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Six Ways to Adjust Google Ads to Save Budget

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You don’t have to be a financial expert to know that the economy is in a rough patch. 

The vast majority of workers are working from home or laid off, retail stores are closed, and most bars and restaurants haven’t been open for dine-in customers.

For most of the nation staying home has been a good thing for the eCommerce industry, however, which saw a 25% increase in online sales.

Still, most business leaders are wary of spending unnecessary money. It is still unclear how long the COVID-19 pandemic might last, or how long the economy might take to recover.

However, if you are focusing on tightening up spending, there’s one area you can’t cut — and that is marketing.

If you don’t use this time to market your company wisely, you might not have a business once things finally move towards normal.

Instead of cutting all spending, it’s time to spend more carefully and do more with what you already have.

That might mean using strategies such as repurposing blog content into videos or podcasts or revitalizing older content to target currently popular search terms.

When it comes to paid ads, however, it is time to make sure your Google Ads are as efficient as they can be.

In fact, it’s never been more critical to make sure that your Google Ads aren’t burning through your budget.

Here are six ways to adjust your Google Ads to save money while still driving conversions.

Audit Your Negative Keyword List

Determining the most profitable key terms for your ads might seem like the most efficient use of your time.

After all, you want to make sure your ad for Nike shoes shows up for terms like “buy Nike shoes,” right?  The same way you would want your ad for dash cams to show up for “best dash cams”.

Unless you want to burn through and spend, however, there’s another type of key term you need to pay attention to — the negative key term.

Negative keywords, as you may already know, are terms you tell Google you don’t want your ad to show up for.

For example, if you are selling an AIP meal plan, you may not want to show your ad for terms like “dairy focus diet” or “keto diet” (Unless, of course, you sell keto diet.)

When people search for these terms your ad won’t show up — which saves you money and helps increase the relevancy of your ads.

Which is a good thing when you are looking to save Google’s ad budget.

Here’s how to add negative keywords:

  • Login to your Google Ads dashboard.
  • Tap Keywords in the left navigation bar
  • Select Negative Keywords.
  • Add words you don’t want your ad to display.
Six Ways to Adjust Google Ads to Save Budget

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If you’ve already created a negative key term list — when was the last time you checked on it? It might be time to audit your keyword list by taking a peek at what search terms are triggering your ad.

Here’s how:

  • Login to Google Ads.
  • Click the All Campaigns option on the left.
  • Click Keywords.
  • Then, click Search Terms.

This will show search terms that triggered impressions and clicks. If any terms don’t make sense for your ad, then add them to your negative keyword list.

Every time you run a Google ad, most search queries will not be relevant to your offer. Negative keywords, which exclude specific terms from triggering your ad, are a smart way to boost your conversion rate and save your budget.

Use Dynamic Search Ads

Optimizing your Google Ads is the best way to reduce ad spend — and increase clicks. But, you also might not have as much time to spend analyzing reports, tracking conversions, and A/B testing headlines.

So how can you create more effective Google ads in less time? Try using Google’s Dynamic Search Ad feature.

According to GoogleDynamic Search Ad headlines and landing pages are also generated using content from your website, which keeps your ads relevant and saves you time. All you need to do is add a creative description.” 

The reality is, that even well-managed Google Ads accounts might miss out on relevant keywords. Plus it can take time to write, create, and test ads for new products. With Dynamic Ads, Google does the work for you by generating ads with terms closely related to words on your website. If you want to differentiate yourself from your competitors and be original, you can use a free online plagiarism checker.

Say you own an eCommerce store specializing in Mexican textile products. You might already target keywords like “baja hoodie.” But, you might miss out on keywords that become popular, such as “handcraft blanket.”

If you activate Dynamic Search Ads, Google will go to your site, pull photos of your blanket and display it for relevant search terms — without you having to do a thing.

This can save you time, show more relevant ads to searchers, and capture additional traffic by identifying new targeting opportunities for your site.

Here’s how to use Dynamic Ads.

  • Login to Google Ads, then create a new campaign by tapping the blue + sign.
  • Select goals for your campaign from the provided list.
  • Use Search as your campaign type.
  • Select the results you want from your ads.
  • Give your campaign a name and enter the language, location, and budget.
  • Under General Settings, click Show more settings, then choose Dynamic Search Ad.
  • Add your website URL and language.
  • Click Save, then move on to creating a dynamic ad group.
  • Select Dynamic for the Ad Group Type.
  • Choose how to target your ads. This guide from Google can help you decide which option will work best based on your website.
  • Set your bid (if you aren’t using automatic bidding), then click Save and Continue.

Once you’ve created your Dynamic Ad campaign, you can then run actual dynamic ads. Note that Google will generate the headline and URL automatically; however, you will need to create the description text.

