The festive period is looming fast, but it's not too late to adjust your online marketing strategy to improve your efficiency over the coming months. We've put together just a few handy hints & tips which we hope will allow you to thrive during the golden quarter.

First up, we'd encourage you to use any past data available in your Microsoft & Google Ads accounts to help inform your key decisions. Specifically, look closely at conversion rates, spend, revenue & individual product performance.

Can you take any clues from previous years performance about when the spikes will come? Were there certain products which performed well for you? Do you expect a similar spike for these products this year, and if so, are you competitive on price & well stocked? Check that you are you still picking up traction for these key products in your Google Ads & Microsoft accounts. Are your titles & descriptions in your shopping feed still relevant?

As part of the manic festive period, it's vital that you stay close to your budgets & assign them well. As intent rises (and panic buying increases!), many e-commerce retail sites will see not only an increase in search query volume, but added value in these searchers getting to your site. It's not uncommon to see conversion rates double during peak times. You want this traffic to be on your site, so ensure you have the budgets in place to capture it at the right times. 

Be flexible with these budgets through frequent checks. As much as it's useful using past data to make informed decisions, market conditions change & those who adapt the quickest will thrive the most.

Google & Microsoft allow a number of ways for you to tailor your festive message. It's key that you allow plenty of time for festive ads to be created & approved. As the number of ads being sent for approval increases, they take longer to get approved by Google & Microsoft. Getting your ads in place nice & early will ensure your ads are good to go - and that you don't miss out.

Use labelling & automated rules to activate & pause your festive creatives. You don't want to be promising Christmas delivery in your ads when you've passed your final delivery date. Disappointed customers can lead to negative reviews.

Utilise available features, such as text promotion & merchant centre promotion extensions to shout about your offers. Standing out in a crowded marketplace can be difficult enough as it is, so use all of the available tools at your disposal across Google & Microsoft Ads to occupy as much space as possible & to get your message across.

Freshen up your remarketing banners, and turn up your bids. Sometimes a little prompt is all people need to purchase. Don't let competitors swoop in when the customer was close to buying from yourself.

As more people move towards smart bidding, it's important to adjust smart bidding strategies in advance. Many smart bidding strategies go through a period of learning so reacting too late can mean missing out on good traffic. Lowering targets can help increase volume, increasing targets can improve the quality of your traffic. Establishing your festive goals early will help you decide on an effective approach to your smart bidding.

Remember that life goes on after Christmas. Be prepared for boxing day, new years sales & the year ahead. As tempting as it might be to blow the budget at Christmas, bear in mind your longer term goals & have a plan in place.