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Facebook Holiday Checklist: 6 Tips For Success

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The holiday season is in motion and the influx of advertisers on Facebook has begun. This influx makes ad space very competitive, so here are some tips to make it a successful season.

Use campaign budget optimization to increase efficiency

Use campaign budget optimization (CBO) to maximize delivery and decrease total cost per result across all ad sets. While CBO can’t increase delivery for ad sets that are already underdelivering, it will ensure the campaign budget spends as much as possible across all of the available ad sets and saves time otherwise spent manually optimizing budgets.

Use automated rules

Automated rules are a great way to save you time and increase your efficiencies 24/7. You can pause/resume ads with them, you can control frequencies with them, you can raise/lower budgets based on ROAS or CPA. Also, these are now available to be used with campaign budget optimization.

Opt into at least 4+ placements on every ad set

This is going to be a strong tactic to maintain stability and avoid the competitive nature of IG/FB feed. Also, a great way to reach a larger audience and allow for the delivery system to find the person most likely to convert, despite what setting they are currently in.

Allow for Additional Ad Approval Time

There will be an influx of ads going live during the holidays. In order to avoid a delay in launch try to get any ads up early.

Lead Gen: Focus on remarketing during the holidays

Facebook and Instagram are going to be flooded with ecom advertisers during the holidays. If you are concerned about rising costs/CPAs, an effective tactic is to focus on remarketing during the holidays. This is going to help keep your accounts cost-effective. Until then push your prospecting lists to drive traffic for your remarketing funnel.

Ecom: Utilize dynamic ads/catalogs/shopping feeds

Dynamic remarketing is a great tactic to utilize year-round, but you can also dynamically prospect as well and this is going to be the most effective way to advertise your client’s products during the holidays.

Looking for more knowledge? Check out Facebook Ads for Beginners: 5 Resources.

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5 Effective Ways to Run Facebook Ads A/B Tests

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Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target. 

A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-

1) Start with the minimal number of variables

This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.

2) The second way is to select the correct structure. 

There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.

3) Use of spreadsheets is important to stay organized. 

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These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.

4) Do target advertising and set realistic time goals. 

One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output. 

Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.   

It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.   

5) Set an ideal budget. 

The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.

Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.

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Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.

You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.

To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.

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