6 Things eCommerce Companies Need to Know About Running Ads for Q4

6 Things eCommerce Companies Need to Know About Running Ads for Q4

It’s time to buckle down! Q4 is the best time to reap the benefits of holiday shopping. Utilise the right strategies with these tips.

The holidays are right around the corner. For online retailers, it may be a mixed bag of feelings. On the one hand, it’s a great opportunity to increase earnings for a quarter.

But on the other hand, it may also mean paying more for advertising.

Is it worth it?


According to Spiralytics, digital buyers worldwide will jump to 2.1 billion by the year 2021. That’s quite a leap from the 1.66 billion reported in 2016. And experts expect 80% of internet users to make at least one online purchase in 2019.

To get the most out of the quarter, though, it’s integral to iron out the detail ahead of time. Find out how to use your ads more effectively during the busiest time of the year.

eCommerce Ad Tips

End your year on a high note and crush your Q4 marketing plan with these strategy tips:

#1 – Start Early Testing

First, testing is important before rolling out campaigns across social platforms. Facebook is a great platform to do this.

Find out how consumers react to copy, visual aesthetics, products, and offers using Facebook ads. When you come across the winning elements, incorporate them to other platform ads.

#2 – Pay Attention to Big Online Shopping Days

December 5th and 12th are big days for online shopping. Of course, Black Friday and all of Cyber Week are key days, too.

Make sure that you have your ad strategies ironed out and campaigns launched prior to these dates. Customers want to know where to look for special deals. Let them know ahead of time so they can plan on visiting your site.

Keep in mind that you don’t have to promote every holiday – especially if your budget is a little tight. Go through your sales history and determine which big shopping days worked the best for you.

#3 – Use Carousel Ads

Q4 is the time for shopping and it’s also the time for advertisements. In fact, customers get bombarded with them every year. So, you need to stand out from the competition.

One great technique is to use carousel ads to tell a compelling story or highlight a range of products. Design ads to captivate attention and get more ad clicks.

Where can you feature carousel ads?

Both the Facebook and Instagram platforms let you feature these specialised ads to entice window shoppers.

#4 – Choose the Right Channels

Marketing during Q4 is pricey. So, you need to choose your channels wisely. Using only one channel may be more cost-effective, but it’s not the best way to increase revenue.

According to Shopify, eCommerce sites that use three or more channels have an average increase of 190% in revenue. In comparison, sites that use one channel only see an average of 38% jump in revenue.

Even using two channels can increase your revenue. Average revenue can jump up to 120% more than using the cart alone. It’s not as much of an increase as using three or more channels, but it’s definitely better than only going with one.

The “right” channels may vary depending on your product or service. But some of the common channels to use include social media, Facebook Messenger, Amazon, Etsy, and your own website.

#5 – Create Product Videos

Product images are great in advertisements. But it doesn’t have the same “wow” factor as product videos. Advertise your products in the best way by creating videos for use in social media and Messenger campaigns.

You can also use product videos to highlight special deals in retargeting and email subscriber ads.

The holiday season gets hectic. But a well-produced video ad can help your website stand out from the competition.

But what about the cost?

If it’s in your marketing budget, it may be worth the investment.

Athletic apparel company Adidas used an ad with a combination of video and product images. They reported a 43% decrease in conversion costs. Also, they received a 5.3 times return on the cost of the ad.

Not every eCommerce company can afford high-gloss advertisements. But social media platforms like Facebook’s Collection ads may make it a more affordable option.

#6 – Run Viral Campaigns

If you have a big social media presence, it may be time to go viral.

Viral campaigns are relatively common in the eCommerce marketing space. Not only does it build awareness of the product, but it also helps engage the community. And an engaged community can lead to higher conversion rates.

For example, one fitness centre promoted their service with a “huge giveaway” in the following days. The prize? Free trips to unspecified places.

They encouraged followers to comment on their dream destination and find out how to win via Messenger.

This strategy did a number of things in one simple campaign. It spread awareness about the fitness centres and encouraged engagement from the followers. Agreeing to communicate through Messenger also opened the door for potential sales leads.

Rev-Up Your Marketing Strategy

All eCommerce businesses want to end the year with a bang. Even the ones that aren’t in financial trouble. But advertising during this time of the year is expensive.

So, the key is to get a solid marketing strategy down before the holiday season begins.

Decide on your marketing budget and which holidays you’ll focus the most efforts on. Don’t make the mistake of spreading yourself too thin. Unless you have the money for it, you don’t have to run a campaign for every big shopping day.

Instead, let your sales history guide you. Look back on your numbers for the previous years and find out the highest revenue days.

Also, don’t forget to test campaigns early. Find out which elements work before Q4 hits. That way, you’re ready to roll out the best elements in your ads with limited trial and error costs.

Start planning your Q4 strategy today. Growth Marketing can help with that.

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