The Weekly Marketing Roundup: 14/11/19

In this Weekly Marketing Roundup: 14/11/19 we discuss how to maximise Facebook Ads during the Holiday period #marketingnews #sydneydigitalmarketing #digitalmarketing #weeklymarketingroundup Thank you for tuning into this Weekly Marketing Roundup: 14/11/19. Here we talk about maximising Facebook Ads during the Holiday season. Join the conversation in the comments below.

5 tips – How To Maximize Facebook Ads during a Holiday period.

Preparation is key!

While it’s widely known that the second half of Q4 can be the most lucrative time of the year for most businesses, we also know that when the holidays roll around, big brands spend a lot and the cost of Facebook Ads goes up for everyone. Lost ad spend, little to no ROI… we will give you a few tips on how to improve this. For many businesses, seasonal campaign performance can be the difference between an okay year and an unbelievable one. One date in particular—Black Friday, Valentine’s Day, or Fourth of July, for instance—can bring a sharp increase in sales. Generating strong sales is all about finding and connecting with the right customers and Facebook is one of the main marketing channels you can use to do this. It is important to make sure all your social media platforms and your website, in particular, are ready to go. After all, why would you send your customers from your Facebook page to your website if it isn’t even ready to receive visitors yet?


Holiday Advertising Step #1 – Design a Compelling Offer

To win against other retailers over the Black Friday weekend you’ll need a clear, simple, and compelling offer – the last part being the most important. Remember: to compete over the Black Friday/Cyber Monday weekend sale galore, any discount on your products or services needs to be a minimum of 20% to be effective. For some advertisers, this can easily eat into profit margins and be damaging for businesses. If you find an item that you can purchase in bulk at a low cost, give it away for free! You can often create a much better special offer with free items than you can with just a simple discount that your audience can find anywhere else. giveaway-holiday-season For example, if you’re selling sunglasses offer a free protective case; sports supplements give a free protein shaker; jewellery include a free chain with every pendant. And so on. These are all items that can be purchased cheaply in bulk but will be useful and worth a lot more to your customers.

Tip: Don’t Overlook Expedited Shipping


Holiday Advertising Step #2 – Create a Test Campaign

Test Facebook Audiences

While you’re likely already targeting audiences on Facebook, it’s worth testing new ones for your holiday campaign. Start by doing some research about your ideal customer. To do this, open Facebook Ads Manager and navigate to Audience Insights. facebook-insights-ads-campaigns-targetting You can use Audience Insights to reveal data about users connected to your Facebook page or research relevant interests. This includes data like age range, gender, education level, page likes (interests), location, and more.

Now you can use this information to create a new Facebook audience. To do this, navigate to your Audiences dashboard in Ads Manager. Then click Create Audience and select Saved Audience from the drop-down menu. facebook-holiday-campaign-create-saved-audiencefacebook-ads-holiday-audiences Populate the fields with the demographic and interest data you gathered from Audience Insights. Repeat this process to develop several new audiences for ads testing.

Test Facebook Ad Creatives

To test your Facebook ad creative, head to Facebook Ads Manager and follow the steps to create an ad set using one of your new audiences. Within the ad set, create an ad to test different creatives and placements. facebook-ads-placement-campaign-instagram This ad as an example could be customised according to placements.

Note: This testing method is much quicker than creating several duplicate ads, each with their own creative. Facebook will also optimize toward the best-performing creative, further lowering your ad costs.

Test Facebook Ad Copy

Once you’ve populated the ad creative, it’s time to test your Facebook ad copy. Try a few messaging angles to see what copy resonates with your new audiences. short-copy-facebook-adlong-copy-ad-facebook






Finding the best-performing audiences, creatives, and ad copy will help you keep your ad costs down when acquiring new Facebook users.

Short or Long Which is Best?

