Are you going to use Facebook advertising to advertise your goods or services during the holiday season? Looking for a method to ensure that your campaigns are successful?
In this post, you will discover five main steps to get the best possible results from your Facebook ad campaigns during peak holiday sales times.
1: Optimise your website for Facebook Ad traffic
The Facebook pixel is a tiny piece of code that lets you monitor user behaviour on your website. The pixel is a vital part of Facebook advertisement, as it helps you to track your campaigns, redirect your hottest leads, and find people like your buyers.
To make the most of the Facebook pixel, update it as soon as possible to start collecting data from visitors to your website. You can also add event codes to monitor when certain events take place, such as when someone adds a product to their cart or makes a purchase.
Watch this video to learn how to set up a Facebook pixel and read this article to learn how to set up Facebook regular events and custom conversions.
Optimise your website for mobile:
94% of Facebook’s ad revenue comes from mobile devices, so it’s important that your website is optimised for mobile users. Your site will perform as well on a mobile device as it does on a desktop.
Considering that your guests will be on the smartphone and come from social media, keep in mind that they do not have a lot of time in their hands. They weren’t on social media to shop and your ad is a diversion from what they’ve been doing before. Ensuring that your website loads quickly is important, because the sooner they can access what you’re showing them in your Facebook ad, the less likely they are to leave before they make a purchase.
Google’s Page Speed Insights is a helpful free resource to test the speed of loading and mobile output of your website. Simply enter your URL in the search box and press Analysis to run the check.
Facebook focuses on providing a better user experience, and this involves user experience on your website as they land on your ad. For this reason, it’s a good idea to delete any pop-ups from your landing page. Facebook found that pop-ups have a detrimental effect on user experience, which can reduce your scope and raise your costs.
Pop-ups can also be an unwanted interruption that might encourage customers to go back to their news feeds instead of buying from you.
2: Build or update your Facebook Product Catalogue
Facebook Shops Platform lets you sell your goods through a store on your Facebook account. You need to build a Commerce Manager account at facebook.com/commerce manager to set up a store. Follow the prompts to set up a shop form that will work for your company.
When you have finished setting up your account, the next move is to add your products to your Facebook page, including photos and prices for individual items.
If connected via your Business Manager, you can use your catalog on Facebook ads in a number of ways, including interactive product advertising. Dynamic product ads let you redirect people who have visited your website and show them an ad based on what they’ve been looking at on your site. That’s why the necklace that you fell in love with, but couldn’t justify buying, ends up stalking you on Facebook.
The main advantage of using dynamic product ads is to ensure that the audience is aware of goods that have already shown an interest in or similar things that they would be willing to purchase.
3: Schedule your Facebook Ad Campaigns Seasonally
When you run Facebook ads during the holiday season, you will often get better results by sharing deals at various stages of the funnel rather than giving everyone in your audience the same thing.
For example, if anyone visits your website, adds a product to their cart, but does not complete the transaction, you can start by showing them an ad with a free delivery offer. If they go back and start the checkout process, but don’t buy again, you may be tempted to give them a 10 % discount.
Bear in mind that the deals will not have to include discounts. During the holiday season, you can entice customers with free gift wrapping or guaranteed delivery if they order before a certain date. You might already know what will work best for your audience, but if you’re uncertain, it’s time to ask them. You should start experimenting now, too, to see what their interest is receiving. (Step # 4 explains the test in more detail)
Main Dates for Seasonal Facebook Ad Campaign Preparation
There are several holidays around the world during Q4, all of which can be perfect opportunities for additional Facebook advertising promotion. Know, the closer you get to a main promotional date, the higher the advertisement costs are likely to be. And you need to be able to hit the ground running with the skills you learned during your initial study.
Such primary dates for 2020 are likely to see an increase in seasonal ads and thus an rise in prices.
26. Thanksgiving (USA)
27: Black Friday
28: small business on Saturday (USA)
30: Cyber Monday:
5: Small Business Saturday (United Kingdom)
19: Super Saturday (last Saturday before Christmas time)
24: Christmas Eve of the year
26: Boxing Day (UK)
31: New Years Eve
Many main business dates to be kept in mind
Your own main business dates and promotions can also have an effect on your Facebook ads. Map these well in advance so that you can use them while preparing your Facebook ad campaigns. Key dates which include new product releases, restarts and last order dates for guaranteed delivery or customisation.
Please do not postpone these decisions until the last minute. You may need to include some of this information in your ad copy or make changes to your catalog if the product is not available or has been discontinued. There’s nothing more irritating to customers than seeing an ad for something they can’t afford.
4: Check your Facebook audience and Ad Creatives
If you start experimenting now, you’ll have a good understanding of what works well for your company and be in a great place to scale during peak times. You can use this opportunity to test audiences and learn how best to reach out to your Facebook customer.
Testing ad creative and copying at this point can seem difficult because you want to stop using seasonal ads too early. However, you should start doing some wider research to figure out what your audience is responding to, so that you have a better understanding of the types of seasonal advertising that would perform well. For example, you may want to check different colours, themes, or sort of creative. You may find that you get better results with video than still images.
Also, study what copy the audience is ideally adapted to. For some companies, a short, snappy copy works better, while others can find a longer copy more productive, especially when selling something with a longer period of consideration.
When you check, you will begin to understand how long and how much it takes to turn someone into a customer, and how many touch points they need before that happens. The main point to note is that it’s never too early to start experimenting.
If you’re sure that you’ve configured ads to produce the results you ‘re looking for, plan your Facebook ad campaigns.
5: Complement Paid Efforts With Organic Facebook Contents
Don’t just focus on Facebook advertising for this holiday season; your organic content is the secret to their success. Once you have plotted out your main dates and arranged any deals, set aside some time to prepare your organic material.
Your organic content will help your company stay linked to your current audience and provide encouragement to new customers visiting your pages via your Facebook advertising. Showing potential tourists feedback or testimonials or using your product will help a lot when someone chooses whether to make a purchase. User-generated content will function well for this reason.
The holiday season is stressful enough without having to figure out what to share on Facebook every day, so prepare your organic content in advance. This will ensure that you still have good content going out, even when you need to give priority to other areas of your business or take time out to spend with your family.
Running a company during the holiday season can be daunting, but with good planning, your Facebook advertisement can make it easier, not more difficult, to achieve your goals.
Start by updating your website, checking and organising all your main dates and offers. When your Facebook campaigns are up and running and you see what works well, you’ll be in the best place to refine and scale your campaigns.