Facebook Ad Campaigns: The Holiday Guide
It is almost October and the holiday season is just around the corner. Black Friday is coming up, followed by Thanksgiving and Halloween, and last Christmas. These are just what people celebrate overseas, and if you count Indian festivals, the numbers climb way higher.
These numbers are important to take into consideration because the holiday season alone incorporates nearly 30% of the annual purchase. Everyone wants a piece of this purchase percentage, local sellers, big companies, startups, everyone.
The answer is the Facebook ad campaigns.
If you are looking to target a huge audience in a short amount of time, social media is the way to go, more specifically, Facebook. The reason I say this is because, on social media platforms, you can easily target the correct audience for your product/website without doing a whole lot of work.
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You know how social media works, it is not 2005, so instead of wasting time on the stuff that we already know, let’s move on to the topic at hand. Here are a few points which will help you reform your Facebook marketing strategies for the holidays.
1. Create A Product Catalog
Facebook lets you create a product catalog so that you can sell your products through a shop right from your Facebook page. You can do that by setting up a shop in the Facebook catalog. All you need to do is create a Commerce Manager account here.
Follow the steps and set the type, add the business information that it asks and connect your Facebook page and your business account. After everything you have done, you will see an ‘Inventory’ tab on the left-hand side of your Commerce Manager account. Click on that, and you will see the ’Add product’ button. Using this button, you can add the products you sell on to your Facebook Commerce Account.
Once you have successfully added the product(s) you sell in your account and have linked the account, you can easily up your Facebook ad game. You can now post dynamic ads for your products.
The dynamic product ad lets you target those people who have visited your website previously and allows you to show them ads based on the products they searched or saw while surfing your website. This is the reason when you have searched a product on Amazon; you see an ad of the exact product with some special offers or coupons when you are casually surfing Instagram, liking a pic of your crush.
In case you are wondering what Dynamic ads look like. You can take the help of an ad spying tool, which will help you spy on your competitor’s Facebook ads. Now there are countless such tools in the market, but to make sure we provide you the best information, I have gathered the top 3 Facebook ads tools, which are as follows: PowerAdSpy, AdEspresso, and Hootsuite.
Here’s how you can search for your competitor’s ad using PowerAdSpy:
With the help of it, you can stay up to date with all your competitor’s ads and use their strategies against them. Just follow these steps to search the most popular ads published by your competitors –
1. Login/Signup to your PowerAdSpy account.
2. Once you are in, there will be a search bar on the left-hand side where you can search for ads with the help of a keyword.
3. Below the search bar; you’ll see the filter mode. Using these filters, you can search the ads based on location, interests, etc.
4. After all these steps, the ads which are most relevant to your search preferences will show on the dashboard.
2. Optimize Your Website
If you want to drive huge leads from Facebook to your website, you have to optimize your Facebook ad traffic. You can do that by pasting a small set of code that allows you to track the effectiveness of your advertisement by showing you the actions taken by people on your website. Therefore, you need to paste Facebook Pixel code on to the header section of your website to take your advertisement one step ahead.
With this in mind, you should also optimize your website for mobile as there are more mobile users of Facebook as compared to PC. The numbers for mobile users are way too much, and therefore it is important that your site is properly optimized for mobile users.
Along with the optimization, it is also important that your website loads faster on mobile. The reason behind this is that people who are visiting your website via your ad were distracted by your ad when they were busy using social media, so you have to make it as quick as possible.
3. Seasonal Ad Campaigns
Seasonal ad campaigns differ from your general ad campaigns. Seasonal campaigns are not about A/B testing your ads; it is about making use of available information and then retargeting the audiences who recently visited your website/product.
For example, suppose a person named X visits your website, he surfs your website but doesn’t buy anything; in such a case, you can send him a personalized offer like free delivery. And suppose this same person visits again, and this time he adds a few items to the cart but doesn’t buy anything, again. Now, what you can do instead of showing him the same offer. You can send him an offer or a 10% or 20% discount on the product(s) he selected.
Now, while doing so, keep two things in mind; first that exclude buyers from your list, you don’t want your existing customers to think left out; this might affect your user base. And second, make sure that you start giving out these offers to the right person at the correct stage of the funnel.
That being said, the promotion you are doing doesn’t always have to include discounts or coupons. You can offer people simple things, and they will still be interested, things like free delivery, free gift wrap for special someone, etc. You can do this by filtering the result from your previous ads, or you can run a Facebook ad test.
Facebook ad test allows you to create an A/B test, with the help of which you can start testing your seasonal ads. The advantage of this testing ad is that you can limit the exposure of your ad to a certain parameterized group of audience before rolling out to all the users. Another benefit of such testing is that you can test things like color, images, GIFs, videos, etc.
All these small elements have a significant effect on the engagement rate of your ad, and these results may vary as you change the demographics or age criteria.
4. Ad Spending Limit
Now, once you have done all the things that are mentioned above, the next part is to take care of the money that you are going to spend on the Facebook ad campaigns.
The main thing to look for here is the spending limit. Every ad account has an ad limit most people don’t know about. This ad limit is placed so that a single advertisement doesn’t burn out all the money you have in your ad account.
And during the holiday season, when your marketing campaign is at the peak, you’ll be spending much more than your normal ad spends to reach more audiences and thus, you’ll be burning through ad spend limits easily. This low balance could mean that your campaigns will turn off until you clear your ad account balance.
This isn’t such a big deal if you are checking your ad account daily, but nobody checks their ad account daily, to be honest. I know I don’t. And this could lead to a major traffic loss.
So, to avoid this happening to your account and ad campaigns, you need to set the ad limit based on the days you want to run the ad.
5. Facebook’s Official Holiday Guide
Yes, you read it right, Facebook’s holiday guide. Every year Facebook releases a holiday planning guide for advertisers to help them perfect their marketing strategy.
This guide is a must-read as it has important insights, a campaign planner guide, key dates list on which you should focus your marketing campaign, and lastly, the tips to make the most out of the post-holiday season. Using it, you can easily map out your ad strategies for different funnel stages.
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There you have it, the complete holiday guide to your holiday ad campaigns. The key here is to start early, as I said in the beginning, to get the lay of the land and also to see what is working for you.
Remember, always set the ad limit on your campaigns and optimize your ads for the holiday season.
That’s all from me guys; if you have any suggestions, feel free to mention them in the comments down below.