Some advertisers might worry about the lack of control inherent in dynamic ads. While you do have less control, these ads can be incredibly effective. Just make sure to check on your dynamic ads regularly to ensure they are performing well.

Use Retargeting to Send Hyper-Targeted Ads

Most Google Ads are targeted based on demographic information and search behavior. But, there’s another option that many advertisers aren’t currently leveraging — and it’s costing them big bucks.

Retargeting ads allow you to target people who have interacted with your business in some way. It is highly effective because you’ve already built some sort of relationship with the user.

According to a report by Criteo, retargeting ads helped their customers increase conversion rates by as much as 43 percent.

1651669432 711 Six Ways to Adjust Google Ads to Save Budget1651669432 711 Six Ways to Adjust Google Ads to Save Budget

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Depending on the retargeting option you choose, Google retargeting can allow you to target:

  • Past website visitors
  • Specific products visitors looked at on your site (using dynamic remarketing)
  • Mobile app users on other websites
  • People who interacted with your YouTube channel
  • People on your email list

To create retargeting ads, you will need to create a new campaign, click Browse, then select retargeting.

1651669432 479 Six Ways to Adjust Google Ads to Save Budget1651669432 479 Six Ways to Adjust Google Ads to Save Budget

If you are tired of wasting ad spend on users who don’t convert, retargeting can allow you to create hyper-focused ads that only target people who have already expressed interest in your brand — which makes better use of your ad dollars.

Increase Your Quality Score

Quality score is a one to ten-point measurement provided by Google that tells advertisers whether their ads are high or low quality. A quality score often means your ad is providing users with a great ad experience.

Essentially, a high-quality score is Google’s way of saying, “Good job, your ad is meeting customer’s needs.”

But, it’s more than just a pat on the back — a high-quality score also reduces the cost per click and cost per conversion, and it can help your ad show up for more relevant searches.

According to Google, factors that impact your ad’s quality score include:

  • Whether your ad is optimized for users’ specific devices.
  • Whether your ad makes sense for user’s searches and intent
  • Your ad’s performance, especially for newly launched keywords.

Basically, the better your ad does, the more relevant your quality score is.

Here are a few tips to increase your Quality Score — and save your ad budget.

  • Use a grammar tool like Grammarly to refine your ad text by correcting spelling and grammar mistakes — but also to adjust for tone.
  • Target mobile users with separate mobile-friendly ads.
  • Use a keyword tool to find highly relevant keywords — and include long-tail terms, which are more likely to be relevant.
  • Add or audit your negative keyword list to exclude irrelevant search terms.
  • Create smaller keyword lists, rather than targeting longer lists.
  • Use a tool like Clearscope to optimize your landing page to ensure they are highly relevant to your target audience.  Also, make sure to write a good SEO meta description to entice users to click through.

Focus on Customer Intent

When it comes to targeting ads, most people focus on broad matching keywords — which is a huge mistake.

Broad match allows your ads to show for “related searches,” which is great in theory, but sometimes these so-called related searches have nothing at all to do with your core keyword — and even worse, they don’t consider intent at all.

Intent can make all the difference when you are trying to save ad budget.

For example, if you are promoting a Scrabble word finder, you might consider targeting word finders. However, if you use a broad match keyword, your ad might show for other games such as Wordle, a scrabble competition or any other searches that Google devices are closely related to finding words. Instead, you want to be targeting user intent.

While this might seem obvious, Google ads actually set you up for failure by making broad key terms the default when you are setting up your ad group:

1651669433 332 Six Ways to Adjust Google Ads to Save Budget1651669433 332 Six Ways to Adjust Google Ads to Save Budget

There are two ways to fix this issue — you can use a tool that looks for related keywords and topics, like MarketMuse, then add the terms that make sense to your keywords list.

Using the Research function will provide you with a list of related terms and topics:

1651669433 253 Six Ways to Adjust Google Ads to Save Budget1651669433 253 Six Ways to Adjust Google Ads to Save Budget

Or, you can use Google’s internal targeting to target custom intent. Here’s how:

  • Sign in to your Google Ads account.
  • Click Display campaigns, then choose one of your active campaigns.
  • Tap Audiences.
  • Click the pencil icon, then choose Edit ad group targeting.
  • Select an ad group.
  • Under Targeting select Narrow targeting, then click the grey plus sign.
  • Click the pencil icon right next to Targeted audiences.
  • Under the Browse tab, select What they are actively researching or planning (In-market and custom intent).
  • Click the blue plus icon, located next to “New custom intent audience”.
  • Name your custom intent audience, and add related keywords this audience might be actively researching
  • Click Create to create a custom intent-based audience.

