Continuing our Holiday Advertising Series, we’re walking you through each week of the holiday season and how to adjust your advertising strategy accordingly. From budgets to messaging, learn what to keep in mind this holiday season.
We are now less than a week away from Christmas, and with all of the last-minute tasks before the holiday break your advertising strategy may be stalling out. Since Black Friday, you’ve likely directed a majority of your advertising budget to capitalize on the massive increase in holiday traffic. As customers’ shopping journeys wind down to a close, what can you do to continue bringing your brand success before the big day comes?
In years past, Pattern’s brand partners have seen peak weekly sales for the year during the holiday season, and so far this year has been no exception. At the same time, the week of Christmas itself usually brings a sharp dropoff in ad spend, ad sales, and total sales. Sales are expected to fall starting the 3rd week of December leading into Christmas because most shoppers have already finished their shopping. In fact, studies show that consumers are getting their Christmas shopping done early this year to avoid stock shortages and shipping delays.
But even though the week leading up to Christmas is not the hottest for ads, there are advertising strategies you can implement to help your brand succeed. In this post, we’ll first go over the specific factors that impact advertising during Christmas and then give you tactics for making the most of your ad budget.
Gifts are bought: Sales generally drop in the days right before Christmas, but you might see a small spike from last-minute shoppers. People might suddenly remember a friend they forget to purchase for, or they might not find the right gift until the eleventh hour. You may also have last-minute shoppers who weren’t expecting a gift from a friend and now feel the need to reciprocate. Many turn to Amazon to take advantage of their same-day shipping for last-minute orders. So when it comes to your ad spend, Amazon has a competitive advantage over other platforms during this time.
Christmas Day is spent unplugged: As for Christmas day, don’t count on many sales. Most will be spending time with their loved ones, enjoying the gifts they already purchased. Keep your evergreen ad campaigns running, but don’t do anything extra. Your regular CPC ads will be enough to cover any potential Christmas day orders from shoppers who really want something specific from their wish list they didn’t receive, or from eager users wanting to add accessories and adjacent items to what they’ve received.
Gifts are received: Once Christmas has passed, you might see a small uptick in sales as shoppers look ahead to the new year. Last year, Pattern saw a 50% increase in sales from Christmas Day to Boxing Day, a holiday more important in Canada, the UK, Australia, and New Zealand than in the US. So you can start ramping up your ad campaigns again at this point to set yourself apart from competitors who already used up all their December ad budget.
With those trends in mind, here are some specific advertising strategies you can use to get the most out of your ad budget.
Maintain typical ads: First of all, keep your regular CPC campaigns running. You don’t need to worry about overspending here since your ad spend will automatically drop when people start shopping less and clicks go down. Refine your retargeting efforts by focusing them on those who have searched for your products in the last 7 to 14 days.
Focus on giftable products: Then, keep in mind that your holiday advertising success will vary by product. Items that make for good Christmas gifts can do better than those that don’t. For example, ads for winter coats will perform better than ads for flip flops. If you have a gift product, try to capitalize on the Christmas traffic before the season ends as much as possible. Spread your ad spend across different ad types like Sponsored Products, Sponsored Brands, Sponsored Brands Video, and Sponsored Display ads. You can even refer to your product as a gift with customizable ad types that allow you to add your own ad copy and images.
Think about New Year’s resolutions: With the new year just around the corner, you may also want to start pushing products that help with New Year's resolutions. For example, our brand partners see increased sales around this time for supplements and other health products. If your product falls into one of these categories, this might be a good time to increase your ad spend.
Build awareness off-platform: If you don’t have products that make for good gifts or help with New Year's resolutions, this is a great time to focus on off-platform ads. By spending more on social media advertising, for example, you can build brand awareness even when sales are down. Last year, there was an 18% uptick in the number of social media messages retailers received during the holiday season. So focusing your ad budget here can help you make the most out of your ad budget and set you up for future sales.
Without a doubt, it can be hard to predict consumer behavior during Christmas. But if you leverage data-driven insights, seasoned advertising experts, and a vision for your brand, you can make sure your ad budget is optimized for the highest return.
Nobody should have to be on top of advertising all day on the holidays. So try using Pattern’s automated tech instead to get the best results for your brand. Get in touch today to learn more.
For more holiday advertising tips, check out the rest our our Holiday Advertising Series:
Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.
If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.
Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.