Brad O’Brien says, “Social advertising in Q4 is expensive. Higher intent to purchase among holiday shoppers means that CPMs and CPCs (costs per thousand and costs per click) skyrocket because advertisers are all vying for those valuable consumer impressions. In social, you will feel these effects even if you’re not a holiday-based business, because good consumers will fall into audience targeting pools for all types of products and services.

Knowing how to navigate the waters can mean the difference between a highly successful quarter and one that leaves you feeling that you’ve wasted spend. The key is advance planning and knowing where and when it makes sense for your brand to advertise October through December. With 40 percent of consumers reporting they will start holiday shopping before Halloween, the time to plan is right now.

With that in mind, here are 10 tips for executing a successful paid social strategy in Q4.

Tip #1: Q4 is the best time for optimizing your conversion flow

If you’re in retail or e-commerce, you will be driving more traffic from social ads (and other digital channels) in Q4 than at any other point in the year. This means that you will be able to test elements of your conversion funnel and achieve significance in a very short period”.

10 tips for retailers’ Q4 social advertising

Marketing Land

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