Now when you create ads, you can target intent-based audiences rather than those who may be in the research phase.

Make Ad Groups Smaller

Testing ads is one of the most efficient ways to see what works and what doesn’t — which helps you create more efficient ads. However, massive ad groups with dozens of ads means your ads aren’t going to be as relevant as they could be.

As a result, you will see a lower quality score and a much higher click-through rate.

Instead, each ad group should be focused on one specific product, offer, or service. For example, one ad group for your webinar training, another for your ebook, and so forth.

Smaller ad groups allow you to create a more relevant keyword list, which makes it easier to develop the right ads for each step in the search funnel. Plus, it’s easier to track results for a small ad group versus a large one. For best results, however, you will want to create at least three to four ads per ad group.

When it comes to ad groups, less is more. Smaller ad groups can help increase CTR and make it far easier to track metrics like keyword performance.

Final Thoughts

When it comes to Google ads, many advertisers are looking for ways to do more with less. The Google ad optimization tips above will help you optimize your campaigns, so your ads drive more sales, clicks, and traffic.

Once you get your campaigns optimized, there is one final change you can make to make the most of not just your ad budget, but also your time. Google allows users to set up automated email alerts for customized help and performance suggestions, campaign maintenance alerts, and disapproved ads and policy alerts. Here’s how to update your Google ad email notifications.

Now, whenever there is a big change to your account, you will be notified via email. So you can go back to running your business.

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The Easy Guide to Facebook Video Ads for Any Business

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The Easy Guide to Facebook Video Ads for Any Business

Social media platforms are focusing more and more on video content. Facebook used to be a place for folks to upload their photos into albums to keep them organized and share what they’d been up to, but with the increase in popularity of TikTok and Instagram Reels, users are now so much more accustomed to scrolling through endless videos designed to make them laugh, cry, or stay informed. With this change in user behavior, it’s now more important than ever to be sure you’re creating engaging content that cuts through the noise and stands out.

facebook video ad example

An example of a Facebook video ad. 

Video ads on the Meta Business platform (which reaches Facebook and Instagram) is a great way to do this. Although the ability to churn out video ads regularly was reserved for brands with big budgets in years past, new tools and AI have helped democratize this and now any brand can advertise using high-quality videos without spending much at all.

In this post, I want to talk through some best practices for Facebook video ads and show you some tools you can use to execute those strategies.

Table of contents

Facebook video ads best practices

Follow these Facebook video ad tips to squeeze the most out of your Facebook ad costs.

1. Create videos in all aspect ratios

If you’ve used Meta Ads recently, you probably know there are tons of different placements your ads can show up on the network. The good news is that to cover this vast list of placements, you only need to come up with three distinct aspect ratios for your video ads:

facebook video ads ratio chartfacebook video ads ratio chart

Having videos in each of these aspect ratios ensures you’re eligible to show in all the placements you’d like to.

We’ll talk later about how you can make these aspect ratios if you don’t have a dedicated creative team, but in the ad creation process, you’re able to select different video files to fit into each aspect ratio. Facebook will then automatically serve the creative with the right sizing for each spot to ensure you have the best-looking ads.

facebook video ad sizing and resizing screenshotfacebook video ad sizing and resizing screenshot

Now, while it might not seem like a huge deal to have all three ratios, I think it’s actually one of the easiest things you can do to help make sure your ads look good and stand out. In the image above, you can easily see how different an ad will look in the vertical and horizontal placements if you only have a square image. They’re not bad, necessarily, but they certainly don’t have the high-quality, professional look that most users have become accustomed to in recent years.

🛑 Want to know how your Facebook ads are really performing? Find out with our free Facebook Ads Performance Grader!

2. Be prepared for all sound options 

If you’re a Facebook or Instagram user, you’ve likely visited the platforms in all sorts of scenarios. With full sound while sitting on your couch or in your bed. Maybe you have your headphones in while out in public, or maybe you’re even one of those crazy people with their sound up on the subway. But odds are, there have been at least a few instances where you were on those platforms and didn’t have the sound on at all. 

For each of these instances, you were bound to see ads and the level of volume you were using likely had an impact on how sticky those ads were for you. Designing your ads to be digestible regardless of a user’s sound level is highly important.

Here are a few questions to ask yourself while crafting Facebook video ads sounds:

  • Do you have an engaging/entertaining voiceover?
  • Is there music you can choose to fit the mood of the ad?
  • Do you have subtitles for the voiceover in case someone’s sound is off?
  • Is the voiceover clear and easily understandable even in a loud environment?

3. Get your main message across in the first 3 seconds

No matter what the original purpose was for someone to visit social media, the main point is that they’re not there to view your ads. I feel very confident in saying that for the majority of people visiting Facebook or Instagram, they’re not there to see what product or service you’re selling.

