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12 December, 2016

‘Tis the Season to Advertise on Facebook

How to Approach the Holiday Season

The holiday season is almost here, and it’s time to “click here” and advertise across Facebook, Instagram and Audience Network. Whether your app is e-commerce, gaming or financial investments, 60% of consumers say they plan to buy more on tablets and smartphones than last year.

christmas-keyboard

Holiday Advertising Prices on Facebook

The holiday season brings more customers to Facebook since they have more free time and more willingness to buy things for themselves, as well as presents for their loved ones. During the holiday season, more users visit Facebook and spend more time on it. The implications of this are that there is more space for Facebook to show your ads and, therefore, advertising prices decrease. On the other hand, more advertisers are aware of this and try to push their products as much as they can. Those two opposing forces might balance each other out but, with the right preparation, advertisers can achieve exceptional results for a well-tailored campaign.

Holiday Creatives

Holiday creatives must be consistent with the app’s visual language, but with a twist – applying a holiday symbol to the promoted product. The holiday creative must emphasize both the brand, logo or specific product and the value proposition exposed to the potential customer. Use Santa Claus, snow, deer or jingle bells, make sure it’s a well-known symbol to the audience you are targeting, and add copy that draws attention, emphasizes discounts in percentages, makes use of emojis, includes a call to action, and you’ve got it!

Widespread Campaigns

Everyone buys presents for the holidays. Now, more than ever before, consumers prefer to buy online, from home or even from work. The benefits from buying online vary from one person to another, and may include saving time, avoiding traffic, staying clear from freezing weather, making sure the demanded product is available in stock or trying to get a product which is not available in the area nearby. Tailoring the ad copy to the right potential costumer is highly important for driving them to action. Using Facebook, you can exclude big cities, push your ads on extreme weather days, or even adjust the copy according to traffic hours in order to get the maximum impact.

Re-engagement Campaigns

The holiday season is the perfect time to remind your customers you’re still here. Targeting users who already downloaded your app in the last several months might be the most valuable campaign you will launch. Try to be as strict as you can when dividing your customers into segments. Use the data you already collected regarding their preferences, and remember to offer them what they want and at the right time.

Lastly, be sure to keep in touch with your customers during the post-holiday season, and through next year. It’s as important to keep an old relationship intact as it is to create a new one.

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