By Purna Virji
Remember the struggle of finding the perfect gift for all the different people in your life? So. Much. Pressure.
As PPC marketers, we have the added responsibility of promoting the giftable products our clients sell and making sure we’re pushing the right products to the right audience. It’s almost double the pressure.
Microsoft Advertising (my employer) has analyzed all the data and trends from last year to bring you key insights to help you optimize your campaigns. Bonus: This also serves as a handy, data-backed gift guide, for double the win!
Grab yourself a comforting cup of hot chocolate, it’s time to dig in.
Step 1: Understand the differences in gift-shopping patterns between Hanukkah and Christmas
Buying gifts is buying gifts, right? Not quite. The research revealed that gift-giving behavior differs significantly between Hanukkah and Christmas.
It starts with the length of the decision journeys.
Hanukkah shoppers are instant converters as ~70% of users began and ended on the same day. Conversely, ~70% of Christmas shoppers took multiple days to complete their journeyi.
While Christmas and Hanukkah shoppers took 23 and 5 days on average respectively to convert, if we dive deeper into the overall journey lengths, we see a marked difference.
With Christmas shoppers, we see multiple spikes spread out over a longer period:
Act on it: For Christmas shoppers, increase the conversion windows for your remarketing campaigns. Also ensure you serve cross-promotional ads to converters, to increase the odds of repeat purchases.
In contrast, the majority of Hanukkah shoppers were decisive converters:
Act on it: Since most conversions happen on the same day, you can boost visibility via in-market audiences for these instant converters.
Now a likely follow up question would be if they were buying similar things from similar sites.
While the top sites visited were similar (i.e. Amazon and Walmart) there were a couple of clear differences:
- Christmas shopping skewed more towards Electronics sites while Hanukkah shopping skewed more towards Home Goods-focused sites.
- Christmas shoppers engaged more deeply with each site, with 16+ page views on average across each of the top five websites: Amazon, Best Buy, Walmart, Target, and Apple.
- Hanukkah shopper engagement was shallower, with fewer page views per site than Christmas, but these views were consistently spread across a broader variety of sites:
What about cross-shopping sites?
One big thing that Christmas and Hanukkah had in common was that Amazon and Walmart were the most cross-shopped sites for both holidays, likely due to their diverse product offerings.
Act on it: Study competitor ads from the most popular sites to see how you can tailor your ad copy to stand out against them.
Step 2: Plan what to promote (and buy!) for the different relationship types
What kinds of gifts are most popular for the key people in your life? Let’s break it down.
Regardless of the holiday, kids are the easiest to shop for.
The research showed that the majority of shoppers visited multiple retailers during their gifting journey unless they were shopping for kids. In …read more
Read more here:: marketingland.com-sem