EMBiz: What Does the Holiday Season Mean For Your Digital Ads
What Does the Holiday Season mean for your Digital Ads
Kickstarting Holiday Marketing
Hello, Cody here with Elevate My Brand. And I want to talk to you about holiday marketing. I know, it always seems too early to talk about, but the time to start talking about holiday marketing was always yesterday. September simply didn't exist this year, and all the other months just flew by. So, we really need to start talking about holiday marketing right now. And specifically, I want to talk about digital ads during the holiday season.
Digital Ads: Pros and Cons for the Holiday Season
There are a lot of pros and cons to running digital ads during the holidays. The number one pro, in my opinion, is that people are more willing to go to new brands during the holidays. They're looking for new ways, new gifts, new things for themselves and for other people, and so they're always willing to look up and do research about new products and find alternatives to find who's having the better sale, etc. So, you have a bigger opportunity to reach new audiences during the holiday season. And search ads, specifically, are a great way to do that. The con is that most everyone else is probably doing that too. So, your competitors will also be doing more in the digital ad space, which means there will be a higher cost per click, more competition, more search impression share, etc. But we do have some tips for you on how to make them work for you, despite the higher competition.
Strategies for Success in a Competitive Market
The number one tip I would give you is to be niche. So find a specific audience, a specific product, a unique approach in terms of persuasion, find a specific geolocational region, find something very niche and specific that are going to be high converting for you.
The Power of Personalization
The number two thing I would say is personalization. Personalization has been a trending marketing tactic for like 10 years now. But, it's been trending for a reason, especially because Gen Z is not only more willing to take action on a targeted search ad, but Gen Z is also much more interested in personalized experiences than any generation before them. So, especially if you're trying to reach a younger generation in a new market, personalization is key. And going back to that conversation around, specifically calling out audiences, or demographics, or even geolocations in your ads is a great way to make those specific and highly personalized to your audience.
Maximize Impact with Effective Retargeting
The third and final tip I'll give you is retargeting. If people only see your ad once, especially if it’s a completely new potential customer, then it's not going to do a whole lot for you. Always retarget, make sure that those ads are hitting people again, and again, and make sure it's not the exact same thing every time either. So, if people have already seen your ad, set up a completely new retargeting ad set, so they see you again and again, and again. You can also be very playful in how they see your messaging again. "Hey, remember us?" or something like that.
So, make sure you are being niche, you’re being personalized, and that you are retargeting your audience so they see your brand name more than once.