The holiday shopping season is a critical period for businesses, with last-minute shoppers making up a significant portion of seasonal sales. According to studies, nearly 30% of holiday shoppers wait until the final weeks—or even days—to make their purchases. Capturing this audience requires a focused strategy, and pay-per-click (PPC) advertising paired with retargeting tactics is a powerful way to engage these shoppers.

Here’s how to optimize your holiday PPC campaigns with retargeting tips that will drive conversions from those last-minute buyers.

Use Dynamic Retargeting for Personalized Ads

Dynamic retargeting uses customer data to show personalized ads featuring products they’ve previously viewed or added to their cart. This technique is particularly effective for last-minute shoppers who are already familiar with your products but need a nudge to complete their purchase.

• Tip: Highlight holiday-specific promotions, such as discounts, free shipping deadlines, or guaranteed delivery dates, to create urgency.
• Example: An ad saying, “Still deciding? Get 20% off and delivery by Christmas Eve!” can push hesitant shoppers to act.

Platforms like Google Ads and Facebook Ads Manager offer tools to set up dynamic retargeting campaigns easily.

Leverage Seasonal Ad Copy and Creative

Make sure your retargeting ads reflect the holiday season to capture attention. Incorporate festive visuals, colors, and messaging that evoke the holiday spirit.

Effective Messaging

• “It’s not too late! Find the perfect gift today.”
• “Finish your holiday shopping with [Brand Name].”
• “Order now for delivery by [date]!”

Festive-themed ads see a 20% higher click-through rate during the holidays, according to WordStream.

Test multiple versions of holiday-themed copy and creative to determine what resonates most with your audience.

Set Up Time-Sensitive Campaigns

Last-minute shoppers are often driven by urgency. Create time-sensitive PPC campaigns with countdowns or limited-time offers to encourage immediate action.

• Examples of Time-Sensitive Strategies:

  • Countdown ads showing the days or hours left for guaranteed delivery.
  • Flash sales advertised through Google Display Network or social media platforms.

• Pro Tip: Use ad scheduling to ensure your ads appear during peak shopping times, such as evenings and weekends.

Target Cart Abandoners with Exclusive Deals

Cart abandonment is common, especially during the holiday rush. Retarget these shoppers with ads that remind them of the items they left behind, paired with enticing offers.

• Example Ad:
  • “Still thinking about [Product]? Complete your purchase now and get 15% off!”
  • “Your cart is waiting! Check out before [date] for free holiday shipping.”

According to Baymard Institute, nearly 70% of online carts are abandoned, but retargeting ads can recover up to 26% of these sales.

Focus on Mobile Shoppers

Many last-minute shoppers use their smartphones to browse and buy on the go. Ensure your PPC campaigns and retargeting ads are optimized for mobile devices.

Mobile-Friendly Strategies:

• Use concise ad copy that’s easy to read on small screens.
• Ensure landing pages load quickly and are mobile-responsive.
• Include clear CTAs like “Shop Now” or “Get It Today.”

Mobile accounts for 73% of e-commerce sales during the holiday season, highlighting the importance of targeting these users effectively.

Retarget Gift-Givers with “Gift Guide” Ads

Many last-minute shoppers struggle with deciding what to buy. Create retargeting ads that showcase curated gift guides tailored to different audiences, such as “Gifts for Him,” “Gifts for Kids,” or “Last-Minute Stocking Stuffers.”

• Pro Tip: Use dynamic ad creatives to rotate through your top-selling holiday items in these categories.

Gift guides simplify the decision-making process and can lead to quicker conversions.

Analyze and Adjust in Real-Time

The holiday season moves fast, and so should your campaign adjustments. Monitor your retargeting ads’ performance daily to identify what’s working and what’s not.

• Metrics to Watch:
  • Click-through rates (CTR)
  • Conversion rates
  • Cost per acquisition (CPA)

Use this data to refine your audience targeting, ad placements, and budget allocation. For example, if one ad set is underperforming, reallocate funds to higher-performing campaigns to maximize ROI.