As per Merkle’s Q3 Digital Marketing report, Facebook drove 61 percent of site visits driven by social media in Q3. Here are six steps to planning your Holiday Season Facebook campaign.
Know Your Audience
Use audience insights to gain information about your audience so that you can target effectively. Understand the demographics, location, purchase behavior as well as interests, attitude. and Lifestyle. With Audience insights, you can effectively tailor messaging for effective targeting.
Identify Your Key Audiences
Once you know your Target audience, you can create audience segments and effectively target segments with messaging that is most likely to resonate with each segment. An effective way to segment is to take an email list of your existing audience and use them as custom audience segmenting them based on their past purchases. You can also take existing audience and build lookalike audiences for your campaign.
Plan your Holiday Spend
Plan your holiday spend for different objectives. Facebook recommends you plan your Holiday Spend for Brand Awareness objectives to create an engaged audience for offers and deals. Start with a Brand Awareness campaign that builds awareness for your products. Later in the season, you may want to switch to Direct Response ads that target audience with promotions, deals, and offers for Cyber Monday, Black Friday or any other limited time promotion such as Coupons, Free Shipping or discount codes.
Add a Facebook Conversions pixel and Custom Audience pixel to your site for retargeting. Adding the pixels to your site can help you retarget the audience on Facebook- if they visit your site and do not make a purchase.
Optimize For Mobile
Optimize your creative for Mobile, as during the holiday season as more than half of online shopping traffic is from mobile. According to Facebook, “Use your time before the holidays to test your ad campaigns and creative on mobile and optimize your mobile web and app purchase experiences so that they align with an audience on the go. In addition, consider separating mobile and desktop campaigns, and set specific bids for each.”
Test Your Creative
Test your creative and ad formats prior to the holiday season shopping days. Test different creative and calls-to-action in addition to ad formats and creative, so that you can select the best performing creative prior to the holiday season. Include your bestselling products in the test, so that you are ready for the holiday season.
Here is a slideshare for different metrics for Facebook advertising: