Holiday shopping is in full swing even though Cyber Monday is still two weeks away. If you’re running retargeting campaigns, make sure they’re as prepared for the season as you are. Online sales are forecast to increase between 7 and 10 percent over last year to as much as $117 billion.
We made your list, so check it twice, and take these steps to boost campaign performance during the holiday season:
Increase your budgets to win more impressions
You’re likely going to see a boost in site traffic (especially if you sell anything that can be given as a gift), which means you’ll see a boost in impressions served in Perfect Audience and in advertising funds spent. Make sure your campaigns have a proper budget set to guarantee you have enough ad money available for the day, so that you don’t miss out on these potential new customers.
We recommend a 25 to 50% budget increase for the holidays, but you know your site traffic best. Whatever percentage of traffic increase you’re expecting, boost your budget about that same percentage.
To change your weekly campaign budget in Perfect Audience, go to Manage -> Campaigns and edit your campaign. In Step 3, change your budget amount:
Remember to hit Save at the bottom of the page when you’re done. You’re all set!
Raise your campaign bids
Almost all advertisers will all increase their spend for the holidays, so you’re going to have serious competition.
With so many advertisers fighting for ad space, it’s not uncommon to see your CPM costs rise during this time of year. To prepare for this surge, make sure you increase your CPM bids across your campaigns. Bidding higher will make your campaigns more competitive and will give you a better chance of serving more ads by winning more impressions. We suggest increasing your CPM bid by 50-100% of the current average CPM cost for the campaign.
To modify your CPM bid, go to Manage -> Campaigns and edit a campaign. In step 3, find Bid Type and change the setting to Manual Bidding. Then enter your CPM bid:
Save when you’re finished editing your bidding.
Use holiday-themed ads and landing pages
Holiday-themed advertising only gets people’s attention during one time of the year, and you should join the conversation your customers are having. Using ads that mention specific events like Black Friday, Cyber Monday, or any of the major holidays can grab a visitor’s attention.
Send a happy holiday message, mention that there are only X number of shopping days left, and give them a reason to click on your ads. Use the holidays as a chance to create urgency and you could see a boost in clicks and conversions.
Two quick steps you can take:
- Create landing pages and content on your site for these holiday events, then create audiences that capture visitors of these pages. (Information about audiences is available here.)
- Run campaigns to serve your holiday ads to your holiday page visitors. If they’re coming to your site looking for holiday deals, they are more likely to respond to holiday-themed ads.
We hope these suggestions are helpful and lead to a profitable holiday season for you and your business. As always, please feel free to contact us at firstname.lastname@example.org with any questions or comments.
From our team to yours – happy holidays and thank you for using Perfect Audience!
Want tips from Marin Software on Black Friday/Cyber Monday? Check them out here.