As we enter Q4, the holiday season brings both opportunities and challenges for lifestyle brands. This year, with Thanksgiving, Black Friday, and Cyber Monday falling later than usual, brands must navigate a compressed calendar. With only one shot to get their promotions right, early preparation and a well-executed strategy will be key to maximizing revenue. Here are some tips and a detailed roadmap to ensure your brand thrives during this busy season.
Now that you're armed with essential tips, here’s a week-by-week roadmap to guide you through the holiday season.
Week 1 (Early October): Establish Your Promotion and Budget
Week 2 (Mid-October): Prepare Creative Assets and Website
Week 3 (Late October): Build Campaigns and Get Gift Guides Live
Week 4 (First Week of November): Finalize and Test Promotions
Week 5 (Mid-November): Launch Your Holiday Campaigns
Week 6 (Thanksgiving Week): Make the Final Push for Black Friday/Cyber Monday
Week 7 (Post-Shipping Cutoff): Emergency Gifting and Gift Card Campaigns
To make the most of Q4, lifestyle brands must balance early preparation with last-minute flexibility. A strong, well-executed strategy—starting early, using personalization, and leveraging urgency—can help brands stand out in a crowded market and maximize revenue. Stay tuned for more service-specific holiday tips, and if you need assistance refining your Q4 approach, the team at Good & Gold is here to help. Contact us today for expert guidance.
In the rapidly evolving digital landscape, staying ahead of the curve is essential for any eCommerce and online business. One of the latest innovations shaking up the industry is Google's Search Generative Experience (SGE).
But what is SGE, and how is it impacting click-through rates (CTR) for eCommerce websites and online businesses?
This article delves into the implications of SGE for eCommerce businesses, exploring how this new technology affects search behaviors and what businesses can do to adapt.
Search Generative Experience (SGE) is Google's groundbreaking feature that uses advanced generative AI to enhance the traditional search engine experience. Unlike the standard search algorithms that focus on ranking pages based on keywords, SGE delivers more contextually relevant, personalized, and interactive results. This AI-driven approach aims to understand the user's intent better and provide them with comprehensive answers directly on the search engine results page (SERP).
SGE can generate detailed responses to queries, often pulling from multiple sources to create a synthesized answer that appears at the top of the search results. This innovation marks a significant shift in how users interact with search engines and, consequently, how businesses need to approach search engine optimization (SEO) and marketing.
This change aligns with Google's broader mission to make information universally accessible and useful but introduces new challenges and opportunities for online businesses.
The introduction of SGE is significantly altering the landscape of CTR, which is a key metric for evaluating the effectiveness of search-based marketing strategies. Here’s how:
With SGE providing detailed answers directly within the search results, users may no longer feel the need to click through to a website to find the information they need. This shift could result in a decrease in CTR for traditional organic search results, as users might find their queries sufficiently answered without leaving the search engine results page (SERP).
Traditional SEO practices, which have long focused on optimizing content for specific keywords to rank higher in search results, will have to evolve. Businesses will need to consider how to optimize for SGE, focusing on providing content that complements the AI-generated responses or offers value beyond what SGE can provide directly.
As SGE becomes more prevalent, the importance of securing featured snippets and rich results (like images, videos, and other interactive content) grows. These elements are more likely to capture attention within an SGE-enhanced search environment, offsetting some of the CTR declines for traditional links.
While overall CTR might decline, the traffic that does click through may be of higher quality. Users who proceed beyond the SGE responses are more interested in the products, leading to better conversion rates.
SGE is transforming the way consumers search for and discover products online, which has significant implications for eCommerce businesses. Here are some of the key impacts:
One of the most immediate impacts of SGE on eCommerce businesses is the potential reduction in organic traffic.
For many eCommerce businesses, particularly smaller ones, brand visibility on Google’s SERPs (Search Engine Results Pages) is crucial for attracting customers. However, as SGE offers more detailed answers within the search results themselves, the space for traditional organic listings may become more limited. This can make it more challenging for eCommerce brands to stand out, especially if they are not among the top results or if their content is not featured in AI-generated snippets.
