First of all, a PPC specialist should keep in mind the three phases of seasonal audience activity: beginning, peak and decline. Each phase requires appropriate actions and special treatment of performance channels.
At the end of the holidays, I recommend looking for an opportunity to interact with an already assembled and even converted audience again. This is true for holiday-relevant niches. Tools to help you interact with your audience:
reanimation of the old subscriber base;
any remarketing activities;
formation and use of audience segments;
The purpose of these activities should not imply instant sales, because the main demand has already been met in the initial and peak phases, but you should not miss the opportunity to remind yourself of yourself, offer an additional service, a discount, etc.
At MediaGuru, we have built a schedule of contacts with advertisers, which fits into both standard occasions (for example, quarterly meetings on new products in the digital advertising market) and a weekly agenda, which allows us to gain more points in the consumer loyalty index (NPS).
The way you interact with the audience after the holidays depends on the vertical and built funnel. There are projects where we restrict ourselves to standard remarketing with a split from a wide audience of category visitors to a narrower one for abandoned carts. There are also more complex integrations of third-party dynamic remarketing services, trigger mailings – these are automatic mailings, the audience of which is formed depending on the user’s behavior on the site.
Recommend after the holidays work with wide audience segments and create look-alike segments… For example, for Yandex.Direct, we create similar audiences based on target segments (customers, abandoned carts, etc.) through Yandex.Audience and in conjunction with the Pay per Conversion strategy, over time, we get a profitable result.
For online retailers, a smart shopping campaign can be a great placement format in Google Ads. It combines attracting a new audience and interacting with the existing audience of the site.
We recommend not to dwell on the classic versions, since any advance is a constant process of searching and testing new hypotheses.