Microsoft Advertising has rolled out an insightful guide designed to help marketers craft effective advertising campaigns for the upcoming holiday season.
The guide, “Your Festive Season Marketing Playbook,” aims to provide marketing teams with a better understanding of changing consumer behaviours and trends as the much-awaited holiday shopping season draws near.
Early planning and smart budgeting
The guide stresses the importance of kicking off campaign planning well in advance. Historical data reveals that brands saw a substantial uptick in website traffic and purchases during September and October in the U.S. and across the Europe, Middle East, and Africa (EMEA) region.
During these months, 44% of ad clicks and 40% of conversions were recorded, with a 5% lower cost-per-click (CPC). In Australia, the holiday shopping momentum picks up from the beginning of November. Hence, brands should structure their budgets to take full advantage of the holiday season.
The significance of October clicks
The Playbook points out the crucial role played by consumer interactions in October in driving holiday conversions.
Statistics show that, on average, 67% of November and 50% of December purchases can be linked back to consumer clicks in October.
Streamlining your social media operations
Handling multiple social profiles, monitoring progress, evaluating competitors, and growing your online community are streamlined with a single integrated platform like Semrush Social.
Microsoft Advertising suggests employing remarketing, tapping into in-market audiences, and utilising its automated bidding strategies to snag this segment of deal seekers who usually engage in multiple searches before purchasing.
Embracing deal-seeking trends
The Playbook also sheds light on the increasing tendency among consumers to hunt for deals, especially in the U.S., where over two-thirds of shoppers dedicate a considerable amount of time to looking for coupons and deals. In contrast, deal seekers in the EMEA region reportedly spend 33% more time on search activities than the average shopper.
Reaping benefits from diversified ad strategies
The Playbook from Microsoft accentuates the advantages of having a diversified advertising strategy.
Data from the Microsoft Advertising Network indicates that 28% of holiday ad clicks originate from mobile devices, representing 22% of the overall retail conversions.
This insight highlights the need for a multi-channel approach to engage consumers across various platforms.
