Mastering Holiday CPA Campaigns: 5 Expert Tips For Success by Jason Sommerville, Senior Partner Manager, Digital Media Solutions, October 18, 2023 As the holiday season approaches, advertisers and publishers alike are gearing up for one of the most lucrative times of the year. According to forecasts by eMarketer, overall retail spending is expected to increase by 4.5%, reaching $1.3 trillion for the 2023 holiday season. Ecommerce is poised to play a pivotal role, accounting for nearly 20% of total sales and contributing 48.5% of incremental spending gains. The holiday season presents an important opportunity for marketers seeking to maximize their revenue through CPA campaigns. To help make the most of this holiday shopping frenzy, we’ve compiled five expert tips and techniques. These strategies will not only enhance holiday campaigns but also position brands to thrive in the fiercely competitive landscape of holiday advertising. 1. Engage Highly Motivated Buyers With CPA Advertising During the holiday season, shoppers are highly engaged and motivated, making them more willing to open their wallets. CPA advertising offers a fixed and measurable cost, making it an ideal choice for advertisers looking to promote their brand and offers. Additionally, increased consumer demand leads to CPA partners increasing their traffic and supply to advertisers, creating a win-win situation. 2. Capitalize On The Holiday Shopping Frenzy With Strong Creative The holiday season is marked by a surge in online activity, with consumers actively searching for gifts. Advertisers can leverage this increased consumer intent by launching their best product offerings in Q4 and bringing their most compelling creative to the forefront, with promotions that entice customers throughout the holidays, including Halloween, Thanksgiving and December celebrations. “With heightened consumer awareness during the holiday season, we witness an increase in impulse buying and deliberate product searches. This unique environment empowers advertisers to showcase their finest creative and strategies, capitalizing on the fact that consumers are not only present but eager to engage,” said Devin Sirkus, Director of Sales at Digital Media Solutions (DMS). 3. Craft A Standout Offer That Converts In September 2020, a DMS advertiser introduced Christmas ornaments with customizable COVID-themed designs, priced at $15 each. This unique and relatable product achieved well into seven figures in sales. The success of this campaign can be attributed to factors such as a relatable product at the right time, extensive advertising across various channels and a high cart value, as many consumers purchased multiple ornaments. A successful product and an effective campaign go hand in hand with other winning sales strategies like implementing disciplined optimization plans to increase conversion rates. “Your landing page is absolutely crucial for success. You want to make it easy for visitors to buy without endless clicking or scrolling. Give them convenient payment choices like Apple Pay and PayPal. And remember, don’t leave money on the table — upsell and maximize that initial purchase. Aim for a higher cart value, and you’ll not only see increased CPA values, but also a surge in traffic and boosted sales,” noted Sirkus. 4. Start Early & Stay Agile When Planning Holiday CPA Campaigns To master your holiday CPA campaigns, start the planning process early. Ensure your offer, creative assets and media plan are well-defined and ready to go – provide publishers with offers and creative materials at least one to two weeks before the launch. Create a comprehensive library of creative assets, including images, banners and pre-approved copy customized for various channels and partners. Giving publishers a variety of creative assets allows them to optimize quickly and maximize results. In today’s competitive landscape, strategic and data-driven approaches are essential. “Understand your audience, and be prepared, but stay flexible. A product you least expect can become a goldmine,” said Sirkus. 5. Partner With A Performance Marketing Leader Like DMS When choosing a performance marketing partner for your CPA campaigns, a crucial consideration is entrusting campaigns to capable hands, including identifying the right traffic sources that can deliver both scale and quality at the same time, which can be a significant undertaking. Recognizing the difficulty in finding ideal traffic sources, DMS invests time and effort in rigorously evaluating and selecting publishers. The DMS team works to align the right campaigns with the most suitable traffic sources, ensuring the right messages reach the right audiences to drive campaign success. Seeking New Ways To Maximize Your Customer Acquisition Efforts This Holiday Season? Digital Media Solutions is ready to help you find new digital performance advertising solutions to scale success. DMS creates people-based advertising campaigns, leveraging our first-party data asset, proprietary technology and expansive media reach to define and engage highly targeted audiences, attracting consumers with the greatest likelihood to convert. Contact DMS today! Are You A Publisher Looking To Maximize Monetization Efforts For The Holiday Season And Beyond? The team at DMS is committed to the success of our publishers. From the simple touches, like being there when you need us, to more strategic support, we build relationships with our publishers and advertisers so we can align needs and deliver both audiences what they need to achieve their goals. Apply now to learn how you can become a preferred publisher. Already Work With DMS? We’d love for you to take a moment to cast your vote for us as your favorite CPA network. Vote here! Filed under: Article, Blue Book, Featured, Revenue Blog Tagged under: DMS About the Author Jason Sommerville, Senior Partner Manager, Digital Media Solutions With over 15 years of professional experience in the field of performance marketing and affiliate management, Jason Sommerville serves as a Senior Partner Manager at DMS. Jason joined DMS in 2018, and has played a pivotal role in managing both affiliate and client relationships, contributing to revenue generation on both the demand and supply sides of the business. Throughout his career, Jason has held various significant roles, including Sales & Marketing Manager, Account Executive, Media Manager and VP of Media. His extensive background and expertise extend into areas including offer and creative development, which drive responses for affiliates and advertisers alike. Jason has also served as an executive team member and media lead responsible for launching numerous subscription programs for U.S. and UK brands. Additionally, Jason has been an integral part of developing new sustaining donor acquisition programs for nonprofit organizations in the affiliate channel.