See how your quiz answers stack up to the below best practices to keep celebrating into the new year.
From last-minute discount hunters to people diving into “New Year, New Me” purchases, there’s a wave of high-value shoppers to reach. Maintain strong campaign performance through the holidays and beyond by following these tips.
1. Keep campaigns active through the end of January
Last-minute December shoppers are racing against a deadline and ready to act. Fast shipping, digital delivery, or BOPIS (buy online, pick up in store) are very attractive models to highlight in ad campaigns. That doesn’t include the huge wave of post-holiday buyers who keep shopping from late December into January: the bargain hunters, self-gifters, New Year’s resolution buyers, and gift-card redeemers.
Microsoft internal research shows that U.S. advertisers saw 25% more conversions after the holidays year-over-year and, in Australia, January conversion rates increased 15% in the same period.1 Last year, the National Retail Federation reported that 157 million people expected to shop on the “Super Saturday” before Christmas.
Keep your campaigns active but within budget by using the lifetime budget feature on Microsoft Advertising Platform to connect with these buyers. Set a limit for the total you would like to spend across the life of your campaign, and then let it run through the end of January.
Your brand will stays front and center with late-season shoppers and then translates into New Year’s-related searches for everything from wellness to productivity.
