The holiday shopping season is here, and consumers are actively searching for the best deals and gifts. With the compressed shopping window this year, being savvy with your digital marketing strategies is more important than ever. Optimizing programmatic campaigns with Display & Video 360 (DV360) is often essential, but focusing on Search Ads 360 (SA360) can further amplify your reach and capture high-intent shoppers during the holiday rush.
Here are six advanced SA360 strategies that will help you maximize your holiday campaigns and drive sales.
1. Leverage First-Party Data and GA4 Integration
As privacy laws evolve and third-party cookies disappear, the ability to track and target users using first-party data has become more crucial than ever. With SA360's enhanced integration with Google Analytics 4 (GA4), advertisers can optimize conversion tracking and audience targeting, building campaigns that align with privacy-first practices.
SA360 can now associate up to 200 GA4 properties per sub-manager, allowing for deeper data integration across campaigns. This capability gives advertisers a more comprehensive view of user behavior, particularly during the fast-paced holiday season.
By leveraging auction-time bidding and GA4 conversion data, advertisers can optimize their Google Ads campaigns, targeting users with the highest likelihood of conversion in real-time as holiday competition intensifies.
During the holiday rush, having a detailed view of customer behavior through GA4 allows you to adjust your bids and messaging based on real-time insights, ensuring you capture high-intent shoppers at the right moment.
2. Use AI-Driven Automation for Value-Based Bidding and Smart Bidding
The role of AI and automation continues to grow in search advertising, and Value-Based Bidding (VBB) is a perfect example of how advertisers can harness this power. Rather than focusing solely on acquiring leads, VBB allows you to optimize your campaigns for the actions and customers that deliver the most value.
By assigning conversion values to specific actions using Floodlight activities and Custom Variable Adjustments, you can prioritize key conversions such as higher-value customers or products. AI-driven bidding algorithms in SA360 help ensure your ads are shown to the most relevant audiences.
You can also adjust conversion values based on geographic location, device or user segment, allowing for a more granular approach to campaign optimization. This is particularly important during the holiday season when user behavior can vary widely.
Optimize for the most valuable conversions, such as repeat buyers or high-margin products, by combining AI-powered smart bidding with value-based strategies to improve your return on investment (ROI) during peak holiday periods.
3. Optimize Budgets With SA360’s Planning Tool
With the holiday season’s compressed shopping period and intense competition, efficient budget management is crucial. SA360’s revamped Planning Tool offers advertisers a powerful way to forecast, optimize and manage ad spend across campaigns.
The Planning Tool combines SA360’s legacy budget management tools with Performance Planner, enabling you to forecast your holiday ad spend in real-time. This tool allows for automated performance plans, helping advertisers reach spending goals while maintaining performance benchmarks.
To take your budget even further, you can combine your plans with a budget bid strategy, automating your holiday advertising plans and allowing SA360 to use previous seasonality trends. This can help you ramp up your campaigns at the right time to reach your optimal customers during key shopping days like Black Friday and Cyber Monday.
4. Expand Reach With Cross-Channel Strategies
With consumers jumping across multiple platforms — whether it’s searching for products, watching YouTube videos or browsing social media — advertisers need a cross-channel approach to capture attention at every touchpoint. SA360’s integration with Performance Max and Demand Gen (Discovery) enables advertisers to manage cross-channel campaigns within a single interface.
SA360 supports Performance Max campaigns, allowing you to optimize bids and budgets across multiple Google channels (Search, Display, YouTube, etc.) in one unified strategy. This holistic approach is crucial for the holiday season when consumers use various platforms to make purchasing decisions.
The Asset Library simplifies creative management, making it easy to deploy consistent messaging and visuals across all platforms. During the holidays, cohesive messaging is key to ensuring brand recognition and trust.
Expand your reach across multiple channels with Performance Max and Demand Gen campaigns to engage holiday shoppers wherever they are — YouTube, Google Search, or Display — and deliver a seamless brand experience.
5. Use Real-Time Reporting and Insights to Stay Agile
During the fast-paced holiday season, real-time insights are critical for staying competitive. SA360’s reporting interface and Looker Studio integration provide advertisers with the tools they need to monitor campaign performance and make adjustments on the fly.
With 77 pre-defined reports and customizable dashboards, advertisers can create quick, actionable insights tailored to their holiday campaigns. These dashboards allow you to keep a close eye on performance across all channels and platforms.
Using SA360’s Looker Studio data connector, you can build highly customizable reports that blend data from various marketing channels, helping you track performance holistically during the holiday season.
By monitoring performance in real-time, advertisers can make data-driven adjustments to maximize engagement and conversion during critical shopping periods.
6. Improve Efficiency With Optimization Scores and Recommendations
As advertisers look to streamline campaign management, SA360’s Recommendations Tab and Optimization Scores offer ways to improve performance with minimal manual oversight. By applying system recommendations, advertisers can automate routine optimizations, freeing up time to focus on strategic decisions.
In the new SA360 UI, you can view your Optimization Score — an estimate of how well your Google Ads account is set up to perform — and apply recommendations to boost this score. This feature also extends to Microsoft Ads, offering a cohesive optimization experience.
During the holidays, time is of the essence. By relying on system recommendations and optimizing your campaigns automatically, you can ensure your ads remain competitive while minimizing manual intervention.
As the holiday season accelerates, it’s essential to stay ahead of the competition by leveraging SA360’s advanced features. From first-party data tracking and AI-driven automation to cross-channel campaign optimization and real-time insights, these strategies will help you capture high-intent shoppers and drive meaningful results during the critical holiday period.
Need help maximizing your holiday campaigns? Reach out to our team for expert assistance.
