2020 has been different than any other year before, especially when looking at the consumer’s decision making when buying products during the COVID-19 pandemic. However, not to worry marketers, as there are plenty of opportunities for your business to thrive during this year’s Black Friday and Christmas Season.
As most business activities moved their activity towards the online environment, consumers are increasing and rapidly changing the e-commerce industry and trends all around the world.
This change is mainly due to people’s health concerns about having to shop in stores, so there’s never been a better time to reach these customers through paid advertising.
First step – Start planning your paid advertising campaigns ahead of the holiday season.
Thoroughly research your target audience and optimise your ads on all channels to meet their wants and needs ahead of your competitors. By looking at last year’s Black Friday Deals, people’s interest in the seasonal sales started from the end of October 2019, so make sure to get your strategy right early.
You will notice that during the seasonal sales most advertisers will start putting more money into their paid online campaigns, slightly increasing their CPCs (Cost-per-click), especially towards the end of November and beginning of December.
PRO TIP: Try to simplify research and discovery for your audience as their focus is more on finding the right gifts for their loved ones, rather than the best prices. But keep in mind that unpredictable categories are and will continue to emerge, especially as we’re getting closer to the holiday season 2020.
With that in mind, make sure you stay up to date with the latest trends in consumer behaviour by checking out Google Trends Insights.
Second step – Make your ads relevant and current on every search engine page and social media channels.
Seasonal sales can be very fluctuating, the reason why your business must adapt to your consumer’s changing mindset.
Focus on refreshing your ad copy and keywords to grab people’s attention. Use more commercial keywords during seasonal sales to increase your conversion rates, not just your website traffic. For example, target Black Friday/Black Friday Deals/Deals/Promotions/Sale (as well as for the Christmas season), etc.
Also, remember to catch your early shoppers with high-quality images by promoting your special offers. According to the season, adjust your images and match them with your copy, but don’t forget to make your CTA (Call-to-action) visible and easy to find.
Third step – Adjust your advertising budget.
During seasonal marketing, as a marketer, you must adapt your budget to meet the increasing demand and to face the competitive landscape. As mentioned previously that your CPC will increase during the holiday season, this should be a good signal that your business must increase its budget to make sure that your brand stays on high ranking positions.
Fourth step – Get their attention before the holiday season.
Create a time-bound offer in your paid ads to drive your target audience to take action, and do it early on before the holiday season. People are most likely to expect promotions already, so your conversion rates could increase significantly if your strategy has been created ahead (remember, the first step?).
This strategy seems to work very well for paid social media advertising, especially both on Facebook and Instagram, to start with.
Fifth step – Retarget your paid advertising campaigns on your website.
By doing so, your website visitors that left your site without buying anything from you will be able to see your ads when they visit other similar websites and pages of interest. Reminder: make sure that your visuals and ad text stay relevant to your customer.
We like to say that your ads are the invitation to the party, and your website is the party. So make sure that your landing pages are fully customised with specific holiday and seasonal themes, this will surely make a difference when looking at your conversion rates later on.
Sixth step – Stay flexible.
Meeting your customer’s demands whilst prioritising their health will be key, so be very precise in how their gifts will be delivered across all your paid search and social advertising.
Seventh step – Review your paid advertising campaigns performance.
Just creating great ads without having a look in the backdrop what is going on will take you nowhere. Make sure to continually check your analytics to become more efficient in creating your future ads, and to understand your consumer’s preferences and ever-changing trends fully.
To get started on creating your very own paid advertising campaign before this year’s seasonal sales, don’t hesitate to get in touch today for your free 30 minutes PPC advertising consultation with our marketing team.