Digital Advertising: Budgeting for the Q4 CPM Spike
By October 15th, global brands will pour millions into Facebook and TikTok for the holiday season. This drives up the Cost Per Mille (CPM) for everyone. If you wait until November to start your 11.11 ads, you will pay 3x more for every click.
The 'Warm-Up' Budget
Use the last 10 days of September to run Engagement Campaigns, not Sales Campaigns.
- The Goal: Build a "Custom Audience" of people who have watched 50% of your brand video or interacted with your Line OA in September.
- The Financial Benefit: In November, you can run "Retargeting Ads" to this specific group. Retargeting ads remain significantly cheaper and convert 4x better than "cold" ads during the holiday spike.
Diversification
Don't rely 100% on Facebook.
- The Tip: Allocate 20% of your Q4 budget to Line MyShop and TikTok Shop. These platforms often provide their own subsidised "Flash Sale" vouchers and free shipping credits during Double-Days to compete with Lazada and Shopee.
The Rule of 7
In the noise of Q4, a customer needs to see your brand 7 times before they buy. Start the "First 3 Touches" in September while the digital landscape is still relatively quiet and affordable.
Related Service: Digital Transformation — Performance marketing and cross-platform ad strategy for the Thai market.
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