3 Winning Strategies for Using Facebook Ads to Score Big During and After Super Bowl 50


Whether you’re a football fan or not, you’ll most likely be tuning in to this Sunday’s Super Bowl 50. It is a day that friends gather together, indulge in food and drinks and watch two teams battle it out for the championship title. However, viewers aren’t only tuning in for an action-packed game. They will also be captivated by the much-anticipated Super Bowl ads that brands pay an average of $4 million for. From Budweiser’s Clydesdale Puppy Love to Reebok’s Terry Tate commercial, these game day ads are sure to create buzz and boost sales.

But these costly TV ads aren’t the only way to gain exposure during the big game.

One way retailers can more affordably capitalize on the thrill of the game is with Facebook Advertising. Last year there were 265 million posts, comments and likes related to the Super Bowl on Facebook.

If you want to score big with your Facebook ads, follow these tips during and after the big game.

Use Video Ads to Capture Awareness and Increase Engagement

Last year, Facebook video ads saw a 30% increase in ad spend during the Super Bowl and click-through-rates (CTRs) rose by 5%. To capture the attention of your target audience pre- and post-game and increase engagement, creating native video ads with a creative football theme. To drive more views, Facebook uses a “video views” objective to automatically optimize your video to reach the people who will be most likely to want to watch it.

Utilize Custom Audiences and Lookalike Audiences

Reach your customers based on their interests and behaviors using custom audiences and lookalike audiences. To create custom audiences, upload your list of customers to Facebook and then layer in other targeting options, such as interests and behaviors related to football. “Lookalike Audiences” can also be created based on your uploaded customer list where Facebook will find more people who share similar traits to customers. You can then target your customers and/or lookalike customers who live in the winning team’s city and provide them with an exclusive congratulatory promo code or call-out products that relate to the winning team. Remember to use eye-catching ad creative related to the big game to catch their attention!

Create Carousel Ads

Carousel ads allow you to showcase multiple images and links in one ad. If you offer multiple different products that relate to the Super Bowl, include them in a carousel ad so you increase the likelihood of capturing the attention of shoppers. Advertisers have seen carousel link ads drive 30-50% lower cost-per-conversion and 20-30% lower cost-per-click than single-image link ads.

While all of these tips are great strategies to use during and after the Super Bowl, they could also be useful during any big event throughout the year. To learn more about how to create successful ad creative on Facebook and optimize your Facebook advertising, reach out to our Paid Marketing team.


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