Making a List and Checking it Twice

It is that time of year again!  No, I am not one of the people decorating my house with lights while it is still September.  But...in the world of advertising it is time to start getting ready for the holidays!

The cost of advertising will go up for many advertisers in Q4. As we get closer to the holidays some advertisers may see a 4x increase (or more) in the cost of their ads.  

What can an advertiser with a small budget do?  
Make a plan!  Here are 2 basic ideas:

1. What I often recommend to my clients is to test different types of targeting.  If your Targeting group #1 sees a huge increase in cost, you will need to consider what is in your Targeting group #2 and #3, etc.  Often, changes in targeting and trying some different ways to reach your customer can assist with bringing the costs of ads in Q4 down.
2. Make a calendar for actions building to the holiday season.  Will you offer sales or discounts at a certain time?  Will you have special merchandise available for the holidays?  Consider the ad lead time you will need for people to purchase.

Contact me if you would like more ideas or you need a plan specific to your business.