Publishers, are your sites prepared for this holiday’s revenue spike? An average person is foreseen to spend more than $800.00 in Q4 2014, a 5% year-over-year increase, according to the National Retail Federation (NRF). In 2013, Comscore has estimated online holiday spending alone at $46.5 billion.
The holiday season is a make-or-break time for brands. With intense competition for consumers’ attention, all their best-of-the-best digital advertising inventory that has been on the reserve is now on the loose.
Publishers could not afford to miss this chance so better have your sites all geared up to take advantage of Q4 which is always proven to be the best time of the year for publishers.
Here are some tips, beautifully wrapped as our early Christmas gift.
The first thing advertisers see is your website description. It is important that you keep it up to date. When you make your profile visible to more advertisers, the more valuable campaigns are likely to start coming in. In Google AdX, we call this ‘Preferred Deals’. Get your negotiation skills ready.
Check out how your site displays on mobile devices. This is very crucial as shoppers are increasingly purchasing and comparing products online, using a mobile or tablet, then in retail stores. User experience is key.
Related Read: Adsense Offers Multi-Screen Resource Guides
Anything relevant this holiday – from online shopping, recipes, vacation, promos & discounts, gift ideas, etc. The list goes on. Develop a fresh content strategy that’s just right for the season.
Backtrack holiday performance by looking at your analytics data. Integrating an analytics suite on your website is a necessity. For instance, Google analytics helps you determine the most relevant and top performing content and/or the dates they performed best. Use this data in formulating your strategy this 2014.
Try to emulate their successes. You may keep track of their social media, blogs, and newsletters. Find a tool like Wayback Machine which could provide insights and actionable ideas. Also, check out Buzzsumo and search for your competitor’s most viral content. That’ll give you some idea of how they approach the holidays.
Don’t leave any ad space empty to maximize earning potential. If text content is sufficient, Google AdX/AdSense should be able to crawl the site and serve the top paying and most relevant ads at any given time. The more relevant the ads on your site, the more likely they are to generate clicks and conversion. Ad placements should be eye-catching but non-intrusive.
The battle among advertisers starts now. During this 3-month period, we typically see the highest revenues across the board. Take advantage of early and late-season shopping behavior. Time to get moving and earn that Q4 bonus. Oh, your holiday must be so awe$ome!