Similar to ads on YouTube, users are pretty easily able to skip and scroll past the ads on Facebook and Instagram. That is, unless you run non-skippable ads, but those are pretty rare. So, you need to make sure you’re making a big impact in the first few seconds of your ads…before the remainder of it is skipped. If you do a good job of creating a compelling hook in that short time, you can certainly draw their attention for longer, maybe up to 15-30 seconds, some even longer. But odds are, your views will be short so you need to be front-heavy.

In this time, it’s important to get your business name and core brand messaging across so that even if a user does scroll past you, you’ve at least made that much of an impact. They’ll have a higher chance at brand recall later if they’ve heard your name in that brief intro. This can include text, voiceover, business logos, and more, so be creative, engaging, and entertaining.

4. Blend into the platform aesthetic

In my experience, the best ads on Facebook or Instagram (I’m typically an Instagram user) are ones that blend into the platform aesthetic. The ads that typically entice me the most are the ones I don’t really know are ads until I look down to see the Sponsored messaging down at the bottom.

The best way to discover this is to become a user of the platform itself. For Instagram, go to the Explore tab and type in some of your key terms, maybe the same ones you use for search or maybe some terms that mirror the interest or behavior targeting you’re using for your campaigns.

See what the grid looks like. What shows up? What brands are there? How are they marketing to people? While you may not want to become just part of the noise, blending in allows you to make a greater impact and feel more natural to the audience. 

facebook video ads - example of instagram explore gridfacebook video ads - example of instagram explore gridfacebook video ads - instagram grid examplefacebook video ads - instagram grid example

For example, I have a renewed interest in landscape photography and am in the market for a new camera. If I were a camera brand (or someone selling camera-adjacent things), either of the two grids above could help give an idea of what my ads can/should look like to blend into the platform. Then, make sure you follow the other best practices above to get your message across.

💡 Ready to improve your Facebook ads? Get 16 effective strategies for Facebook ads to try now!

5. Retarget users who engage with your videos

I might be biased, but one of the biggest mistakes I think advertisers make is not retargeting people who watch their Facebook videos. Sure, they might find their way to seeing you again through prospecting or they may remember you enough to come back to your site, but why would you target people (who you seemingly thought were valuable) once, then not work to target them again? Especially after they are already aware of you?

On the Facebook ads platform, you can make audiences of users who have engaged with your videos in many different ways. Just head to the Facebook ads audience manager and choose Video as your source for an audience.

facebook video ads - video audience source screenshot facebook video ads - video audience source screenshot

From there, you can choose how they have interacted with those videos. Did they watch the whole thing? A certain percentage of it? Think about where your value propositions and messaging hits in those videos and be sure to include that in your audience filters.

facebook video ads - video engagement audiencefacebook video ads - video engagement audience

Next, you can choose the videos you want to retarget people from. Yes, you can select only certain videos if you think they’re more impactful, part of a separate campaign, etc.

facebook video ads - audience engagement optionsfacebook video ads - audience engagement options

Lastly, you can choose how long you want to reengage with someone who watched those videos for that amount of time. One error I see is always setting the time frame to the longest possible setting. Now be honest…if you saw a video ad once 180 days ago, do you think you’re still a hot prospect for that brand? Probably not. Make sure you keep that in mind when making these audiences. Higher engagers can likely stick around longer, but lower engagers probably should be let free from your retargeting grasp a bit sooner. 

facebook video ads - audience retention lengthfacebook video ads - audience retention length

Helpful Facebook video ad tools

Now that we have some best practices out of the way, I want to talk about how to make the Facebook video ad creatives. Not every Facebook video ad has to be done by a hugely expensive creative shop. Some can be done just as well with your own means, and sometimes for free! Here are some of the top Facebook video ad creative resources your business can take advantage of:

Yes, phone cameras are acceptable

A big expensive camera only makes world-changing videos when there’s an amazing photographer or videographer behind the lens. For most people, a camera phone will do just fine. In many cases, they’ll do better than if you tried to use an expensive camera due to all the ways the tech companies are making them easier to use.

facebook video ads - apple ios facebook video compatibility facebook video ads - apple ios facebook video compatibility

Next time you need to put together a video, take a shot with your phone first. Many times, those videos will turn out great, and will help fit you into the platform aesthetic naturally as much of the content on Facebook and Instagram is also shot on a phone. 

Facebook’s cropping tool

Once you have a video, there are options in Facebook ads to adjust your creatives for different sizes.

facebook video ad - cropping in facebook video ads using facebook's cropping toolfacebook video ad - cropping in facebook video ads using facebook's cropping tool

In the image above, you can see we have a square video that needs cropped to vertical. Granted, this would be a terrible user experience, but if your video does lend itself to this easy cropping, there is an option directly within Facebook to do that for you.

Facebook video builder

If you don’t already have any creatives and you need to build something almost from scratch, Facebook also has a video creation tool you can use to put together videos.

facebook video ads - facebook video ad builderfacebook video ads - facebook video ad builder

You can use existing images combined with Facebook’s video ad templates to make a video for your account. There are tons of templates that allow you to control for colors, text, timing, and more. Just lead on the user-friendly builder and you’ll end up with a platform-ready Facebook video ad in no time!

Canva

While there are some paid in-platform upgrades, Canva is a great tool to get just about any type of creative made (video or otherwise).

facebook video ads - canva video ad templatesfacebook video ads - canva video ad templates

There are countless free templates you can customize to help promote your brand. Canva also includes easy options to convert one theme into a new aspect ratio, helping you to cover all the video sizes as I mentioned above. In short, if you’re a novice to video marketing but need to get something done, you should check Canva out.

Create great Facebook video ads today

Facebook and Instagram video ads are a great way to interact with your customer base and are only getting more necessary as other platforms lean into video. It doesn’t take any particular expertise or deep pockets to get your Facebook video ads up and running. Just a bit of patience and some guidelines and you’re on your way!

When you want to improve your results, follow these Facebook video ad best practices:

  1. Create videos in all aspect ratios
  2. Be prepared for all sound options
  3. Get your main message across in the first 3 seconds
  4. Blend into the platform aesthetic
  5. Retarget users who engage with your videos

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How to Make a Click-Worthy YouTube Thumbnail (+Free Tools!)

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How to Make a Click-Worthy YouTube Thumbnail (+Free Tools!)

With millions of videos vying for attention, your YouTube thumbnails serve as the first point of engagement for potential viewers. These seemingly small images carry significant weight in attracting clicks and views.

YouTube thumbnails provide a snapshot of your video content, setting expectations for what viewers can expect. A well-crafted thumbnail not only piques interest but also conveys the essence of the video.

In this article, I’ll share everything you need to know about YouTube thumbnails, including tools to create them, tips to keep in mind, and other lessons I’ve learned from running my own YouTube channel.

Table of contents

What is a YouTube thumbnail?

A YouTube thumbnail serves as a visual snapshot of what a video contains. It appears as a small image next to the title of the video on YouTube’s search results page, related videos section, or the recommended videos section.

youtube thumbnail examples on youtube results page

This image plays a crucial role in attracting potential viewers and encouraging them to click on the video. The design and content of this thumbnail often influence the decision of a viewer to watch the video or not. Therefore, it holds significant importance in the world of YouTube content creation.

YouTube thumbnail size

The best YouTube thumbnail size is 1280×720 pixels. This is an aspect ratio of 16:9. The minimum width you should shoot for is 640 pixels.

You should also shoot for a relatively small file size—under 2MB. YouTube thumbnails can be saved as JPGs, GIFs, or PNGs.

YouTube thumbnail tips

Your YouTube journey begins with a single image—the thumbnail. This seemingly small, but critically important element is the initial gateway for your viewers.

“If people don’t click, they don’t watch. So, you want to give them something to click,” said YouTube star MrBeast.

Here are some tips to create effective YouTube thumbnails.

Make them engaging

Think of your thumbnails as digital hooks to capture your audience’s attention. Make them visually striking, vibrant, and engaging.

💕 Want more tips and ideas? We’ve got 130+ for you! Get the guide >> 130+ of the Best Online Marketing Tips for Generating More Traffic, Leads, & Sales

Be consistent

Building a recognizable brand on YouTube starts with consistency in your thumbnail design. A uniform style helps viewers easily identify your content. In addition to consistency in your thumbnail design, keeping a close eye on others in your field who share your audience is a smart strategy.

Checking out what your competitors are up to can give you helpful clues about how many people click on their stuff. This helps you see how your channel’s look, content, titles, and colors stack up, so you can ensure you’re putting your best foot forward.

As you can see below, MrBeast’s thumbnails are visually striking and attention-grabbing, featuring bold colors, expressive facial expressions, and compelling imagery. He maintains a consistent style in his thumbnails, making them instantly recognizable to his viewers and helping build a strong brand presence on YouTube.

youtube thumbnail examples from mrbeast youtube channel youtube thumbnail examples from mrbeast youtube channel

Represent your video accurately

Your thumbnail should provide an honest representation of your video. Misleading thumbnails can lead to viewer frustration and backlash.

Create an emotional impact

It’s well known that emotions are contagious. This means that watching someone else have an emotional reaction to something can cause you to have the same reaction.

Humans react to other human faces, and it’s an easy trick to get more people to click on your YouTube videos. Humans will naturally assess the emotional state of the face. When their mouth is open, it’s usually to show that they are surprised. When someone sees this surprised reaction, they are enticed to see what is so surprising.

🚨 Speaking of emotion…get our free guide >> 135 of the Best Words & Phrases for Marketing with Emotion

Learn and adapt

Continuously analyze your analytics to adapt your content and strategy based on audience feedback and changing trends.

The thumbnail below was my first to go well (in relation to my other videos). The simple title in the thumbnail, the upward arrow, society’s current fascination with ChatGPT, the length of the video, me in it—smiling and wearing something that matched the color scheme of the thumbnail. These are things I took note of as potential drivers of success for future videos and thumbnails.

youtube thumbnail ab test example winneryoutube thumbnail ab test example winner

Source

Free YouTube thumbnail makers

Here are a few YouTube thumbnail creation tools to try, including the one I use for all my thumbnails.

1. Fotor

I use an app called Fotor to create my thumbnails. Fotor is a fantastic all-in-one platform that makes thumbnail creation a breeze. It’s an easy-to-use photo editing and graphic design tool, available in web, desktop, and mobile versions. It provides a full suite of tools that cover most image editing needs, including face retouching and image-generative AI.

fotor youtube thumbnail makerfotor youtube thumbnail maker

Fotor also includes advanced AI-powered tools such as background remover, image enlarger, and object remover, which make complex edits simple.

I created a super simple video walkthrough where I use it to create a YouTube thumbnail. Check it out here.

2. Canva

Canva is a design tool (with a free option) that can help you create impactful YouTube thumbnails. Simply navigate to the site, choose YouTube thumbnail as your design option, and find an already-created template to customize or create your own design.

youtube thumbnail maker from canvayoutube thumbnail maker from canva

Within Canva, you can adjust colors, add your own images, and brand your YouTube thumbnail with your business logo.

3. Visme

Visme is another online design tool that makes it easy to create YouTube thumbnails. Like Canva, Visme has already created templates that you can choose and customize according to your branding.

youtube thumbnail maker vismeyoutube thumbnail maker visme

Simply choose your template, customize it, download it, and you’re all set!

Start making effective YouTube thumbnails with ease

Creating a great YouTube thumbnail is only one piece of the puzzle when it comes to effective video marketing on the site. But the right YouTube thumbnail strategy can help you build consistency, attract people to click on your videos, and increase engagement with your content.

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12 Holiday Emails for Customers (Templates & Examples!)

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12 Holiday Emails for Customers (Templates & Examples!)

How to put your customers into a holiday slumber 😴 :

To our valued customers,

As the end of the year draws near, we’d like to take this opportunity to extend a heartfelt thank you to all of you for your support. Thank you for choosing us and we wish you a wonderful holiday season and happy new year!

sleepy bored face

Want to send an authentic holiday email this year that your customers will actually want to read? This is your cheat sheet!

Table of contents

How to use these holiday email templates

This post contains both the copy and creative you can use for your holiday customer appreciation emails. These emails are longer and more personalized—great for your most loyal customers or for businesses with a small client base. If you want shorter, more general copy, head on over to my holiday greetings and messages.

The copy is also pasted into some templates I made in Canva, which you can access with a free Canva account!

Here’s the link to the templates in Canva.

free holiday email templates in canvafree holiday email templates in canva

Holiday customer email tips

In such a short piece of content as this, small details have big effects. Here’s how to get it right.

  • Express gratitude! Customer appreciation is the goal here.
  • Keep it short and use a conversational tone. This is an e-toast, not a live journal.
  • Be inclusive of all holidays, and be warm and positive, but not overly hyped—the holidays can be difficult for many people.
  • Make it visual with creative graphics or a team photo.
  • Share your growth and achievements to give customers a reason to stay confident in your business. BUT make it about them—the growth you achieved with their support. What you achieved together.
  • Connect it back to your mission (NOT your value prop).
  • Focus on the future. Speak to an ongoing relationship, but not through a CTA or sales promotion. Save that for your year-in-review email.

Words & phrases to make your holiday email message authentic

Take a gander through these words and phrases you can use that the other gajillion businesses out there aren’t using:

Instead of ‘valued customer’

Don’t call them valued, make them FEEL valued through your messaging.

  • Dear customers
  • To our awesome customers
  • To our customers near and far, old and new
  • To all of you
  • To each and every one of you
  • To the Baker & Co. family
  • To the SparkLife community
  • To you and your families
  • Dear customers, partners, and your families
  • Friends
  • First name (if you have a small list and can MANUALLY do it).

