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Digital Marketing 7 min read

The Best Paid Ad Guidelines for a High-Converting Holiday Season

Sarah Edwards photo

Written by Sarah Edwards

Content Writer @ Galactic Fed

Dallin Porter photo

Expert reviewed by Dallin Porter

Marketing Director @ Galactic Fed

Published 07 Dec 2022

Holiday advertising is a necessary part of the season for any business. You need to make sure your customers know you’re open for business, but you don’t want to break the bank in doing so. The best form of holiday advertising is found at a precise balance between cost and visibility.

Before kicking off your advertising campaigns for this upcoming holiday season, there are a few things to remember: 

First, understand your target audience. Ask yourself — Who are you trying to reach? What kind of message does this demographic respond most favorably to? Your answers to these questions will help better influence how you decide to spend your advertising dollars.

Second, consider your budget. How much can you reasonably spend on holiday advertising? Keep in mind that you don’t have to pay much to be effective. Sometimes, the most straightforward and inexpensive forms of advertising can be the most persuasive.

Finally, remember your timing. When you choose to run your ad will be just as vital as what you plan to say in it. Make sure your ad reaches your target audience at the right time.

The items in our guide can help you create a holiday advertising campaign that is both effective and affordable, ensuring your business stays at the top of everyone’s mind this holiday season. We have included various options for research, planning, and execution, so you can tailor the guide to fit your needs.


With the holidays drawing near once more, Reddit has come out with a new guide to help businesses incorporate Reddit Ads into their marketing plans. The guide also provides interesting insights into how Reddit members use the platform to research products. 

Reddit Holiday Guide 


This holiday season, TikTok will have everything you need to make the festivities perfect, from gift ideas to stylish outfits to festive decor. The platform’s For You Page is the best way to connect with an audience that will appreciate your message and product.

With TikTok, you don’t have to stress about your follower count or how much content you’ve published. Your content is pushed via algorithms to viewers who are more likely than others to engage with it and convert.

TikTok Holiday Guide 

Google Ads 

With the holiday season upon us, Google is doing its part to help retailers by turning shoppers into customers. Get your business holiday-ready with insights from Google product leaders and industry experts. Discover the latest trends, consumer behaviors, and Google’s solutions to help you make the most of the holidays.

Turn Curiosity Into Customers This Holiday Season


Shopping habits have drastically changed in just the past two years, showing no signs of stopping. With a new wave of intuitive shopping comes more competition than ever before during what appears to be the longest holiday season on record.

Despite these advantages, retailers face many challenges brought about by troubling economic times, such as inflation and difficulty in obtaining integral supplies.

Grow Online Sales 


If you want to be successful this holiday season, pay attention to new customer behaviors that are trending this year.

Discover ways to expand your e-commerce business by learning about Google’s digital marketing tools, including Search, Discovery, Video, and Performance Max retail campaigns. Use these tactics during the high-traffic holiday season to generate more online sales.

Google Retail Holiday Guide

Google Academy: Holiday Best Practices Key Takeaways

Performance Max Deep Dive


Get the most out of automation with Google’s newest campaign system, Performance Max.

With the holiday season just around the corner, Google product specialists will share major updates about upgrading from Smart Shopping Campaigns and discuss new Performance Max optimization methods for retailers.

Performance Max for Retailers


This holiday season, make sure your business is ready with Meta’s Holiday Marketing Tools. With the right tools, you can equip your business to meet shoppers’ expectations and boost sales.

Consumer Insight

Meta Foresight has created a one-stop shop for insights regarding holiday sales (and other Mega Sale Days) that markets worldwide can use to help advertisers craft effective end-of-year campaigns. The Foresight report allows marketers to explore insights from the past three holiday seasons across 33 key markets.

Discover how people shop differently during the holidays and on Mega Sale Days. From gifting tendencies to product research, understand and see how these practices have changed over time.

Holiday and Mega Sale Days Insights - USA

Holiday and Mega Sale Days Insights - Canada

Get Your Business Ready for the Holidays with This Ad Strategy Guide

Use the months of September and October to not only plan but build awareness for your business. Doing so will help create demand and get customers interested in what you have to offer before they even start shopping, and by reaching them early, you’ll be at the top of their minds, increasing the chance that they’ll purchase from you during the holiday season.

Build Brand Awareness

Increase Sales Over the Holiday Season

Get a head start on holiday shopping by automating your purchasing strategy in October, November, and December.

2019 Holiday Shopping Calendar from Rakuten

Sales undoubtedly increase when you reach customers who are already familiar with your brand and that have previously shown an interest in what you offer. You don’t want to miss out on potential sales this holiday season, so make sure your budget allows for a little extra spending to increase conversions and maximize profits.

Important Holiday 2022 Dates

Holiday Marketing Tips for Seasonal Success

After the Holidays End

Top off your sales after the holidays by staying in touch and showing customers you care. Reach your current customers with retargeted ads by creating a catalog using Advantage+, and reach new potential customers by creating Custom Audiences from your current customer file.

Although the shopping season will be ending at this point, there are still plenty of opportunities for businesses to capitalize on! 

Create stronger relationships with your customers by retargeting those who shopped with you during the holidays and offering them a gift or incentive for being a part of your January sales. Recapture lost sales and turn window shoppers into buyers by targeting those who visited your site but left without completing a purchase. 

Finally, don’t forget to keep an eye on your brand’s reputation. Maintaining a positive relationship with customers is crucial to ensuring they return next holiday season!

3 Holiday Marketing mistakes to avoid

Post-Holiday 2022

It’s no secret that holiday advertising is important. In fact, many businesses rely on strong holiday sales to help them meet their annual revenue goals, and this year, it’s more important than ever to make sure your business stands out from the competition. 

Leveraging various holiday advertising strategies can help you do just that. Focus on a few key areas to get started and scale up your efforts as needed. This year’s shoppers will be looking for gifts that are meaningful, unique, and come from brands they trust. They’ll also be spending more time than ever researching and buying online.

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Sarah Edwards photo

Sarah Edwards

Content Writer @ Galactic Fed