The holiday shopping season is in full swing. Take advantage by giving your Perfect Audience campaigns a boost, and also by checking out a few new features we have to share.
Facebook Mobile – We’ve got new options for targeting Facebook users on their mobile devices. It’s the next step after our already popular cross-device retargeting.
Multi-Product Dynamic Ads – It’s better to put more gifts under the tree, and it’s better to put more products in your dynamic ads. This is in beta right now – contact firstname.lastname@example.org if you have a Google Merchant Center product feed and you’d like to explore multi-product ads.
Now, our essential holiday season marketing optimizations.
Boost your budgets, serve more impressions
Web traffic increases in December, especially for those of you in e-commerce. This additional traffic is likely to make you serve additional impressions and may max out your budget. Don’t let that happen! You’ll miss out if your campaign is limited by its budget.
Our rule of thumb is a 25-45% budget increase for the month of December. If your traffic usually jumps by a certain amount in December, you can increase the budget by that amount.
Go to Manage -> Campaigns and edit your campaign. In Step 3, change the budget amount.
Increase your campaign bids
Nearly every advertiser, particularly those in business-to-consumer, will increase their spend for the holiday season, so the competition will be fierce.
This competition means it’s not uncommon to see your CPM costs go up during this time of year. To prepare, increase your CPM bids across your campaigns. Bidding higher will give you a better chance of serving more ads by winning more auctions and therefore winning more impressions. As a guideline, increase your CPM bid by 50-100% of the current average CPM cost for the campaign.
To modify your CPM bid, go to Manage -> Campaigns and edit a campaign. In Step 3, find Bid Type and change the setting to Manual Bidding. Then enter your CPM bid.
Save when you’re finished editing your bidding. You’re all set!
Holiday-themed content and landing pages
If you’ve got a big sale, free shipping, you’re running Black Friday/Cyber Monday promotions all month long, or whatever your very best offer is, put it FRONT AND CENTER. Your shoppers are hungry for deals so be sure to highlight your most enticing products, specials, sales, and content.
You may want to create an audience of only the people who visited your holiday landing pages. You can then target them with shorter lookback windows to cash in on their instinct to impulse-buy. If your creative looks like your holiday landing pages, give yourself an extra gingerbread cookie because that’s a best practice.
Have a great holiday season and please reach out to email@example.com if we can be of assistance!