Follow on from:
Gearing up for Xmas 2007 – What to do in Octoberů
You have done your research, you campaign has had 7-10 days. Pin point your successes and failures.
Ask yourself a few questions:
1. What campaigns are working?
2. Why are the successful campaigns working?
3. What campaigns are not working?
4. Why are they not working and what can we change you yield a positive result?
You need to look at your analytical data and see where your revenue stream is coming from on these campaigns, are the keywords you thought were relevant to the season and your product working for you?
Are to continuously testing the efficacy of your landing pages?
You need to analyse your purchase or lead generation process. You should have enough data now to see where your customers are either abandoning the shopping cart or being lost in your pages.
Check your error and web logs, has the site had a slow down due to the increased traffic? Have loading times been effected at all? Do you have any dead links on your site you forgot to get rid of in October?
These holes in your bucket need to be corked before the ‘Christmas Crunch Time’ which is typically 23rd of Nov to 16th Dec.
Crunch starts in week 3.
Check stock levels and product feeds for errors. Display and be realistic about your last posting days before Christmas. Evaluate your pay per click and other active return on investment advertising to increase quality of traffic. Re-evaluate your match types, campaign negative keywords, budget, position and bids to ensure the relevancy of your shoppers.
Don’t sell them something they are not looking for. If they don’t know what they are looking for make sure you are ‘suggesting ideas’ within your advertising i.e Gifts for Mum, Gifts for a music fan etc.
Make sure you campaigns are organised to separate such ‘Suggesting Campaigns’ from product specific or general campaigns. These campaigns are more specific to panic shoppers at Christmas with no idea what to buy their loved ones.
If you do run an affiliate program make sure the creative and promotions are seasonal, add Christmas bonuses.
Keep tweaking and checking your promotional presence. Keep and eye on your competitors.
Again this is not a complete guide, only suggestions to get you going for the Christmas period and hopefully be a little thought provoking when your are planning your marketing activities. Watch out for the December edition!