But here’s the thing: brands can’t afford to run “set-it-and-forget-it” search campaigns and expect standout results in peak season. Your strategy needs to be dialed in, responsive, and designed to capture high-intent shoppers the moment they start looking.
In this guide, we’re sharing five tips to help fuel a winning search strategy for the holidays, and how to avoid common mistakes that leave revenue on the table.
Why Search Is a DTC Power Move During the Holidays
Let’s start with the obvious: search behavior changes in Q4. Shoppers either know what they want or they’re looking to narrow down options fast. That means you’re reaching people with intent, not just curiosity.
Whether it’s branded search (“Lulu Lemon joggers for men”), category queries (“personalized gifts for moms”), or last-minute asks (“overnight holiday shipping”), search is where decisions are made. And unlike social or display, where users are passive, search puts your brand in front of people who are actively looking to buy. But only if you show up.
1. Don’t Wait: Start Testing Now
If you're waiting until November to test copy, keywords, or landing pages, you’re already behind. Use early Q4 or late Q3 to gather data, refine your strategy, and double down on what works before the peak weeks hit.
What to test:
- Ad copy variations with gifting-focused language
- Holiday-specific keywords (e.g., “best gifts under $50,” “sustainable holiday presents”)
- Landing page experiences built for conversion, not just product exploration
Pro Tip: Test promotional messaging in October (e.g., “Holiday Preview Sale” or “Early Gifting”) to prime audiences and build remarketing lists for Black Friday/Cyber Monday.
2. Align Search with Promotions
Search is one of the most reactive channels in your media mix. That’s a gift (pun intended!), if you’re ready for it. Your search strategy should be locked in step with your promotional calendar, including launch and expiration times. That means updating ad copy, extensions, sitelinks, and landing pages the minute a new deal goes live.
Don’t forget:
- Schedule search campaign changes alongside your email, paid social, and on-site updates
- Use countdown extensions for urgency
- Clearly communicate shipping deadlines, bundle offers, and BOGO deals in ad copy
3. Expand (Then Refine) Keyword Coverage
The holidays bring an influx of new customers who may not know your brand yet. That’s your cue to go beyond branded keywords and lean into category and competitor terms that drive discovery.
Your Q4 search keyword plan should include:
- High-volume generic gifting terms
- Seasonal long-tails (e.g., “eco-friendly gifts for dads,” “last-minute hostess gifts”)
But here’s the nuance: don’t just “add keywords” — monitor them. Q4 can shift intent fast, so stay on top of performance and negative keywords to keep your campaigns tight.
4. Prioritize Performance Creative in Search Assets
Search ads aren’t just text anymore. Assets (formerly known as extensions) like images, promo tags, and structured snippets play a huge role in CTR, especially on mobile.
Make sure you’re using:
- Holiday-themed image assets that reflect seasonal packaging or giftable use cases
- Promo extensions with exact discount details (“Save 25% through 12/1”)
- Sitelinks that direct users to curated gift guides, best sellers, or bundles
Reminder: These assets can make or break whether your ad gets served in top placements, so don’t treat them as optional.
5. Don’t Forget About Retargeting
We tend to think of retargeting as a social or display move, but RLSA (remarketing lists for search ads) can be a high-performing way to re-engage site visitors in Q4.
Someone visited your site during the early gifting season but didn’t convert? Show up again when they search “best gifts for women” the week of Christmas.
Use remarketing lists to:
- Bid more aggressively on non-brand terms for past visitors
- Serve personalized copy to cart abandoners or returning users
- Prioritize top-value audiences for limited inventory
TL;DR: Your DTC Holiday Search Checklist
Here’s what winning brands are doing:
- Testing early and using Q4 learnings to optimize ahead of BFCM
- Syncing promotions and ad creative down to the hour
- Expanding keyword coverage to capture new demand
- Enhancing ads with images, promos, and sitelinks that boost CTR
- Using RLSA to retarget high-intent shoppers and close the loop
Search is one of the most controllable, measurable, and intent-rich channels in your Q4 toolkit. But only if you treat it like a strategy, not a checkbox.