The data, trends, and insights consumer tech brands need to get ahead of October’s big day
You don’t need us to tell you that things are shaping up to look….a little bit different, but that doesn’t mean we won’t find a way to celebrate. Décor, costumes, and––obviously––candy will still be a part of the spookiest night of the year. It just may call for a little more creativity, a willingness to pivot, and a hefty helping of Halloween magic.
Fang-tastic Readership Trends
Analyzing the pillars of any good Halloween, we noticed some trends emerging in what consumers are reading about online.
You Can’t Stop a Sweet Tooth
The phrase ‘candy bar’ has seen a 41% readership increase.
There’s Something About That Orange Squash
Pageviews around the word ‘pumpkin’ have seen a major spike––200% to be exact.
Every Day’s Alright for Frights
The phrase ‘haunted house’ has seen a pageview increase of 100%.
Creative Best Practices For a Unique Hallowen
Whether your product or service falls under the category of a treat, décor, or costume material, leaning into creative best practices is key to marketing success.
For Halloween candy, opt for close-ups without people or animals
For décor, try close-ups in color that incorporate food
To show off your costumes, try photos with a female subject and animals
For candy or treats, try the keywords ‘flavors,’ ‘trick,’ and ‘cook,’ and avoid ‘boxes,’ ‘discount,’ and ‘save’
There’s also an opportunity to use keywords that aren’t being used in many campaigns, but are proving to yield high click-through rates, such as ‘veggie’ and ‘kids.’
For Halloween décor, try the keywords ‘simple,’ ‘tacky,’ and ‘classy,’ and avoid ‘gift’ and ‘must-have’
There’s also an opportunity to use keywords such as ‘signs’ and ‘patio’
For costumes, try the keywords ‘hours,’ ‘baby,’ and ‘year-old,’ and avoid ‘socks,’ ‘shipping,’ and ‘free’
There’s also an opportunity to use keywords such as ‘clever’ and ‘trick.’
Putting Trends Into Action
When you combine the aforementioned image and keyword trends, these are a few examples of what high-performing ads could look like.
Halloween is Spooky, But Bidding Doesn’t Have to Be
- Modify bids on individual sites before blocking publishers when CPAs are high
- Increasing bids by 25%-50% for top-performing sites to increase their competitiveness
- Considering always-on campaigns if budget and offer parameters allow
- And, of course, use automated bidding