How to make a holiday shopping campaign for low budget accounts
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How to make a holiday shopping campaign for low budget accounts
As an advertiser, it always feels like the holiday season is abnormally long. It starts in August when I'm initiating conversations with our clients about the upcoming holidays and what it means for them. The majority of my clients are small businesses with small budgets, making this an important time of year. Not only do we have to be careful with our spend, but the revenue that is generated during this season is crucial. A lot of the accounts I work with will feel a strain in their business if they don't earn enough during the holidays to help them make it through the slower months.
The unique constraints that small businesses face with advertising carry over to the holiday season, which is why planning your calendar, knowing what you're measuring and being intentional with your budget are so important.
Calendar
One of the challenges of running a small account during the holiday season is planning out exactly which campaigns you will run when. There are three main ways I approach the calendar.
Use historical data
First, use all the data you have access to in order to identify what worked last year and what didn't. We have a client that is in the hospitality space and has been with us for three holiday seasons. We have a lot of data about what has worked in the past, and we use it to identify the platforms we want to use as well as similar campaigns that we want to run every year. If you don't have data from last season, use what you do have to make an informed guess.
A caveat here is to ensure you aren't looking only at last-click data or return on ad spend at the campaign level. Looking at purchase path and assisted revenue is important when identify