Running a personalised gifts business can be highly rewarding, but it’s also a competitive market. Google Ads can be a powerful tool to help your business stand out by targeting the right customers at the right time. In this guide, we’ll cover everything you need to know about setting up, optimising, and running Google Ads campaigns specifically for personalised gifts, with a special focus on key seasonal events like Black Friday and Christmas.
Why Google Ads is Essential for Personalised Gifts Businesses
The personalised gifts market thrives on uniqueness, creativity, and customer satisfaction. However, reaching potential customers who are looking for tailored, one-of-a-kind gifts can be challenging. That’s where Google Ads comes in. With the ability to show your ads to people actively searching for products like yours, Google Ads allows you to:
- Drive highly targeted traffic to your website.
- Increase brand awareness during peak shopping periods.
- Capture users throughout their purchasing journey, from research to decision-making.
- Stay competitive in a busy marketplace.
Whether you’re offering customised mugs, engraved jewellery, or personalised greeting cards, the right Google Ads strategy can bring a steady stream of customers to your door.
Setting Up Your Google Ads Account for Personalised Gifts
Before diving into campaign specifics, it’s crucial to set up your Google Ads account correctly. Here’s a step-by-step guide:
- Create a Google Ads account: If you haven’t already, visit the Google Ads homepage to create your account.
- Link your account to Google Analytics: This helps track conversions and monitor campaign performance.
- Set up conversion tracking: It’s vital to measure key actions such as purchases, add-to-carts, and even form fills to understand the value Google Ads brings to your personalised gift business.
- Define your budget: Start small and gradually scale your budget as you identify what works. With the personalised gifts market, seasonality plays a huge role, so you may want to allocate more during high-demand periods like Black Friday, Christmas, or Valentine’s Day.
Keyword Targeting for Personalised Gifts: Reaching Customers at Every Stage
When running Google Ads for personalised gifts, your keyword strategy is critical to reaching potential customers at different stages of their purchasing journey.
Top-of-the-Funnel (Awareness Stage)
At this stage, users are just beginning their search for potential gifts and are typically looking for ideas. They might not have a specific item in mind but are exploring different options. Here are some keyword examples to target:
- “unique personalised gift ideas”
- “best custom gifts for her”
- “creative gifts with personalisation”
Mid-Funnel (Consideration Stage)
Here, users have a general idea of what they want but are still comparing options. They might be more specific in their searches and looking for particular types of personalised gifts:
- “customised mugs with name”
- “engraved jewellery for him”
- “personalised birthday gifts UK”
Bottom-of-the-Funnel (Decision Stage)
These users are ready to make a purchase. They know what they want and are looking for a trusted supplier who can deliver it. Keywords at this stage should be highly targeted and specific:
- “buy personalised gifts online UK”
- “order engraved photo frames near me”
- “next day delivery personalised gifts”
By creating campaigns and ad groups around each of these keyword categories, you can guide customers from the awareness stage all the way to a purchase.
Seasonal Campaigns: Preparing for Black Friday, Christmas, and Other Key Dates
Seasonality is a huge factor in the personalised gifts industry, with peak sales often occurring around major events like Black Friday, Christmas, Valentine’s Day, and Mother’s Day. These periods are when customers are most actively searching for custom gift options, so it’s vital to adjust your Google Ads campaigns accordingly.
Increase Your Budget and Bids
During these high-demand periods, competition will be fierce, and the cost-per-click (CPC) may rise. It’s essential to raise your budget and bids to ensure your ads are visible, especially during Black Friday and the Christmas shopping rush.
Tailor Your Ad Copy for the Season
Ensure your ad copy reflects the seasonal offers or products you’re promoting. For example:
- “Limited-time Christmas offers on personalised gifts!”
- “Get your personalised Black Friday deals today!”
- “Order now for Valentine’s Day delivery!”
Use Countdown Ads
Google Ads has a feature that allows you to add dynamic countdown timers to your ads, which can create urgency and encourage users to purchase before the offer ends.
Creating High-Converting Ad Copy for Personalised Gifts
The success of your Google Ads campaigns depends heavily on the quality of your ad copy. For personalised gifts, your copy needs to be both compelling and clear, highlighting the unique value you offer.
Highlight the Customisation Aspect
Personalisation is your unique selling point. Make it a central feature of your ad copy by calling out what makes your products special:
- “Create your own custom mug – with any photo or message!”
- “Engrave jewellery with a name or date for the perfect gift.”
Include a Strong Call-to-Action
Encourage users to act now by using direct, action-driven language in your ad copy:
- “Shop personalised gifts now!”
- “Order today for free customisation!”
- “Personalised gifts delivered fast – buy now!”
Remarketing: Bringing Shoppers Back to Your Personalised Gifts Store
Not all shoppers will make a purchase on their first visit. That’s where remarketing comes in. With Google Ads remarketing, you can target users who have previously visited your website and encourage them to come back and complete their purchase. This is especially useful during the busy holiday season when shoppers are browsing multiple sites before making a final decision.
Remarketing Strategies for Personalised Gifts
- Cart Abandoners: Target users who added items to their cart but didn’t complete the purchase. Show ads offering a limited-time discount or free shipping to entice them to return.
- Previous Customers: Create remarketing lists to target users who previously purchased personalised gifts from you, promoting new product ranges or seasonal offers.
Google Shopping Ads: The Perfect Fit for Personalised Gifts
Google Shopping Ads are a fantastic way to showcase your personalised products. These ads allow you to display images, prices, and product names directly in the search results, making it easy for customers to find exactly what they’re looking for.
Product Feed Optimisation
When setting up your product feed for Google Shopping Ads, ensure that you:
- Include detailed, keyword-rich titles and descriptions.
- Highlight the customisable options available for each product.
- Use high-quality images that showcase the product and its personalisation.
Tracking and Optimising Your Google Ads Campaigns for Personalised Gifts
Once your campaigns are live, it’s essential to continuously track and optimise performance. Use the data from your campaigns to:
- Adjust bids: Based on the performance of specific keywords or audiences.
- Pause underperforming ads: Focus your budget on high-converting campaigns.
- A/B test ad copy: Experiment with different messages, offers, and CTAs to see what resonates best with your audience.
Regularly check your reports to ensure your campaigns remain profitable, especially during high-traffic periods like Christmas or Black Friday.
Final Thoughts
Running Google Ads for personalised gifts requires a combination of creativity, strategic thinking, and careful optimisation. By targeting the right keywords, preparing for seasonal demand, and continually improving your campaigns, you can drive more sales and grow your business.
Need help setting up or optimising your Google Ads campaigns? At mattjamesppc.co.uk, we specialise in helping businesses like yours succeed with tailored PPC strategies. Get in touch today for expert advice on how to boost your personalised gifts business with Google Ads.