Without determining the performance of your Google ads campaigns that you performed last year, you can’t determine or measure the success of your campaigns. For ensuring good results and performing the best in the upcoming holiday season, it is very important to examine your campaign strategy thoroughly. Figure out your strengths and weaknesses by tracking the previous statistics from Google analytics and ads. So, it becomes very crucial to take a deep analysis of the old data related to Google ads campaigns. Below we have listed four important steps that will help you a lot in determining how to examine your previous data of campaign for future success.
Pick the correct dates
For analyzing the campaign data properly, you need to start with Google analytics. Compare your previous campaigns of the year 2017 and 2018 by picking up the right dates that match with the holidays.
Ensure that you must consider the BFCM (Black Friday and Cyber Monday) in both sets of data. It is crucial to consider all the important marketing dates.
On the other hand, if you explore the performance of your past ads over a large period says 2 or 3 months, you can better understand the reality or behavior of holiday shoppers.
Give importance to your data
According to different types of industries, their demands or requirements also vary. But, generating high revenue is the common and most important goal of every business or company. By emphasis more on CPA (cost per acquisition), revenue, and ROI (return on investment), you can measure the actual performance of your previous year campaigns. The other key metrics which you also need to consider are AOV (average order value) and CVR (conversion rate).
Start your analysis process by answering the following questions:
How can you determine your actual performance through your data analysis? Which strategy or pattern you noticed the more and want to apply for the success of your future marketing campaigns?
What are the unique tactics which you applied previously and want to continue with the same for the best results?
You can improve your performance by learning from your past mistakes, and this is the biggest advantage of holiday shopping data analysis.
Get ready for the next season
Don’t wait for the last time, start early. It is better for your holiday shopping season if you start early. As per your Google analytics data, you can mark your weakest and strongest marketing days and then plan the future marketing strategy accordingly for your campaigns.
Never miss the following important marketing days in 2019 which are given below:
Friday, Black Friday (29th November)
Monday, Cyber Monday (2nd December)
Monday, Green Monday (9th December)
Sunday, First night of Hanukkah (22nd December)
Wednesday, Christmas day (25th December)
Tuesday, New Year’s Eve (31st December)
For setting up your next holiday season it is not necessary to block a complete day. You can manage all your tasks perfectly by dividing the work according to the priorities.
Remain updated as per the new trends
The field of digital marketing is dynamic and so, you need to update your marketing strategies according to the new trends and techniques. By regularly updating your strategies as per the new marketing trends, you can maintain a top position in the market. Moreover, there are also certain evergreen methods which you can apply to your next holiday season for getting the improved results as compared to the past years.
For running a successful 2019 holiday season, you need to look over at your previous year’s results and figure out the weak points which you need to improve this year.