The season is almost upon us, particularly if you run an eCommerce website. 

Not a lot of people know but I ran an eCommerce site for 11 years, until 2018, so I remember the stress of it all. I recall getting orders in August for Christmas! Realistically though, mid-October is when the sales start to ramp up. The biggest weekend is the Black Friday through to Cyber Monday, (26th-29th November 2021), and then it’s just head down, have no life to speak of until a few days before Christmas Day, when you cannot guarantee Christmas delivery anymore. Phew!

I remember those months well and am quite happy I do not have to deal with the stress anymore but on the same token, when you look back in January and look at how much you have sold, it makes it all worthwhile!

One important lesson I did learn from those 11 years was that if you were not prepared for the season, it could easily pass you by.

So, when it comes to setting up your ad campaigns, whether they be Google ads or Facebook & Instagram ads, here are my top 7 tips to help you make the most of the season and look back in January proud at what you have achieved. 

1. Become your customer

Place an order on your website, on mobile and on desktop. How easy was it? Did it work fast enough? Was everything clear? Were there too many hoops to jump through that would put a potential customer off. All sales should be able to be completed from adding to basket to completing the checkout process in a few clicks.

Is your refund & shipping policy displayed clearly on the website? Are there customer reviews showing on the site? Make it as easy as possible for the user to trust your business.

2. Allocate your budget now

How much are you placing where? What is your revenue goal? Set you KPIs. Be aware the costs of advertising rise in this period due to competition, consider this in your plans.

3. Create a promotional calendar

According to Google one third of festive weekend purchases were driven specifically by promotion. Synch up your social media posts and emails with your promotional calendar so that there is correlation across all the channels.

4. Make sure you know your customer

This is integral when you are running Facebook/Instagram campaigns. Knowing your customer leads to lower advertising costs!

5. Facebook

With Facebook test as much copy as your budget will allow and keep a close eye on it. Switch off ads that are not working, feed in new copy all the time.

6. Google

With Google, keep an eye on those negative keywords, you do not want to be paying for irrelevant clicks!

7. Check your accounts daily

Whichever channel you use, whether it be Google ads or Facebook/Instagram ads, keep checking the accounts daily. Cap costs to ensure that you are not overspending and be prepared to change direction if the stats are telling you to do so. Don’t be over emotional with your brand and push a category because you ‘think’ that’s what your customers want. Read the stats, understand them, and adapt your campaign accordingly.

Good Luck!!

I have been running Google, Facebook and Instagram ad campaigns for my clients since 2019. If you need any help with your campaigns, contact me and we can set up a meeting.

Natasha Fitzpatrick

Google Ads & Paid Social Strategist

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