Easter Advertising - No Eggs-cuses!
Despite the current economic conditions, many expect 2021 to be a year with increased demand for more luxury Easter treats after a winter of isolation. Waitrose have already announced that searches for the world “Easter” on its website are up 266% from last year and they’re backing and expanding their in-house chocolate ranges.
Trendalytics have also be monitoring the upturn in online searches for Easter, and it’s not just chocolate. Whether it’s a new floaty dress to lift the mood, tableware to make Easter a little more special than the countless other family meals we’ve had this year, banners and garlands to change the home decor, games and crafts to keep the kids occupied, a special restaurant delivery, or spring flowers to brighten the place up… the list goes on, but we’re using it as an excuse for some extra treats to brighten things up!
So when it comes to Easter it won’t surprise you to know that our Ecomm Ads advice is not dissimilar to that of the run up to Christmas…
GET STARTED
We know that in the March - Ads costs will rocket, the marketplace will be swamped and consumers will look for brands that they trust. Well planned Ad campaigns will be able to double down and cash in on the groundwork that they’ve done prior to that.
We also know that the last 12 months have changed consumer behaviour. Scroll time is up, up, up! Buying online is the norm for the vast majority of us, businesses have adapted and improved the online customer journey (hurrah!), older generations are embracing e-comm, self-gifting of small, affordable luxury items is up too - we deserve it!
TRAFFIC TO YOUR SITE
So, we’re once again banging the drum on why getting in early matters. Having that time (before the Ad costs start climbing) to get more traffic onto your site for retargeting, and to test your audiences and/or keywords should never be underestimated. Building familiarity and trust with new customers and communicating the features of high end products now will help get your potential clients across the line as the event comes nearer.
That early traffic can be used as seed to build lookalike audiences that will be invaluable in the heat of the campaign, it can also be used to test and track which strategies are yielding the higher margins.
Whichever platform you’re on, warm audiences always produce better conversion rate. If you can warm the audience earlier you’ll save yourself a couple of retargeting tiers (and quite a few £££’s) as the event nears. Remember, on average it takes seven touch points with a consumer before they commit.
CUSTOMER JOURNEY MATTERS
Spending time now to optimise the conversion rate of your website is also time well spent. Whether that’s improving your page load speeds, your navigation, or just streamlining the whole customer journey - an improved website conversion rate will always give your Ads a better chance of getting you those conversions and a nice healthy return on Ad Spend. Check your data often and analyse any bumps in the journey - if you’re getting lots of ‘Add to carts’ but few purchases then your inner detective should be jumping into action.
Social advertising is a dynamic process and we love the ability it gives to continually test and adapt to create an optimal campaign. For a pre-Easter MOT on your Ads Manager and tailored advice on how you can manage this year’s advertising, book in for one to one training with us.
Nutshell manage paid social media advertising for businesses of varying size, in multiple sectors. Get in touch today to arrange a call to discuss how we can crack your next social advertising project, or support you through bespoke training.