The holiday season will be here before you know it. Are your Facebook ad campaigns ready to for the upcoming spending frenzy?
According to research from Facebook, there are more posts, shares, and comments on Facebook during the holidays than any other time of the year. This is a huge opportunity to impress seasonal shoppers and grow your eCommerce business.
If you’re ready to maximize your conversions and holiday spending this year, then you need to be strategic with your Facebook ads. Here are five tactics you can use to make the most of this powerful social channel this holiday season.
Begin Nurturing New Customers Using Lookalike Audiences
It’s common knowledge in the marketing world that people who are familiar with your brand are more likely to purchase from you. To encourage new prospects to buy from your eCommerce store this holiday season, you should be introducing your products and brand to them early in the season.
With Facebook’s Lookalike Audiences feature, you can target users who closely resemble your existing customers and show them Lead Ads. Facebook’s Lead Ads automatically load the user’s information into a form fill so that all the user needs to do is submit their information.
Once you have captured the prospect’s email address, you can leverage your marketing automation system by sending them emails that prime them for holiday season. When the holiday season is in full swing, you now have a prospect that knows your brand and is more likely to choose you over unfamiliar eCommerce brands.
Drive Conversions by Retargeting Holiday Shoppers
Want to stay present with your audience this holiday season? Then you should consider Facebook ad retargeting your secret weapon.
Let’s say that a person visits your eCommerce site, views a pair of shoes, and then leaves without making a purchase. By installing Facebook’s pixel, you can “follow” this visitor back to Facebook and serve them ads which put your product back in front of them.
This is a simple, yet effective tactic that can dramatically boost sales. By targeting people who have already expressed interest in your products, you can convert window shoppers into revenue and maximize your holiday spending.
To make your Facebook ads more effective, consider adding a discount or create a video retargeting ad to grab their attention. You can also use the power of testimonials to reassure these middle-of-the-funnel shoppers that your product is worth it the purchase
Create Custom Segments of Your Existing Customers
Your existing customers are some of your eCommerce business’s most valuable assets. These customers are loyal to your business and drive the most revenue to your eCommerce store.
This holiday season, you can use Facebook ads to reward these valuable customers and drive more conversions for your online store at the same time. All you need to do is use Facebook’s Custom Audience feature to segment your customers and send them special promotions that treat them like the VIPs they truly are.
For example, you could segment your pool of customers by purchase frequency and send frequent buyers a “first look” catalog of new products perfect for the holidays. Another option is to segment by purchase history and upsell customers with newer product models
Catch On-the-Go Holiday Shoppers with Facebook Canvas Ads
Holiday shoppers are busy people. These on-the-go holiday shoppers are using their smartphones to research and discover new products, which means that your Facebook ads need to captivate their interest on mobile.
Facebook’s Canvas ads are designed to do just that. Launched early last year, Canvas ads allow users to watch engaging videos and animations, swipe through carousels, and engage with tilt-to-view images—all in a single ad.
Not only are these ads captivating to busy online shoppers, but they also load quickly for mobile users, which is extremely important for your holiday campaigns. With Canvas ads, you won’t lose valuable holiday sales simply because your content didn’t load fast enough.
Canvas ads give eCommerce retailers an opportunity to tell their brand story in an engaging way. This holiday season, be sure to leverage this ad format by using high-quality product images and videos that online shoppers can’t help but swipe through to the end.
Target Users Who Engage with Your Holiday Content
What happens when users interact with your holiday content but don’t convert to a sale?
Try making a custom segment of these users, of course! These users have expressed some kind of interest in your products or brand, so be sure to leverage your holiday marketing campaigns based on their past behavior.
Using Facebook’s page engagement custom audiences, you can segment users by activity, allowing you to find the best way to get people to engage with your holiday initiatives.
Let’s say that you are targeting those who engaged with your Canvas ad. You could then send these warm prospects with highly-targeted ads to move them further down the funnel.
With the holiday season creeping closer, now is the time to get your Facebook ad campaigns in order. These five tactics are a good start to get your campaigns ready for the holidays, but remember to always be testing your ad creatives.
The earlier you can start testing, the sooner you can find out what works and what doesn’t perform well under the pressures of the holiday. This will give you a big advantage over many of your top competitors and allow you to maximize your holiday sales this year.