Want a higher CTR and stronger brand recall without pouring more money into ad platforms? Focus on feed optimization and visual communication. Here’s how to do it.
A poorly cropped product or a blurry image is money down the drain. Make sure the product on your banner is neither tiny nor awkwardly oversized.
In practice: Regularly review your ad previews. If the product isn’t clearly visible, people won’t click and you’ll end up paying for impressions with no results.
Each platform (Google, Meta, Pinterest, Heureka) has its own requirements. If Google demands a white background, generate it automatically in advance.
In practice: Remove backgrounds from product photos in bulk in your feed editor. You’ll avoid ad disapprovals and stop having to fix images one by one.
You don’t need a full-time designer. You can dynamically add your logo and brand colors to banners directly from your feed.
In practice: Add current promos right into your images (Free Shipping, Back to School, January Sales). If you include “Delivered by Christmas” with a specific date, you’ll reduce customers’ fear of late delivery.
Banner ads aren’t only about clicks. Even if users don’t click, they still see your logo.
In practice: The more often your logo appears in a clean, professional format, the more firmly it sticks in people’s memory. That increases the chance they’ll remember you when they’re actually ready to buy.
Don’t leave seasonal promotions to the last minute. Use a marketing calendar and set your campaigns up in advance.
In practice: Create a dynamic rule – your Easter campaign starts exactly 7 days before the holiday and ends on Monday evening. Everything runs automatically while your competitors are stressing out.
People don’t buy a box – they buy what’s inside and the benefit it delivers. Collages help reduce questions and returns.
In practice:
| Date | Event | Description |
| January | New Year Sales | Clearing remaining Christmas-season stock, warehouse clearance |
| February | Valentine’s Day (Feb 14) | Gifts, romance, cosmetics, experiences |
| March/April | Easter (variable date) | Seasonal decorations, home decor, food |
| May | Mother’s Day (2nd Sunday) | Perfumes, flowers, gifts, wellness |
| June | Father’s Day (3rd Sunday) | Men’s gifts, tools, electronics |
| July/August | Summer Sales | Fashion, outdoor, seasonal clearance |
| September | Back to School | Stationery, backpacks, kids’ fashion |
| October | Halloween (Oct 31) | Decorations, costumes, candy |
| November | Singles’ Day (Nov 11) | Major discounts, especially in Asia |
| November | Black Friday | The biggest shopping day of the year, huge discounts |
| November | Cyber Monday | Focused on e‑commerce and tech |
| December | St. Nicholas Day (Dec 6) | Small gifts, sweets |
| December | Christmas (Dec 24 – 26) | The peak season of the year – gifts, electronics, toys |
| December | Post-Christmas Sales | Returned goods, seasonal clearance |
Vito Nikolič is the CMO of Mergado, a product data management tool for online stores, where he has led marketing since 2019. He works across performance marketing, brand marketing, and AI visibility: how products show up in answers from AI assistants. On the side, he works in music-industry marketing. Find him on LinkedIn.
