Plan your budget and KPIs realistically.
Posted: Sat Feb 01, 2025 9:41 am
It's clear: last year's sales are to be doubled and the KUR reduced. And in the best case scenario, the goal is to always be in first place in the search campaigns while the budgets are cut. With such plans, every Christmas campaign is basically doomed to failure. Stick to existing data from previous years. If the AdWords campaigns don't go back that far, then use the figures from previous months as a guide.
For the Christmas season, the budget for the higher-performing campaigns should be increased significantly. A little extra budget for testing other measures such as display, remarketing, shopping or completely new channels can provide an extra performance boost. Advertisers know that if something doesn't work in the peak season of the year, it's very likely that it won't generate any conversions in the rest of the year either.
4. Let the attribution bells ring.
While some say that attribution is a sub-item of budget planning, we take a more strict view of the topic. Attribution is such an important part of planning and optimization that it deserves its own point. The most important aspect here is search behavior - especially at Christmas! Let's go through the typical search behavior at Christmas:
If I'm looking for the perfect Christmas present without any plan, I colombia mobile numbers list start by searching for inspiration by searching for "Christmas present ideas". If I'm immediately drawn to an idea on the landing page, I do some more research on that point - after all, I still have enough time until Christmas. I have a few conversations with friends and family members to find out whether I should pursue my idea.
Unfortunately, I have now found out that a wellness weekend for my father might not be ideal. OK, next search: “Christmas gifts for men” or, more specifically: “Christmas gifts for dad”. I found the website where I found the last gift idea to be very clear and inspiring, so I click on its ad again. In the best case scenario, I now find gift ideas that are stereotypically tailored to the interests of men or fathers.
And indeed, I find some fantastic whiskey glasses and a small whiskey tasting box, which makes the perfect Christmas present for my father, the whiskey lover.
And which touchpoint was the most important? The last one, because that's where the conversion occurred? Or the first one, because the landing page convinced me right away at that moment? Or maybe both, because the interaction and the appropriate display of the ads for my search queries ultimately led me to my desired result and thus to the conversion?
The fact is that both touchpoints ultimately contributed to the conversion. The ratio can of course vary. But if generic campaigns and keywords have a KUR or a CPO that is too high at first glance, the fact that the foundation for a potential conversion is often laid there should always be taken into account when allocating the budget and planning KPIs.
For the Christmas season, the budget for the higher-performing campaigns should be increased significantly. A little extra budget for testing other measures such as display, remarketing, shopping or completely new channels can provide an extra performance boost. Advertisers know that if something doesn't work in the peak season of the year, it's very likely that it won't generate any conversions in the rest of the year either.
4. Let the attribution bells ring.
While some say that attribution is a sub-item of budget planning, we take a more strict view of the topic. Attribution is such an important part of planning and optimization that it deserves its own point. The most important aspect here is search behavior - especially at Christmas! Let's go through the typical search behavior at Christmas:
If I'm looking for the perfect Christmas present without any plan, I colombia mobile numbers list start by searching for inspiration by searching for "Christmas present ideas". If I'm immediately drawn to an idea on the landing page, I do some more research on that point - after all, I still have enough time until Christmas. I have a few conversations with friends and family members to find out whether I should pursue my idea.
Unfortunately, I have now found out that a wellness weekend for my father might not be ideal. OK, next search: “Christmas gifts for men” or, more specifically: “Christmas gifts for dad”. I found the website where I found the last gift idea to be very clear and inspiring, so I click on its ad again. In the best case scenario, I now find gift ideas that are stereotypically tailored to the interests of men or fathers.
And indeed, I find some fantastic whiskey glasses and a small whiskey tasting box, which makes the perfect Christmas present for my father, the whiskey lover.
And which touchpoint was the most important? The last one, because that's where the conversion occurred? Or the first one, because the landing page convinced me right away at that moment? Or maybe both, because the interaction and the appropriate display of the ads for my search queries ultimately led me to my desired result and thus to the conversion?
The fact is that both touchpoints ultimately contributed to the conversion. The ratio can of course vary. But if generic campaigns and keywords have a KUR or a CPO that is too high at first glance, the fact that the foundation for a potential conversion is often laid there should always be taken into account when allocating the budget and planning KPIs.