Businesses are growing, and visits to e-commerce sites explode in the fourth quarter. During these last three months of the year, good remarketing techniques and targeting are essential for visibility.
What to do? Why do we pay more attention in the fourth quarter ? What are the factors to take into account to make the difference?
See also: Guarantee the success of your sponsored campaigns with targeting, remarketing and your audiences
Boost your sales in the 4th quarter
Stronger shopper demand at the end of the year
The fourth quarter corresponds to the months from September to December. During this period, Internet users are doing more product research, and your audience and traffic will increase.
That’s why your targeting needs to be extremely well thought-out, and your digital communication needs to be effective.
With the arrival of the cold and bad weather, and especially the festive season, consumers are spending more time in front of their screens (computers and mobiles).
The seasons motivate us to change our wardrobe or make changes at home. Find family gifts or prepare orders for sales or Black Friday;
It’s the perfect time to be visible and present to meet demand.
November and December are the most important gift-buying months of the year, and the search for gifts begins as early as the beginning of October.
Mintel 2018
Important dates at the end of the year
From September to December, there are several major events to boost sales: Halloween, New Year’s Eve, Black Friday and Cyber Monday.
This is a time when consumer spending is at its peak. It’s essential to create communication campaigns and target your audiences.
If we talk about Black Friday alone, we should remember:
- growing French interest in the event
- Black Friday didn’t slow Christmas growth in December 2018
- Mobile accounted for 69% of the traffic for clothing websites during Black Friday and Cyber Monday
To keep up with the competition, one of our tips is also to review your keyword targeting and the themes you want to cover.
Consumers conduct new searches and are more likely to buy your products.
Why not combine your audience parameters with keywords such as “Christmas gift ideas”, “black friday promotions” or “50% cyber monday”.
See also: Guarantee the success of your sponsored campaigns with targeting, remarketing and your audiences
The power of remarketing
During these end-of-year months, you need to implement a remarketing strategy.
You need to re-engage Internet users who perform a certain number of actions on your site.
Without the act of buying, the prospects who came to your site must not forget your existence. and be visible as soon as your prospect is ready to buy.
Your online store needs to establish itself as the expert in your industry. With Facebook Ads and Google Ads, you can easily target these pre-qualified audiences, who mustn’t forget you.
Be responsive to ensure the customer experience
The biggest orders arrive during Black Friday and the month of December. As demand increases, e-tailers need to be ready. Black Friday isn’t just about sales on the day.
The effect of this event lasts over time: we’re no longer talking about a day, but rather a week of promotion. All these factors need to be taken into account if you are to have enough stock on hand for the boxes 😉
Purchases can also be extremely well thought-out. Some consumers spot before and then buy during promotions. We need to take advantage of this practice with remarketing on Google and Facebook.
They need to see the product, but also feel that it’s an exceptional offer that won’t be repeated. The fear of not taking advantage of the discount motivates them to buy.
See also: Create a Dynamic campaign with products from your catalog on Facebook.
Conclusion
During the fourth quarter, e-tailers have great sales opportunities. To be successful, it’s essential to have well-configured remarketing campaigns and target audiences.
Our team is available to discuss and support you at these strategic moments of the year. We’ll be happy to discuss your SEA strategies, and you’ll benefit from the expertise of a Google Partner Premier-certified SEA agency, specialized in e-commerce campaigns.
