The holiday season could be one of the most profitable occasions of a year for companies. People have their wallets open and they’re ready to purchase thanks to a mix of end-of-year bonuses, the generous gift-giving spirit, and a few of the greatest sales of the year.
For companies, it’s a time of profit, but also competitors because everybody knows this is a time when customers are ready to spend.
You could give yourself a competitive benefit with suitable social media marketing campaigns, particularly when it comes to Facebook advertising. In this post, we’ll go over six tips to create Holiday Facebook Adverts that Convert, setting you apart from the competitors.
1. Have a different advert for each big sales event
Though each holiday is lumped into the “holiday season,” you need to create holiday Facebook adverts for each individual event within the said season. Black Friday and Cyber Monday, for instance, should each have their own unique sets of adverts.
Even when you’re utilizing the same photos and offers, switching up the copy to be event-specific will assist you to improve conversion rates. “Get three months half off for Black Friday” sounds a lot greater than “Get three months half off, just sign up by next week.” It grows urgency, and if users are creating lists of what they want to blow their budget on, you want to be on that list.
When advertising sales after Black Friday, ensure users know they’re still getting a great deal. It’s still the gift-giving season, after all, and the idea of getting just as good of a deal after Black Friday could be intoxicating.
2. Create a sense of urgency
Everybody loves the gift-giving season, however, the pressure surrounding it… not so much. Still, brands could utilize this to their benefit by creating a sense of urgency.
Make it clear that you only have a limited number of deals to hand out on Black Friday with advert text like “This deal is so good, we could only offer it to the first 100 clients who convert.” Remind your audience that they don’t need to miss a present for a single day of Hanukkah and that they’re running out of time with a “Today is the final day to order to ensure delivery by the beginning of Hanukkah.”
Urgency always sells, and it could be particularly effective around the holidays.
3. Utilize retargeting as much as possible
Retargeting lets you reach out to customers who you understand are already excited about what you have to provide, and that’s a particularly big benefit come to the holidays.
One strategy you could use to increase sales is to utilize segmented lists based on buy history. Show customers the services and products you know that they’re most likely to be excited about.
For instance, Verizon’s greatest bet would be to show apple headphones only to users who had bought iPhones for instance; Android customers should be shown something else.
Maybe the best holiday retargeting strategy is to concentrate on site retargeting, where you create custom audiences based on customers who have visited your website within a set time frame. Why? Because it might not be your normal customers buying from you this time of year—it might be their friends or family buying them a gift. Retargeting adverts to maintain showing the product to people doing gift analysis could help you enhance sales this time of year.
4. Concentrate on conversions and traffic to your website
The holiday season is the time to sell, and brand awareness or social engagement campaigns should take a back seat to truly getting sales and traffic to your store—whether it’s online or a physical location. All of your holiday Facebook adverts should contain links.
Just as importantly, you should be selecting the best holiday Facebook adverts objectives. Facebook’s algorithms take your targets into heavy consideration when distributing your adverts, and they’ll show the adverts to the people they believe most likely to fulfill your stated goal.
The best targets you could use to drive conversions and traffic are:
- Conversions
- Product catalog sales
- Traffic
- Store visits
5. Use holiday-specific copy
Once I was worked in a jewelry store several years ago, we were told to push these $20 necklaces that people were not typically excited about when buying $600 items. Then I realized by saying “they are excellent stocking stuffers,” I went from selling about four a day to almost 50.
Phrases like “the perfect gift” and “wait till you see their face light up once they open it” will make customers consider your merchandise as presents, even if they wouldn’t have otherwise.
Make your copy holiday-specific. In a weird method, it’s like giving customers another use case for your product. It isn’t only a new set of headphones; it’s a stocking stuffer. That new watch is not only a watch—you’ll wow them once they open this present under the tree.
6. Keep a close eye on the adverts you’re running
It’s simple to forget to check in how your holiday Facebook adverts are performing, particularly if they’re running on a set schedule and you have a million different things to handle before the end of the year. Still, this task must not be overlooked.
Pause any campaigns that aren’t performing well in an advert set, and allocate that budget to a campaign that’s working. It will help improve sales while decreasing your cost per click (CPC) and providing you with the best possible ROI.
This year I was hired to tackle inconsistent advert campaigns for a client, and we paused the campaigns costing $7.95 a click and moved the budget to the marketing campaign costing just under $1.50 per click. With the increased budget and some small changes to enhance the advert’s targeting, we ended up getting the CPC down to $0.31.
This strategy is especially powerful during the holidays when you have a limited time to get outcomes.
You should also keep a close eye on the engagement your adverts are getting. Potential customers in a time-crunch might ask a question on your advert and move on if they don’t get an answer. Address any questions to extend the likelihood of conversions, and to show would-be customers that you’re engaged and attentive to their wants.
The end-of-year sales season is your opportunity to finish the year strong. Customers are ready to purchase and you need to be sure that they purchase from you.
By creating strong Holiday Facebook Adverts, you’ll be able to set yourself apart and put your services and products in front of and highly engaged, ready-to-purchase audience.