Finding the Perfect Ad Mix for the 2024 Holiday Shopping Season: Search, Social, and Beyond
With the 2024 holiday season fast approaching, advertisers need to make sure they’re not only present across multiple channels but also optimizing their ad mix for maximum impact. In Part 2 of our series, we explored the importance of an omnichannel strategy to engage holiday shoppers at every touchpoint; Part 1 covered this year’s shorter holiday season. Now, we’ll dive into how to strategically distribute your ad spend across key channels—search, social, and retail media—to ensure your campaigns reach their full potential.
Download the eBook for a Comprehensive Strategy
Looking for expert insights on finding the perfect ad mix this holiday season? Download our eBook, Unwrap Success: An Advertiser’s Guide to the 2024 Holiday Shopping Season, for tips on driving results with a balanced, omnichannel approach. Grab your copy here!
How to Optimize for Search Advertising
Search remains one of the most powerful tools in your marketing arsenal, especially during the holiday season when consumers are actively seeking products and deals. According to recent research, nearly half of shoppers start their holiday shopping journey online, and search engines play a key role in this process.
To make the most of search, brands should:
1. Optimize product listings and descriptions
Make sure your product titles, descriptions, and metadata are optimized with relevant keywords to appear in holiday-specific searches.
2. Leverage Google Shopping ads
Visual, product-linked ads are a powerful way to capture holiday shoppers’ attention. High-quality images, accurate pricing, and promotional details can help attract clicks and drive conversions.
3. Focus on mobile search
With a significant portion of holiday shopping happening on mobile devices, it’s critical to ensure that your search ads and landing pages are mobile-optimized for quick load times and smooth navigation.
How to Maximize Social Commerce
Social commerce is rapidly becoming one of the most effective channels for engaging holiday shoppers. Platforms like TikTok, Instagram, and Pinterest allow consumers to discover and purchase products seamlessly, often within the same platform. In fact, social commerce sales are projected to reach $79.64 billion by 2025, making it an essential part of your holiday ad mix.
Here’s how to maximize social commerce:
1. Invest in shoppable posts
Platforms like Instagram and Pinterest offer shoppable posts that allow consumers to make purchases directly from the platform. This reduces friction and encourages impulse buys.
2. Leverage TikTok’s algorithm
TikTok’s powerful algorithm can amplify your content, especially when showcasing holiday deals and limited-time offers. Short, engaging videos with festive themes can help your brand stand out.
3. Engage with influencers
Partnering with influencers who align with your brand can boost authenticity and drive conversions. Influencer content that showcases your products in real-world scenarios tends to resonate more with audiences.
How to Optimize Retail Media
Retail media networks (RMNs) like Amazon and Walmart are critical for influencing purchase decisions directly at the point of sale. In 2024, U.S. retail media ad spend is expected to grow by 25%, making it one of the fastest-growing channels. With platforms like Amazon capturing 41.9% of holiday e-commerce sales, ensuring your products are visible on these digital shelves is key to success.
Here’s how to optimize retail media:
1. Maximize visibility on Amazon
Invest in Sponsored Products, Sponsored Brands, and Sponsored Display ads to ensure your products appear prominently in search results. Leverage Amazon’s vast data resources to target shoppers most likely to convert.
2. Leverage Walmart’s omnichannel reach
Walmart’s advertising solutions provide comprehensive coverage across in-store and online experiences. Take advantage of their ability to blend digital and in-person shopping to connect with a wide range of holiday shoppers.
3. Explore niche retail networks
Don’t overlook smaller platforms like Instacart or Ulta Beauty’s Ultamate Rewards. These niche RMNs offer highly targeted opportunities to reach specific consumer segments, enhancing relevance and driving conversions.
Why Digilant Recommends a Balanced Ad Mix
Achieving holiday campaign success isn’t just about showing up across channels; it’s about finding the right balance between them. By distributing your ad spend across search, social commerce, and retail media, you ensure maximum reach while optimizing each platform’s strengths. This holistic approach allows you to capture high-intent shoppers, engage users in their social feeds, and dominate digital shelves where purchases are made.
Missed Any Part of the Series? Start from the Beginning!
Maximizing your ad mix is the final piece of the puzzle for holiday success, but if you’ve missed any part of our series, it’s not too late! Start from Part 1 to learn how to master the shortened holiday shopping window and ensure your campaigns are ready to thrive this season.