Creating Facebook campaigns that lead to sales isn’t as difficult as it sounds. By applying a few tried and tested principles, you can improve the performance of your social campaigns in a big way.
Holiday Facebook campaigns are important for two reasons. First of all, everyone is interested in buying products and gifts. This is the best time of the year to ramp up your sales, so you’ll want to make sure you increase brand awareness as much as possible during this time.
Second, it’s also an incredibly competitive time for retailers. You need to make sure that your products stand out, and a Facebook ad is an excellent way to reach potential customers.
If you want to increase sales, drive traffic, and boost brand awareness with your festive Facebook ads, then follow these key steps and strategies to achieve awesome results.
Join our upcoming webinar to help you increase sales with Facebook ads before Christmas. The expert webinar will take place on the 8th December. After the webinar you’ll know how to:
- Get the most out of the Facebook ads platform
- Create effective Facebook marketing campaigns
- Design eye-catching graphics that convert
- And much more
Register today so you don’t miss out.
Make Sure Your Website and Landing Pages Are Optimized
Before you even start running Christmas Facebook ads, pay attention to your website. Your site needs to be high-converting if your Facebook ad campaign is going to pay off.
You’ll be targeting top-of-funnel traffic, and you want to make sure that you have a good chance of converting them when they land on your site.
With a high-converting funnel, you’ll be able to generate more revenue with each visitor. This improves the return on your Facebook ad spend.
Google Optimize is a good tool to help you prepare your site for the busy holiday season. You can use Google Optimize to run A/B tests on your product pages and landing pages to increase your conversions.
Use this tool to test different variants on your site, such as your call to action (CTA) or the size of your images. You can run multiple tests at once. Find the best-performing elements and update your pages with these. This will help you to make more sales once you start running your holiday season Facebook ads.
Analyze Last Years Traffic
If it’s not your first holiday season, you can look back at last year’s traffic to find certain trends. Understanding this will help you run the right Facebook ads at the right time.
The two most important things to look out for are:
- When were the peaks in your traffic?
- When were the peaks in your revenue?
Compare these two to understand whether they happened at the same time, and when exactly your holiday season traffic starts kicking in.
When you know this information, you’ll be able to find the best time to run your Facebook ads.
All of this data can be easily accessed through Google Analytics. If you’re not using Google Analytics yet, it’s free and easy. You can use this platform to track your conversion rates, traffic sources, and way more.
You can also use Google Analytics to do a landing page report, where you see which of your web pages have received the most traffic and sales. This can help you understand where to put your Facebook ad spend to maximize your sales.
Understanding all of this data gives you insights into exactly when and where you should focus your Facebook ads.
Identify Your Key Audience Segments
Now that you know when to run Facebook ads and what web pages you want to target, you’ll need to know who your customers are.
Use Audience Insights to gain an understanding of your audience. You’ll be able to find out their demographics, location, interests, and purchase behavior. A good strategy is to then create a profile for your target audience.
Next, refine this target audience into segments to help you run more effective holiday Facebook ads. Are you focused on loyal customers? Attracting new customers? By creating custom audiences, you’ll be able to match the right ads with the right people.
For example, you might use different location targeting for different audiences. You might also advertise multiple products, each to a different audience.
So divide your audience into different segments, and be as specific as possible. Now, you can run Facebook ad campaigns for each segment. Your different audiences will relate better to each holiday season Facebook ad, which will help you boost your sales.
Promote Interesting Content
A good way to lower your CPM (cost per thousand impressions) is to combine your Facebook ads with content. This could include things like blog posts and YouTube videos.
If you’re targeting and warming up new prospects, then this can be a very effective strategy. It’s especially useful if you’re selling high-value products, and need to do some convincing before making a sale.
Using content in your Facebook ads strategy won’t always result in instant sales. You could end up generating leads, who you’ll need to target with more content as you build trust and move them down the funnel.
This tactic will help you to generate more engagement through your Facebook ad campaigns and lower your ad costs.
The best strategy during the holiday season is to promote special Christmas content. This will be more relevant to Facebook users, giving them more reason to click on your ad campaign.
For example, you could promote a blog post titled “The 5 best gifts for dads this holiday season” and run this campaign for an audience segment who will be buying gifts for dads.
Promoting social proof in this content, such as a customer testimonial, can also be an excellent strategy.
Optimize Your Mobile Experience
About 73% of all eCommerce sales come from mobile traffic. You’ve got to make sure that your Facebook advertising is set up for mobile devices.
First, make sure that your ad creative will translate well on smaller screens. Keep your ad creative simple and impactful.
Then, test out your Facebook advertising by clicking on your ads from a mobile device. Pay attention to the journey, and see if there are any areas that need to be optimized. Ultimately, the better your mobile shopping experience is, the more sales you’ll be able to make.
When running Facebook ads, always put mobile-first. If your holiday ads aren’t totally mobile-optimized, they won’t end up making sales.
Attract Last-Minute Buyers
Getting your Facebook ad campaign set up early is a good idea, but don’t forget about the last-minute shoppers too.
You might want to share last-minute shopping ads and special offers a few days before the major holiday season festivities. People will be frantically looking for the perfect gift, so it won’t take too much convincing to get them to buy your products.
Last-minute Christmas shopping Facebook ads can help you to quickly spike up your sales. Never assume that the holiday shopping is over too early.
