According to the latest Think With Google survey, more than half of holiday shoppers say they’ll begin researching gifts before Thanksgiving — with 26% starting before Halloween (read: now). If you’ve been focusing on marketing pumpkins instead of sugar plums, don’t worry — we’ve outlined three steps for planning your holiday ad spend. In Part One of this three-part series, we’ll discuss how you can apply key takeaways from last year’s performance to this year’s holiday campaigns.
Step One: Assess last year
Your last few holiday seasons could be the key to a successful campaign this time around. Some questions you should ask yourself are:
- What were your goals? (Key Performance Indicators, spend)
- What were your actual results?
- What worked well?
- What were the pain points?
- How can you improve the outcomes this year?
Want to know what Facebook features you can’t afford to ignore this year? Check out How to Prepare Your Holiday Advertising For Social Media, Part 2.