Black Friday is an exciting time, but it can also be overwhelming. If you don’t have the right strategy in place, you could miss new customers.
The Black Friday is a great time to introduce your brand to new shoppers and attract new buyers in volume. It also gives an opportunity to increase engagement with your existing customers and boost their lifetime value.
That’s why we’ve come up with an official Facebook strategy to ensure you have a smooth Black Friday sales experience. Facebook created this practical Holiday Marketing Guide to help make you the hero this festive season.
Use Facebook Interest Targeting Expansion
Targeting expansion gives Facebook the option to expand your target audience if it may lead to better results.
Audiences that make up “interests” on Facebook are hard to define and can be arbitrary assignments. If using interest-based targeting it’s recommended to “expand detail targeting” at the ad set level to make sure we aren’t EXCLUDING consumers demonstrating intent to purchase just because they don’t fit our idea of an ideal consumer. For instance, someone could own 3 dogs or cats but not technically fit beneath the “dog-lover” or “cat-lover” category on Facebook. Expanding detailed targeting allows Facebook to target this real-life dog lover if they are displaying high-intent to purchase.
Use Automatic Placements
As the auction gets more competitive, forcing spend behind only one or two most common placements will in turn force you to spend more money. Every user has a different propensity to convert on different placements and allowing Facebook to optimise for each individual user improves your chances of an efficient conversion.
Automatic Placements ensures that your ads will serve on Facebook’s various networks, IE: Facebook, Instagram, Audience Network or Messenger, to achieve your most desired result based on the bidding objective you choose.
Targeting automatic placements helps in getting the lowest CPC & CPA, reaching your audience at times of less competition, and combine the right placement with the right target audience.
Campaign Budget Optimisation
As Facebook explains, campaign budget optimisation (CBO) makes the most efficient use of your budget spending to get you the overall best results, and ensure that the cost of those results align with your bid strategy. A campaign budget is a budget you set at the campaign level (rather than the ad set level).
No one knows the opportunity in the auction better than Facebook’s auction itself. Allowing Facebook to optimise budget based on opportunity and quality of that opportunity ensures you’re getting the best possible return on your investment.
Creative and Landing Page
If your landing page copy doesn’t match what your ad promised, your prospect will bounce.
Ensure promotional creatives and landing pages are themed according to Black Friday shopping moments. Your offer is exactly the same on both the ad and the landing page. The color scheme is the same, so it’s easy for visitors to tell they’re in the right place for the offer.
Maintaining message match from ad to landing page is especially important for retargeting campaigns aimed at users who have previously visited your site. These prospects have already been exposed to your brand at least once, and this is your second chance to persuade them to convert on your offer.
Prepare for Black Friday 2020
Black Friday is a huge event for online retailers and e-commerce marketers. With enough preparation, there are always quick wins you can apply to stand out among competition in 2020.
If you don’t know which strategy is best for you, talk to Facebook Advertising Experts about your Black Friday strategy.