As an e-commerce marketing agency owner, I get asked a lot: should I invest in evergreen campaigns or seasonal ones? The answer isn’t one-size-fits-all, but let’s break it down to help you decide.
Evergreen Campaigns
Consistency and Longevity
These campaigns stay relevant and effective over time. Think of foundational blog posts, continuous social media ads, and educational content. They bring steady traffic and engagement.
SEO Benefits
Evergreen content helps with search engine rankings. The more it’s viewed and linked to, the better your site’s authority.
Cost-Effective
Once created, they don’t need frequent updates. This saves time and resources, making it a smart long-term investment.
Seasonal Campaigns
Urgency and Relevance
Seasonal campaigns are perfect for creating urgency. They align with holidays, events, or trends, pushing customers to act quickly.
High Engagement
Because they’re timely, people are more likely to interact with them. Tailored content feels more relevant and engaging.
Flexibility and Creativity
You can get really creative with seasonal themes and promotions. It’s a chance to test what resonates best with your audience.
Which Should You Choose?
Your Ad Budget
If your budget is small, evergreen campaigns are great for long-term value. But don’t ignore seasonal campaigns—they can really boost sales during peak times. Especially if you have already invested a lot into evergreen campaigns and built that TOF (top-of-funnel) audience.
Goals
What are your goals? If you want sustained growth and a strong online presence, evergreen is key. For short-term sales spikes, go seasonal.
Resources
Think about your team’s capacity. Evergreen needs less frequent updates, while seasonal requires constant creativity and timely execution.
Conclusion
A balanced mix of both is usually the best approach. Evergreen campaigns provide stability and long-term benefits, while seasonal campaigns offer dynamic engagement and quick wins. This strategy ensures you’re covered year-round and ready to capitalize on peak periods.
Understanding both strategies helps you craft a marketing plan that supports your business goals and maximizes ROI. This applies not only to META ads but also across other online and offline channels.
For more tips and personalized advice on creating effective campaigns, feel free to reach out to our team. We’re here to help you succeed!
