For many businesses, seasonal campaign performance can be the difference between an okay year and an unbelievable one.
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.
Here are some tips on how to get started:
Optimize your website landing pages
Before boosting 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 bookings and ticket purchase.
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.
Use Google Analytics to analyse last year’s website traffic
Analysing last year’s traffic is especially important for existing businesses. If this is your first seasonal ad campaign, you can still use these steps to gather relevant information for future years.
Look at historical website data from the previous year and try to answer the following questions:
- When were the peaks in traffic last year? When did the holiday season begin ramping up?
- When were the peaks in revenue? Did they happen at the same time as the peaks in traffic?
Google Analytics provides all of the data you need to answer these questions. If you’re not using it already, it’s free and easy to install.
On the Google Analytics home page, you can see metrics like users, revenue, conversion rate, and sessions over time.
Promote articles and videos to warm up cold Facebook audiences
Combining Facebook ads with content (like blog posts, articles, and videos) is a great way to lower your CPM (cost per thousand impressions). Users are more likely to interact with content than promotional product ads and it’s also helpful for warming up new prospects, especially if you’re selling high-value products or services.
Optimize Facebook Ad elements for better return on Ad spend
Running Facebook ads during a holiday season can be very expensive because many advertisers are competing for consumers’ attention. This results in high CPMs.
The best way to fight high ad costs is to test your audiences, creative, and ad copy. The goal is to show the right messaging (ad copy and creatives) to the right customers (audiences) at the right time.
Before you make you Ad live, you should test your audience, your creative ad/artwork and your Ad copy.
Scale Facebook Ad campaigns
You’ve launched your optimized ads with a small budget and are seeing some positive results. How can you grow your ad budget while maintaining efficient spend? You should duplicate winning Ad sets with a tweak, like making a small change to the targeting, creative, or ad copy. Another option is to duplicate a winning ad set and set a higher budget. Or take a Facebook ad set that’s performing well and increase the daily budget