We are all wrapping our heads around the idea of summer coming to an end—let alone starting to think about holiday shopping—but the time has come on Pinterest. According to Pinterest, pinners are planners, and 30% of shoppers start holiday shopping in October if not sooner. This means that as a brand, you need to start planning for those early shoppers now. Getting in front of consumers sooner and more often throughout the pre-holiday season can increase the number of people converting and rate of their conversions. To start planning, there are four phases Pinterest has outlined to help make this process and your brand’s holiday season successful.
Phase 1: Lay the Foundation
May through August is your time to start strategizing internally on budget, creative, and targeting for marketin from September to . When marketing for the holiday season, you want to have a full-funnel approach and take this time to gradually shift budget into those holiday-focused ads. Late summer is a good time to start working on implementing tags, adopting enhanced matches, and setting up APIs.
Phase 2: Iterate Across Objectives
August is your time to gain early insights into creative and audiences. Testing creative and audiences now will help to use your budget more effectively when the holiday season is in full swing. This is also a great time to start building engagement and retargeting audiences for your brand.
Phase 3: Upweight Conversions
September through December is go time. Pinners are ready to convert, and capturing their intent during the early part of phase three is important. Using the insights from August to focus the spend on the top-performing campaigns and creative will help to hit the ground running during this higher converting time of the holiday season.
Phase 4: Don’t Lose Out
December through January might be the end of the holiday season, but this isn’t the time to slow down. Launching New Year’s-focused ads and creative will help keep momentum during a time that CPMs are shown to be lower. You can start to lower your overall budget after Christmas and focus on awareness and consideration, but will still want to be present for those pinners on the hunt for New Year’s deals.
This concludes our guide on Pinterest holiday best practices! If you found this blog useful please or learn something new please share with your friends or coworkers!