Instead of ‘exciting year’

It’s been a…

  • Lively
  • Rewarding
  • Exhilarating
  • Electrifying
  • Wild
  • Awesome
  • Zestful
  • Refreshing
  • Bustling
  • Bright
  • Spirited
  • Rousing
  • Rigorous

….year!

Instead of ‘as we approach’

Any “as we.” As we approach, enter, wind down, you know them all. How about:

  • Every year, I/we
  • If you’re like us, you are…
  • As the saying goes…
  • One of my favorite quotes is
  • Ask a question
  • Whether this email finds you ___ing, ____ing, or ___ing, we hope it finds you well!
  • As I sit here listening to [unique/meaningful/inclusive song name]
  • Exactly 11 months ago, we were…..
  • When we started out this year we _____. Little did we know…
  • Here at ___ we believe in ____, so…
  • One of our core values here at ____ is ____.
  • As I write this email, I’m watching the snow falling outside my window for the first time this year.
  • As it turns out…

Instead of ‘take this opportunity to’

Take THIS opportunity to remove yourselves from the mileu by using phrases like:

  • Words can’t describe our…
  • We’re reaching out to say…
  • We want you to know that…
  • We extend our deepest…
  • It is with pride and joy that we…

Instead of ‘thank you for your support’

Nothing wrong with this statement, but make it better with specifics.

Thank you for…

  • Trusting us with your ____
  • Using ____ for your ____ needs.
  • Confidence and loyalty to _____
  • How much you’ve [taught us, inspired us, encouraged us, etc..]
  • Choosing us as your ____ provider
  • Giving us a reason to come into work each day
  • Showing up to our events
  • Your reviews, social shares, votes
  • Positive vibes, enthusiasm

5 holiday email templates any business can use

To make your life easier, I’ve compiled some templates that incorporate the tips and words and phrases above. Check’em out.

If you want to You can also customize them in Canva

Template #1—Achievement-focused

To our customers:

Without your enthusiasm and energy, we wouldn’t be where we are now.

Thanks to your feedback, we added eight new features to ProductName this year and earned our highest rating on ReviewPlatform yet. And because of your referrals, we helped twice as many small businesses get online this year than last. And because of you, we love our jobs!

Not only are we excited for 2022 with you, but we also have some big goals and big ideas that we can’t wait to share. So stay tuned! But for now, enjoy the holiday season!

With many thanks,

The ProductName Team

holiday email templates to customers - snowflake themeholiday email templates to customers - snowflake theme

Use the Canva link above to customize this template.

Template #2—Fun & grateful

To the BusinessName community,

As the saying goes, “Gratitude is like gravy—put it on everything!” So we pour out our thanks to you for choosing BusinessName as your PainPointSolver.

Your patronage, your presence, your reviews and shares—all of this keeps our business alive and makes our line of work a pleasure each day.

We wish you all the best this holiday season and look forward to another great year with you!

With thanks,

All of us here at BusinessName

holiday email template - happy holidays navy themeholiday email template - happy holidays navy theme

Use the Canva link above to customize this template.

 

Looking for more creative ideas? How about these 41 Pre-made Holiday Social Media Posts & Canva Templates.

Template #3—From the owner

To each and every one of you,

As I sit here listening to InclusiveMeaningfulSong, I am reminded of how grateful I am to have you in my circle.

StudioName is rooted in relationships, health, and growth and you are the ones who bring it to life. Every day I am blessed with the new energy, new perspectives, and new friends you bring to our studio each day.

I wish all the blessings returned to you during this holiday season and the year to come. Can’t wait to grow with you in 2022!

See you soon,

YourName

holiday email templates to customers - wrapping paper themedholiday email templates to customers - wrapping paper themed

Use the Canva link above to customize this template.

Template #4—Mission-centered

To our work out warriors,

Whether the holidays make you happy or sad, giddy or stressed, one thing we can all feel is gratitude.

And that is why we extend our personal thanks to you—for showing up, for trusting us with your health, for your smiling faces, and your feedback.

We are on a mission to make fitness fun and accessible to all and it is dedicated members like you who help us make this possible.

However you’re feeling this holiday season, know that we appreciate you and we can’t wait to see you next year.

Stay well,

The GymName Team

holiday email template - mission-focused themeholiday email template - mission-focused theme

Use the Canva link above to customize this template.

Template #5—Wrap-up with thank you

So…how do you wrap up a fantastic year in X words? We figured it out:

  • 32,695 orders
  • 200 blog posts
  • 84 five-star reviews
  • 5 new employees
  • 2 awards nominations
  • 1 HUGE thanks…

To YOU!