Never assume anything. Always test everything.  test-experiment One of the longest standing debates in copywriting and marketing circles is over what’s better — long or short copy. The only way to know for sure is to test the response rate your copy receives to see which converts at a higher rate — long or short copy. The trend that is observed is that the mid to long ad text produced the lowest CPA and the maximum number of leads. Many businesses might find good results by starting off with short ads and then using the feedback from these to get a specialist to create longer versions. When a brand is well-known, it doesn’t need as much marketing copy as a new brand does. For example, you already know what an iPad is. You are either going to buy it or you won’t. Hence, Apple can create short marketing messages like the one below and still make billions of dollars. Just look at WordPress. People already know all about the company, and they love the product. For this reason, it can have concise marketing copy and still have a high conversion rate.


Holiday Advertising Step #3 – Use Additional Placements

As we’ve mentioned before, Facebook Ads work exactly like an auction house. Your ad goes up against all other ads placed on Facebook, and then Facebook shows the winning ad to its target audience. While this isn’t too much of a problem during the rest of the year, this issue can creep up out of nowhere during the holiday season for one reason: more advertisers = more competition. brand-competition-social-media-ads-facebook To combat this issue, we can change the placement of our ads to those used less often by other advertisers. Just be sure to monitor the results for each placement to ensure there aren’t any that are burning through your budget without producing results. placement-facebook-ads-paid-search-digital-marketing

Tip: Use Insta stories.

While it’s easy to ignore, more and more we see that Instagram Stories can be very profitable if done right, which makes them an easy win in terms of deliverability during the Holiday Season. facebook-ads-placements-insta-stories-post

Holiday Advertising Step #4 – Schedule Your Campaigns in Advance

Outside of the holiday season, many advertisers get used to booking campaigns at the last minute because ad approval is normally automated and takes a few hours at most. However, this is risky because Facebook may decide to do a manual review of your campaign and it won’t spend anything until it gets the thumbs up from Facebook. Facebook even recommends the practice inside their knowledge-base: holiday-season-schedule Manual approval should take 24 hours and usually less but during the peak holiday season we’ve seen it take 48 hours, as even with extra resources in place the Facebook approval team is stretched to their limit. When booking a campaign, you always have the option to specify the start date so try and always work two days ahead in the holiday season then everything will have plenty of time to get approved before the start date.


Holiday Advertising Step #5 – Optimize Your Website and Product Landing Pages.

Before boosting top-of-funnel traffic with your Facebook campaigns, ensure your website is high-converting. A high-converting funnel will generate more revenue per visitor, resulting in more efficient marketing spend. Focus on key funnel conversions like add-to-cart rate and purchase rate. Google Optimize is one of the best free tools for optimizing your website in preparation for seasonal Facebook campaigns. It lets you run A/B and multivariate tests on your website’s product pages and checkout pages to help increase conversions. You can test various elements on your website and landing pages including:

  • Images and videos
  • Titles and subtitles
  • Product descriptions
  • Call-to-action (CTA) button colors and sizes

To get started, go to the Google Optimize website and sign up and install the Chrome extension. Select the option to create your first experience. In the Create Experience window, type in a name for your test, paste the URL of the page you want to test, and select the type of experience you want to set up. For this example, we’ll set up an A/B test for a swimwear company. google-landing-pages-optimize On the next page, click the Add Variant option. Next, choose how you want Google Optimize to allocate traffic to your page (a 50/50 split is the default). Then click the Edit button for the variant you want to test and make your edits. Below, you want to increase the size and color of the Buy It Now button. Click Save when you’re finished. Finally, connect to Google Analytics and choose your objective (e.g., bounce rate or revenue). That’s it! After running traffic to your page, Google Optimize lets you know which of your two variants performed better. With Google Optimize, you can test multiple variations at once. Start testing early and apply what you’ve learned so you can generate more sales from your seasonal campaign. Would you like more tips on how to build an effective Facebook Campaign? Just jump on our previous blog post.

To sum-up:

Running a holiday campaign can be stressful for any business. With proper preparation, you’ll be able to reduce that stress and make the most out of the upcoming season. Start by optimizing your website conversions and analysing last year’s data for historical spikes in traffic and sales. Then when you set up your campaign, be sure to optimize your ad copy, creatives, and audiences to lower your ad costs. Also consider introducing new types of content to your paid ads strategy. Once your campaign is up and running, monitor ad performance and scale your winning campaigns. But they all boil down into one main conclusion: Be Prepared, Test Everything & Never Stop Learning.