As an advertiser, it always feels like the holiday season is unusually long. It starts in August when I initiate conversations with our clients about upcoming vacations and what it means for them. The majority of my clients are small businesses with small budgets, which makes this an important time of year. Not only do we have to be careful with our expenses, but the UK Phone Number List income generated during this season is crucial. Many of the accounts I work with will feel a strain in their business if they don’t earn enough over the holidays to get them through the slower months.
Knowing What You’re Measuring
The unique constraints small businesses face when it comes to advertising carry over to the holiday season, which is why planning your schedule, knowing what you’re measuring, and being intentional with your budget are so important. Schedule One of the challenges of running a small account over the holidays is planning exactly what campaigns you’re going to UK Phone Number run and when. There are three main ways to 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 who is in the hospitality area and has been with us for three vacation seasons. We have a lot of data on what has worked in the past,
Use What You Have to Make an Educated Guess
and we use that to identify which platforms we want to use and which similar campaigns we want to run each year. If you don’t have data from last season, use what you have to make an educated guess. A caveat here is to UK Phone Number List make sure you’re not just looking at last-click data or campaign-level return on ad spend. It’s important to look at the path to purchase and assisted revenue to identify what you deem successful. If a specific campaign plays an important role early in the purchase journey, cutting it will affect overall