Optimize Facebook Ad Elements
When you run a holiday Facebook ad campaign, you’ll be competing with a lot of brands trying to win the consumers’ attention. This could result in high ad costs.
One of the best ways around this is to optimize your different ad elements so that you show the right messaging to the right Facebook audiences at the right time.
Let’s break down these different elements to help you run the perfect holiday Facebook campaign.
Test Different Audiences
You’ve probably already got the exact audiences that you’re targeting, but you can always try testing new audiences for your holiday Facebook campaign.
We’ve already established how you can create audience segments and target them with different ad content. Well, try to promote different ads to different audiences.
The more audiences you test out, the more you will be able to optimize your ads to see which audiences are most responsive.
Test Ad Creatives
Testing out different creatives and placements can be a great strategy to help you deliver more effective ad content.
You can do this by creating an ad set in Facebook Ads Manager. From here you can test out different ad options to find the elements that are most effective.
Test Facebook Ad Copy
After the ad creative, you can test different ad copy options. You can try a couple of angles and messages to see which ones resonate best with your different audiences. Try a few options that take totally different approaches, and test out which deliver the best results.
Now you’ll be able to see which ad copy and creatives work best for different audiences. This will allow you to put together the most effective Facebook ad campaigns.
Scale Your Facebook Ad Campaigns
At this stage, you will have been able to launch fully optimized Facebook ad campaigns. Now that you’re seeing good results from this, you’ll want to increase your ad budget while still keeping an efficient ad spend.
There are a couple of ways to do this. Try these different strategies to help you scale your Facebook ad campaign without wasting any budget.
Copy Your Winning Ad Sets With an Adjustment
The easiest way to scale is to choose an ad set that’s doing well and duplicate it. You can just make a small change to the targeting, ad copy, or creative.
Copy Your Winning Ad Sets With a Higher Budget
You could also copy the ad set that’s giving you the best results, and duplicate this with a higher budget.
A good strategy would be to duplicate a winning ad set and 2 x the budget. Then check back again after two days, and increase the budget once more if you’re still getting positive results.
Duplicate an Ad Set With the Same Budget
You can also often duplicate the exact same ad set with the exact same budget. Just create various copies of the same ad set, with the same budget, and let them run. Find the ads that have the lowest cost per conversion, and turn off the rest of the ads.
Monitor Your Ads Performance
When you run your holiday ad campaign, it’s not just a set it and forget it approach. Instead, you should monitor the progress of your ads as they run, and make minor changes along the way.
Keep track of your ad spend, your website visits resulting from these ads, and your sales. These metrics can all be accessed in your ad account overview.
Your aim here should be to identify any major trends. Sure, there will be fluctuations and spikes each day, but pay attention to any steady changes. Maybe your ad cost per purchase is steadily rising. By identifying these trends, you can make minor changes to your ads to help them maintain a strong and steady performance.
Advertise a Giveaway
A Facebook giveaway is exactly what your audience wants to see in their news feed this time of year. Instead of just advertising products, advertising a giveaway will help you get more engagement and interest. This is one of the best ways to ramp up your brand awareness over the holiday period.
An enticing giveaway will also help your ads attract more attention. This will result in more sales once the giveaway is over. Think of a contest that will appeal to your audience during this time of year and use ads to boost its reach. This is an excellent way to attract new and existing customers.
Follow this guide to help you come up with contest ideas during the festive period.
Update Your Product Catalog
Facebook has a great social commerce feature in the form of its Facebook Shop. From here, you can sell your products directly through your Facebook page. This streamlines the customer journey, making it easier for your audience to make quick purchases.
Just make sure that your product catalog is up to date with all of your latest holiday products.
Once your Facebook Shop is all set up, you can use it to run different types of Facebook ads. This includes dynamic product ads where you can retarget people who have visited your website. These are very effective for pushing up your holiday sales. This is because you’re already targeting these ads to warm audiences who have already shown an interest in your products.
Facebook Ad Best Practices
There are all kinds of different Facebook ads you could run. Here are a few best practices and tips to remember when you put together ads before Christmas:
- Add urgency: Your audience is probably faced with hundreds of brands and products this time of year, and you’ve got a limited time to sell to them before Christmas is over. So, create urgency in your ads. Including copy like “limited stock available” or “50% off for the next 24 hours” will give your audience more reason to act fast and make a purchase.
- Add real value: Don’t just advertise what your product is but advertise how it can help. Think about the benefits your customer will get, and translate this into your ad.
- Make your ads eye-catching: A Facebook news feed can be a busy place full of information. If your ads don’t stand out, your audience will soon scroll past them. Use bold and bright colors, simple copy, and a product image that captures shoppers’ eyes.
- Create a video ad: Video is the most engaging form of content, so don’t be afraid to use it in your Facebook campaign. People love video on social media, so including video in your ads could generate a lot more engagement and interest.
- Add something special: Giving your audience a little push will make a huge difference. Offer something special in your ads, like free gift-wrapping or a 10% off coupon. These small offers could make a major difference.
- Consider a carousel ad format: If you have multiple products, then carousel ads are great ways to show off everything you’ve got.
If they’re done right, Facebook ads can quickly turn a cold audience into customers. By following the strategies above, eCommerce businesses can totally optimize their campaigns to drive up their pre-Christmas sales.
It’s never too late to start a new Christmas campaign. With the right Facebook ad approach, you’ll be able to create the perfect ad to quickly reach more potential buyers and entice people at the time when they’re spending most.