ClickZ Paid Social Marketer Newsletter - 11.21.2024

PLUS: Threads’ keyword feeds and their impact on user engagement

Author

Priscilla Soedarpo
November 21, 2024 • Estimated Reading Time: 6 minutes

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Niche Nuggets 🔎

As the peak selling season approaches, encompassing Black Friday, Christmas, and January sales, strategic preparation is crucial for maximizing paid media performance. Experts Yasmin Williams and Jake Shaw offer actionable insights to navigate this bustling period. Building awareness early is essential; lower CPMs allow for effective prospecting, driving new users to your site for future remarketing. Budget adjustments are vital, ensuring campaigns meet daily limits with contingency funds ready. Early ad approval is recommended, especially during high-traffic periods like Black Friday, to avoid delays caused by platform review processes.

During the peak season, leveraging successful cold audiences with holiday-specific creative is key. Rather than bidding on generic holiday terms, focus on remarketing to previous purchasers or basket abandoners. Creative flexibility is paramount; dynamic ads allow for seamless promotion changes without disrupting campaign momentum. Automated bidding strategies should replace manual efforts, as they adapt more efficiently to seasonal fluctuations. Retargeting should be intensified, capitalizing on the interest generated from pre-peak prospecting activities.

In conclusion, thorough preparation and strategic execution are imperative for success during the peak selling season. From revamping sitelinks to utilizing dynamic shopping ads and countdown functions, each tactic contributes to a cohesive and effective campaign strategy. By focusing on creative innovation and leveraging data-driven insights, businesses can enhance their reach and optimize return on ad spend during this critical period.

Engage shoppers during Black Friday and Cyber Monday by using Amazon Ads to promote your products. Optimize product pages, create cost-per-click ads, and ensure compliance with regulations. Post-event, remarket to potential buyers and analyze performance to refine future campaigns. Stay visible and drive conversions with strategic advertising efforts.

Threads has introduced custom keyword-based feeds, allowing users to engage in topical discussions. While these features cater to user requests, Instagram's Adam Mosseri believes they won't significantly boost usage. Instead, algorithmic feeds enhance engagement by showcasing popular content, aligning with modern social media trends for increased reach and interaction.

Prepare your digital PR strategy for Black Friday by considering the consumer journey, capitalizing on quick wins, and cutting through the noise. Ensure Black Friday aligns with your brand's goals. Use creative tactics to stand out, but only if it benefits your overall strategy and audience engagement.

LinkedIn is encouraging users to post short-form video content, under two minutes, to align with the growing trend of video engagement. With video viewership up 36% year-over-year, LinkedIn offers tips to enhance video performance, aiming to capture the attention of younger audiences and boost user interaction.

Performance Pulse 📈

B2B marketing can benefit from humor, making brands memorable and relatable. By gradually incorporating humor, understanding your audience, and staying current with trends, you can enhance engagement and brand recognition. A strategic, outcome-based approach ensures humor aligns with brand values, fostering creativity and deeper connections with decision-makers.

Brands are gearing up for a mobile-first holiday shopping season, with mobile purchases expected to drive 53% of online sales. Companies like Therabody and Barriere are optimizing their digital experiences, focusing on quick-pay options and streamlined checkout processes to capture the attention of multitasking consumers.

Advertisers and creators are enhancing performance on YouTube and Reddit by focusing on authenticity and trust. Reddit users value learning and diverse opinions, while YouTube offers creators new ad partnership tools. Brands can improve engagement by aligning content with user interests, leading to higher conversions and consumer trust.

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