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    Seasonal campaigns are an extremely important part of the marketing strategy for many companies. Effective use of seasonal occasions, such as holidays, promotional periods or cultural events, can result in a significant increase in reach, sales and advertising budget. However, in order to achieve positive results, it is necessary to properly prepare and execute the campaign. In this article we will look at how to properly prepare for seasonal campaigns and how to implement them effectively.

    Preparing seasonal campaigns

    Preparing seasonal campaigns begins with a thorough market analysis and identification of key seasonal periods for a given industry. It is important to understand the behavior of customers in a given season and identify shopping trends. On this basis, we should create a detailed campaign plan, taking into account business objectives, target groups, budget and communication channels. These will vary depending on the occasion.

    When deciding on a seasonal campaign, it is worth considering the choice of appropriate communication channels. Meta Ads and Google Ads are often the platforms of choice due to their popularity and targeting capabilities. They allow you to reach a wide range of potential customers using a variety of advertising formats, such as images, videos or product carousels. You can read more about the media channels you can use to run seasonal campaigns a little further on.

    It’s worth focusing on technical issues, for example – before launching a campaign, it’s worth making sure that the company’s target website is optimized for traffic from ad campaigns. Taking care of the page loading speed, responsiveness, or readability of the content can significantly affect the effectiveness of the campaign.

    Seasonal campaigns should be supported by attractive offers and content tailored to the current needs of customers. Personalization of messages and the use of holiday or thematic elements can increase user engagement and drive users to take action.

    Campaigns should also be supported by a variety of content.


    While a seasonal campaign is running, it is crucial to regularly monitor its effectiveness and take quick optimization measures. Analyzing metrics such as CTR, number and rate of conversions or ROI will allow you to adjust your strategy in real time and maximize results. Make sure to implement analytics before the start of the campaign so that you don’t lose important campaign data. 

    Another important consideration is testing. A/B testing is an extremely useful tool when implementing seasonal campaigns. Testing different variants of ads, headlines or content allows you to identify the most effective solutions and optimize ad spending. Most advertising platforms offer the ability to perform this type of testing in an easy way, tailored to the needs of advertisers.

    Remember that the dynamic nature of the market requires flexibility and readiness to react quickly to changes. Seasonal campaigns should be adapted to the current market situation and the reactions of competitors. Regular analysis of trends and competitors’ actions will keep the campaign on track.

    Selection of channels for seasonal campaigns

    Google Ads

    Google Ads offers a variety of ad formats that can be used for seasonal campaigns, such as text ads in search results, image ads in the ad network, product ads in the online store (Google Shopping) or video ads on the YouTube platform. This gives you the ability to tailor ads to the preferences and habits of your potential customers.

    In addition, Google Ads offers advanced targeting tools that allow you to precisely define the target audience of your campaign. You can tailor your ads to specific locations, demographics, interests, online behavior and many other factors, which, when used properly, is sure to increase the effectiveness of your seasonal campaigns. 

    One of the key advantages of Google Ads is the ability to continuously optimize your campaigns in real time. You can monitor your campaign performance on the fly and adjust your ad strategy to achieve the best possible results, using for example: optimization suggestions from Google. This allows you to use your advertising budget effectively and maximize your return on investment.

    Meta Ads

    Facebook and Instagram platforms, where you can publish ads with the help of this platform, have huge user bases around the world. This allows you to reach a wide range of potential customers who are actively using these platforms. You can target ads based on demographics, interests, online behavior, shopping preferences and many other factors, which increases the effectiveness of your seasonal campaigns. 

    In addition, Facebook and Instagram users are active and engaged in interacting with the content that appears on their profiles. As a result, seasonal ads are more likely to get noticed and engage users, which translates into more effective campaigns.

    The seasonal ads are more likely to get noticed and engage users, which translates into more effective campaigns.

    TikTok Ads

    TikTok is a social media platform that continues to grow in popularity, especially among younger age groups. Therefore, using TikTok Ads can be a great way to reach new customers, especially during seasonal campaigns. For example, a clothing company can create short, dynamic videos showcasing its latest collections against a festive backdrop and promote them using TikTok Ads, reaching a wide audience.

    Also consider using Spark Ads in collaboration with influencers for seasonal campaigns. Keep in mind, however, that their preparation will require planning the campaign more in advance, as influencers during key periods may have many orders on their minds for promotional videos.


    Seasonal campaigns provide an excellent opportunity to increase brand awareness and sales. However, preparing and executing a campaign requires careful analysis, planning and continuous optimization. The use of various advertising platforms, such as Meta Ads, Google Ads or TikTok Ads, can bring significant results in the form of increased website traffic and increased sales. Therefore, it is worth taking care of proper preparation and implementation of seasonal campaigns to maximize the potential of this strategic marketing tool.

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    Martyna Malepszy
    Martyna Malepszy

    She has been with Up&more since April 2021. On a day-to-day basis, she is primarily engaged in running and optimizing campaigns that encourage the installation of mobile applications, but not only.