How to Improve Your Google AdWords Campaign This Holiday Season With online shoppers becoming increasingly nocturnal this holiday season -- and likely to click on a dozen websites before making a purchase -- it's critical to tap into evolving consumer habits.

By Geoff Weiss

Opinions expressed by Entrepreneur contributors are their own.

Pixabay

Holiday shoppers are becoming increasingly nocturnal, according to Google, with one-third of all shopping-related searches now occurring between the hours of 10 p.m. and 4 a.m. Amid the hustle and bustle of an exhilarating holiday sales season, it's critical for businesses to tap into evolving consumer habits.

To this end, in a new blog post, Google has outlined several tips for small-business owners to optimize their online ad strategies over the holidays.

First, Google advises browsing its Trends pages to determine what kinds of products are resonating in specific regions around the globe. AdWords campaigns can then be honed accordingly, with a geographic bent.

Related: This Google Feature Can Improve Your SEO

Google also notes that holiday shoppers tend to visit up to a dozen websites before making a purchase. In order to stand out from the crowd, it suggests that businesses opt for ad extensions, or additional pieces of clickable information, as well as ad customizers, which feature text that can adapt to search context in real-time.

Another helpful tool, says Google, is broad match modifier keywords, which enable ads to show up in searches that comprise a keyword and controlled variations. For instance, when stationery bike maker Peloton Cycle added keywords like "buy' and "holiday' to its ads, the company increased clicks by 474 percent, Google says.

For additional tips, check out Google's blog post here.

Related: 5 Major Retailers That Are Doing Black Friday Differently

Geoff Weiss

Former Staff Writer

Geoff Weiss is a former staff writer at Entrepreneur.com.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Business News

'Nobody Ever Gave Me Anything': More Boomers Say They're Not Transferring Wealth to Family Until They're Dead

A new survey from Charles Schwab found boomers are more hesitant to distribute their wealth than other generations.

Business Solutions

Business Owners are Cancelling Their OpenAI Membership for This Less Expensive Alternative

1min.AI gives you lifetime access to GPT-4o, Midjourney, Gemini, and more with no recurring costs.

Business News

Fans of Costco's $1.50 Hot Dog Combo Are In for a Big Surprise

Costco CEO Ron Vachris announced a change that's coming soon to the company's food courts.

Marketing

7 Local SEO Strategies I've Used to Help Businesses Boost Their Revenue 10x — Especially Blue-Collar Companies

Discover actionable local SEO strategies for service-based businesses like pest control or auto glass repair. Boost visibility, reviews and leads with these tips.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Franchise

The Simple Formula Behind a Top-Ranked Personal Care Franchise

Great Clips ranked #1 in the personal care category and #33 overall on Entrepreneur's 2025 Franchise 500.