The rise of SGE asks for a shift in SEO and content strategies for eCommerce businesses. Traditional keyword optimization is no longer be sufficient. Instead, ecommerce businesses need to focus on creating content that is optimized for AI interpretation, such as by addressing common customer queries concisely and directly. Additionally, structured data and schema markup are becoming increasingly important to ensure that product information is easily understood and featured by SGE.
On the positive side, SGE has the potential to enhance the customer experience by providing more accurate and tailored search results. For example, if a user searches for a specific product, SGE could generate a detailed product comparison or a summary of reviews, helping customers make more informed decisions. This could lead to higher quality traffic, as users who do click through to an eCommerce site may be more ready to purchase.
SGE's ability to present rich media and visual content directly within the search results is another factor that eCommerce businesses must consider. High-quality images, videos, and other rich content formats play a more significant role in attracting attention within an SGE-dominated SERP. Businesses will need to invest in creating compelling visual content that can stand out in this new environment.
To thrive in the age of SGE, eCommerce businesses must adapt their strategies to align with this new search landscape. Here are some actionable steps:
Focus on creating content that is easily digestible by AI, such as concise product descriptions, FAQs, and other content that directly answers common questions. Implementing structured data is also essential to ensure that your products are prominently featured in AI-generated responses.
Invest in high-quality images, videos, and other forms of rich media that can enhance your visibility within SGE's search results. Consider creating video content that showcases your products, as videos are more likely to be highlighted by SGE.
As SGE improves the quality of search results, ensure that your website provides an equally high-quality user experience. This includes fast loading times, mobile optimization, and a seamless checkout process, all of which are critical for converting high-quality traffic into sales.
SGE is a game-changer in the world of search, offering users more detailed and contextually relevant answers directly within the SERP. For eCommerce businesses, understanding **what is SGE** and how it impacts CTR is critical for adapting to this new search paradigm. While SGE presents challenges, such as potential declines in organic traffic and increased competition for visibility, it also offers opportunities for businesses to attract higher-quality traffic and improve conversion rates. By optimizing content for AI, investing in rich media, and refining paid search strategies, eCommerce businesses can continue to thrive in an increasingly AI-driven market.
Ever wonder what fuels our creativity and keeps us buzzing at Good & Gold? Here's a glimpse into what lights our fires. This month, we're pulling back the curtain to share the latest and greatest in our team's reading and listening favorites. From thought-provoking books to energizing tunes, discover what our employees are currently into and maybe find your next favorite read or listen!
Reading - Tomorrow, and Tomorrow, and Tomorrow by Gabrielle Zevin - I picked this book up to read while on vacation and could not put it down. The unique narrative style and poignant character development made me feel intimately connected to the web of emotions and experiences - Creativity, friendship, love, ambition, and self discovery.
Listening - I'm listening to Tycho, Maribou State, and Khruangbin, whose dreamy, soulful, surfy, and world-traveling vibes are setting the perfect stage for my summer mood.
Reading - The Nightingale by Kristin Hannah - earlier this year, I read my first Kristin Hannah Book, The Great Alone. It quickly became my all-time favorite read. I’m only a few chapters into The Nightingale, but it’s good so far, and I’ve heard it’s a tear-jerker!
Listening - Caamp, Noah Kahan, Lizzie McAlpine… all things folky and acoustic and easy listening for the summer.
Reading - All Fours by Miranda July - My book club, a group of 30-45 year old moms, dove head first into this thought-provoking, conversation-sparking and memorable read. The conversations about this book seem to never end!
Listening - LEON, Miguel, BEYONCE - I’m all about artists with rich musical vibes - introspective and dreamy to bold and dancy.
Reading - The Measure by Nikky Erlick - I got this book as a present and I must admit it has made me ponder about the purpose and meaning of life and how we can easily lose sight that life is short and that we need to make the most of every day and moment.
Listening - I am listening to Just one Thing with Michael Mosley. The above book made me look in the direction of generally having a better health and wellbeing approach. “If time is tight, what’s the one thing you should be doing to improve your health and wellbeing?”
Reading - The Four Agreements by Don Miguel Ruiz - I had heard people talking about this book here and there and finally picked it up and dove in this summer. Written in a unique, simple format, I was immediately intrigued. This book expands upon four broad concepts that basically allow you to gain more freedom within your life and is really just a simple method to being happy.
