Not BudgetingCreate a budget. Just do it. This should be your jumping off point in your holiday hero campaign. Throwing random amounts of money at things and seeing what sticks can sound like a viable plan if you like to scare your company stakeholders and roll the dice, however this is just a great example of terrible planning. You need a well thought out budget to get the ball rolling. Don’t be that guy.
Not Budgeting for Traffic InfluxPlan for an increase in spending to correlate with the online shopping traffic increase. Take a look at your YOY Q4 performance and develop a level of expectation and ensure confidence with your clients. Trust is a big deal in this industry.
Not Setting Device Specific AllocationKnow the trends. Mobile devices are expected to send approximately 20% more traffic this holiday season than during the same time period in 2013. We all know that historically for many ecommerce brands that mobile doesn’t necessarily convert as well as desktop/tablet. This year could be interesting with new initiatives from Apple(Apple Pay), eBay, and PayPal. Get that cape dusted off, this could be your true hero moment.
Not Aligning with All Channel & Marketing InitiativesHeroes always need their trusty sidekicks. Align your efforts with all channels to capture the share of voice for your brand. Missed opportunities happen many times when items are left in silo. Communication is key.
Not Sticking to Your PlanWe see this all the time. People making quick decisions based on a reaction rather than being persistent. Jumping every time their conversion rate or quality score drops. The earth’s axis tilted a bit more today? Panic will not help you. Be flexible but stay the course and add things along the way. Set yourself up for holiday shopping success this year and know your plan! Not doing so is downright scary. We are PPC professionals at DO and we know how to keep things from getting scary - If you need help and/or guidance drop us a line!
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