Tag : Social Media Budget

How to Get More for Less With Your Holiday Ad Spend

How to Get More for Less With Your Holiday Adspend

Without fail, social media ad spend skyrockets during the holiday season. So, why do marketers throw their hats into that ring every year?

Because people are buying.

Sadly, knowing that people are spending money doesn’t magically increase your advertising budget.

That’s why I’m here! I’m going to show you how to stretch your holiday ad spend dollar whether you’re a nationally-known business or a local store.

Timing Is Everything for Online Advertising

When you’re marketing on the day of a holiday, your cost-per-click (CPC) goes up dramatically. Why? Because everyone is bidding for the same virtual ad space.

While on any given Tuesday it might be just you and a (comparatively) small handful of other businesses, online advertising on Black Friday is going to pit you against retailers like Walmart and Target. By the time you finally win a bid, you’ll likely spend more on ads than you’ll ever see in ROI.

So, what do you do?

For National Brands:

If your organization is big enough, you may actually stand a chance at competing with larger companies for ad space on a major holiday. Still, it’s worth considering whether or not this is the best move for you. Take into account how many of your clicks regularly turn into leads, then how many of those leads turn into conversions.

From there, you can work out how much money each of those ad clicks is going to earn in your customer’s lifetime. When running these calculations, remember that holiday shoppers are less likely to become lifelong customers.

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Once you’ve got your number for how much profit each click will generate for you, based on past experience, find a margin that works for you. How much can you pay for clicks and still get an exciting ROI? Find that number, and don’t bid a penny over it. It’s unfortunate if you can’t get holiday ad space, but it’ll be worse to lose money on those same ads because of increased holiday ad spend.

For Local Businesses:

Don’t even think about throwing your hat into that ring. The amount of traffic your local business is going to get is almost certainly not going to cover how much you’ll end up sending on clicks. Unless you’re the one local business in the world with an ad budget to rival a worldwide retailer, don’t waste your time bidding on ad space that you can’t afford to support. You might look at holiday content marketing or other strategies, instead.

For Both:

If you find that it just isn’t feasible for you to run ads on a holiday, that’s completely fine! You can still get your share of holiday revenue. Just pick a day around the holiday to target.

You probably don’t want to skip Cyber Monday just to do the day before, where the bidding landscape will be almost identical. But what about the day after? In many ways, the day following a holiday is an overlooked hotbed of potential sales.

Immediately after a major retail holiday is exactly when all the bargain hunters come out. This is where you can shine! The ad spend market won’t be nearly as saturated with bids, and there will still be plenty of online shoppers for you to draw in.

Place your lower bids, and watch as you get prime ad space for a fraction of what it would’ve cost you 24 hours earlier.

Spend Wisely

You’re working with a limited ad budget in a competitive market, so choose your investments carefully! Take this information and make a name for your brand without spending every last penny on holiday ad space.

Does your holiday marketing plan still need some work? Set up your free consultation with The Go! Agency!

Editor’s Note: This blog has been updated and republished to reflect current information. The article was cleaned up, recommendations were reassessed, and references refreshed.

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4 Elements Of Social Media That Need Your Attention


When companies create a budget, they want to make sure they are paying for the most efficient tools, products, and services available. Companies are gradually starting to realize that social media fits into these categories. Unfortunately, you can’t just buy a box labeled “Social Media Marketing” once a year and call it a day. There are many facets to this industry, some that must be considered when budgeting for the coming year.

Our previous article covered the advertising side of social media, so today we are talking about four additional major elements to social media marketing. Whether you are just clicking “Sign Up” or you are a social media veteran, these areas require constant attention. Luckily, there’s also helpful resources just a few clicks away. Here are some areas of social media marketing that will be benefited by some paid services:

Scheduling – Unless you want to create a team of 24/7 vigilant workers that stare at Facebook, Twitter, and LinkedIn all day and night, you will need help with scheduling. You have the ability to write posts for the week ahead and schedule accordingly. Several sites can help with this, but we recommend Hootsuite. This handy tool is a fantastic, multi-layered solution that helps marketers set up content for the coming days. However, it doesn’t work for every social media platform. You will be able to schedule Instagram posts via Onlypult, and Tailwind can schedule your pins on Pinterest.

Analytics – A majority of the above schedulers also offer data analysis features so you can study how your social media is working. This is crucial to your online marketing success so you can see what posts, publishing times, subject matter, and platforms are working better than others so you can fine-tune your approach. There are many companies offering tools that help you track this data on a regular basis. A simple Google search will bring back relevant results to get you started.

Reach Optimization – Social media is all about reach. For Twitter, this is particularly important. You need to make sure you have lots of people following you, but you also need to reciprocate so your brand is active in the community. To do this, there are certain tools like Crowdfire that have the potential to deliver amazing results. With programs like this, you can connect with those who follow your industry’s leaders, which will raise brand awareness. You will also be able to switch between accounts quickly if such a case arises. All this can be done with just a few clicks given the right software. As you plan for the coming year, consider these services.

Creative Software – Anyone who spends more than a few minutes on social media will run into eye-catching imagery, captivating videos, and enjoyable GIFs. Since it’s only natural for the eye to gravitate towards attractive visuals, social media marketers need to keep this in mind when creating content. Even the most powerful writing can only do so much. Unfortunately, the power to be an artist isn’t typically free. Adobe Photoshop, video editing software, and creative apps all offer premium services either in the form of one-time fees or subscriptions that will pay off once you start incorporating them into your content.

Social media marketing is most certainly a multifunctional machine. There are many cogs and gears needed to be maintained, so it moves along smoothly. However, as you can see, you don’t go in without assistance. There are many programs, apps, and services that will bring your marketing to a whole new level.

Which programs do you use for your social media content? Share below!

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