Listening - My most recent playlist is filled with Vieux Farka Touré, Carole King, Thee Sacred Souls, Cocteau Twins, Charley Crockett, and Qendresa. A podcast I’ve been loving lately is called Otherworld. It tells real stories by people who have experienced something paranormal or unexplainable. It’s slightly spooky without being scary, and is such an intriguing listen!
Reading - Life Ceremony: Stories by Sayaka Murata - A compelling collection that invites readers into a world where societal norms are turned on their head. Through surreal storytelling, Murata examines the essence of human connections in a rapidly changing world, addressing themes of love, death, and societal expectations with a bold, unconventional flair. I particularly enjoyed how the stories often blurred the lines between the grotesque and the beautiful, and pushed me to consider the bizarre as potentially normal. A great read for fans of speculative fiction and those intrigued by the quirks of human nature.
Listening - Challengers [MIXED] by Boys Noize, Trent Reznor and Atticus Ross. This album from the recently released film Challengers is full of energetic, playful house beats that are great for working out, dancing, or stumbling through a contentious polyamorous relationship.
Reading - The Hike - a book that’s very similar to Stephen King’s Fairy Tale. The story follows a man who goes for a hike one day while on a work trip and finds himself in a land where he must face his inner demons and grow in order to escape.
Listening - Lore - A great but slightly dark podcast that “explores the mysterious creatures, tragic events and unusual places that fill the pages of history.”
Reading - Samsung Rising: Geoffrey Cain - An inspiring and detailed account of Samsung’s rise to power across several industries and its fight against Apple. This book explores Samsung’s tumultuous beginning, unique corporate culture, and desire to bring South Korea onto the global stage with constant competition and innovation. Samsung’s ebbs and flows in wins, losses, and leadership make this a compelling read that gives deep insight to a lesser known part of our daily world.
Listening - Lex Fridman: An AI researcher, scientist, and podcast host known for his deep, insightful conversations with a diverse range of guests. His podcast, "The Lex Fridman Podcast," explores topics like artificial intelligence, technology, science, and the human condition, featuring thought leaders from various fields. Listening to his podcast offers a blend of intellectual stimulation and personal growth. He regularly has unique guests such as Sam Altman, Mark Cuban, Elon+Kimbal Musk, Bill Ackman, Jeff Bezos, Mark Zuckerberg, Jimmy Wales, and Marc Andreessen.
Reading - The Illusion of Choice: 16 ½ Psychological Biases that Influence What We Buy" - This insightful book captivated me with its relevance to both my career and understanding general human behavior. It expertly distills complex decision-making biases into digestible principles and chapters. A must-read for those in marketing, advertising, or entrepreneurship, it offers practical applications for everyday decision-making, selling, and negotiation tactics. I found it to be a quick, simple, and useful read that has already started to influence my approach to work and personal decisions.
Listening - "Bass Boat" by Zach Bryan from his newest album "The Great American Bar Scene" - This song inspires a sense of nostalgia as it reminds me of the lake town I grew up in, watching bass boats glide by my parents' house on the lake. While the lyrics don’t completely align with my personal experience, the general sentiment, raw emotion, and melody evoke a sense of calmness and self-reflection. It captures the serene beauty of golden hour, and the moment the sun sets where you forget everything around you and are fully present. Life doesn’t always go the way you hope, with its twists, turns, and unforeseen events. This song is a reminder to be present, enjoy the little things and small moments, and cherish the people that bring you joy—those are the memories that will carry you through life.
Reading - I’m currently reading “Inspired: How to Create Tech Products Customers Love” by Marty Cagan. I’ve read several of his books, and he truly is an expert in building products and experiences that matter—with the customer always at the forefront. This book emphasizes the importance of avoiding biases that can lead us away from delivering the best possible product to the end user, whether it’s a tech product or any other offering. One concept that has really stuck with me is the idea of consistently and constantly delivering new value to the customer, even if it means revisiting old ideas. This principle goes beyond the tech industry and applies to e-commerce and any consumer-driven product. If you don’t live and breathe the goal of driving value at every level for your customers, you won’t achieve the growth you’re aiming for.
