Hernan VazquezFounder and CEO, Rapid Scale Framework · Creator of The Rapid Scale Framework, Author of Low Ticket Profits

Turn off advertising during Holiday Season? Here is WHY....

6 Oct 2022 · 1 min

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In this segment, the speaker advises that during the holiday months of November and December, marketers should completely pause cold‑prospecting advertising—ads aimed at audiences unfamiliar with the brand—because competition drives click costs up (e.g., $20 per click). Instead, the focus should shift heavily toward retargeting and nurturing existing audiences on social platforms, especially Facebook and Instagram. By leveraging these warm audiences, businesses can capture holiday shoppers who are eager to spend and look for deals, achieving higher traffic and conversions without the inflated costs of cold‑traffic campaigns.

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During the holiday season, we will basically turn off all of the advertising that has to do with cold prospecting ads, meaning people that they haven't heard about us yet. So we will turn them off completely during November and December, and we will focus on retargeting. We'll focus heavily, heavily, heavily on retargeting. Building and nurturing those audiences within the social media platforms, especially on Facebook and Instagram, would give us a tremendous edge when it comes to getting traffic to the offers because at the end of the day, during the holiday season, people want to spend, right? Number one, but also number two, they're looking for deals and you want that traffic. You want those eyeballs. You want people to come in and buy your stuff, but you cannot get to those people if you're paying $20 per click because everyone else is advertising to acquire cold traffic.