2810, 2015

Holiday Checklist for Retail Advertisers

Advertising, Facebook, Holidays, Marketing Advice, Small Business Advice|Comments Off on Holiday Checklist for Retail Advertisers

Facebook.com posted this great Holiday Checklist for Retail Advertisers.

Holiday Advertising Prep: What Retail Marketers Should Do Now

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People may not be in holiday mode yet, but retail marketers should be. Why? Because successful holiday marketing starts with preparation in August and September. As you begin thinking about holiday advertising, keep in mind that this year people are expected to do more holiday shopping on mobile than ever. In fact, sixty-eight percent of UK shoppers use their mobile phone in store.1People are also spending more time on Facebook and Instagram than any other digital media, and more than half of people in the US say Facebook is somewhat or very influential on their holiday shopping.2

So, as you get started planning mobile holiday campaigns, here’s how to maximize your advertising efforts on Facebook this holiday season.

Refresh your audience profile

Before you can build ads that resonate, you have to know who your current and potential customers are. Use Audience Insights to review your audience’s demographics, location, psychographics (such as interests, attitudes and lifestyle) and purchase behavior. Then put together a profile of your target audience (or audiences). For example, your audience profile could be women who like high-end retail brands and live in the suburbs of certain geographic locations.

Identify your key audience segments

Once you know the characteristics of your target audience, think about segments within that group that you want to connect with leading up to the holidays. Will you focus on connecting with loyal customers, new customers or both? Divide your target audience into segments, so you can plan distinct campaigns that will resonate with each group and accomplish your business goals.

Add the Facebook pixel and SDK to your website and app

The Facebook pixel and SDK are snippets of code that, when added to websites and mobile apps, respectively, empower advertisers to reach their website and app visitors with targeted ads on Facebook. So if someone browsed for watches in your mobile app but didn’t purchase, you can automatically retarget them with an ad for that watch next time they visit Facebook. Have your website engineering team make sure that your pixel and SDK are setup correctly ahead of the season.

Find your customer conversion path

The pixel and SDK code also help advertisers understand their customers’ paths to conversion, so advertisers can tailor ad campaigns to their customers. Once you have them set up, review theconversion device data in Ads Manager or Power Editor to find out which devices your customers use when they see your ads versus when they buy. You may find that your customers tend to see your ads on iPhone and then purchase later on desktop. Use this report to plan which devices to run ads on this holiday season and in what sequence.

Optimize your mobile experience

Last year nearly half of online shopping traffic came from mobile and 56% of in-store sales were influenced by mobile activity. But people tend to purchase on desktop and tablet, not on phones. Marketers can shorten the path to purchase by making it easy for people to shop on mobile. Make sure your ad creative translates well on smaller screens. Then click through your ads into your mobile website or app to see where you can improve the shopping experience. The better mobile experience you can offer, the more likely you are to increase purchases there.

Divide your budget strategically

During holiday shopping season, you’ll want some ad campaigns that run continuously and some that promote key events, like Black Friday, Cyber Monday, and any limited-time promotions you run, like free shipping or discount codes. Allocate your budget accordingly.

Test creative and ad types

Use the time before the holidays to test different creative and ad formats with your audience segments. Are your customers most responsive to images or video? Test different images, copy and call to actions, so you know what resonates best with your audience before holiday shopping starts.

Prepare your product catalog

Retailers with large product sets who want to use dynamic product ads during the holidays need to prepare and upload their product catalog to Facebook. Product catalogs contain a list of products you want to advertise, their availability, product URL, image URL and other product attributes. If you’re already advertising your product catalog on other advertising platforms, you can upload the same catalog to Facebook. Learn more about setting up Dynamic Product Ads.

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For more tips on preparing holiday ad campaigns, read Facebook.com's holiday guide for retail marketers or contact ENews Networks to find out how we can help make this your most profitable year yet.

