The last quarter of the year is one of the busiest times for advertisers as consumers spend more in the holiday build-up.
Facebook, in particular, sees an increase in advertisers who jump on the platform. As a result, we’ve seen CPMs more than double from last year.
The competition is stronger than ever and the cost is going up. That’s why you need to be at your best to stand out and succeed on Facebook.
Here’s how to build two different types of winning Facebook ad campaigns for your holiday promotions.
Campaign 1: Using Website Re-marketing
The first campaign that you’ll want to run is a level 2 re-marketing (or website re-marketing) campaign. This is what I call an easy wins campaign because it targets your existing website traffic. This is your hottest audience, made up of people who already know who you are and may want to buy.
NOTE: To run this type of campaign effectively without encountering ad fatigue issues, you need to have the Facebook pixel installed on your website. And you should’ve had enough visitors to build a website custom audience of at least 5k.
Ready? Let’s dive into the details.
1. Choose your campaign objective
Like with all Facebook ad campaigns, start with your campaign objective. There are currently 14 different objectives that you can choose from, so which should you use for your Level 2 campaign?
You want your target audience to come back to your website and purchase, so you want to use the conversion objective. The event action that you optimize for will depend on your website custom audience size. The smaller the audience size the further up your sales funnel the action will be that you optimize for.
I’d recommend starting with optimizing for the Add To Cart action as there will be more people in that action bucket than in the Purchase one. Then, test Purchase optimization, depending on the results.
In Ads Manager, click Create a campaign and choose the quick creation workflow. Under Campaign objective select Conversions.
Finally, name your campaign and click Save to Draft.
2. Choose your target audience
The next step is to choose your targeting at the Ad Set level of your new campaign.
As you want to target people who have visited your website, create a website custom audience. This is how you group your website traffic and set audience conditions.
Next, navigate to your Audiences dashboard using the Ads Manager menu. Click on create an audience and select Custom Audience. This will open the custom audience category window.
Now select, Website traffic to open the website custom audience creation window.
You are going to create an advanced website custom audience that groups everyone that has visited the website but has not purchased.
To do this, keep the default option selected for All website visitors and in the duration field choose 30 days. This will group all of your pixeled website visitors who visited in the last 30 days.
Next, click Exclude and from the criteria drop-down, under events, choose the Purchase event and set the time duration as 180 days. We want to exclude as many existing customers as possible as this is a new customer acquisition campaign.
Click Create an audience. It can take up to an hour to populate. Click here to learn how to build other types of website custom audiences that you can use…
CEO of Kubient. A lifetime serial entrepreneur, mentor, advisor, and investor. Obsessed with the infinite realm of possibility in the digital transformation of the world, digital media, marketing and the blockchain.
