funds for last-minute ad boosts in high-competition periods.

3. Audit Tracking & Analytics

• Upgrade to GA4: Ensure you’re collecting actionable data with Google Analytics 4, especially for smart bidding.
• Set clear conversion values: Assign precise values to goals for more effective budget allocation.
• Fix tracking errors: Regularly check and update Google Ads tags for accurate performance insights.

4. Optimize Google Merchant Center

• Check the Diagnostics tab for feed errors, and ensure products are active and in stock.
• Use custom labels for seasonal products to create specialized Smart Shopping campaigns.
• Highlight new or exclusive holiday products with optimized titles and descriptions.

5. Leverage AI and Automation

• Test Performance Max campaigns to target customers across multiple touchpoints seamlessly.
• Use Smart Bidding strategies, such as Target ROAS or Maximize Conversions, for real-time bid adjustments.
• Deploy A/B experiments to determine which bidding strategy delivers the highest ROI.

6. Engage Customers with Discovery & Video Ads

• Discovery Ads: Reach up to 4 billion users across YouTube, Gmail, and Google Discover with engaging image carousels.
• Video Action Ads: Highlight your products in immersive video formats, driving purchases directly from YouTube.

10 Additional Tips for Success

1. Mobile-first Designs: Ensure landing pages load in under 3 seconds for mobile shoppers.
2. Dynamic Remarketing: Reconnect with visitors using personalized ads based on their browsing behavior.
3. Countdown Timers: Add urgency to your ads with real-time countdowns for sales and promotions.
4. Free Shipping Offers: Promote free or discounted shipping in your ad headlines for higher click-through rates.
5. Localized Campaigns: Use geo-targeting to appeal to specific regions or languages.
6. Eco-Friendly Messaging: Highlight sustainable practices in your ad copy to attract eco-conscious shoppers.
7. Gift-Giving Guides: Create ads around curated gift ideas to help indecisive customers.
8. Omnichannel Integration: Sync online ads with in-store promotions to maximize reach.
9. Live Inventory Ads: Use real-time inventory updates to show shoppers what’s in stock near them.
10. Customer Reviews: Showcase positive reviews in your ad extensions to build trust.

How Loma Cotta Can Help

At Loma Cotta, we specialize in data-driven, AI-enhanced Google Ads strategies that maximize holiday season performance. From setting up campaigns to fine-tuning bidding strategies, we ensure every dollar of your budget delivers results.

Don’t leave your holiday success to chance—partner with Loma Cotta to make the most of the 2024 shopping season. Contact us today to get started.

Let’s make this holiday season your most profitable one yet.