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Ready or Not, Here Come the Holiday Shoppers

Ready or Not, Here Come the Holiday Shoppers

By   October 4th, 2016

If you’re a retail advertiser, you have one, overarching goal each holiday season—drive sales. Every ad campaign launched, tracked, and optimized works holistically toward this goal.

Now that fall’s here, it’s time to gear your social campaigns to the rigors of Q4 and this quarter’s particular idiosyncrasies. The October to December timeframe is your most important business period of the year. You have your work cut out for you leveraging insights and audiences from your pre-holiday preparation to maximize sales. For optimal efficiency, retargeting users who’ve demonstrated interest is a key tactic.

Here are some tips to drive sales during the soon-to-be busiest, most competitive time of the year. To sum it all up in a single directive—focus on people familiar with your brand.

  • Audience: Build your campaigns around high-intent customer segments such as recent purchasers, loyalty members, and past holiday purchasers—and try to plan for a specific conversion path for each of them.
  • Targeting: Use Custom and Website Custom Audiences of people who’ve visited your website recently or purchased from you before.
  • Ad formats: Focus on ad formats that’ll allow you to showcase your products and services, such as Video Link Ads, Carousel Ads, and Canvas Ads.
  • Creative: Showcase your best-selling products to your audience segments and highlight USPs. Create urgency with limited-time offers, shipping deadlines, or discounts, and timely promotions such as Black Friday and Cyber Monday %-off.
  • Optimization: Optimize for conversions to maximize the delivery of your ads to people likely to purchase. Once again, make sure your conversion volume is enough for Facebook’s algorithm to be effective (especially if you’re selling high-value products with costs above $200).

For more tips to stay ahead this holiday season—plus extra guidance designed specifically for Marin Software customers—download our Social Advertiser’s Holiday Guide.

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