Getting Social: How to Improve Holiday Ad Performance

December 11, 2018

The holidays are here—meaning a busy time for brands. To help you usher in the next round of shopping sprees, we’ve made a list (and checked it twice) of recommendations to boost campaign performance of your social holiday ads.

Be Careful Not to Limit Ad Delivery

‘Tis the season for free shipping—and refining your ad delivery. Be sure not to establish too many delivery constraints, which will limit your campaigns. With just the right restrictions, however, your social ad delivery system will explore the best opportunities and locate the best possible value in alignment with your strategies and goals.

There are several tips and tools that can help you refine your ad delivery and increase clicks:

  • Combine ad sets so that you can reach the minimum conversion optimization requirement per ad set. You'll see better performance by merging some ad sets and having only a few in your campaign.
  • Include MarketPlace, Messenger, and Stories in your ad placements. This will help Facebook find the best fit and encourage ad delivery based on where people are. For instance, some people may be looking at Facebook Stories but not using Messenger.
  • Marin Tip: Marin Social’s Budget Allocation feature automatically adjusts your ad set budgets based on performance. This feature helps increase your delivery while reducing your cost per action.

Broaden Your Audience

Facebook results tend to be more effective when the audience is broader. Conversely, limiting the audience restrains the number of reachable people to the lowest price, which will increase your cost per action. We recommend using an audience size of at least two million. This allows you to create and vary your audience.

Marin Tip: Marin Social offers features such as Campaign Lookalike Audiences, and Interest and Location Clusters, that allow you to create audiences based on characteristics you specify. This is great for broadening your audience while you refine your targeting.

Bid Higher During the Holidays

Competition is fierce during the holiday season, leading to increased conversion rates and CPMs. To win auctions, you’ll need to bid higher. You’ll be rewarded with higher conversion rates and better performance.

Marin Tip: Marin Social’s automated rules feature allows you to set rules that make sense for you and your business. For example, you can limit and control your costs and spend automatically during days when you’re out of the office.

Optimize According to Your Objective

It’s important to bid on the right optimization goal that helps you achieve your business objective. When you do this, the Facebook system delivers the best performance and generates more volume.

For example, the link clicks optimization helps with the website traffic objective but not an app install objective. Furthermore, the delivery system needs a certain amount of data—at least 50 conversions—to reliably predict the conversion rate and maximize value.

Vary Your Content

Make sure your content is relevant to your audience, message, and objective. Include different formats in the same ad set to allow the Facebook algorithm to have more flexibility to give you the best results possible. Also, to avoid audience fatigue, refresh your ads every 10 days.

Marin Tip: Marin Social has various features—such as Mass Editor, Bulk Creator, and the Find & Replace tool—to help you create and refresh your ads.

Olivia Peron

Marin Software
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