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commuters in Q4 this year (perhaps)? If so, update the location modifiers applied last year
• What are the market trends looking like? New products?
• Do your new keyword research
• Request vertical trends reports from your Google Account Manager – are these CPCs up or down, has device usage been changing quarter on quarter and year on year?
• Build new ad groups for these keywords etc.
This process allows you to learn from past campaigns, respond to changes in consumer behaviours and launch earlier and with more confidence, should you need to bring your campaigns forward in response to the market.
Repeat this process across all your channels; delegate tasks to your partners and team to ensure that the camaraderie built during the pandemic is your new normal and delivers maximum results.
Our Top 5 Tips channel tips for Q4 Success SEO – Publish and optimise your black Friday offers page now! Same with your top performing landing pages / new season launches. Everyone else will be launching content in October, but the best performers already have theirs live now (check out Argos,
Ao.com etc and you will see!). This gives Google time to establish authority on your content, and those late to the party will have to work harder to gain visibility at this crucial time.
Data – profile your ‘covid customers’ and “show them you know them”. If they are different to your previous ‘core’ customer – ensure your messaging is in line with this. Ensure segmentation is applied to all your channel planning for Q4.
Social – Get the facebook pixel on your website if you don’t have it already. Use the captive audiences that you are / have been building through the last 3 months and build lookalikes to acquire new
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customers or remarket to those already engaging with your brand.
PPC – Analyse last years’ campaigns. Get in the detail. Which keywords were the costliest? Where could conversion have been better? Can you improve and launch landing pages now to be optimised and A/B test so that they perform when it is crunch time?
Amazon – Don’t load it and leave it. We know the process of getting your products onto Amazon can be difficult. Once live this channel needs optimisation and tweaking to ensure your listings are competitive and optimised for the demand peak.
Infinity Nation are a group of channel specialists, partnering e-commerce businesses to achieve the growth they desire. If you are interested in accelerating your Q4 performance – book your complimentary 30 minute consultancy session today or call 01793 238697.
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