How advertisers boost their campaign performance in the run-up to Christmas
The infographic visualizes the following key learnings:
- Doubling of the click-through rate between October and December
- plista evaluated six product categories with the highest CTRs in the pre-Christmas period: jewelry, cell phones, beauty, couponing, fashion and films. Here, the increase in CTR varies from 45 percent for jewelry, to a doubling in the mobile phone category of 100 percent, to the highest uplift for films at 360 percent.
- Analogous to the graph, the above categories reach their peak at different weekly intervals in the run-up to Christmas: For example, advertisers are well advised to push their campaigns for fashion and cell phones seven weeks before the festive season in order to achieve the best possible CTR. Just six weeks before Christmas, on the other hand, consumers are increasingly on the lookout for coupon deals. The closer we get to December 24th, the more interest shoppers show in jewelry and beauty products. And finally, films achieve the highest CTR shortly before the festive season as a favorite last-minute gift.
- When it comes to keywords, positively charged keywords such as "surprise", "relax" and "vacation" generate the highest click rates among users and therefore perform best.
Based on this evaluation, companies should integrate the brand name to support their credibility and strengthen their regionality through location labeling to further increase their CTRs.
