{"id":640155,"date":"2024-09-30T15:00:00","date_gmt":"2024-09-30T12:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/winning-the-2024-holiday-retail-season-a-macro-approach\/"},"modified":"2024-09-30T15:00:00","modified_gmt":"2024-09-30T12:00:00","slug":"winning-the-2024-holiday-retail-season-a-macro-approach","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/winning-the-2024-holiday-retail-season-a-macro-approach\/","title":{"rendered":"#Winning the 2024 holiday retail season: A macro approach"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3b9b05e75a4\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3b9b05e75a4\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/winning-the-2024-holiday-retail-season-a-macro-approach\/#Prepare_for_a_strong_holiday_season_with_actionable_tips_based_on_insights_from_past_ecommerce_trends_and_consumer_behaviors\" >Prepare for a strong holiday season with actionable tips based on insights from past ecommerce trends and consumer behaviors.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/winning-the-2024-holiday-retail-season-a-macro-approach\/#The_consumer\" >The consumer<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/winning-the-2024-holiday-retail-season-a-macro-approach\/#The_publisher\" >The publisher<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/winning-the-2024-holiday-retail-season-a-macro-approach\/#The_marketer\" >The marketer<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/winning-the-2024-holiday-retail-season-a-macro-approach\/#Make_it_a_winning_season\" >Make it a winning season\u00a0<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Prepare_for_a_strong_holiday_season_with_actionable_tips_based_on_insights_from_past_ecommerce_trends_and_consumer_behaviors\"><\/span>Prepare for a strong holiday season with actionable tips based on insights from past ecommerce trends and consumer behaviors.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nMy first day working at my company was Cyber Monday. Everyone gave me a warm welcome, told me they were busy and let me watch. <\/p>\n<p>As I rolled my office chair from desk to desk and listened to calls, I learned about what Cyber Monday meant to ecommerce.<\/p>\n<p>I\u2019m reminded of this experience as the 2024 holiday season <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roaches, and I think about the new marketers who will experience the Black Friday through Cyber Monday trial by fire.<\/p>\n<p>Whether it\u2019s your first holiday season or your 20th, continue reading to learn how to achieve the best results for your business or clients.<\/p>\n<p>Let\u2019s examine the holiday ecommerce season through three lenses:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>The consumer.<\/li>\n<li>The publisher.<\/li>\n<li>The marketer.\u00a0\u00a0<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-the-consumer\"><span class=\"ez-toc-section\" id=\"The_consumer\"><\/span>The consumer<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Inflation has heavily influenced this year\u2019s economic outlook.\u00a0<\/p>\n<p>U.S. Federal Reserve Chairman Jerome Powell announced a half-percentage point cut in interest rates, the first since the COVID-19 pandemic, on Sept. 18.<\/p>\n<p>This rate cut is expected to lower interest rates for consumer loans and other financial products and help keep the job market strong.<\/p>\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"878\" height=\"590\" alt=\"Ecommerce retail sales\" class=\"wp-image-447018\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Ecommerce-retail-sales.png.webp 878w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Ecommerce-retail-sales-503x338.png.webp 503w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Ecommerce-retail-sales-800x538.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Ecommerce-retail-sales-168x113.png.webp 168w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Ecommerce-retail-sales-768x516.png.webp 768w\" data-lazy-sizes=\"(max-width: 878px) 100vw, 878px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Ecommerce-retail-sales.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"878\" height=\"590\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Ecommerce-retail-sales.png.webp\" alt=\"Ecommerce retail sales\" class=\"wp-image-447018\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Ecommerce-retail-sales.png.webp 878w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Ecommerce-retail-sales-503x338.png.webp 503w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Ecommerce-retail-sales-800x538.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Ecommerce-retail-sales-168x113.png.webp 168w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Ecommerce-retail-sales-768x516.png.webp 768w\" sizes=\"(max-width: 878px) 100vw, 878px\"><\/figure>\n<p>In turn, those positives should also influence an acceleration in consumer spending. As the graph shows, ecommerce retail sales have steadily grown, even as total retail has flattened.<\/p>\n<p>We can expect that businesses with a strong online presence will be positioned to realize big wins this holiday season.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"514\" height=\"383\" alt=\"University of Michigan Consumer Sentiment Survey\" class=\"wp-image-447019\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/University-of-Michigan-Consumer-Sentiment-Survey.png.webp 514w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/University-of-Michigan-Consumer-Sentiment-Survey-454x338.png.webp 454w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/University-of-Michigan-Consumer-Sentiment-Survey-152x113.png.webp 152w\" data-lazy-sizes=\"(max-width: 514px) 100vw, 514px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/University-of-Michigan-Consumer-Sentiment-Survey.