Buying online ads on social media and digital platforms is a highly recommended strategy in the lead-up to Christmas however it comes at a big price. For those new to the game of holiday advertising, you may be caught off-guard by how much costs increase at this time of year.
Nearly all online advertising platforms, such as Google, select and deliver ads based off of auction. This equates to the more brands that produce ads, the higher that prices become for all stakeholders in the system.
The holidays are a notorious time for buying ads because brands know that the audience is there for it. Arguably, there’s no time of year where consumers want advertising more than at Christmas. That said, the same ad clicks that you may have paid $1/click in the summer may now cost as high as $5/click or above.
To combat these big increases in cost for Christmas online ads, here is what we think your approach should be.
Maximize Organic Engagement
Unpaid social media posts with a strong organic reach are worth gold at Christmastime. Due to the nature of many ad platforms, organic reach can sometimes be as low as 1% though. If you’re not convinced your organic reach is strong, began engaging more people on these sites. Ask them questions, thank them, and seek active brand engagement with willing consumers.