1.- Focus your keywords on a specific product and/or on the theme of the dates you have chosen

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Put yourself in your customers' shoes and think about what expressions they might type into Google to search for your products or services during the dates on which you are going to launch your campaign.

Keep in mind that, according to a WordStream analysis, 50% of searches usually contain at least 4 words.

People are not just searching for “gifts”, they are looking for products in a much more specific way, such as: “original gift for a guy on Valentine’s Day” or “best mobile deals on Black Friday”.

You can use SEMrush's Keyword Magic Tool to get insights and data on keyword search volume and competition.

Keyword Magic Tool

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Keep in mind that the best keywords are those that have a high search volume and low competition.

2.- Segment your campaign by location and language
If you sell your products in several countries or regions, create a separate campaign for each country or region and choose the language of your target audience for each one, keeping in mind that the season or special date you have chosen is relevant to the country or region you are targeting your campaign to.

3.- Create your ads
When creating your ads, be sure to highlight the benefits of your products rather than the features and add terms that refer to the theme of the date or season.

If you’re launching a Mother’s Day SEM campaign with a discount, make sure to add the discount percentage number in your copy and also the word “Mother’s Day.”

Below you can see an example of an eye-catching text ad for a Mother's Day campaign:


SEM strategies in e-commerce - Announcement email list of dutch business for Mother's Day
4.- Schedule your ads to be displayed only during the day or season for which the campaign has been designed
Google Ads offers you an automation tool called “ad scheduling” that allows you to schedule your campaigns so that your ads are shown only during the dates and even the times you want.

This way, you won't have to worry about it and the campaign will end automatically.

Take advantage of this tool to gain greater control over your seasonal campaigns!

How to create seasonal campaigns on the Google Display Network?
While text ads are very versatile, when it comes to taking advantage of the seasonality of certain dates during the year, you need to keep a number of things in mind:

Choose the placements where you will show your display ads
Google offers you different targeting methods for your Display campaign.

You can do this based on your target audience's interests, by keywords, by targeting specific groups of people, or even manually.

For us, the best way to control where your ads appear is to manually choose the web pages where you want your ads to appear.

Make sure that these fit the tastes or preferences of your target audience during the dates on which you want to launch your campaign.

You can also target your Display campaign to users who have already visited your website, to remind them of the benefits of your products and encourage them to consider them again.