Michelle Urwin, Sr. Marketing Manager @ Kenshoo
Social holiday season tips from Kenshoo are now available as a PDF. As this time of year can be very stressful and busy, you should check out this checklist now to make sure you’re ready for the peak season. You will find general social tips as well as some awesome ideas for how to use the Kenshoo Social platform to drive performance and save time. Happy Holidays!
Download this complimentary checklist today
Social activity spikes during the holidays and savvy retailers leverage this advertising channel heavily to help drive awareness and sales of their products. Last year, retail/e-commerce marketers spent almost 29% more during the 2018 holiday shopping period on social advertising than they did in 2017. They also paid a premium with the average CPM up 25% versus 2017 for the entire season ($4.95 to $6.22).
Are you ready for the holiday blitz? Are your social budgets ready to go? Do you have all of your ads and targeting ready?
With best practices, tips, and tricks, this handy checklist can help make sure that you are ready for the big season.
Social advertising is one of the top sources of referral traffic to retail websites. Without those crucial tracking codes in place, it will be nearly impossible to connect the dots back to which parts of your campaigns are driving results. With Kenshoo’s Automated Alerts, you can be notified if there are any ads in your account missing this tracking. This is important for your post-holiday analysis in January but also for mid-flight optimization throughout the season.
With social advertising, one of the most powerful optimization tactics is to prune the low performing ads from your accounts so that your best ads run more often. Kenshoo Social can automatically tag ads as either “high performing” or “low performing” so that it is very quick and easy to affect either group at the same time.
With Kenshoo Social’s Creative Manager, you can group visual assets into Albums which can then be organized into a message sequence by simply dragging and dropping the assets into the desired order. You can set performance goals on visual assets based on numerous metrics enabled by the system. Then, if an ad doesn’t meet those goals, the system will automatically pause it and create a new ad using the next image or video in the Album.
Lookalike targeting has become one of the most popular forms of audience segmentation for social advertisers. This is because social publishers have so much data on their users that they have become masters at grouping like-minded people based on customer lists provided by marketers. Take this tactic one step further this holiday season by building lookalike lists at every step of your funnel. For example, people who browse, people who add products to their shopping carts but don’t checkout, and then people who actually buy things. This way, you can better message to those three groups to push them further down the sales funnel.
It doesn’t always make sense to run the same ads over and over to the same audiences. With Creative Manager, you can activate narratives at scale by setting rules for when the images should be switched out. While refreshing ads to avoid ad fatigue is a wise best practice, planning out messaging so that you impact the market with pieces of the story told in the best order can be a very powerful technique.
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