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Getting Ready for the Holidays: How to Plan Your Facebook and Instagram Ad Campaigns


As we quickly approach the holiday season, many brands are starting to plan their holiday advertising campaigns... If they haven't already done so.


While it may feel a bit early for you to follow in the same footsteps of the big brands, I’m here to tell you that you MUST start planning your ad campaigns early too.


Why? I’ll tell you why.


It’s because 45% of shoppers start their holiday shopping in November, or EARLIER! So if you want to make sure that your products are purchased in time to be wrapped under your customers' Christmas tree, you have to get started NOW.


That being said, here are five things you should consider when getting ready to plan your Facebook and Instagram Ads for the Holidays...


Plan for key dates


Your ads should be running before, during, and a little bit after certain key dates. The main dates you need to consider are the following…


  • Christmas Eve (December 24, 2021)

  • Boxing Day (December 26, 2021)

  • Thanksgiving (November 25, 2021)

  • Black Friday (November 26, 2021)

  • Cyber Monday (November 29, 2021)


While this list englobes specific days where it would be good for you to be advertising your products, it’s also important to remember that people shop around these dates as well. Plus, the urgency felt by consumers to purchase gifts tends to increase the closer we get to these key dates. So keep that in mind!


Get your tech ready


The last thing you want after spending hundreds (if not thousands) of dollars on an advertising campaign is to find out that your potential customers weren't converting due to technical issues on your website.


Go through a full purchase cycle on your own website to make sure that…


  1. Your Facebook Ads Pixel is actually firing up

  2. The check-out process and experience is effortless and smooth

  3. The mobile version of your website is as good and functional as the desktop version.

  4. Automated and follow-up emails are sent out after a successful purchase


Plan your promotional pricing strategy


Figure out what kind of pricing strategy you want to adopt during the holidays. Do you want to offer discounts? What type of discounts? How long will the discounts last? Any free shipping?


Make sure you crunch a few numbers before deciding so you're sure you can still make a profit.


Test your creative


The Holiday season is the busiest season of the year for almost every brand out there. Naturally, this means every brand that has a dollar to spend on advertising WILL be spending it.


So, what does this mean for your brand?


You will be competing with other brands for the attention of the same audiences, so testing out different creative assets will allow you to increase your performance and obtain a better ROAS.


Compliment your ads with great content


Ads aren’t all you need! Your organic content can do a lot of the heavy lifting as well. So whatever promotion, deal, or message you are trying to communicate with your ads, make sure you’re doing the same on your social media feed. Organic content is still king.


BONUS TIP: Make sure to push the sense of urgency. If you didn’t notice already, plenty of retailers are urging customers to make their Christmas purchases earlier rather than later. While this is due to the supply chain issues we’re currently experiencing in the US, pushing this same message wouldn’t be a bad idea.


Need help planning out your Facebook and Instagram Ad strategy? I’d be glad to help! Just send me an email at sandra@morningcoffee.biz


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