Jun 22, 2022
In General Discussions
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 Banner Design vacations and what it means for them. The majority of my clients are small businesses with small budgets,Banner Design which makes this an important time of year. Not only do we have to be careful with our expenses, but the income generated during this season is crucial. Many of the accounts I work with will feel a strain in their Banner Design business if they don't earn enough over the holidays to get them through the slower months. The unique constraints that small businesses face when it comes Banner Design 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 Banner Design important. Calendar One of the challenges Banner Design of running a small account over the holidays is planning exactly what campaigns you're going to run and when. There are three main ways to approach the calendar. Use historical data First, use all the data Banner Design 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, 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 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 Banner Design what you deem successful. If a specific campaign plays an important role early in the purchase Banner Design journey, cutting it will affect overall revenue. Another important thing to keep in mind is any major changes in your audience or offers over the course of the year. Ask yourself if you can really assume Banner Design that what worked last year is likely to work again if there have been major platform or audience changes. This also applies if a new competitor is in your space.