3 tips for optimizing paid social campaigns for seasonality

▤ Summary

Planning your paid social campaigns well ahead of your peak periods — whether seasonal, holiday or promotional — help ensure you hit your goals. Michelle Stinson Ross, marketing operations director at Apogee Results, offered tips on how advertisers can get the most out of seasonal social ads at SMX West in San Jose last week. Social media as a marketing channel may not present an “intense moment of buying,” Stinson Ross said, but it could provide an opportunity to remind or introduce consumers to your brand and how it can benefit them. “Facebook, Twitter, Instagram, Pinterest, LinkedIn – all of them have retargeting options so that [brands] can remind them – hey, there’s a sale coming up,” she said. We can begin to target that in social.” Retargeting becomes especially important when advertisers can return to audience pools generated through broader campaigns, Stinson Ross said.

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