The holiday season could be one of the most profitable times of a year for businesses. People have their wallets open & they are ready to buy thanks to a combination of end-of-year bonuses, the generous gift-giving spirit& some of the best sales of the year.
For businesses, it’s a time of profit, but also competition because everyone knows this is a time when users are ready to spend.
You could give yourself a competitive advantage with the right social media marketing plans, especially when it comes to Facebook advertising. We’ll go over six tips to create holiday ads that convert on FB, setting you apart from the competition.
Have a different ad for each big sales event
Although each holiday is lumped into the “holiday season,” you want to create ads for each individual event within said season. Black Friday & Cyber Monday, for instance, should each have their unique sets of ads.
Even if you are using the same images and offers, switching up the copy to be event-specific will help you grow conversion rates. “Get three months half off for Black Friday” sounds a lot better than “Get 3 months half off, just sign up by next week.” It increases urgency& when users are creating lists of what they want to blow the budget on, you want to be on that list.
When advertising sales after Black Friday, make sure users know they are still getting a good deal. It is still the gift-giving season, after all the idea of getting just as good of a deal after Black Friday could be intoxicating.
Create a sense of urgency
Make it clear that you just have a limited number of deals to hand out on Black Friday with ad text like “This deal is so good we could only offer it to the first 100 customers who convert.” Remind your audience that they do not want to miss a gift for a single day of Hanukkah and that they are running out of time with “Today is the last day to order to guarantee delivery by the start of Hanukkah.”
Utilize retargeting as much as possible
Retargeting lets you reach out to customers who you know are already interested in what you have to offer, and that is a particularly big advantage come the holidays.
One strategy you could use to increase sales is to utilize segmented lists based on purchase history. Show customers the products & services you know that they are most likely to be interested in.
For instance, Verizon’s best bet would be to show apple headphones only to users who had purchased iPhones for instance; Android users should be shown something else.
Perhaps the most effective holiday retargeting plan is to focus on website retargeting, where you create custom audiences based on users who’ve visited your site within a set time frame. Why? Because it cannot be your normal customers buying from you this time of year—it may be their friends/family purchasing them a gift. Retargeting ads to keep showing the product to individuals doing gift research could help you boost sales this time of year.
Focus on conversions and traffic to your site
The holiday season is the time to sell, and brand awareness/social engagement campaigns should take a back seat to actually getting sales and traffic to your store—whether it is online or a physical location.
Just as importantly, you could be choosing the right ad objectives. Facebook’s algorithms take your objectives into heavy consideration when distributing your ads, they will show the ads to the people they believe most likely to fulfill the stated objective.
The best objectives you could use to drive conversions and traffic are:
- Product catalogue sales
- Store visits
Use holiday-specific copy
Phrases like “the perfect gift” ,“wait until you see their face light up when they open it” will make customers consider your products as gifts, even if they would not have otherwise.
Make your copy holiday-specific. In a weird way, it is like giving customers another use case for your product. It is not just a new set of headphones; it’s a stocking stuffer. That new watch isn’t just a watch—you will wow them when they open this gift under the tree.
Keep a close eye on the ads you are running
It is easy to forget to check in how your ads are performing, especially if they are running on a set schedule & you have a million other things to handle before the end of the year. This task must not be overlooked.
Pause any campaigns that are not performing well in an ad set, and allocate that budget to a campaign that is working. This will help increase sales while lowering your cost per click (CPC) & giving you the best possible ROI.
This year I was hired to tackle inconsistent ad campaigns for a client, we paused the campaigns costing $7.95 a click & moved the budget to the campaign costing just under $1.50 per click. With the increased budget & a few small changes to improve the ad’s targeting, we ended up getting the CPC down to $0.31.
You should keep a close eye on the engagement your ads are getting. Potential customers in a time-crunch might ask a question on your ad, and move on if they do not get an answer. Address any questions to increase the likelihood of conversions & to show would-be customers that you are engaged and attentive to their needs.
The end-of-year sales season is your occasion to finish the year strong. Customers are ready to buy & you want to make sure they buy from you.
By creating strong Facebook ad campaigns, you will be able to set yourself apart & put your products & services in front of a highly engaged, ready-to-purchase audience.