Is your ROI affected throughout Christmas and New Years?

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NetMillion

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Sep 25, 2008
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For those of you who run profitable campaigns, do you notice your ROI dropping around Christmas?

If so:

1) how much of a drop do you see?

2) do you pause the campaigns? around what time do you pause?

2b) If yes, around what time do you restart the campaigns?


Let's discuss
 


CPC goes up a lot around this time. because of all the brandname companies buying up all the inventories.

Things should look okay starting Jan.
 
It depends a lot on the niches you are in. Some behaviors you can predict, some not. This is a holiday season dominated by shopping (objects mostly). Like bizkiller said, in this niches (shopping related mostly) you are sure to be hit with a higher cpc and conv cost.

If you are out of this niches, just beware that people's mind is not really on Acai or Colon cleanse shit this time of the year. So cpc may even be lower, but also impressions and conversions drop.

Word of advice:next few days, don't fucking panic and start making changes on all campaigns trying to better your performance. Hold the fuck on. Wait and if by mid January you are in the same boat, start cracking and find where you can better your campaigns.
 
I like to combine my Dec + Jan earnings to get a better picture of how I'm doing, especially anything weight loss related. Earnings usually start tanking around Thanksgiving and then don't pick up till the 1st, where you see a massive swing the other way.

A lot of brick & mortar businesses do the same as well, especially in terms of ordering inventory.

When I'm running PPC I usually just pause everything apart from the extremely profitable %wise stuff because I don't like the stress.
 
^^^^You don't need to pause, just watch your ROI. If it tanks, then do it. Otherwise, unless you can afford it, you are proly loosing money (but also you have less headaches I'm sure).

You wanna reduce the stress and still make some monies? Lower the budget watch the ROI and enjoy your christmas holidays. :)
 
pretty much the only change for me, is that I stop creating new campaigns.

You never know whether it's not performing because it just doesn't convert or it's because of Christmas
 
tencentpiece said:
I like to combine my Dec + Jan earnings to get a better picture of how I'm doing, especially anything weight loss related. Earnings usually start tanking around Thanksgiving and then don't pick up till the 1st, where you see a massive swing the other way.

A lot of brick & mortar businesses do the same as well, especially in terms of ordering inventory.

When I'm running PPC I usually just pause everything apart from the extremely profitable %wise stuff because I don't like the stress.
Click to expand...

I'm assuming you mean it doesn't pick up till January 1st... ?
 
in short: it all depends on the niche, this is my 3rd year running a consecutive profitable campaign and it is REALLY hard to spot an annual trend. for me it is much easier to spot an end of the month or even weekly trend then yearly.

in things like what is said above - weight loss, which I have never dabbled in, it is pretty cut and dry after the new year people feel like fat bastards and seek a new solution.

but on the other hand just because something tanked last year doesn't mean it did this year.

For instance - in March 2 years ago a major world-ish event happened that caused conversions for me to be way off (good) from what they would normally be. That does not mean there is going to be a spike every March, nor did it.

Now, holidays are different - but that does not mean that every year is going to be "good" or "bad."

This wonderful holiday season - the US is in an uproar due to the events going on in CT.

Do you think that will make people SCARED?

Value their families more?

From my past experience this tells me that people are way more likely to make an impulse buy based on emotion fueled by a current event/crisis (and reading books like Cashvertising)

Now, if you have an $80/day game download campaign you are running chances are you don't have a large enough data set to be able to analyze things such as this, but you can still draw conclusions.

oh and I never hit pause - i have a superstition that it fucks with my bid/placement priority so I always roll through the tough times.
 
This time is slower for dating sites, generally speaking. I guess people are more family oriented but as soon as Xmas is over, people panic to find someone for NYE and things are on the upswing.

After New Years, there are thousands of people who vow to find a 'new start' and we see another boost.

2nd boost after this is after Valentines.

3rd boost is around Spring break.
 
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tencentpiece said:
I like to combine my Dec + Jan earnings to get a better picture of how I'm doing, especially anything weight loss related. Earnings usually start tanking around Thanksgiving and then don't pick up till the 1st, where you see a massive swing the other way.

A lot of brick & mortar businesses do the same as well, especially in terms of ordering inventory.

When I'm running PPC I usually just pause everything apart from the extremely profitable %wise stuff because I don't like the stress.
Click to expand...

"especially anything weight loss related" - Marketing it as New year resolution? :D
 
Typically we get a lot of lookers that come back to buy in January. As stated, January is a big month for losing weight, looking younger, quitting smoking, etc.
 
I can't wait for all of those New Years resolutions to start coming in... Oh boy, it's going to be like owning a L.A. Fitness.
 
I ran an investment offer recently that actually picked up during the holidays...it was geared towards the more affluent market and actually performs much better during the weekends/holidays than normal workdays.

Then there are some local campaigns that completely tank. It really depends on the vertical & offer.
 
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