1110, 2014

Facebook Ad Tips to Increase Holiday Sales

Creative, Design, Facebook, Get Organized, Marketing Advice, Other, Sales and Marketing, Small Business Selling Tips, Social Media Tips, Tips and Tricks for Bike Shops|Comments Off on Facebook Ad Tips to Increase Holiday Sales

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Get the most from your ads this season

End the year on a high note by getting an early start on your holiday campaign planning. On Facebook, there are more posts, shares and comments during the holidays than any other time of the year, and more people using mobile devices to find gifts before shopping.

It's the best time to reach your audience and grow your business.

Follow these tips to set up effective campaigns before, during and after this busy time.
  1. Plan ahead
  2. Use link ads
  3. Improve your creative
  4. Target your ads
  5. Measure results
 

The power of advertising on Facebook during the holidays.

60% of people on Facebook in the 2013 holiday season found Facebook extremely influential to their holiday shopping. 89% of holiday shoppers who shared their holiday shopping experience on a social network did so on Facebook. People access Facebook on their mobile phones 4.2X more often than search engines before holiday shopping.  

1. Plan ahead

Keep key dates in mind. Customizing your Facebook campaigns around popular holidays will make your ads more timely and engaging. Remember to:

Create a content calendar:  Create a calendar of important dates. Start with deciding which dates are most important to your business, then outline which messages to send to key audiences on those dates. For example, you may want to share an upcoming discount one week before Black Friday. Schedule your ads: Save time by creating ads in advance and scheduling them to run at later dates.

These are the top holidays for online spending:  image2

  • Thanksgiving Day (November 27)
  • Black Friday (November 28)
  • Cyber Monday (December 1)
  • Green Monday (December 8)
 

2. Use link ads

Turn clicks into customers.

Take people from your ads to your site in one click with link ads. Get more website traffic: Link ads feature large, clickable images, text, and call-to-action buttons that get people from their mobile devices or desktops to any page on your site. clicksintocustomers

Know your goals: Build your holiday campaigns with goals in mind. The ads create tool helps you meet your goals and get results like increasing website clicks or conversions.

See 5 tips for getting the most from link ads. Use link ads to get more traffic.  

3.  Improve your creative

Create relevant promotions to drive sales.

Stand out this season by creating warm, holiday-themed posts that showcase your business. To get more sales:  

Feature high-quality images: Use bright, cheerful holiday-themed images of your business to reach more people

Create incentives: Create promotions, such as discounts, free shipping, limited-time offers or holiday giveaways

Keep the story going: Create a seamless look from your ads to your site, so people stay connected to your message

Add a call to action: Include a single, clear call to action that tells people what to do, such as "shop now" or "sign up today"

Keep image text short: Ensure there's no more than 20% text within your ad image for it to be approved. Try this grid tool.

Create holiday-themed ads. relevantadsimage  

4.  Target your ads

Focus on the right people.

Get more value from your ads this season by targeting only the people who matter most to your business.  

Tailor your message: Target your ads by age, gender, location, interests, behaviors, and more. Test different images, copy, and promotions for separate audiences to see what works.

Know your audience: Use your Page Insights or Audience Insights to learn about your audience. Then, refine your holiday ads to reach people who are most likely to respond.

Find existing customers: It's easier to sell to your current customers than to new ones. Use your customer lists to find them on Facebook and target them with ads. Learn more.

 Learn about basic targeting options available.  

5.  Measure results

Know what's working, change what isn't.

Track success by monitoring which ads perform best based on your goals. Then, make adjustments to improve your results. Check your Ads Manager to:  

Optimize your budget: See your ad data to allocate budget to high-performing ads and pause under-performing ones.

Test your strategy: Test multiple versions of your ads by changing factors like targeting or creative elements. This will help you to determine which ones are working best.

Measure your return on investment: Use conversion tracking to track actions like checkouts and to optimize your ads for people most likely to convert.

  What will your strategy be for this year's holiday season?