Tricks to optimize your Christmas campaign on Facebook and Instagram Ads

aktarlaboni1234

JAVIER ROCAMORANOVEMBER 16,
Tricks to optimize your Christmas campaign on Facebook and Instagram Ads ()
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Ah, Christmas . That wonderful time in which everyone becomes a good person, peace and harmony reign and we all look with hope and excitement at the new year that begins. It's all so beautiful: the credit cards melted from going through the POS so much (and the apoplexies when they charge you at the bank, but that will be next year), your brother-in-law at Christmas Eve dinner saying that Climate change is a mess, your mother-in-law criticizing the dinner dishes, the collective chill when someone coughs at the table... and of course, baked turkey, which is the joy of any Christmas dinner worth its salt.


To all this, if you have an eCommerce, add the anxiety that comes when December 1 arrives and the orders have not yet arrived and you have a stock of 200 Christmas sweaters that someone told you they were going to take off your hands.

To prevent this from happening, you have launched or are about to launch a Belgium Email List Christmas campaign on Facebook and Instagram Ads, but things are not working out.


Your brother-in-law's big boss, getting ready to fight at Christmas Eve dinner

If you are one of those who, due to a lack of budget or because Mr. Scrooge next to you is a jerk, has decided that you will set up the Christmas campaign on Facebook and Instagram Ads yourself, here are some tricks so that it is not the most resounding of failures.


How to configure your Christmas campaign on Facebook and Instagram Ads
1.Choose conversions or traffic as your campaign objective
The other options that Facebook Ads, from where you will also configure the ads on Instagram assuming you have done the right thing and linked both networks, offers you are not going to help you much and they are going to complicate your life or make you spend money on what you want. you must not.

Christmas campaign on Facebook and Instagram ads objectives
If you have activated and configured the Facebook pixel on your eCommerce website, the logical thing is to choose “conversions” since you will be able to know how many sales and income the campaign has generated. Be careful, the attributions do not work as well as before, Facebook already warns you about Apple iOS devices and its policy.

If you don't want to complicate your life too much, your eCommerce is small and you have well-controlled sales, choosing “traffic” is enough. Be careful, DO NOT, I repeat DO NOT, do “reach” or “brand recognition” campaigns if your intention is for people to click on your ads and buy in your eCommerce.

Survival Guide for Facebook Business Suite
2. Don't activate campaign budget optimization
First of all, my advice is to NOT activate campaign budget optimization . Doing so gives Facebook's algorithm control over which ad sets it will prioritize on each network, and that algorithm has biases that we'll discuss later.




Facebook campaign budget optimization
By default it is disabled, but they give you highlighted text that tells you that you will get better results. That depends on what we understand by “results.” For Facebook, good results = many clicks. It seems logical, right?

But what you want are sales.

That requires clicks, but also that the visits generated by those clicks are of sufficient quality, and here Facebook ignores it, because the design of your home page is supposed to be attractive enough to retain the visitor. What they don't tell you, and I already told you, is that Facebook generates significantly more clicks than Instagram, but of poorer quality, so you have to design the campaign well to compensate for this. I'll tell you later, don't be impatient.

3. Create ad sets differentiated by audience… and by social network
Once this phase is over, it's time to create ad sets. Here are several traps designed for the novice/unsuspecting publicist to fall into:

a) When defining geographical areas , by default it is marked for “people who live or have recently been here”.

Imagine that your campaign is aimed at audiences throughout Spain (you would have to have a decent budget for that, young padawan). Given that in a normal year Spain receives about 70 million tourists, your campaign will see half of the United Kingdom, a good part of Germany... useless clicks that Facebook will charge you the same but they will not bring you anything. So choose “people who live in this place” .