5 tips for black friday advertising on social media 2022. How to succeed!
Tip 1: Plan your promotions for black friday
Black Friday is a very busy shopping period at the end of November. If you are planning to advertise your Black Friday campaign, there are a few things to keep in mind. Here are some points to consider when planning for Black Friday advertising in 2022:
1. What offers will you be running?
2. What prices will you offer for your promotion?
3. Who are your competitors who could offer the same products/services?
4. How should you make your offer stand out?
Tip 2: Set up your target audiences for black friday advertising
It is important to plan target groups based on the offer. Knowing your customers and your target audience is a big part of successful and effective advertising. It also becomes even more important during holidays like Black Friday.
1. Which target groups are my offers suitable for?
2. Set up the target groups in your FB Business Manager advertising tool. Don't forget to exclude people who have already made a purchase on your website.
Let's take an example: let's assume you have a deal on TV screens during Black Friday. Then you can use the Facebook pixel to create a target audience based on the people who visited the landing page for TV screens on your website. That way you know you're getting an audience that has already shown some interest in your products.
Tip 3: Build your hot target groups for black friday
Many advertisers make the mistake of running their usual campaigns all the way up to Black Friday, only changing the offer itself once the day arrives.
Instead, in September and October, you need to launch campaigns that focus on building your brand and making your target audience trust your products, your online shop and your support. This will help you build a more stable customer base.
A good way to create warmer audiences is through video and traffic campaigns. The aim of these campaigns is to create awareness of your brand, without encouraging purchase. In this way, the amount of visitors to the website will increase, and more people will be reached by your videos, without feeling pressured to buy.
Tip 4: Schedule your promotions for black friday
This year, Black Friday arrives on 25 November, but many advertisers choose to start their offers on Monday - and run a black week. This means that your black Friday / black week ads should be running on Monday 21st November. We are also seeing a tendency for many to start advertising in early November, making this a Black Month.
One approach that saves both time and energy is to schedule campaigns to match your offers - right now. If you set up and schedule campaigns now, Facebook will have plenty of time to approve them. Sometimes it can take up to 48h for your ads to be approved.
One scenario that's not unlikely is that an ad doesn't get approved - you'll need to spend time fixing the problem so that the ad can run flawlessly.This might also happen when you're busiest, so make sure the campaign has gone through the approval process.
You do this by publishing your campaign and ad but you have it scheduled or off.
When your campaigns start, they always have a learning period of about 4 days, or when you have reached 50 conversions. So, for example, if you have purchases as a conversion event, you need to get to 50 sales as quickly as possible. Keep this in mind when planning your budget linked to your conversion target.
We recommend that you accelerate your ad budget at the beginning so that FB can help you get out of the learning phase quickly. You can then reduce your ad budget, but preferably not by more than 20% per day as this may cause FB to restart your learning phase.
Tip 5: Optimization for black friday advertising
When we advertise on social media for our customers during Black Friday, we always recommend keeping an extra eye on the promotions at the beginning of the campaign periods.
If you notice that you are not reaching the required 50 conversions, you need to see if you can change the conversion target. This can be done by changing the way FB optimizes for those who have added to the shopping cart instead of those who have purchased.
It's also important to keep an eye on how your content is being received, if you're getting poor clicks, low click-through rates or sky-high CPMs (more than normal at holidays like Black Friday ) - then you need to review your campaigns and perhaps have a plan B.
Would you like to know how we can help you reduce your costs while maintaining or increasing your results?
Send in a request below and we will see if there is an opportunity for a consultancy assignment for this autumn's Black Friday ( Black Month)