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Marketing Blog

How to use Facebook Ads for Your Holiday Marketing

If you’ve been online at all during the past several weeks, you’ve been the target of tons of holiday shopping ads. Has your business been among the many contenders for customer holiday spending bucks?

You've still got a few days left to bring customers through your door - or virtual door. Plus, hordes of consumers take advantage of post-Christmas sales, giving businesses of all types an added boost to their bottom line. But you have to be smart about your marketing to take advantage of this crucial commerce time. 

Maybe no surprise to you, on Facebook, there are more posts, shares and comments during the holidays than any other time of the year. Did you also know that more and more people are using their mobile devices to find gifts before shopping? What better time to reach your audience and grow your business using Facebook!

So, best case scenario – you have done the necessary planning of your holiday ad campaign and it has brought you much holiday cheer.

Another scenario – your holiday marketing campaign fell short of your holiday hopes and expectations.

Or worst case scenario, you totally missed out on this gleaming opportunity to build an impressive amount of holiday traffic!

Whichever scenario fits your particular holiday marketing experience, you can get the most out of the remaining days of the holiday shopping season by reaching current and prospective customers. Learn how to promote your holiday deals to drive additional sales and get tips for creating engaging holiday ads, relevant to both this and future holiday campaigns!

There’s an avenue to building your holiday traffic that is fast and proven effective. We’re talking about Facebook advertising.

Check out these wow factorsCreative-Facebook-Graphics-Design-Wallpaper.jpg

  • 60% of people on Facebook during the holiday season found Facebook extremely influential to their holiday shopping.
  • 89% of holiday shoppers who shared their holiday shopping experience on a social network did so on Facebook.
  • 4.2x more often that people access Facebook on mobile phones before holiday shopping, compared to search engines.

So what are the keys to unlocking all this potential? 

  1. Target your audience with holiday offers.
  2. Choose the right showcase for your holiday Facebook ads.
  3. Grab attention with ads that shine.
  4. Wrap the holiday deals with Facebook offers.
  5. Keep holiday ads sharply focused by tracking progress.
  1. Target your audience with holiday offers.bullseye-arrow-target.jpg

Start by retargeting your existing sales leads and customers, encouraging them to purchase during the holidays. Interest them with holiday specific promotions. How about using a free consultation or a discount on items you market?

Website Custom Audiences are how Facebook helps you retarget website visitors. If you have the Facebook pixel installed, it will track the movements of any visitors on your website who are simultaneously logged into Facebook. It will record which pages on your site they visit, which pages they don’t visit, and when they visit.

Expand your reach beyond your current customers and leads by building look-alike audiences. Create a target audience similar to your current website visitors, conversions, events, or purchases. Setting up this lookalike audience means that you need to know your audience, of course. Use your Page Insights or Audience Insights to learn about your audience. Then, design your holiday ads to reach people who are most likely to respond.

For optimum results for your holiday marketing ads, you could even test different images, copy and promotions for separate audiences to see what works.

  1. Choose the right showcase for your holiday Facebook ads.

The first part of Facebook advertising is deciding where you want your ads to be shown. You can choose to display your business’ promotion in different places on Facebook, or even across all of them. 14130017_1752206268369520_1592458479_n.png

Facebook has both mobile ads and desktop ads. Desktop ads have two different placement options. The first is the right-hand column; this space allows you to display an ad without being required to have a Facebook page.

The other placement option is in the news feed. While the news feed often gets more engagement than sidebar ad placements, creating a news feed ad requires you to have a Facebook page. But we're assuming that you have a Facebook page if you're reading this. Try A/B testing your placements to see if you get any traffic or conversions from the right-hand column ads; if not, turn them off. 

Facebook also allows advertisers to place ads in mobile apps. Fast tip – make sure your website is set up for optimal mobile use.

Along with choosing the right spot for your Facebook holiday ad, you can also choose from a wide range of types of Facebook ads (Note that the ad types we highlight here are for the mobile and desktop news feed): 

  • Page Post Ads - These are ads that require a Facebook page to create. These ads are essentially just like photo or link posts you can create like a status update for your Facebook page.
  • Multi-Product/Carousel Ads - These ads allow you to advertise multiple products within one ad. This is useful when you want to show off your catalogue or display different variations of your product.
  • Page Post Video Ad - Video ads auto-play play muted until the Facebook user taps the video to unmute the audio.
  1. Grab attention with ads that shine.

You can stand out during the holiday season by creating warm, holiday-themed posts that will shine the light on your business. But keep these tips in mind:

  • Let eye-catching images be the star of your ad.

Use only high-quality photos and bright, cheerful holiday-themed images to reach the greatest number of people.

  • Keep image text to a minimum.

Ensure there's no more than 20% text within your ad image for it to be approved. The Image Text Check tool can help. If the proportion of text to image is too high, your ad may be under-delivered.

  • Text should be short and powerful. Use simple sentences that quickly get to the point.
  • Include a clear call-to-action. Tell people what you want them to do. How about adding that all-important “SHOP NOW” button?
  1. Wrap the holiday deals with Facebook offers.

 Holiday shoppers love good deals that they can easily claim anytime, anywhere. What better time than the holiday season to wrap your best deals to grab the attention of potential customers with special year-end promotions? Your offers can include things such as discounts for people who sign up for your email list. Then boost your offers to help reach more people interested in your services. Create a sense of urgency by making them limited-time deals. 

  1. Keep holiday ads sharply focused by tracking progress.

Once your holiday ad is up and running, your job is not over. You need to know what's working and change what isn't. Monitor how your ad is performing based on your goals. Check your Ads Manager on Facebook to potentially make any adjustments to improve your results.

Keep these details sharply in focus:

  • Ad budget: See your ad data to allocate budget to high-performing ads and pause under-performing ones.
  • Ad strategy: Test multiple versions of your ads by changing factors like targeting or creative elements. This'll help you determine which ones are working best.
  • Ad ROI: Use conversion tracking to track actions like checkouts and to optimize your ads for people most likely to convert.

 

 

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