Win the festive season with marathon-level Ads

54% of consumers are already looking for shopping inspiration by late October and 31% start creating a wish list in week 44. Therefore, start your festive season campaigns by September or early October at the latest. This builds valuable insights and gives you enough time to improve your campaigns. Your campaign always needs a learning period to perform at its best.

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A successful peak period relies on a clear strategy. Do you mainly want to generate more sales with your bestsellers, highlight new items, strengthen your brand, or sell remaining stock? By defining your goal in advance, you can set up your campaigns more purposefully and steer better for results, whether you choose Sponsored Products, Branded Shelves, or a combination of both.

Choose a clear goal for your campaigns:

• Bestsellers: Increase the visibility of items that have already proven themselves with shoppers and make the most of the increased demand during the festive season.
• Seasonal offer: Give extra visibility to items that are relevant to the festive season. Use your personal sales forecast to see which categories are expected to peak.
• New product range: Build visibility, traffic, and sales faster for new items.
• Brand awareness: Increase your brand visibility during the period when most shoppers are actively looking for inspiration and items.

A clear goal helps you to use budgets, campaigns, and product range purposefully.

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During the festive season, competition increases and more shoppers look for items; in fact, there are 31% more active campaigns during the festive season. So make sure your campaigns have sufficient budget and your bids are competitive. This ensures you stay visible at the moments that matter and prevents campaigns from stopping early.

Tips for budgets and bids:

• Check whether your current bids still align with your goal and the increasing competition during the festive season. 52% of advertisers already increase their bids and budgets starting from September.
• Build up your visibility 2 to 4 weeks before the key sales moments, so your campaigns have already built up relevance when competition increases.
• Keep peak moments in mind. Almost half of purchases take place after 17:00, meaning a budget that is too low could result in missed sales. So ensure you have a sufficient daily or campaign budget.
• Keep an active eye on your campaign budgets and make adjustments where needed based on performance.
  

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With our advertising tools, you get more out of your campaigns during the festive season. Gain insight into search behaviour, adjust based on performance, and make better-informed choices for your budgets, bids, and targeting. Especially during the festive season, when competition and search volume increase, these tools help you optimize faster and get the most out of your advertising budget.

These tools will help you on your way:

• ACoS calculator: During the festive season, you want to be sure your campaigns have enough budget to stay visible. Use the ACoS (Advertiser Cost of Sales) calculator to gain insight into how much budget you need to achieve your goal.
• Keywords dashboard: Discover what shoppers are searching for and respond to changing search trends during the festive season. Use the keywords dashboard to add new relevant keywords, replace lower-performing keywords, and exclude irrelevant search queries. Optimize your targeting with this step-by-step plan.
• Reports: Use reports to gain insight into the performance of your items, keywords, and categories. This helps you discover opportunities faster and see where you can make adjustments.
• Advertising API: Do you manage many campaigns or a large product range? With the Advertising API, you automate processes and manage campaigns more efficiently, leaving you with more time for optimization.

Are your campaigns live? Then it is time to measure what works. By regularly analysing your results, you get insight into which campaigns, items, and keywords perform best. This allows you to make timely adjustments and get a higher return from your advertising budget.

What should you pay attention to?

• Preferably check your results after 2 to 4 weeks or after your campaign has collected 80-100 clicks. After that, take time daily to analyse the performance of your campaigns.
• Measure performance based on your campaign goal. For instance, look at impressions for visibility, CTR for relevance, or ACoS and ROAS for return.
• Analyse results at different levels: account, campaign, item, and placement level. This way, you quickly spot opportunities or bottlenecks.
• Use reports to get insight into the performance of campaigns, items, keywords, and placements. You will find these in your seller account under the heading 'advertising' > 'reports' at the top of your screen.

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The festive season is not a period to turn campaigns on once and just let them run. By actively optimizing, you increase your visibility, improve your return, and get more out of your advertising budget. Shift budget to best-performing items and make adjustments based on KPIs such as impressions, clicks, ACoS, and conversions. That way, you respond optimally to the increased demand during Black Friday, Sinterklaas, and Christmas.

Here is how to get more out of your campaigns:

• Increase bids and budgets on high-performing campaigns to realize extra reach and sales.
• Regularly check your ACoS and adjust if campaigns become less profitable than desired.
• Improve content, images, and prices to generate more clicks and conversions.
• Focus your budget on the best-performing items, keywords, or campaigns.
• Keep monitoring and optimizing throughout the festive season. Small adjustments can make a big difference in a period where competition increases.

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