All I want for Christmas is… return on investment! Does this ring true for you? Keep reading to discover why you should run Meta Ad campaigns this Christmas and how to be prepared and creative while doing so.
Why Meta?
A huge amount of year-end shopping takes place on Facebook and Instagram, so both seasoned advertisers and small business owners should consider advertising with Meta this Christmas.
Meta Ads Manager allows you to run ads across Facebook and Instagram. It can achieve big results at low prices, so it’s an efficient way of raising awareness for your brand or boosting sales ahead of the holiday season.
The platform’s AI algorithm is made to find those most likely to carry out the desired action after they’ve seen your ad, whether you want people to visit your website or follow your brand on social media. The algorithm’s ability to learn and find the right audience will save you heaps of time, so you can spend your precious hours on other tasks like ad creative, copywriting, and reporting.
Reporting as you go along will help inform future campaigns, whether your audience prefers videos to photos or certain products over others.
Be Prepared
Christmas may seem far away but as the saying goes, if you fail to plan, you plan to fail. Meta advertising experts at Foxwell Digital suggest planning your E-Commerce ad strategy across three phases.
Phase 1 spans from early October to the last Thursday of November (Thanksgiving). During this phase, advertisers should finalize their advertising budget, goals, KPIs, and creative assets. Testing and optimization are highly encouraged also. If your ad account is relatively new, you may want to run a test ad to ensure no issues with payment or ad rejections before the main campaign takes off.
Phase 2 is strategically planned to capitalize on the high consumer engagement during Black Friday and Cyber Monday, optimizing ad spend and scaling successful creatives. Throughout their Black Friday campaigns, advertisers should adjust their budget to prioritize ads with the highest results, turn off low-performing ads over the weekend, and finally, give one last push to the campaign’s most successful ads for Cyber Monday.
Phase 3 aims to sustain sales momentum by adapting strategies to match holiday shopping behaviors, using retargeting data from previous phases, and adjusting messaging to reflect the urgency for last-minute shoppers.
This phase starts on the Wednesday after Cyber Monday and ends on the last-shipping date before Christmas. Ad copy in this phase should be heavily Christmas-themed, with an emphasis on gift-giving and convenient last-minute purchases such as stocking stuffers and gift cards.
Be Creative
Variety is key when it comes to your Meta Ad Campaigns this Christmas as some members of your audience will react well to static images whereas moving graphics will grab others. For E-Commerce businesses, User-generated content (UGC) would work well to promote authenticity alongside popular products whereas emotional storytelling would move audiences and get them into the gift-giving spirit.
Remember that you don’t need a whole team of professionals to make good creative assets. For example, small businesses could record a timelapse of them shipping their products or simply record themselves making a quirky Christmas announcement.
Go Meta
Running well-planned and creative Meta ad campaigns this Christmas can bring exceptional results and much-desired ROI. By preparing to face the Black Friday shoppers and the last-minute gift-givers with a variety of assets, you’ll surely have the best Christmas yet for your business!