Social Media
As the summer holiday ends, the back to school season marks a period of renewed activity for both brands and consumers. Especially, Google and Meta (Facebook & Instagram) advertising platforms offer powerful tools to reach your target audience effectively during this busy period. However, success comes not just from allocating budget but from developing a data-driven, accurate approach.
1. Understand Seasonal Consumer Behaviors
The Back to School period is not just about stationery shopping. Clothing, electronics, technology, education platforms, and even food retailers are significantly impacted during this time. Therefore, the first step is to analyze correctly what your target audience is searching for and how they behave in this season.
- Use Google Trends to identify which searches are trending.
- Use Meta Audience Insights to analyze the demographics and behaviors of your target audience.
2. Google Ads: Focus on Search & Shopping Campaigns
One of the most effective ways to run Back to School campaigns on Google is to seasonally optimize Search and Shopping campaigns.
Recommended Practices:
- Update Keywords: Use long-tail keywords including year and trends, such as “2025 school backpack models,” “recommended student laptops.”
- Performance Max Campaigns: Integrate visuals, text, and product feeds to achieve omnichannel visibility.
- Remarketing Lists: Don’t forget to target users who visited your site during the same period last year.
3. Meta Ads: Build Emotional Connection with Visual Storytelling
Instagram and Facebook are highly suitable platforms for creating emotional connections during the Back to School period. Back to school is not just a shopping season; it’s also a time of returning to routines, hope, and new beginnings.
Strategic Recommendations:
- Use Video & Reels: Tell stories of your products with short, impactful, and mobile-first videos.
- Collection Ads: Increase conversion rates with collection ads, especially for multi-product categories like stationery, clothing, or electronics.
- Lookalike Audience Strategy: Improve efficiency by targeting audiences similar to those who purchased last year.
4. Mobile Optimization & Timing
Back to School campaigns usually reach peak performance between late July and early September. Since mobile usage rates exceed 80%, it is vital that all your campaign content is mobile-friendly.
- Check the mobile speed of your landing pages (Google PageSpeed Insights is recommended).
- Use square formats and vertical videos in Meta ads to enhance mobile compatibility.
5. Data-Driven Decision Making & A/B Testing
Don’t hesitate to test throughout your campaigns. By testing different creative variations, headlines, and target audiences, you can optimize in real-time. Meta’s A/B testing tool and Google’s Experiments feature will make this easier for you.
The Back to School period is one of the most competitive yet highest-converting times of the year. By integrating Google and Meta ads, you can emotionally and functionally connect with your audience; increasing your visibility while optimizing conversion costs.
To learn more about Marker Groupe’s development services, visit MarkerGroupe.com or reach out to us via hello@markergroupe.com.
