Q5 (Dec. 25- Jan. 1) ads can pay off big for brands

Introduction

As the holiday season comes to a close, many brands tend to reduce their paid search ad spending, creating a unique opportunity for savvy marketers to capitalize on valuable inventory at lower costs. A recent report by Google Ads optimization platform GOA Marketing sheds light on the trends and insights in the post-holiday period.

Key Insights

By the numbers:

• Q5 (the period from Dec 25 to Jan. 1) witnessed a 21% increase in Google ad impressions compared to the prior three-week period.
• Cost per click (CPC) decreased by 10% across devices during Q5, presenting cost-saving opportunities for advertisers.
• Mobile and tablet impressions saw significant spikes, with a 23% and 32% increase respectively.
• The U.S. experienced a 94% surge in impressions during Q5, while the U.K. saw a 10% increase.

Why it matters:

The post-holiday period, particularly Q5, offers a window of opportunity for marketers willing to maintain their ad presence and engage with consumers at a lower cost. Regional variations in ad impressions emphasize the importance of tailoring strategies to specific markets.

Key Takeaway:

The report suggests that with lower CPCs, adopting a more aggressive bidding strategy can help advertisers capture additional ad inventory and expand their reach. However, it also advises against overlooking opportunities on tablets and emphasizes the need for a customized approach rather than a one-size-fits-all global strategy.

Conclusion:

For brands that continue to invest in paid search ads post-holidays, Q5 presents an underutilized opportunity to enhance performance, reach a wider audience, and kickstart the new year on a strong note.

About the Author

Anu Adegbola has been the Paid Media Editor of Search Engine Land since 2024. With expertise in paid search, paid social, retail media, and video, Anu brings a wealth of experience to the digital marketing space. Her career journey began in 2008, focusing on delivering digital marketing campaigns and maximizing ROI through strategic leadership and automation. Apart from editing articles, Anu is the founder of PPC networking event – PPC Live and hosts a weekly podcast, PPCChat Roundup. She is also a renowned international speaker, having presented at various prestigious events globally.

FAQs

1. Why do many brands reduce paid search ads after the holiday season?

Many brands scale back on paid search ads post-holidays to reallocate budgets, as consumer spending shifts and competition decreases, leading to lower CPCs and higher inventory availability.

2. How can marketers take advantage of the post-holiday period for paid search ads?

Marketers can leverage the post-holiday period by staying active with ad campaigns, capitalizing on lower CPCs, and tailoring strategies to target specific regional markets for optimal results.

3. What are the benefits of maintaining a presence in paid search ads during Q5?

By staying active during Q5, marketers can capture valuable consumer attention at reduced costs, reach a wider audience, and drive performance improvements early in the new year.

4. How can brands optimize their bidding strategy in the post-holiday period?

With lower CPCs, brands can consider adopting a more aggressive bidding approach to capitalize on additional ad inventory, maximize reach, and enhance campaign performance.

5. What role do regional differences play in post-holiday paid search ad strategies?

Regional variations in ad impressions highlight the importance of customizing strategies to specific markets, understanding consumer behavior, and adapting campaigns to capitalize on regional trends and opportunities.