Listening - I’ve been rotating between music of my eclectic youth (90s grunge, Red Hot Chili Peppers, T-Pain, Usher, The Eagles, Lil Wayne—you get the idea) and discovering artists that I may have missed along the way. Some folks I have been jamming to lately have been The Teskey Brothers and the Guantanamo Bay Surf Club, both have been a great way to wind the evening down with some chill melodies and soulful voices.
In the world of digital marketing, data is king. Understanding how your ads perform, where your traffic comes from, and how users interact with your website is crucial for making informed decisions. While standard ad platform tracking and Google Analytics 4 (GA4) offer valuable insights, they come with certain limitations. In this blog post, we'll explore the pitfalls of standard ad platform tracking, the challenges of GA4, and how third-party tracking solutions can provide a more comprehensive and accurate picture of your marketing efforts.
Standard ad platform tracking, such as those provided by Facebook Ads or Google Ads, often suffer from platform bias. Each platform tends to attribute conversions to itself, leading to over-reporting. This bias can distort your understanding of which channels are truly driving results, making it difficult to allocate your budget effectively.
Ad platforms typically track data within their own ecosystem. This siloed approach means that cross-platform insights are limited. If you're running campaigns across multiple channels, it becomes challenging to get a unified view of your customer journey and overall marketing performance.
Standard ad platforms often use last-click attribution by default, which credits the final touchpoint before a conversion. This model can undervalue upper-funnel activities like awareness and consideration campaigns that play a crucial role in guiding customers down the funnel.
GA4 introduces a new way of tracking and analyzing data, which can be complex and require a steep learning curve. For marketers used to Universal Analytics, adapting to GA4's event-based model and navigating its new interface can be daunting.
GA4 often employs data sampling when processing large datasets, which can lead to inaccuracies. Sampled data might not fully represent your actual traffic and user behavior, leading to potentially misleading insights.
With increasing privacy regulations like GDPR and CCPA, GA4 has implemented stricter data collection practices. While this is a positive step for user privacy, it can result in less granular data and limitations on tracking certain user interactions.
Third-party tracking solutions excel in providing cross-platform attribution, allowing you to see the complete customer journey across multiple channels. This holistic view helps in accurately identifying which touchpoints contribute most to conversions, enabling better budget allocation.
Third-party trackers often utilize advanced algorithms and methodologies to reduce data inaccuracies and biases. This ensures that you get a more precise understanding of your marketing performance without over-reliance on any single platform's data.
Unlike standard ad platforms and GA4, third-party tracking solutions offer greater customization options. You can tailor tracking to fit your specific business needs, set up custom attribution models, and create detailed reports that align with your marketing goals.
Third-party solutions provide in-depth reporting capabilities, combining data from various sources into a single dashboard. This unified reporting helps in making more informed decisions and understanding the true impact of your marketing efforts.
Many third-party tracking providers prioritize privacy compliance, offering tools and features that help you adhere to regulations while still gaining valuable insights. This balance ensures that you respect user privacy without sacrificing data quality.
While standard ad platform tracking and GA4 offer valuable insights, they come with significant limitations that can hinder your ability to fully understand and optimize your marketing efforts. Third-party tracking solutions address these challenges by providing cross-platform attribution, enhanced accuracy, greater customization, comprehensive reporting, and advanced privacy compliance.
Investing in a robust third-party tracking solution can be a game-changer for your marketing strategy, helping you make data-driven decisions with confidence and ultimately driving better results for your business.
The team at Good & Gold is spectacular. They were quickly able to assess our marketing needs and offered a thorough and measurable plan for achieving results. Working in partnership, we have exceeded most of the goals we set out to achieve and have moved on to impressive new objectives. Additionally, and importantly, the team is staffed by wonderful humans. We were cautious when bringing in a marketing partner, but the folks at Good & Gold have become an extension of the Stumptown family.
As a business owner facing the challenge and opportunity of bringing our marketing efforts up to speed in an increasingly digitally-driven industry, the team at Good & Gold went above and beyond in building out a continually evolving digital marketing roadmap with our ideas and brand top of mind.
The team at Good & Gold is not just knowledgeable and lightning fast, they are who we trust with our digital marketing needs. They have become an important part of our team who we rely on daily. Never has there been a challenge that have not been able to tackle.
