Advertising today is continuous. It happens at all times, whether we’re following it every day or not. Given the sheer amount of data that we can get on our advertisements, it’s important to take stock every once and awhile to see what’s working and what needs to change. The beginning of a new quarter is a perfect time to do this.
Luckily, we have a natural quarter break that starts out the year. After getting back from the holiday season, many of us are renewed and ready to try something different. But what exactly should we look at? And what changes to our strategies can set us on a path to success in the next quarter? Here are a few tips for changing your strategy for product advertising.
1. Refine your Keywords
Are your keyword campaigns seasonally dependent? Such as leaning heavily into words like “Christmas” and “New Year’s” at the end of the year? Every quarter has different words that will pick up traction, and those that lose it just as much. Every quarter is a great time to reassess your keyword targeting and plan around relevant terms for the next few months
2. Stay Aggressive
If you look back at the past quarter and wonder why things didn’t work out the way you hoped, now is not the time to let off the gas. It’s time to step up your game. That means doubling down on what worked in the prior quarter and rethinking what didn’t.
For example, did a new type of product not get the traction you thought? Conversely, is an old favorite dropping in sales? The beginning of every quarter is a fantastic time to evaluate these items on an individual basis. What worked before may not work in the future. Especially if you’re on Amazon, it pays to put things up that sell rather than those that may sell.
3. Refine Your Lookback Windows
Lookback windows are records of “conversions for users who have previously seen or clicked on an Ad Manager ad within a period of time that you specify.” There are two types: one for clicks and the other for impressions. These are one of the key tools for figuring out which campaigns worked, and which ones didn’t.
Depending on your audience size and account type, you may be able to divide out a 7-day and 14-day lookback windows. Then, you will be able to bid higher on users that viewed your listing more recently, making your ads more impactful.
4. Brush Up on Your Skills
Product selling and advertising is an ongoing project, one that requires new skills, understanding new trends and monitoring the successes and failures of every campaign. If you want to have an edge against your competition in the future, then use the transition period between quarters as a time to invest in yourself.
Wizards of Ecom is dedicated to helping people grow their e-commerce businesses in every facet. From Amazon listings to Shopify and product advertising, we are here to help you grow. Be sure to check out our many instructional videos and courses, all designed to help you maximize your sales and stay ahead of the curve.
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