As marketers prepare their digital campaigns for the holidays, it's important to look at specific tactics to optimize each channel. In this video, learn tips on how to get your display campaigns in great shape for the holiday season.
Michelle Alfano: Hi, I'm Michelle Alfano, RKG's Director of Display Management. I'm back again to talk about getting your display campaigns ready for the holiday season with some quick tips. For more information on how to prep your paid search or other digital marketing efforts for the holidays, be sure to check out our other videos and posts on the website under the resources tab.
Three major components that you're going to want to analyze this holiday season for your display campaigns are the competition you face in the marketplace, your individual targeting segments, and your creative assets. As always with creative, you want to make sure your brand is clearly visible, but also you want to focus on your call to action. At this time of the year, everyone is focusing on where they can find the best discount. There's even a whole day dedicated to a free shipping holiday. You want to make sure that your call to action and promotional messaging is clear, front and center on your ad space.
Looking at this example from Nine West run during the holidays last year, there is no question that I'll be getting a deal by going to their site. An extra nice touch is to show some holiday spirit and incorporate some adjustments to your color scheme to draw attention to your banner on the page, as seen in these examples with ThinkGeek and Figi's. When we look at these banners, they both show some great holiday flair, including updating their "Shop Now" button from their brand colors to red.
During the holiday season, it's important to not necessarily relaxing our core set but opening up and broadening our scope a little bit to account for people that are in the gift-giving mode for others versus being self buyers. For example, if you sell men's apparel, you might want to open up your targeting segments to include women buyers that might be buying for their significant other or other men in their lives. Again, I want to stress that this isn't necessarily a widening of our existing targets but an adding of additional targeting segments. We'd still like to have all of those built out so that we can granularly target and bid and report on how all those different segments are doing.
Lastly and most importantly, this is the time of the year when we have a lot of shoppers, and more shoppers means bigger opportunity to get into the black. It's the reason we call it Black Friday, right? Because of this increase in market demand, advertisers are going after ad space more aggressively. Last year, we saw this trend with clients who have holiday seasonality and for those with products out of season during Q4.
Inventory for display ad space gets more expensive as we make our way into November and December to account for everyone trying to gain more visibility at a time when they'll be more profitable. So, be sure you're looking at historical date for your display campaigns last year to anticipate all those increases and push your bids, or you'll lose out on reach and, ultimately, revenue. As you see last year, we started to see this shift around mid-November, well before Black Friday.
Hopefully, by focusing on these three areas—your creatives, your targeting segments, and the competitive landscape—your display campaigns will be in great shape for the holidays this year.
For more tips and posts, be sure to check out our YouTube channel, RKGDigital, and our blog. Thanks, until next time.