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How to use digital advertising during the holiday season

Thanksgiving! Hanukkah! Christmas! New Year’s!

Throw in a few other holidays like Halloween and Veterans Day, and we see a lot of celebrating between October and December.

It’s true. Ready or not, the holidays have arrived. It’s that time of year when many of us see our extended families more, and people tend to be more willing to open their wallets for others. 

In this article, we will walk you through the best way to get your business messaging in front of people while they are in the spending mood. 

How to use Amazon Targeting Data

Amazon. It completely disrupted traditional shopping, didn’t it? For many nowadays, because of the convenience of being able to shop at home and with quick delivery times, it’s the first place they go to for gift giving, making it the perfect place to advertise! With Amazon’s Targeting Data, you can easily get a look at your audience and reach potential customers with digital advertising. 

Today, Amazon has several different ways you can target customers.

Behavioral Targeting

With Behavioral Targeting, you can show your display, video or OTT ads to specific consumers based on their Amazon purchase history, searches and browsing across Amazon.com (display only), Amazon properties and thousands of partner websites and apps.

When using Behavioral Targeting as a strategy in your marketing, know that with Amazon, you have tens of thousands of categories to choose from. Whether you’re selling jewelry, furniture, home decor, restaurant gift cards or tickets to a holiday concert, there’s a targeting category for that.

Product Targeting 

Product Targeting lets you build an audience of consumers who have searched, browsed or purchased specific products on Amazon. By picking products that Amazon sells, you can create the audience list that you can target. For example, to reach new parents, the products you might pick are infant car seats, diapers and baby books.

Custom Audience Targeting 

Using Amazon’s Custom Audience Targeting, you can take advantage of your client database if you have email lists and/or physical addresses. By uploading your database to Amazon’s demand-side platform (DSP), you can find out how many of those people (or lookalike audiences) have Amazon profiles. This information lets you serve ads to those people while they’re on Amazon.com, Amazon-owned properties or within the Amazon Network.

Retargeting

Retargeting is a great addition to any campaign. Retargeting allows you to reach the “low-hanging fruit.” What this means is that when people come to your website, it’s most likely because they’re interested in your product or service. When those people leave your website, you want to stay at the top of their mind. You want to keep your ad in front of them so that they revisit your site and become a customer. With retargeting, you can follow people after they leave your website and show them your display, video or OTT ads across Amazon properties and thousands of partner websites and apps.

The Perks of Mobile Conquesting

During the holiday season, your customers are typically out and about more often than they are throughout the rest of the year. People travel far and wide hoping to create memories and continue traditions with family and friends. No matter where they are, you can pretty much bank on the fact that they’ll have their smartphones with them. And, if you can guess where your customers are going to be, you can get your message in front of them.

First, you must find the behavioral categories that line up with your target audience. Let’s say you own a jewelry store. In that case, you want to target jewelry shoppers, perhaps those looking to surprise their significant other or more luxury and affluent shoppers. Once you know who you need to target and the geographic area you want to target, you can use geo-fencing. Geo-fencing lets you target specific locations or events your customers visit during the holidays. 

With this tool, you can also geo-fence your competitors, the airports, shopping centers and even the drive-through holiday light events. 

And with the geo-retargeting element, you can continue to serve ads to the people who were inside the geo-fences throughout the holidays, even after they have left the area. 

Utilizing your Google Business Profile

Finally, be sure your Google Business Profile is up to date so when your potential customers start looking for you online, they can find all they need to about your business! 

Good luck this holiday season, and remember that there is a way that your message can be in front of your target audience over the next few months. You just need the right partner to help you execute your campaign.

If you need help, don’t hesitate to call us today at (920) 574-3253 to get your message where it needs to be!

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