None of this would be possible without all of your shares, likes, comments, and confidence in our resources. This is what keeps us eager to find new things to teach you each day. You are the lifeblood of BusinessName and together, we’re helping more and more people find jobs they love.

Thank you for playing such a pivotal role in our growth. We wish you the best this holiday season and the year to come.

Let’s do it all again next year!

 

The BusinessName Team

holiday email templates to customers - seasons greetings red themeholiday email templates to customers - seasons greetings red theme

Use the Canva link above to customize this template.

7 real holiday email examples & what makes them great

Here are a few real holiday customer appreciation email examples with non-generic intro sentences and attractive design. And you may also want to check out these additional customer appreciation ideas!

Patchwork: A poem!

You can have a lot of fun with this one!

  • Big thanks
  • Lots of text but once you start, you can’t stop.
  • Visually appealing—although a face would be nice.

 

thank you holiday email example - poemthank you holiday email example - poem

Rock Content: Tasteful reminder

This short and sweet holiday email from Rock Content is perfect with:

  • Friendly and warm messaging acknowledging my hard work this year.
  • A cute GIF of champaign glasses clanking.
  • A tasteful reminder of the value it offers at the end.

 

holiday email example from rock contentholiday email example from rock content

Hello, Kristen!

✨We are passing by to wish you Happy Holidays!

2022 has been a year full of challenges and achievements. We know you’ve worked a lot this year. Now, it’s time to relax a bit and enjoy the holidays!

We hope you have a great time with friends and family. Enjoy the next few days to recharge your batteries with good times, getting ready to make beautiful things happen in 2023!

Remember that we will always be here to help you deliver high-quality content strategies and enable growth opportunities!

Enjoy the Holiday Season!

🎄🎅🎁☃️❄️

Rock Content Team.

BuildOn: Super-specific

Consider something like this if you’re a nonprofit.

  • Just the right amount of gratitude and inspiration
  • Visual with smiling face
  • Shares specific achievements made possible by YOU

 

holiday customer thank you email and message examplesholiday customer thank you email and message examples

Image source

This season, we’re thankful for your support!

With your help, buildOn has empowered thousands of students and strengthened hundreds of communities across the globe.

In the U.S., tens of thousands of urban students have invested nearly 1.4 million hours of service into transforming their communities and empowering themselves. Today, 674 schools are bringing quality education and a chance out of poverty to 90,000 children and adults in the developing world.

None of this would be possible without you. THANK YOU!

WE: Verrry versatile

WE has some inspo in store for you.

  • Positive without overdoing it
  • Conversational and inclusive messaging
  • Attractive visual, although a face would be nice
  • Sincere appreciation, could use some specifics

 

end of year customer appreciation email example - nonprofitend of year customer appreciation email example - nonprofit

Image source

“With the new year comes a sense of renewal: an opportunity to bring out the best in ourselves, moving forward with positivity and purpose. Thank you for being part of the WE Movement this year—whether you’ve been with us every step of the way or have just joined, we truly appreciate having you in our community.

Together, we change the world.”

Office Luv: Faces!

Office Luv nails it.

  • Actual employee faces!
  • Short and sweet
  • No “we’d like to take this opportunity to..”

 

end of year thank you email to customers - office luv exampleend of year thank you email to customers - office luv example

Later: Future-focused

The thank you section of Later’s 2020 December newsletter is one to model after.

  • Conversational tone, with emojis
  • Specific thank yous
  • Future-focused
  • Has a CTA, but just to Instagram profile

 

Later's holiday customer appreciation email exampleLater's holiday customer appreciation email example
2020 has been full of challenges in the social media world and beyond, and we wanted to take a quick moment to say thank you. <3

Thanks for turning up, reading our emails, joining the conversation, sharing the love on social – you’ve made all of our days a little brighter this year.

We promise 2021 is going to be bigger and better than ever – so stay tuned for more new blogs, training, and of course, exciting new Later features!

[Stay tuned]

Chiropractor: Super-personalized

Try out something like this if you’re a solopreneur.

  • First name personalization
  • Inclusive graphic and smiling face
  • Fun poem
  • Sense of community
  • Sincere thanks

 

holiday customer appreciation email exampleholiday customer appreciation email example
Happy Holidays Kristen!

I know by this point everyone is nestled in and hopefully enjoying friends, families, and holiday cheer! Yet I didn’t want this season to go by without an official Merry Christmas from our home to yours!

We count you among our friends and thank you from the bottom of our hearts for your dedication to your health and in creating your healthy home and life. It means more to us than you know, so thank you!

Wishing you joy and peace,

Dr. Lizie

Send a holiday email this year that your customers will appreciate

You now have all the words, phrases, tips, and templates you need to send an authentic holiday email message to your customers. You have no excuses!

Want more holiday messaging templates?

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