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The holidays are right around the corner, with Thanksgiving, Black Friday and Cyber Monday about a week away. You probably have your Facebook holiday ad plan in place, ensuring that you will maximize the potential of the massive Q4 revenue opportunity. With all the planning out of the way, what else can you do to drive traffic to your site and motivate visitors to make a purchase?
If you are focusing on your holiday ad creative you’re on the right track. We’ve found that effective Facebook advertisements hinge on the right combination of imagery, copy and relevancy. To help you stay ahead of the curve, we’ve put together five simple tips you can use to make the most of your holiday campaigns.
The Facebook News Feed offers a big, beautiful canvas for marketers to showcase their products during the holidays. We recommend using images of brightly colored or intricately patterned products to stand out.
Ensure your products dominate the footprint of your ads. Busy lifetime images with a lot of background noise make it too easy for people to skip past. Close-up photos of products on white or neutral backgrounds are ideal. A Nanigans study comparing product focused images to lifestyle images revealed a 37% CTR increase with product focused imagery.
Displaying a collection of products–top, coat, and shoes is effective for attracting eyeballs and getting people to click. This strategy helps users envision how certain products would mix and match into their current wardrobe, increasing their likelihood that they’ll make a purchase.
Marketers should avoid recycling fall imagery and instead use holiday themes and products for their creative, content and landing pages. With endless creative options, make sure you have enough creative to keep things fresh.
Once someone has paused to consider your visually stunning imagery, the next point of consideration will around the language and copy. What will make people engage? Your Facebook ad copy should motivate your audience and generate a sense of urgency to click on your ad now.The most effective call-to-actions tie in the product or promotion advertised to increase the likelihood that people will click. A study by Shop.org showed that the most popular holiday shopper offers in 2012 were free shipping, coupons, limited time offers and sales.
Another effective tactic is adding the call to action to the ad image. This works best with Page post link ads because the entire ad unit is clickable to the destination. This approach does not work well with Page Post Photo ads because the photo expands when clicked and can lead to decreased conversions.
Phew! Now you are ready for the holiday season to begin. With the flood of ads out there this time of year, it’s important to keep these five best practices top of mind. And don’t forget that your landing pages should match your ad creative and copy to cue the viewer that they have landed on the right page. Once you get the hang of it, you’ll see that carefully cultivated Facebook ad creative can build your audience and drive more traffic and sales to your ecommerce site.