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The holiday shopping season is in full swing, but in the famous words of Yogi Berra, it ain’t over ’til it’s over. Your holiday ads may already be up and running, but that doesn’t mean you can’t give them a little boost. Here are three easy ways to reach a wider range of customers and continue to grow your revenue during the most wonderful time of the year for marketers.
Wish more of your customers could look like your best customers? Then you’ll want to explore the power of Lookalike Audiences.
Lookalike Audiences let you reach new people who are likely to be interested in your products because they’re similar to customers who already engage with your company. During the holiday season when so many people are already in purchasing mode, targeting these lookalikes carries even more power.
December is prime time for cart abandonment. Between people researching products before committing or getting distracted before they can click “Buy,” there are plenty of reasons why someone may not complete a purchase. Luckily, there are plenty of tools to help you reach back out to the ones who slipped away without buying.
Dynamic Product Ads (DPAs) allow you to target ads specifically to people who visited your site, looked at a product, then navigated away without adding to cart, or without making a purchase. With DPAs, the next time that user logs into Facebook they’ll automatically see an ad for the product they were viewing or saving for later. You can even boost your revenue by upselling them similar products with higher margins or complimentary products (such as selling a sequined handbag to someone who just bought a New Year’s Eve dress).
When users repeatedly see the same ads in their feed, they’ll quickly learn to ignore them or worse, get annoyed by them. This means that refreshing your creative is vital for keeping audiences interested in your ads. To refresh your ad without reinventing the wheel, consider all the different reasons why people may shop with you over the holidays. True, many of them will be searching for gifts for their friends and loved ones. But they’re also looking for products that they’ll need for themselves, such as outfits to wear to holiday parties or decorations for their home. The Gap ads below are a great example of how to refresh creative to appeal to different use cases. The first ad focuses on a gift-giving audience, featuring a CTA for a guide that will help customers find something for everyone on their list. In the second ad, Gap gets personal by featuring a catalog-style image that sells winter apparel directly to viewers.
While you may have best-performing ad campaigns from throughout the year that you’d like to share with a holiday shopper audience, make sure they’re updated to reflect the change in season. According to Nanigans eccommerce experts, ads with holiday-themed creative like ornaments, metallic colors, snow, and twinkly lights do particularly well during this time of year. If you’re not sure which ad creative is best at attracting clicks, a creative test will equip you with the best possible ads to drive revenue during the holidays and beyond!
Don’t leave revenue on the table. Learn how to intelligently promote the most relevant products from your catalog to customers on any device.
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