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"514\" height=\"383\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/University-of-Michigan-Consumer-Sentiment-Survey.png.webp\" alt=\"University of Michigan Consumer Sentiment Survey\" class=\"wp-image-447019\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/University-of-Michigan-Consumer-Sentiment-Survey.png.webp 514w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/University-of-Michigan-Consumer-Sentiment-Survey-454x338.png.webp 454w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/University-of-Michigan-Consumer-Sentiment-Survey-152x113.png.webp 152w\" sizes=\"auto, (max-width: 514px) 100vw, 514px\"><\/figure>\n<\/div>\n<p><span style=\"box-sizing: border-box; margin: 0px; padding: 0px;\">Further anchoring growth in retail spending, a\u00a0<\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/news.umich.edu\/consumer-sentiment-unchanged-unaffected-by-election-developments\/\"><span style=\"box-sizing: border-box; margin: 0px; padding: 0px;\">2024 Universit<\/span>y of Michigan Consumer Sentiment Survey<\/a>\u00a0shows that while consumer sentiment has been up and down, consumers are gaining confidence and spending money online again after bottoming out in 2022.<\/p>\n<p>This data suggests that digital marketers need to be prepared with ample budgets and flexibility to chase demand as it arrives. This begs the question: What will consumers be looking for?\u00a0<\/p>\n<p>A <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/about.ads.microsoft.com\/en\/resources\/discover\/insights\/your-holiday-season-marketing-playbook-2024?s_cid=en-us-acq-other-src_ag-sub_0-flx_touch1&amp;ocid=\">holiday marketing playbook<\/a> recently released by Microsoft highlighted these four points that underscore consumer preferences:<\/p>\n<ul class=\"wp-block-list\">\n<li>16% increase in buy now, pay later financing.<\/li>\n<li>23% increase in expedited shipping.<\/li>\n<li>7% increase in free return, return and exchange policies.<\/li>\n<li>24% increase in \u201cfreebies\u201d as incentives to complete purchases.<\/li>\n<\/ul>\n<p>Businesses should mostly pay attention to expedited shipping because, in the U.S., Thanksgiving is coming later this year, which means there are five fewer days than usual to ship gifts before Christmas. That likely means last-minute shoppers will need to get gifts to recipients on time.<\/p>\n<p><strong><em>Dig deeper: Seasonal PPC: Your guide to boosting holiday ad performance<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-the-publisher\"><span class=\"ez-toc-section\" id=\"The_publisher\"><\/span>The publisher<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To examine the publisher\u2019s perspective, let\u2019s talk about Microsoft Ads first.\u00a0<\/p>\n<p>The playbook previously mentioned showed data indicating that \u201csearch volumes\u201d will climb more significantly in October than in December. That means consumers are doing holiday research earlier than in past years.<\/p>\n<p>Meanwhile, the data also shows that cost-per-click (CPC) growth peaks in November.<\/p>\n<p>Although I recommend following revenue rather than clicks when thinking about budget phasing, this data does point to a possible disconnect between consumer behavior and digital marketers\u2019 ad buying behavior.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"975\" height=\"280\" alt=\"Search volume, clicks, CPCs\" class=\"wp-image-447020\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Search-volume-clicks-CPCs.png.webp 975w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Search-volume-clicks-CPCs-600x172.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Search-volume-clicks-CPCs-800x230.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Search-volume-clicks-CPCs-200x57.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Search-volume-clicks-CPCs-768x221.png.webp 768w\" data-lazy-sizes=\"(max-width: 975px) 100vw, 975px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Search-volume-clicks-CPCs.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"975\" height=\"280\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Search-volume-clicks-CPCs.png.webp\" alt=\"Search volume, clicks, CPCs\" class=\"wp-image-447020\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Search-volume-clicks-CPCs.png.webp 975w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Search-volume-clicks-CPCs-600x172.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Search-volume-clicks-CPCs-800x230.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Search-volume-clicks-CPCs-200x57.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Search-volume-clicks-CPCs-768x221.png.webp 768w\" sizes=\"auto, (max-width: 975px) 100vw, 975px\"><\/figure>\n<p>Now, let\u2019s look at some Google data. According to its 2024 quarterly reports, paid click and CPC growth have been relatively healthy, and there\u2019s no indication that the trend is going to reverse anytime soon.\u00a0<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1127\" height=\"556\" alt=\"Google Ads - Clicks and CPC\" class=\"wp-image-447021\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Clicks-and-CPC.png 1127w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Clicks-and-CPC-600x296.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Clicks-and-CPC-800x395.png 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Clicks-and-CPC-200x99.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Clicks-and-CPC-768x379.png 768w\" data-lazy-sizes=\"(max-width: 1127px) 100vw, 1127px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Clicks-and-CPC.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1127\" height=\"556\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Clicks-and-CPC.png\" alt=\"Google Ads - Clicks and CPC\" class=\"wp-image-447021\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Clicks-and-CPC.png 1127w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Clicks-and-CPC-600x296.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Clicks-and-CPC-800x395.png 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Clicks-and-CPC-200x99.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Clicks-and-CPC-768x379.png 768w\" sizes=\"auto, (max-width: 1127px) 100vw, 1127px\"><\/figure>\n<p>Therefore, if there are about 8% more paid clicks in Q4 and paid click prices are up about 10% year-over-year (YOY), that should spell some top-line growth and margin losses assuming conversion rate (CVR) or average order value (AOV) remain steady, as per the hypothetical chart seen here.