4 Tricks of Successful Marketing on Facebook Ads in the Shopping Season of the Year

In November and December, people across Asia-Pacific purchase on Facebook over 50% more compared to the average throughout the year. On December 12, the biggest online shopping day on Facebook, people purchase 77% more.

Many brands will compete to entice customers and only the best campaigns will drive conversions and purchases. This shopping season, follow our simple tips to plan, create and optimise for success.

PLAN: Set up your conversion campaign right

To turn browsers into buyers, you’ll need the right plan. Conversion campaigns with the right targeting, bidding and placement can help you get the best results on Facebook.

Media plan for all your conversion campaign needs :  

image: facebook.com/business

CREATE: Customise dynamic ads and drive action

Mobile is your always-on, pocket-sized window display. In fact, during the shopping season, over 3 in 4 online purchases on Facebook take place on mobile.

After forming your game plan for conversion advertising, draw in your customers with creative optimised for the small screen, where people spend most time.

Quick tips for Dynamic Ads

Facebook’sDynamic ads automatically promote products to people who’ve expressed interest on your website, in your app or elsewhere on the internet. 

A. Play around with graphic frames on your Dynamic ads to differentiate your product from other businesses, whether it’s motifs linked to your brand or festive frames.

B. Use layouts to customise your Dynamic ads to a benefit, occasion or a specific campaign. For instance, a bow or festive wrapping paper to represent a gift idea.

C. Highlight discounts and offers to capture your audience’s attention in an instant. 

Simple steps 

4 Tricks of Successful Marketing on Facebook Ads

By pairing great mobile creative with campaign optimisation, smart targeting and effective bidding, your business will be well placed to score big on conversions.

1. Implement the Facebook pixel

To track conversions and better optimise campaigns, you need to implement the Facebook pixel on your website and specify the actions you want to track (conversion events) through Standard or Custom Conversion events. Setting up the Facebook pixel wrongly can impact delivery, so ensure it’s installed, verified and firing correctly.

2. Choose the right conversion event

Once you have the Facebook pixel or SDK ready to go, you can set up your ads. Use the Conversions objective and select a conversion event to optimise for, such as the Purchase page or Thank You page.

The best results occur when optimising for frequent conversion events – those that happen at least 50 per ad set, per week. If you have an infrequent conversion event, such as a purchase that only takes place a few times a week, consider optimising for a higher-funnel event (add-to-cart, for example) as this could lead to better results.

3. Set the right budget, bid and delivery details at the ad set level. 

a. Budget: Your daily budget-to-bid ratio should ideally be as high as possible for the best results. (E.g. at a $10 bid, a budget of $500 will score you 50 conversions, while a budget of $100 will only score you 10 conversions). Also, a larger budget allows the system to gather more conversion data, which leads to stronger conversion forecasting and better results from conversion optimisation. 

b. Bidding: Bid the maximum amount you're willing to pay for the conversion event when setting a manual bid (lifetime value). If you don't have a specific value in mind, consider using automatic bidding instead of manual bidding – this adjusts your bid to generate the most conversions possible within your budget. 

c. Delivery: Make sure you select the right optimisation for delivery. Choose “conversion” to optimise towards the most conversions at the lowest cost, rather than “link clicks”, which optimises for people to click on your links rather than drive a conversion event (e.g. purchases).

d. Conversionwindow: When selecting conversion windows, you might see better results by including the ‘1 day after a view’ on top of click-through as this captures more purchase signals and potentially improves performance. It’s always best to consider using A/B testing to find the right conversion window for you.

4. Target smart

a. Try setting a wide audience to enable Facebook to make better predictions.

b. Where possible, limit the number of ad sets that target the same people. Avoiding significant audience overlap will make it easier to overcome delivery and performance issues.

c. Small target audiences can limit delivery of your ads. For very small or highly-specialised audiences – such as Custom Audiences of less than a few thousand people – consider optimising for clicks, reach or impressions instead of conversions.

5. Test and iterate, again and again

The ad auction is a dynamic marketplace. As you optimise your campaigns, remember many factors affect conversion optimisation including bid, budget, audience size, targeting/creative relevance, ad placement and pixel placement.

Keep testing and refining these features to ensure you achieve the performance you want. Think about using conversion tracking and Conversion Lift studies to find out what works best for your ad campaign.

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