The season of caring, sharing, merriment, and LOTS of online shopping is upon us. According to a recent report from Nanigans, e-commerce Facebook advertisers saw twice as many purchases from their ads last holiday season (November and December) compared to ads run during other months of the year.
Facebook’s A/B testing features, creative flexibility, reach, insights, and unique ability to target and customize audiences make it an important advertising platform for businesses that want to increase their brand awareness and sales –especially during the holiday season.
In fact, United Parcel Service and comScore’s recent 2015 “Pulse of the Online Shopper” survey showed that Facebook has the most consumer influence among social media, with 23% of consumers reporting that they follow retailers on that site and 11% saying their purchase decisions have been influenced by Facebook.
To help ensure that your Facebook advertising is successful this holiday season, follow these five tips when creating your custom holiday campaigns:
1. Target and Test New Audiences
During Q4 almost every e-commerce company ramps up their marketing budget. The reality is that if you increase your Facebook advertising budget, there’s a possibility that your CPA or other KPIs may suffer. This is because within each audience, there are only so many users that Facebook considers “likely to convert.” As your budget increases, Facebook is forced to tap into a potentially “less likely to convert” subset of audience members. To combat these issues, it’s important to have an additional list of audiences ready to test so that you can spread out your budget and continue focusing on the users that are most likely to convert.
2. Leverage Custom Audiences
The holiday season is an important time to reach out to your existing customers, wish them “Happy Holidays” and provide them with special deals and promotions. Facebook’s Custom Audiences makes it easy to do this. You’re able to upload an email list of your existing customers and create a custom audience that you serve your ads and content to.
3. Create Carousel Ads
Last year, Facebook introduced the carousel format for Facebook ads. Carousel ads allow advertisers to showcase multiple images and links in one ad without added expense. By showing multiple products at once, it increases the likelihood that you’ll capture the attention of more shoppers – including those who may be unsure about what to give as a gift.
Advertisers have actually seen carousel link ads drive 30-50 percent lower cost-per-conversion and 20-30 percent lower CPC than single-image link ads. This data is based on a 9,000 ad study Facebook conducted testing carousel link ad units against single link ad units.
4. Use Facebook’s Dynamic Product Ads
Dynamic product ads allow you to retarget your users with ads for the exact product that they viewed on your website while they are on Facebook. This type of ad retargeting can be an effective way to keep your products in front of consumers during the busy holiday season – especially when so many other brands are trying to do the same.
5. Take Time to Test
It’s important to give yourself time to test your ads and targeting to see which ones perform the best. In other words, don’t wait until black Friday to launch your ads. Test before the mad rush begins and before you put any significant budget behind your holiday campaigns.
While all of these tactics are important to implement during the holiday season, they are also essential best practices to follow throughout the year. For more information about how to get the most from your Facebook advertising, contact our Paid Marketing team.