-
Costs for CPCs/CPM during this season rise significantly with the crowded advertising space, which can have your ROAS looking low, even despite increased sales volume. I’d look at this first to confirm if it’s a high cost issue or a low sales issue.
Also second to another comment above – tightening up keywords to focus really hard on ready-to-buy intent rather than overall product category might lift conversion rates as well.
Another helpful tip to help with competition is to make a ton of searches for the terms you’re looking for and investigate other brands and ads copy, creative, types, that come up. See what you might need to do in order to stand out.
The holiday/Christmas season is now over, but hopefully this also helps with other seasonal spikes this year!
