Christmas Campaigns

Unimpressed Santa Claus
Christmas “it’s the most wonderful time of the year” but for sellers the onslaught of additional activity that Christmas campaigns bring can make them feel more like bah humbug!

According to ABS figures in 2016, October is the month where Australians start thinking about their Christmas shopping. If you haven’t started building out your Christmas campaign yet, don’t worry. We’ve got some top tips to make sure you don’t end up scrambling for ideas:

Christmas Creative
Appropriate advertising always hits the mark. Make sure you examine all your campaigns and give them a merry creative style and layout for the Christmas season. We suggest having at least three different variations of each ad and switching out your creative at least once a month to avoid ad fatigue.

Emphasize your best features
Highlighting what your customers think helps build trust in your brand. Start to collect reviews, photos and quotes, and showcase your customers throughout your social media campaigns. According to Yotpo, people who look at user-generated content (ie. content made by your customers) are 161% more likely to convert.

Optimise where your customers land
Marketers think about the ads they’re showing but not necessarily the destination where they are driving their customers. If you’re bringing people back to your site, make sure you send them somewhere relevant.
Make sure that your page descriptions are clear. This will help your customers find what they’re looking for and also help your SEO activity.

Be Vibrant
Brands need to put the customer first. This means personal advertising and beautiful creative. Dynamic creative allows brands to make it easy for customers to revisit products they were looking at or inspire them with gift ideas. Based on AdRoll customers in 2016, dynamic ads saw a 50% lower CPA than static ads.

Gauge Success
Put KPIs in place and communicate them. If you have measurements from success in place from the start, it becomes much easier to judge the success of a campaign later on, report back to the business on your impact, and most importantly, learn how to improve on your campaigns for next year.

Don’t turn the (Christmas) lights out
A lot of marketers get to the end of Christmas and take a well-earned rest. The problem is post-Christmas is when everyone is on holidays and they have more time to be engaging with your brand online.
Think about your campaigns post-Christmas. CPMs stay low all the way through to mid-February so get a head start to the new year, lock in campaigns for January and February now to ensure you start 2018 with a bang.

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