Marketing Planning for Seasonal Events in E-commerce Marketing

Christmas online shopping concept on laptop screen with gift boxes, shopping bags, shopping cart on desk, and icon, winter holidays sales, vector illustration

Marketing Planning for seasonal events

In an earlier reading, you learned about identifying special events and holidays for seasonal marketing planning and promotional opportunities. In this reading, you’ll learn Google Ads features that allow you to plan for these occasions. 

During special events and holidays, e-commerce stores want an increase in conversion rates (in this case people clicking on your ads) since more people are searching to buy products online. Google Ads allows you to prepare for this by using the Performance Planner. 

Performance Planner

Performance Planner is a useful tool within Google Ads that allows you to forecast your Search, Display, and Shopping campaign’s performance based on your budget. That means you can predict future outcomes of holiday and special event sales. The planner also addresses seasonality based on your business type and location.

You can review how changes to campaigns might affect overall performance and key metrics such as conversions, conversion value, or clicks. 

In addition, using Performance Planner can help you: 

  • Explore outcomes by adjusting campaign settings
  • Understand opportunities in seasonal periods
  • Manage budgets across accounts and campaigns

How it works 

The Performance Planner tool works by using your campaign history and billions of search queries to create forecasts—or predictions—on how well your campaign will perform. The tool helps you create plans for your advertising budget. 

Unlike making Smart Bidding adjustments, Performance Planner relies on existing campaigns. If your campaigns don’t have enough conversions to create a forecast, but they have enough clicks, you can manually enter a conversion rate to assess conversion forecasts.

Requirements to use the Performance Planner Tool for Marketing Planning

To use the the performance planner tool for a standard or Smart Shopping campaign, you must:

  • Have received at least 100 impressions in the last seven days
  • Have received at least 10 conversions and/or conversion values within the last 10 days
  • Have been active each day with a minimum spend of $10 USD or more in the last 10 days

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