3 Remarketing Creative Tests to Run for the Holidays

Sarah Burns
November 24, 2015

Price comparing and deal hunting can lead to a lot of work and stress for customers, and can rack up high media costs for advertisers as customers click during this high CPC time of year. Remarketing, which tends to have lower CPCs than SEM, is a great tool to help convert indecisive shoppers who are waiting for a better deal. Here are key use cases for holiday remarketing, including examples of ad creative tests you can use to move the needle.

Convert early shoppers

By now, you have sizable cookie pools of potential customers who have been to your site, and who may or may not have already made a purchase. This presents an opportunity to get those early shoppers to come back and purchase, especially during big promotional events.

Sample holiday remarketing test

Hypothesis: Customers have made their holiday shopping lists and are ready to buy, but are waiting to see if a better deal will come around.

Test: Create a sense of urgency and give customers a reason to convert now by creating messaging and promotional events with discounts, plus limited-time and lowest-price guarantee messaging to counteract procrastination.

Upsell big-ticket, non-gift items

According to the National Retail Federation (NRF), over 50% of holiday shoppers plan to “splurge on non-gift items for themselves.” Shoppers looking to make big purchases are conducting premeditated research. Remarketing is the ideal vehicle to reach, engage, and convert these customers.

Sample holiday remarketing test

Hypothesis: By the time Black Friday rolls around, the only excuse shoppers need for a self-indulgent purchase is assurance that they’re getting the best combination of low prices, ease-of-purchase, and brand reputability.

Test: Test creative that combines Black Friday deal messaging with a call-to-action to indulge in big-ticket, non-gift purchases, before it’s too late to take advantage of holiday savings.

Share gift card options

Also according to the NRF, holiday shoppers spend more than $31 billion per season on gift cards. As the holiday season progresses and shoppers miss the deadline for ordering gifts with guaranteed delivery before Christmas, there’s a huge opportunity to sell gift cards.

Sample holiday remarketing test

Hypothesis: Customers who have already made a purchase inevitably forget someone on their shopping list until it’s too late to order a gift.

Test: In the days leading up to Christmas, test creative around concepts like, “it’s not too late” and “did you forget someone important on your list?” to remarket holiday gift cards to customers who have already made a purchase from your site.

The holiday shopping season is like a stocking overflowing with holiday remarketing opportunities. Take advantage by testing variations of ad creative that target the early shoppers, the big-ticket item seekers, and the last-minute gift card buyers.

About the Authors


Sarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.

Karen Amundson

Formerly a Strategic Customer Success Manager for Boost Media’s top tier clients, Karen is the founder of Apiary Digital Media Collective which curates teams of experienced freelancers to deliver performance marketing solutions to growing brands. Karen has managed SEM accounts for Fortune 500 clients at Hearst Media’s digital agency, iCrossing. When she's not helping brands to improve ROI, Karen enjoys getting outside backpacking and mountain biking.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.

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