Post by account_disabled on Jan 21, 2024 22:58:59 GMT -6
The end of December and the beginning of January is always an unusual time in terms of promotion. And even more so in 2022-2023. Still, when calculating the costs of context in such difficult times, one cannot rely on intuition. If you have historical data, read on to learn how to calculate a budget based on it. If not, we'll tell you what to rely on. You will also learn what non-obvious points to take into account when calculating your budget. Reading time 11 minutes What to consider first Public holidays may vary from country to country What to do Major changes in the auction because part of the business is turning off advertising What to do Deferred demand What to do If you don't have statistics for last year in your account If you have statistics for past periods Maybe turn off advertising altogether? What to consider first January is considered an unusual month among marketers and PPC specialists.
User behavior Fax Lists this month is quite different from usual, and advertisers have to adapt to this. Not to mention the fact that the war affected not only Ukrainian companies, but also businesses in other countries - for example, in Kazakhstan. Therefore, the budget for the context after the holidays this time needs to be calculated especially carefully. But first, let’s dwell on the points that are important to consider before starting the calculations. Public holidays may vary from country to country For example: in Ukraine and Kazakhstan, the period of calm falls at the beginning of January - right up to Orthodox Christmas; in the USA and Europe - on the contrary, the “quiet” period begins before Catholic Christmas and ends with the celebration of the New Year; in Bulgaria, in addition to Christmas, the day off also falls on Christmas Eve, etc.
What to do If you are promoting in several countries, take into account when the New Year holidays occur there. Also keep in mind that people usually go on holiday a little earlier and may stay longer than the official holiday ends. Major changes in the auction because part of the business is turning off advertising It would seem that in this case advertising should be cheaper. But your account may, on the contrary, overspend - even if you did not increase your rates and budgets. This is especially true for businesses that sell popular products. For example, clothes or cosmetics. Let's say 20 companies took part in the auction in your niche, and 10 of them turned off advertising for the holidays, and the traffic remained approximately the same. This means that you will begin to additionally buy back part of it. And although traffic will be cheaper, there will be more of it. What to do Most likely, due to the difficult situation this year, even more advertisers will turn off advertising for the holidays.
User behavior Fax Lists this month is quite different from usual, and advertisers have to adapt to this. Not to mention the fact that the war affected not only Ukrainian companies, but also businesses in other countries - for example, in Kazakhstan. Therefore, the budget for the context after the holidays this time needs to be calculated especially carefully. But first, let’s dwell on the points that are important to consider before starting the calculations. Public holidays may vary from country to country For example: in Ukraine and Kazakhstan, the period of calm falls at the beginning of January - right up to Orthodox Christmas; in the USA and Europe - on the contrary, the “quiet” period begins before Catholic Christmas and ends with the celebration of the New Year; in Bulgaria, in addition to Christmas, the day off also falls on Christmas Eve, etc.
What to do If you are promoting in several countries, take into account when the New Year holidays occur there. Also keep in mind that people usually go on holiday a little earlier and may stay longer than the official holiday ends. Major changes in the auction because part of the business is turning off advertising It would seem that in this case advertising should be cheaper. But your account may, on the contrary, overspend - even if you did not increase your rates and budgets. This is especially true for businesses that sell popular products. For example, clothes or cosmetics. Let's say 20 companies took part in the auction in your niche, and 10 of them turned off advertising for the holidays, and the traffic remained approximately the same. This means that you will begin to additionally buy back part of it. And although traffic will be cheaper, there will be more of it. What to do Most likely, due to the difficult situation this year, even more advertisers will turn off advertising for the holidays.