Creating Actionable Online Ads for the Holiday Season

The biggest sales period of the year is just a few weeks away, and online retailers are busy getting their holiday ad campaigns in order. With what is now known as the ‘Amazon effect,’ this year’s competition is fiercer than ever and you can expect a strong showing from your rivals.

To make your online ads stand out from the rest, you’ll need to utilize a powerful secret weapon — your data. By following the strategies below, you can harness your data to create online ads that outperform your competition and maximize your holiday sales and revenue.

Use Last Year’s Holiday Data to Power Your Online Ads

By looking at last year’s holiday data, you can make smarter use of your budget and create more effective online ads this year. You’ll want to consider:

  • Which of your products were popular last year?
  • Which marketing channels gave you the best return on investment (ROI)?


Dive into your data and revisit customers who purchased from you during the holiday season. By accessing their past purchase history, you can begin sending those customers targeted ads to draw them back for a repeat purchase.

This is what’s known as retargeting. Customers who have already shopped with you are much more likely to purchase with you again. Rather than starting from scratch, using a retargeting campaign should be the first step in your holiday efforts.

Target the Best Audiences for Your Ad Campaigns

It’s time to stop wasting your ad budget on audiences that won’t convert. This season put your online holiday ads to good use by leveraging your data and targeting the right audience at just the right time.

Not sure where to start? One way is by simply taking advantage of the advanced targeting tools that many online advertising platforms offer. You can also take steps to ensure that your ads aren’t being shown to the wrong audience. In your PPC ads, take the time to think of negative keywords for your holiday campaigns. By excluding specific search terms in your ads, you can boost your ad’s efficiency and show them only to the best potential audience.

Set Up Ad Retargeting

You will likely experience a surge of online traffic to your site during Black Friday and Cyber Monday. But what if these online shoppers don’t convert the first time around?

To bring them back to your eCommerce site, you need a solid online retargeting strategy. Retargeting ads convert your top-of-the-funnel leads into paying customers by displaying ads based on the actions they’ve taken on your site.

If you aren’t utilizing retargeting this holiday season, you may risk leaving money on the table. Luckily, automated eCommerce marketing solutions like Springbot exist to give you full control over your online ad campaigns across the web, Facebook, and Instagram. Now you can create and serve ads from a single dashboard that generates reports telling you which campaigns are giving you the best ROI.

Use Data to Outsmart Your Competitors

As much as you don’t want to admit it, you can learn a lot from your competitors. When it comes to your PPC campaigns, this is especially true.

To improve your online ad performance, don’t be afraid to spy on your competition. Use a tool such as SpyFu to identify your competitor’s best performing keywords and inform your PPC strategies. You can adopt similar strategies to mimic their success and sidestep their PPC failures, saving you money and driving more holiday traffic to your site.  

If you find that spying on your competitor’s PPC campaigns to be insightful, check out Springbot’s free eCommerce Scorecard. They’ve made it super easy for you to compare your key metrics with those of your peers.


There’s no doubt about it, your eCommerce business needs online ads to boost holiday sales. Diversifying your online presence is key to driving revenue during the holiday season.

To make your online ads outperform the rest, they need to be actionable and feed off insight from your marketing data. Keep a close watch on your campaigns, and you can make this your best holiday season yet.

About Springbot

Springbot provides advanced eCommerce marketing technology for small to medium-size retailers. We make the overwhelming task of running and tracking multi-channel marketing campaigns ridiculously simple, from e-mail and social marketing, to online ads, Amazon Marketplace and more. The key is Springbot’s integration with BigCommerce, Magento and Shopify to deliver the power of data management, marketing automation and analytics. We then take that information and make data-driven marketing recommendations specifically tailored for your needs.