The festive season is near, and with it comes a familiar question for businesses: Should I pause my paid advertising campaigns during the holidays?
Like most things in marketing, the answer isn’t a simple yes or no. Hitting the pause button might seem logical on the surface—after all, people are busy with family gatherings and gift-giving. But is it always the best strategy? Here at Pay Per Klick, we believe in data-driven decisions, which means taking a nuanced approach to holiday ad management.
The Case for Not Pausing…
Capitalize on Increased Online Activity: Online activity surges during the holidays, even as some spending shifts offline. Consumers use the internet for gift inspiration, travel research, and deal comparisons. Maintaining a visible presence ensures your brand remains top-of-mind for your target audience.
The “Last-Minute Rush” is Real: Don’t underestimate the power of last-minute shoppers! Those scrambling to find the perfect gift the day before Christmas are prime targets for targeted ads.
Maintain Brand Awareness: Even if you’re not actively pushing sales, consider running brand awareness campaigns. This keeps your brand in the consumers’ minds and helps build positive associations for the following buying cycle.
However, a Pause Might be Wise If…
Seasonal Businesses: If your product/service is highly seasonal with limited year-round relevance (think fireworks stands or Halloween costumes), pausing during the off-season might make sense.
Highly Competitive Landscapes: If your industry is oversaturated with holiday ad campaigns, consider pausing to avoid getting lost in the noise. Analyze competitor strategies and identify potential gaps where your voice can be heard.
Limited Budget: A temporary pause can be a strategic measure if your holiday budget is stretched thin. Consider reallocating those funds to optimize campaigns for peak shopping days like Black Friday or Cyber Monday.
The Power of Vertical Specificity
Here’s where things get interesting. The decision to pause or push through depends heavily on the industry in which your business operates. Here are some industry-specific considerations:
- Retail & E-commerce: There is absolutely no point in pausing! This is your prime time to shine! Use targeted ads to showcase holiday promotions and gift ideas.
- Travel & Hospitality: Holiday travel planning is in full swing. Tailor your ads to highlight festive getaways and family-friendly destinations.
- B2B Businesses: B2B buyers might be less active during the holidays, but consider it a chance to reconnect with a targeted “Thank You” campaign or a thought leadership piece relevant to industry trends.
Beyond Pausing: Optimizing for Holiday Success
Regardless of whether you pause or push forward, here are some things to keep in mind for holiday ad success
- Craft Holiday-Themed Ad Creatives: Use festive visuals and messaging to capture attention and reinforce a sense of urgency.
- Offer Holiday Promotions & Discounts: Entice shoppers with exclusive holiday deals and coupons.
- Optimize Your Landing Pages: Ensure your landing pages are mobile-friendly, easy to navigate, and highlight holiday offerings.
- Leverage Retargeting Ads: Target website visitors with relevant ads to remind them of your products/services.
- Monitor Performance Closely: Monitor your ad campaigns closely during the holiday season. Analyze performance data and adjust strategies on the fly for maximum impact.
The holiday season presents a valuable opportunity to connect with your audience and drive sales. A data-driven strategy tailored to your industry and budget will allow you to decide whether to pause or optimize your advertising campaigns for maximum holiday impact.
Still unsure?
That’s what we’re here for! At Pay Per Klick, we help businesses navigate the ever-evolving world of paid advertising. Contact us today for a free consultation, and let’s create a winning strategy for the holidays and beyond!