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Our insights > 8 Ways To Finesse Your Facebook Ads
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8 Ways To Finesse Your Facebook Ads

author

Chris Simpson

date

Jan 31, 2020

read time

10 minutes

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The dust has settled after the festive peak so now’s a great time to look at what worked and what didn’t. I’ve jotted down the 8 top things to bear in mind when you’re planning your run-in to peak retail – and most of these can be applied to Sale periods and other seasonal peaks too.

  1. Safeguard your customers

Offers make people disloyal. You need to make sure you’re front of mind when it matters and you’ll have a fight on your hands to it. We know that cost per impression can jump by up to 2X at peak times so it’s important that you upload fresh customer audiences (at the right time – more on this later) and assign them the right bids. If you’re worried about overlap with other channel spends or ‘getting orders you would have got anyway’, hold back a control group and measure the incremental revenue.

  1. Test creatives – customers behave differently to prospects
During Sale periods, in our retargeting campaigns, several of our clients found that customers responded better to static, branded creatives rather than dynamic ads whilst prospects responded better to dynamic formats based on their browsing behaviour. In this case, it’s enough just to tell customers there’s an offer on – I don’t necessarily need super-personalised product ads to bring me back. It’s always worth testing to see how your customers respond.
  1. Make the offer good enough

People don’t believe you’re offering them a sale unless the discounts are 30% or more. And keep it simple – if people have to think or figure out how to get the saving, they usually don’t.

For example, up to 50% off two thirds of your products will perform much worse than 25% off everything. The gain you make by protecting product margins on some products is swallowed up by a poorer overall performance. And customers usually spend their saving anyway.

  1. Don’t keep changing creative within the campaign

Many brands escalate discounts as the sale progresses. It’s like they think customers get bored of 40% off but will return for 50% off. Sure, a handful of shoppers will do that but the damage you do your campaigns by resetting creatives and learnings will offset those marginal gains.

However often you want to change the discount on the site or instore, try to maintain consistent creatives on Facebook. A creative that’s been live for longer has the history and social proof to help it outperform a new ad, even if the old one has a weaker offer.

 

5. Refresh your Facebook audiences with caution

Audiences within your active campaigns have a memory; Facebook understands who is in them, how they shop, and how to find others like them. When you upload a fresh audience, those learnings are reset. As we know, you want audiences to be up to date so choose your upload time wisely and let them run through key periods uninterrupted. At more2, we build an API into Facebook that keeps audiences evergreen by adding and removing contacts individually to deliver better results

6. Phase your budgets wisely

The cost of impressions and clicks to the same audiences can vary wildly over the course of a few weeks. November jumps up on October, then the few days around Black Friday and Cyber Weekend are ridiculous until things cool off through December. Many businesses concentrate budgets around Black Friday week but plenty of shoppers buy before and afterwards. Some even do it on principle. By running strong offers at these cheaper times – and distributing budget more evenly – you can dramatically improve overall ROI.

7. Keep budgets flexible and be opportunistic

It’s worth agreeing with your finance teams in advance that you may want to bring spend forward if you are seeing strong metrics. For example, if November starts strongly, be ready to overspend that month and spend less (or get more budget) for December. The alternative is to start capping an optimised campaign to stay within monthly budgets – otherwise known as shooting yourself in the foot.

8. Don’t change anything major on the website before a peak trading period!

I am consistently amazed at how optimistic marketers are. I’m one of them – always expecting things to get better/faster/cheaper etc. However, one thing I know is that major site changes NEVER go without a hitch. We always expect them to transform results. The truth is that, whilst they give us the platform to get there, they are far from optimised at launch and something usually breaks. Even if just it’s a change to pixels, feeds, or process, leave yourself plenty of time to fix it or improve before peak starts. Repairing the fuel line is easier on the runway than in the air.

At our Social Advertising Masterclass this week, we found that out of the 44 brands in the room, 35 had either set their pixel up incorrectly or (in a few cases) had no pixel at all.  

In other words, 80% are doing it wrong. 

If you would like a free, no obligation Facebook Pixel health-check get in touch hello@more2.com.

>Click to download the full infographic here.<

 

author

Chris Simpson

date

Jan 31, 2020

read time

10 minutes

share