HOW TO RUN A SUCCESSFUL FACEBOOK CHRISTMAS CAMPAIGN
It’s paramount that you start your campaign as soon as possible because as time progresses, more and more advertisers will join the advertising competition. That will cost you up to several times more money in advertising costs. It’s nothing special for CPC to rise up to 2-3x higher and in the ad massage, your message may also be much harder to get to the potential customer.
We suggest, that you start with broad targeting with several target groups (you can utilize Facebook Insights to create them, by analyzing your web visitors for up to the last 180 days). In time, you’ll find out which target groups work and which don’t for your specific case. If you advertise in several countries, never deduce the performance of specific target groups in one country based on results from a different country.
If you’ve started early enough, in the next phase, when your competitors are trying to catch up on lost time (typically somewhere around October 30th), you should focus on custom audiences. Specifically:
In the last phase just before Christmas Eve, we suggest focusing on communication towards super focused custom audiences. Don’t forget to mention your USPs and advantages compared to your competitors and what’s the soonest you can deliver the orders. You will, therefore, create a needed push on your customers, who know you already, to complete their order. On the other hand, in the last couple of days before Christmas, shoppers are less likely to compare prices.
ROI Hunter Pro Tips for Targeting:
Creating beautiful ads
After setting up high-quality target groups you should focus on how your ad will look. Don’t be afraid to design your ads into a Christmas design or theme and use emojis to bring up emotions. Make sure to highlight your USPs and experiment with formats. Finally, don’t forget that by using Canvas or Videos you can create custom audiences for future campaigns! :)
ROI Hunter Pro Tips for Creatives:
Optimization of ads
It may be a huge time-killer, trying to optimize your running campaigns with dozens or even hundreds of ad sets. You should, therefore, use Automatic Rules in Ads Manager, using which you can free yourself from many manual tasks. A typical example of that is switching off Ad Sets with CTR falling below a set value or with CPC above a set value. If you think your campaigns are delivering well, don’t forget to check your ROAS, which should be the main KPI for your performance marketing campaigns.
ROI Hunter Pro Tips for Optimization:
The most important season is after Christmas
People with money left after Christmas, or those who saved money to purchase expensive products in the after-Christmas season are more and more. Therefore be ready to have offers in the post-Christmas period as well. Also think with the fact, that many people create “New Year Resolutions” and you may be able to connect your products to such resolutions.
This article was prepared in co-operation with SEO agency eVisions Advertising: Source