Unwrapping Success: Paid Media Holiday Strategies For 2023

Paid Media Advertising, Search Engine Optimization, Social Media

The holiday season is a bustling time for marketers, where strategic campaigns can make all the difference. This guide is your ticket to uncovering the latest in paid media strategies for a successful 2023 holiday season. These strategies will help you be well-prepared to conquer Black Friday, Cyber Monday, and boost your sales and promotions during peak season. 

Understanding The Paid Media Holiday Strategy

Marketing managers and CEOs, embrace the digital festivities and leverage the power of Paid Media to ensure your brand is not just part of the holiday season but a star player in the show. With the right Paid Media Holiday Strategy, success is within reach. This holiday season, make your mark, make your sales, and make it merry!

How Does Paid Media Play A Crucial Role?

Think of your marketing strategy as a treasure chest filled with gifts. Paid Media is the key that unlocks the chest and reveals the brilliance of your products. It’s the magic wand that magnifies your message, ensuring your brand shines brilliantly amidst the holiday chaos. When the time comes for Black Friday and Cyber Monday, your brand must be a shining star. A well-crafted Holiday Advertising Strategy ensures your promotions take center stage. 

Black Friday & Cyber Monday

In the Digital Wonderland Black Friday is the Super Bowl of holiday sales, where speed and precision are key. Your Paid Media Strategy should be optimized for this high-purchase buying intent leading up to Black Friday and Cyber Monday. 

Capture your audience’s attention with visually appealing and concise ads. Remember, the clock is ticking, and customers crave deals at a glance. Analyzing peak revenue spike times during these days from previous years will inform you of the best periods you should be serving your ads.

The months leading up to Black Friday and Cyber Monday are arguably the most critical to ensuring a smooth and successful season for your Paid Media programs. Knowing what your brand deals are and planning out content through a marketing calendar will help you stay ahead during peak season. 

Maximizing Sales And Promotions

Sales and promotions are at the heart of holiday success. Your Paid Media Strategy should revolve around showcasing these offers most enticingly. Think eye-catching banners, stickers, countdown timers, compelling CTAs. Compelling sales and content that will draw users to learn more about the deals your brand is offering. 

Best Practices For A Paid Media Holiday Strategy

Understanding consumer behavior during the holidays is your golden ticket. Here’s how to harness it in a manner consistent with Intuitive Digital’s values:

  • Audience Research: Dive deep into understanding your target audience, including their interests, habits, and pain points.
  • Ad Scheduling: Timing is everything; use ad scheduling to display your promotions at peak shopping periods such as Black Friday and Cyber Monday. 
  • Mobile Optimization: Given the surge in mobile shopping, make sure your ads and website are mobile-friendly.
  • A/B Testing: Experiment with different promo stickers, holiday creative themes, and CTAs to discover what resonates most with your audience.

What is the Role of Data Analytics In Your Strategy?

Data analytics has become the cornerstone of modern marketing. Use tools like Google Analytics and Facebook Insights to measure the performance of your Paid Media Holiday Strategy. Setting goals for your initiatives can you align to industry benchmarks to analyze the performance of your strategy.  Understand which channels are working best, and which promotions are yielding the highest ROI, and make data-driven adjustments on the fly.

Making Every Click Count: Maximizing Ad Spend

At Intuitive Digital, adaptability is a part of our strategy. Holiday trends shift faster than Santa’s sleigh, and this year is no different. It’s crucial to align your strategies with the current landscape. Here’s how to adapt:

  • Leverage Festive Keywords: Incorporate holiday-themed keywords to align with your customer’s current needs with relevance and timeliness.
  • Urgency Sells: Creating a sense of urgency can stimulate action and drive results. 
  • Holiday-themed Landing Pages: Incorporating festive touches on the website shows creativity and innovation.
  • Post-Purchase Engagement: Follow-ups reflect your commitment to building long-term relationships with customers and can increase lifetime value. 

Embracing Change: Adapting Your Strategies To 2023

The holiday landscape is ever-evolving. Stay ahead by keeping a close eye on emerging trends in Paid Media and Marketing Strategies. Look for innovative ways to incorporate AI, virtual reality, and interactive content into your strategy.


Content containing influencers gives the brand validity as consumers are more likely to purchase products recommended by someone they know. Incorporating influencers with varying follower sizes into your strategy to help you reach new audiences.

Audience Testing 

It is important to leverage audience research to identify the right mix between acquisition, retargeting, and retention efforts and determine the budget value that should be allocated to these initiatives. 

Test into new audiences that may be more inclined to purchase throughout the holiday season. For example, incorporate older audience demographics (like parents) who may not normally be a part of your audience targeting strategy but can play the role of gift giver during the holiday season. 

Test expanding your audience definitions to ensure you’re not intentionally leaving out audiences with an implicit interest in your brand. By broadening your audience definitions, you improve your chance of ad sets exiting the learning phase.

Variety Of Ad Placements And Formats 

There’s a variety of ad formats and placements out there, and the right mix will depend on your brand.  For example take the health and skincare Ethique, a Brand advertising on Facebook and Pinterest whose audience is primarily Women 35-55. Intuitive would recommend expanding ad placements and implementing a test on Pinterest Shops for this E-commerce company. You’ll also want to leverage social media platforms and their shopping features to facilitate a more seamless shopping experience while consumers are in the shopping mindset—Instagram Shopping, Facebook Shops, and Pinterest Shop are all excellent testing grounds. 

As Platforms become more automated, test both dynamic and non-dynamic ad creatives within campaigns.

Challenges And Solutions

During the holiday season, competition is fierce as other brands enter the auctions or bid against your brand keywords, making ad costs consistently higher year over year. It’s important to understand your most efficient channels with the highest ROAS and which channels your brands will experience the lowest value from.

During these expensive times finding ways to optimize your campaigns and audience budgets where you are seeing the greatest efficiency will help overcome these hurdles. If you are seeing higher Cost-per-Click in a particular campaign and this is impacting your CPA or ROAS, reallocating your budget away from this campaign will help you spend your budget more efficiently. 

Wrapping Up: The Gift Of Successful Holiday Campaigns

A well-planned Paid Media Holiday Strategy is your secret weapon for achieving holiday success. Mastering paid media holiday strategies for 2023 requires staying on top of trends, utilizing data, and engaging customers in a way that resonates with the season’s spirit.

By aligning your strategies with the current landscape, optimizing ad spend, and prioritizing customer experience, you’re on your way to making this holiday season your most successful yet.

So, marketing managers and CEOs, it’s time to deck the digital halls and jingle all the way to a lucrative holiday season. Your Paid Media Holiday Strategy is your ticket to holiday marketing victory. Happy holidays and happy strategizing!

Intuitive Digital is a B-Corp digital marketing agency that can accelerate your Paid Media in PPC Paid Media, and Landing Page strategies. Contact us to learn more about our digital services.

About the Author

Lauren Freeman

Lauren is the Paid Media Team Lead and a Senior Digital Strategist. She's your go-to gal for spinning up custom strategies across Search and Social. Catch her posted up in the yard enjoying the sunshine with her dog Gabe and all the other pups who crash at her place.

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