Advertising during the holidays:
Here's what you need to know
Around the holidays, traffic and purchase intent are at their highest. However, our data shows that search and buying behavior already starts to increase significantly from October. This makes it a smart time to take action.
Step-by-step plan
1
Start in the inspiration phase
- 54% of consumers start researching by the end of October
- 31% begin creating wish lists in week 44
- 44% of advertisers already increase their bids in September
- Start advertising before purchase intent peaks
2
The first peak is from week 46
- Week 46: first traffic peak on bol
- The number of visitors then increases by 22% compared to previous weeks
- Visibility in this phase lays the foundation for later conversions
3
Q4 offers many opportunities
- During Q4, there is 2x more traffic than during any other quarter
- 30% of the annual turnover is generated in this quarter
- Millions of extra opportunities to score
- Please note: 40% of purchases happen after 5 PM
4
Staying visible pays off
- 1.7% higher conversion
- 6.7% lower cost-per-click
- 9.6% more impressions
- 40% of revenue from advertising
Investing in visibility is not a sprint but a marathon. Visibility in Q4 carries over into Q1. We see that campaigns running into Q1 have an average of 3% higher conversion rate compared to campaigns only set up in Q1. Let your campaigns continue, possibly with a lower bid or more specific search terms.