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"975\" height=\"547\" alt=\"Assumed top-line growth and margin losses\" class=\"wp-image-447022\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Assumed-top-line-growth-and-margin-losses.png.webp 975w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Assumed-top-line-growth-and-margin-losses-600x338.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Assumed-top-line-growth-and-margin-losses-800x449.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Assumed-top-line-growth-and-margin-losses-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Assumed-top-line-growth-and-margin-losses-768x431.png.webp 768w\" data-lazy-sizes=\"(max-width: 975px) 100vw, 975px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Assumed-top-line-growth-and-margin-losses.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"975\" height=\"547\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Assumed-top-line-growth-and-margin-losses.png.webp\" alt=\"Assumed top-line growth and margin losses\" class=\"wp-image-447022\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Assumed-top-line-growth-and-margin-losses.png.webp 975w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Assumed-top-line-growth-and-margin-losses-600x338.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Assumed-top-line-growth-and-margin-losses-800x449.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Assumed-top-line-growth-and-margin-losses-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Assumed-top-line-growth-and-margin-losses-768x431.png.webp 768w\" sizes=\"auto, (max-width: 975px) 100vw, 975px\"><\/figure>\n<\/div>\n<p>But how confident can we be in Google\u2019s data? There are two points that reinforce it. The first is our agency\u2019s own data, which shows similar CPC changes.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"146\" alt=\"Source Logical Position Internal Data\" class=\"wp-image-447023\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Source-Logical-Position-internal-data-800x146.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Source-Logical-Position-internal-data-600x110.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Source-Logical-Position-internal-data-200x37.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Source-Logical-Position-internal-data-768x140.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Source-Logical-Position-internal-data.png.webp 882w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Source-Logical-Position-internal-data-800x146.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"146\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Source-Logical-Position-internal-data-800x146.png.webp\" alt=\"Source Logical Position Internal Data\" class=\"wp-image-447023\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Source-Logical-Position-internal-data-800x146.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Source-Logical-Position-internal-data-600x110.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Source-Logical-Position-internal-data-200x37.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Source-Logical-Position-internal-data-768x140.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Source-Logical-Position-internal-data.png.webp 882w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><figcaption class=\"wp-element-caption\"><em>Source: Logical Position<\/em><\/figcaption><\/figure>\n<\/div>\n<p>The second is Google\u2019s favorite buddy, <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Facebook<\/a>. It shows a similar rebounding in ad prices, indicating marketers are pushing more money into both platforms as they chase growing consumer demand.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"389\" height=\"222\" alt=\"Source: Meta Investor Relations\" class=\"wp-image-447024\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Source-Meta-Investor-Relations.png 389w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Source-Meta-Investor-Relations-198x113.png.webp 198w\" data-lazy-sizes=\"(max-width: 389px) 100vw, 389px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Source-Meta-Investor-Relations.png\"><img loading=\"lazy\" decoding=\"async\" width=\"389\" height=\"222\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Source-Meta-Investor-Relations.png\" alt=\"Source: Meta Investor Relations\" class=\"wp-image-447024\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Source-Meta-Investor-Relations.png 389w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Source-Meta-Investor-Relations-198x113.png.webp 198w\" sizes=\"auto, (max-width: 389px) 100vw, 389px\"><\/figure>\n<\/div>\n<p>With this data, we expect strong consumer demand in the coming holiday season, which will be presented to publishers in the form of increased ad inventory and increased ad prices. <\/p>\n<p>So, how does that impact the marketer?\u00a0<\/p>\n<p><strong><em>Dig deeper: 2024 holiday marketing: Top SEO and PPC tips for a short shopping season<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-marketer\"><span class=\"ez-toc-section\" id=\"The_marketer\"><\/span>The marketer<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Taking a macro perspective, marketers should do what they do best \u2013 crush it.\u00a0<\/p>\n<p>To help shore up your approach and avoid any mishaps, here are some tips to follow:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>If running Broad Match, Search Partners, DSAs or Performance Max (everyone is probably running at least one), look at how they were impacted by the holidays last year. (If you don\u2019t have data from last year, look at past sales events.)<\/li>\n<li>Anything running targeting run by AI is susceptible to getting too loose when given newly increased budgets or more aggressive targets. Make sure negative keyword (NKW) lists are robust and watch closely after making any changes.<\/li>\n<li>Don\u2019t get sold on \u201cBlack Friday Deals\u201d keywords. Unless you have the squeeze pages\/offerings that can cover such broad searches, users will bounce.