Skai’s Expert Services team complements your current marketing efforts with custom solutions that fill in the gaps.
Whether you’re going through an internal transition, staffing up a new team, or just need an extra pair of hands, Skai offers strategic support tailored to your needs. Our industry experts and world-class platform are there to help you maximize success while bridging the gap between your setup today and your potential tomorrow.
In this continuing series, with the holiday shopping season fast approaching, three marketers from our Expert Services team share one of their most effective tips to maximize the all-important Q4.
Tip #1 – Save a bulk sheet & exclude holiday performance from bid portfolios
Download your campaigns’ structure and bids prior to any ad hoc holiday adjustments.
If you expect to be making significant changes to campaign structures or targeting bids during the holiday season, it can be really helpful to save a pre-holiday snapshot of your ad program so you can quickly revert to previous bids when the holiday traffic spikes are over.
When using Skai bidding portfolios be sure to exclude high-traffic dates from consideration as these will cause unintended optimizations. Pausing bid portfolios and monitoring bids and spending manually is also an option for controlling holiday activity when significant traffic spikes are expected—or maybe just pause automated optimization during the peak holiday dates.
– Troy Evans, Sr. Expert Services Manager, eComm @ Skai
Tip #2 – Optimize your creative placement strategy for social
Use Placement Asset Customization ads to streamline your holiday creative.
During the holidays, social platforms will be flooded with promotions and it can be difficult for your ads to stick out. Make sure your ads don’t get overlooked by using customized creative tailored to the appropriate placements using Asset Customization ads.
Costs tend to rise during the holidays due to competition, so to be more efficient, Meta recommends advertisers use auto-placement in their targeting. When doing so, the client should use Placement Asset Customization (PAC) ads to make sure those correct aspect ratios are served on the appropriate placement, without having to segment into different ad sets.
For example, Stories & Reels should always use a vertical 9:16 image or video, while Feeds should use a square 1:1 image/video. PAC ads allow you to have different aspect ratios within one ad.
– Dana Eyde, Expert Services Global Lead, Social @ Skai
Tip #3 – Keep an eye on your Share-of-Voice (SOV) this season.
Analyze your SOV during peak through the Competitive Insights dashboard
Tag your priority and promotional keywords with the SOV Dimension & Category to collect and action competitive insights during peak season! Using Skai Dimensions as custom labels to easily sort, find, and take action on various elements of your campaigns.
Using Skai’s Competitive Insights dashboard, you can see if your competition starts to push more in anticipation of the peak shopping season. Conversely, if you notice as the season goes on that your chief rivals begin to pull back on their spending, it might be the right time to push ahead and beat them to sales.
Stay diligent! Monitor day-over-day and week-over-week changes in your and your competition’s SOV through the new Competitive Insights dashboard.
– Olga Puzhko, Senior Client Success Manager @ Skai
Skai helps you through the holidays—and the rest of the year
Skai empowers the world’s leading brands and agencies across industries to manage omnichannel digital marketing campaigns. Our omnichannel marketing platform includes solutions for retail media, paid search, paid social, and app marketing. We’ll keep you at the forefront of the digital evolution with data and insights, marketing execution, and measurement tools that work together to drive powerful brand growth.
For more information on how Skai’s Expert Services can help you win during Q4, schedule a brief demo to chat with our team.