Along with the arrival of Father's Day weekend comes the anticipation of the first day of summer, family barbecues, and vacation planning. The thought of scheduling campaigns for yet another holiday can become extremely overwhelming during this time of the year. Before you know it, the opportunity to capitalize on increased consumer spending will quickly pass you by. Now is a great time to review your current holiday scheduling process to ensure that all future holidays run smoothly.
Rather than view each individual holiday as a new project, try creating a generic checklist that you can use to execute your campaigns during any holiday season. While the specific details and targeting will change for each holiday, the approach and techniques will remain the same. No longer will you feel unprepared, but you'll be ready to make the most of each and every holiday.
Test New Campaigns. Schedule in tests for holiday campaigns. If you haven't already done so, create a document to list campaigns you've had success with for each holiday. You will notice that holiday campaigns typically return year after year and referring back to a file that references those campaigns will significantly cut back on time spent towards reviewing new campaigns. Also, reach out to your affiliate manager for information on holiday campaigns available to you. They'll have the most knowledge as to which campaigns tend to peak during the specific holiday.
Holiday Creatives. Are there holiday creatives available for any existing campaigns that you're currently running? A campaign that may not typically come across as favorable for that specific holiday can easily be portrayed as a considerable option with the right creative. For example, a standard creative for campaign “X” may be overlooked by a consumer in need of a Father's Day gift. Switching out a creative that suggests ordering “X” for Dad will target the Father's Day buyer, creating an interest that may have not previously existed. It's an easy way to get additional traffic to the campaigns you're already promoting.
Update Ad Copy. As mentioned in the creative swap, focus on the influence that a simple suggestion has on the consumer. Holiday shoppers are typically motivated to view campaigns that provide ideas and input, cutting back on the amount of time required on their end. Changing your ad copy to make a suggestion to the consumer, rather than sell the consumer, will be much more likely to capture the last minute shopper's attention. A few updates to your ad copy can lead to a significant increase in consumer interest and overall conversion rates.
Review Your Keywords. One of the easiest ways to expand your reach to the holiday shopper is to update your keyword list. Consider adding additional keywords that will target the consumer that is making a purchase during the specific holiday. Check that the ad copy displayed is also relevant to the new keywords being used.
Schedule for Time Away. Whether scheduling email drops or ppc buys, be sure to line up your campaigns for the time you are away. Keep in mind any time sensitive campaigns or creatives, and plan accordingly. If you have appointed a back-up contact while away, or are available remotely, set up a time to chat with your affiliate manager prior to departure to ensure that everything runs smoothly.
Try using the above guidelines to create a personalized checklist tailored towards your own marketing techniques and fully take advantage of online spending throughout any holiday.
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