<\/li>\n<li>If you are working from a \u201climited by budget\u201d campaign status, you may want to reevaluate, otherwise you risk letting the highest value clicks of the year go to competitors.<\/li>\n<li>It\u2019s likely common practice, but always say \u201cno\u201d to display expansion.\u00a0<\/li>\n<li>While a single day cannot break your holiday success, remember that each day is more important than ever, considering the condensed shopping window that this year brings.<\/li>\n<li>Ensure that budget phasing accounts for that.<\/li>\n<li>Follow the \u201cBatman\u201d approach. A well-managed account should look like this at the end of the quarter:<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"975\" height=\"203\" alt=\"Spend early to get into the consideration window\" class=\"wp-image-447025\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Spend-early-to-get-into-the-consideration-window.png.webp 975w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Spend-early-to-get-into-the-consideration-window-600x125.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Spend-early-to-get-into-the-consideration-window-800x167.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Spend-early-to-get-into-the-consideration-window-200x42.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Spend-early-to-get-into-the-consideration-window-768x160.png.webp 768w\" data-lazy-sizes=\"(max-width: 975px) 100vw, 975px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Spend-early-to-get-into-the-consideration-window.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"975\" height=\"203\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Spend-early-to-get-into-the-consideration-window.png.webp\" alt=\"Spend early to get into the consideration window\" class=\"wp-image-447025\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Spend-early-to-get-into-the-consideration-window.png.webp 975w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Spend-early-to-get-into-the-consideration-window-600x125.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Spend-early-to-get-into-the-consideration-window-800x167.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Spend-early-to-get-into-the-consideration-window-200x42.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Spend-early-to-get-into-the-consideration-window-768x160.png.webp 768w\" sizes=\"auto, (max-width: 975px) 100vw, 975px\"><\/figure>\n<\/div>\n<p>Can you see him? The little Batman? This approach means that cost should follow revenue. <\/p>\n<p>Stick to this strategy even when publishers try to sell you on the idea that spending early to get into the consideration window is important. <\/p>\n<p>Their motive is to drive up ad premiums during lower ROI times. Stay strong for the benefit of your businesses and clients.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-make-it-a-winning-season-nbsp\"><span class=\"ez-toc-section\" id=\"Make_it_a_winning_season\"><\/span>Make it a winning season\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As a fan of the \u201c<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/game\/\" data-internallinksmanager029f6b8e52c=\"7\" title=\"Game\" target=\"_blank\" rel=\"noopener\">Game<\/a> of Thrones\u201d <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/watch-movies-tv-seriess\/\" data-internallinksmanager029f6b8e52c=\"8\" title=\"Watch Movies &amp; TV Series\" target=\"_blank\" rel=\"noopener\">TV series<\/a>, I\u2019m reminded of the words of Lord Ned Stark, \u201cWinter is coming.\u201d\u00a0<\/p>\n<p>With that, ecommerce is positioned for a strong 2024 holiday season. Make sure your budgets are uncapped, targets are right, NKW lists are strong and then, just ride the wave.\u00a0<\/p>\n<p>Clients will be happy. Bonuses will be big. And, I\u2019m confident, you\u2019ve got this!<\/p>\n<p><strong><em>Dig deeper: Ecommerce PPC: 4 optimizations to do before the holiday season<\/em><\/strong>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Matt Bowen\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Matt-Bowen.png.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Matt-Bowen.png.webp\" alt=\"Matt Bowen\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Matt Bowen<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/matt-bowen-digitalmarketing\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<div>Matt Bowen is the Director of Enterprise Acquisition &amp; Strategy at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.logicalposition.com\/freereview?utm_source=SEL&amp;utm_medium=referral&amp;utm_campaign=bowen_SEL\">Logical Position<\/a>. Matt has spent 7 years managing Google Ads strategy for some of the largest firms in North America. He also runs strategy for Logical Position\u2019s entire book of business which represents the largest agency client count in North America. Logical Position is a multi-time Google Premier Partner Award winner and Microsoft Channel Partner of the Year Award winner.<\/div>\n<div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/win-holiday-retail-season-2024-447016\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Prepare for a strong holiday season with actionable tips based on insights from past ecommerce trends and consumer behaviors. My first day working at my company was Cyber Monday. Everyone gave me a warm welcome, told me they were busy and let me watch. As I rolled my office chair from desk to desk and&#8230;<\/p>\n","protected":false},"author":1,"featured_media":640156,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Winning-the-2024-holiday-retail-season-A-macro-approach.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[78093,107942],"class_list":["post-640155","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-ecommerce","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/640155","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=640155"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/640155\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/640156"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=640155"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=640155"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=640155"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}