永安SEO推广公司：2022谷歌广告节日营销全攻略 - 从准备到执行的完整指南
图片来源：图虫创意
Hello，我又来开始9月的更新了！本期将重点探讨未来几个月的节日营销策略，特别是以Google广告为核心的推广方案（具体可以参考我之前关于Google营销重要性的文章）。
Hello everyone! I'm back with September updates. This issue will focus on holiday marketing strategies for the coming months, particularly Google Ads-centered promotion plans (you can refer to my previous articles about the importance of Google marketing).
本期重点 | Key Points:
1. 2021节日数据回顾 | 2021 Holiday Data Review
2. 设定营销目标 | Setting Marketing Goals
3. 前期准备工作 | Preparation Work
4. 执行策略 | Execution Strategies
1. 2021节日数据回顾 | 1. 2021 Holiday Data Review
根据Salesforce《2021年节假日购物季报告》显示，2021年全球节日季（11-12月）线上销售额达到惊人的1.14万亿美元，同比增长26%。
According to Salesforce's "2021 Holiday Shopping Season Report", global online sales during the holiday season (November-December) reached an astonishing $1.14 trillion, a 26% year-on-year increase.
2022重点营销节日 | Key Marketing Holidays for 2022:
• 10月：排灯节，万圣节
• October: Diwali, Halloween
• 11月：感恩节，黑色星期五，网购星期一
• November: Thanksgiving, Black Friday, Cyber Monday
• 12月：圣诞节，年终购物节
• December: Christmas, Year-end Shopping Festival
• 1月：元旦，1月大促
• January: New Year's Day, January Sales
2. 设定营销目标 | 2. Setting Marketing Goals
建议将营销周期分为三个阶段：
We recommend dividing the marketing cycle into three phases:
准备期：9月（账户优化、素材准备）
Preparation: September (account optimization, material preparation)
执行期：10月-11月（广告投放、实时优化）
Execution: October-November (ad delivery, real-time optimization)
收割期：11月-12月（转化最大化）
Harvest: November-December (maximizing conversions)
3. 前期准备工作 | 3. Preparation Work
随着用户隐私保护意识增强，建议使用Google跟踪代码建立数据基础，同时确保符合GDPR等隐私法规要求。
With increasing awareness of user privacy protection, we recommend using Google tracking codes to establish data foundations while ensuring compliance with privacy regulations like GDPR.
4. 执行策略 | 4. Execution Strategies
成功的节日营销关键在于：
The key to successful holiday marketing lies in:
• 精准把握各节日时间节点
• Accurately grasping each holiday timeline
• 创建高转化率的广告内容
• Creating high-conversion ad content
• 多渠道触达目标用户
• Multi-channel reach to target users
谷歌广告四大核心策略 | Four Core Google Ads Strategies:
1. 智能出价：采用目标ROAS或目标CPA策略
1. Smart Bidding: Adopt Target ROAS or Target CPA strategies
2. 匹配方式：测试广泛匹配+否定关键词组合
2. Match Types: Test broad match + negative keywords combination
3. 广告优化：制作节日专属广告文案和素材
3. Ad Optimization: Create holiday-specific ad copies and creatives
4. 动态广告：部署动态搜索广告扩大覆盖
4. Dynamic Ads: Deploy dynamic search ads to expand coverage
下期我们将深入探讨效果最大化广告如何提升搜索广告表现，敬请期待！
Next issue will delve into how Performance Max campaigns can enhance search ad performance. Stay tuned!
温馨提示：以上内容属作者个人观点，转载需经作者授权同意。
Note: The content represents the author's personal views and requires authorization for republication.
