Marketing Land reports on what paid search and social media marketers can expect this week.
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"Most of our retailers have pulled promotions forward to help with constraints on distribution centers, so we pulled all of our holiday monitoring forward to start last week. This includes our hourly campaign capping reports, promo messaging, and competitive monitoring cycles. The biggest difference this year is brands launching promos earlier than last year or in years past. We used to launch on Thursday/Black Friday, and now this year some brands we work with launched Sunday or Monday," said Duane Brown, founder of performance agency Take Some Risk. "We are in the accounts and looking at sales, revenue and performance. How is our targeting going, can we spend more money on X, etc.?"
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Shannon Cross is senior manager of eCommerce at Nestlé Purina North America:
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"Due to COVID this year, stock is definitely a piece we will be monitoring more closely. We're also focusing solely on larger pack sizes to ensure higher returns [on investment] and catering to the stock up behaviours of consumers. Our focus this week and going into Cyber 5 will be Amazon search. We are glued to our screens monitoring stock status for both our products as well as competitors, monitoring CPCs for priority keywords, ROAS above 100% and share of search to ensure we are the dominant share of voice in our category. We will be busy making agile adjustments, swapping ASINs in and out throughout the weekend as competition and stock status changes."
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Nathalie Bojkow is global team head of performance marketing for PUMA SE:
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"Our strategy was to build reach in the weeks leading up to the sales to maximize the audience that we can address with the sale message directly: broadening audiences in display, social and search, spending more on DABA [Facebook Dynamic Ads for Broad Audiences], discovery and video formats, and allowing for a lower ROAS on search and shopping campaigns. Now with the sales going on, we are able to make up for the ROI impact of the previous weeks and for higher CPCs by prioritizing our spend by audiences first, tightening and accelerating our retargeting cycles. Optimization routines focus on audiences as well, budgets are monitored more closely, and we also need to keep an extra eye on stock levels and adjust spend dynamically as options sell out at a very fast rate."
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If you'd like to gain some insights from some big hitters and brands, this is an interesting article to read!
