November hits. Your competitors bid 5X normal amounts. Your budget is exhausted by Thanksgiving.
Peak seasons need different strategies. Plan months ahead, not weeks.
Key Seasonal Periods
January (New Year resolutions). Spring (Easter, Mother's Day). Back-to-school (July-August). Black Friday/Cyber Monday (November). Christmas (December). Identify which affect your business.
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3 months before peak: increase budget allocation, plan campaigns. 2 months before: launch test campaigns, refine landing pages. 1 month before: optimize bids, test ad variations. Peak week: monitor daily, adjust aggressively.
Budget Strategy
Allocate 40–60% of annual budget to peak periods. e-commerce more extreme: 70%+ of annual revenue in Nov-Dec. Plan accordingly.
Campaign Structure
Create separate seasonal campaigns. Test different messages (urgency, exclusivity, scarcity). Have backup inventory/supply confirmed.
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When should I start holiday campaign planning?
August for November peak season. At least 3 months in advance.
How much higher should bids be in peak season?
30–100% higher than baseline, depending on competition and margin.
What if budget runs out during peak season?
You planned wrong. Allocate more. Peak season is when ROAS is highest.
Should I run different keywords during peak season?
Yes. Add seasonal keywords: 'holiday gift,' 'Christmas present,' etc.
