Skip to main content

Advertising in November and December, is it worth it?

By Stephanie Carrillo, Senior Marketing Consultant at Heinz Marketing

Advertising in the month of November and December is worth it for B2C companies and some B2B companies with short purchasing cycles. Take advantage of the 50% increase in ad impressions, 100% increases in click-through rates, and 60% increase in conversions.  Many companies will see an average order value go up by 30%, making the ad spend worth the investment.

Why I recommend skipping advertising during the holidays

If you are a B2B Company with a purchasing cycle of longer than three months, I recommend putting most advertising tactics on hold during November and December. The increase in ad spend during this time will not only drive up your overall cost per lead, but it typically does not produce the results you want.

Here are a few reasons to avoid this time a year and why your money is better invested in other marketing programs like developing new content.

  • Most companies are nearing the end of the fiscal year and have depleted budgets
  • Ad spend doubles
  • Buying Committee members are busy buying holiday gifts
  • Buying Committee members are on vacation
  • Competition is fierce

What marketing channels I recommend in November and December?

During this time, I would focus on supporting the sales teams by targeting the accounts they are trying to close by the end of the year. Focus on your nurture programs and use retargeting to target these top accounts with bottom-funnel content like case studies, analyst reviews, or trial offers.

The bottom line, I would advertise during the holiday season if your purchasing cycle is short.  If the purchasing process is long, I would invest money in other programs or focus solely on retargeting to current opportunities.

The post Advertising in November and December, is it worth it? appeared first on Heinz Marketing.



from Blog – Heinz Marketing https://ift.tt/3lw3skt
via IFTTT
Labels:

Comments

Post a Comment

Popular posts from this blog

What is a Local Citation? Local SEO

In simple SEO terms, a local citation refers to any mention of your company online. This could be in a business directory, or on an industry-specific site, a blog or any other local website. Although local citations can help you rank in local search results, they are no longer a major ranking factor . However, they are still worth considering in order to promote your business. Common citations you are likely to already know of include listings on business directory websites such as Yell or Thomson Local . A complete citation should include the name, address and phone number of your business. Local citations do not always include a link to your site although they are more valuable if they do. What do they do? Citations help rank your Google Local Pack listing (this was formerly called Google+ Local map) by providing Google with credible sources of information about your business. Citations tell Google that your business exists, is legitimate and that what you say about it is accur...
12 comments
Read more

The beginner’s guide to semantic search: Examples and tools

Ever since Google’s Hummingbird, the term “semantic search” has been thrown around a lot. Yet, the concept is often misunderstood. What is semantic search and how it helps SEO efforts? When people speak to each other, they understand more than just words. They understand the context, non-verbal cues  (facial expressions, nuances of the voice, etc.) and so much more. It comes naturally, so we don’t really appreciate how difficult it is to explain what is being communicated without the help of all “beyond-words” signals. Factors that make the lives of both Google and SEO so difficult Google is trying (and often struggling) to understand what it is that their users want (without actually seeing or hearing them) SEOs are trying to reverse-engineer what it is that Google managed to understand from their users’ queries and how to build pages that meet those mysterious criteria. As Google’s algorithm is getting more mature, it is becoming even more difficult to decode what...
8 comments
Read more

7 Boring SEO Tasks You Can Automate to Save One Day Per Week

An SEO expert’s day is filled with a plentitude of activities to rank well on Google , starting with taking care of basic content quality to backlinks, site structure, mobile user experience, and other technical features. Not to mention having to squeeze the time spent on each task between meetings, conference calls, emails, and urgent projects, which take up a large portion of the week. Before you can even think about finishing less-important SEO tasks, you are already running out of time. The truth is some tasks are too boring to complete at the end of a tiring day. But you can’t leave it on the table to handle some other day, as it will only overshadow other, more important tasks. So, what’s the way out? The good news is advanced online tools can handle your boring SEO tasks, helping you save at least one day per week for creative activities. Here are some of the boring SEO tasks you can automate now and save yourself from performing these tedious activities. 1. Automate SE...
1 comment
Read more