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Gear Up for Q4 With Microsoft Advertising's Holiday Marketing Guide

The holiday season is a crucial time for businesses to boost their sales, and Microsoft Advertising has introduced a valuable resource to help marketers make the most of this period. Their guide, aptly named the "Festive Season Marketing Playbook," is designed to aid advertising teams in crafting effective strategies that align with evolving consumer behaviors and trends as the holiday shopping season approaches.

Early Planning & Clever Budgeting

One of the key takeaways from this playbook is the significance of early planning and budgeting. Historical data has revealed that in the U.S. and the EMEA region (Europe, Middle East, and Africa), the months of September and October witnessed a substantial increase in website traffic and purchases.

During this time, 44% of ad clicks and 40% of conversions occurred at a 5% lower cost-per-click (CPC). For Australian shoppers, the holiday shopping season typically kicks off in early November. Hence, it is essential for brands to align their budgets with this timeline to maximize their presence throughout the festive season.

The Impact Of October Clicks

Microsoft Advertising's playbook emphasizes the pivotal role of clicks in October when it comes to driving holiday conversions. On average, 67% of purchases in November and 50% in December can be traced back to consumer clicks in October.

To tap into this segment of potential customers, Microsoft Advertising recommends the use of strategies such as remarketing, targeting in-market audiences, and taking advantage of their automated bidding options.

The Rise Of Deal Seeking

The guide also highlights the growing trend of consumers actively seeking deals and discounts, particularly in the U.S. More than two-thirds of U.S. shoppers invest considerable time in searching for coupons and deals.

In the EMEA region, deal seekers are reported to spend 33% more time on search activities compared to the average shopper. Recognizing and catering to this trend can be a game-changer for your holiday campaigns.

The Payoff Of Diversified Ad Strategies

Data from the Microsoft Advertising Network indicates that 28% of holiday ad clicks originate from mobile devices, accounting for 22% of total retail conversions. This information underscores the importance of adopting a multi-channel approach to reach consumers across various platforms.

A diversified ad strategy that spans mobile and other channels can significantly enhance your reach and conversion rates.

Download The Playbook

If you're a marketer looking to maximize your holiday ad campaigns, you can access the Festive Season Marketing Playbook directly from Microsoft Advertising's website. This playbook is a treasure trove of actionable tips and insights, all based on the latest trends and consumer expectations for the 2023 holiday season.

Final Words

In conclusion, Microsoft Advertising's "Festive Season Marketing Playbook" provides a comprehensive roadmap for marketers to navigate and succeed during the holiday season.

By downloading the playbook and implementing its recommendations, you'll be well-prepared to light up the holiday season with successful ad campaigns that capture the attention of eager shoppers and drive impressive results.

Don't miss out on the opportunity to make this holiday season your most successful yet!


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


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