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Sales during the peak season largely affect whether your revenue for the year is good or bad. But to achieve strong sales, Facebook advertising is indispensable. How can sellers increase Facebook advertising during the peak season to attract more traffic? This article introduces 5 ways to improve the effectiveness of Facebook advertising: Optimize your website and product pages
Before sellers drive traffic through Facebook, they need to ensure the quality of their website. Optimizing your website and product pages can increase your conversion rate.
Google Optimize is a free tool that allows you to optimize your website and perform A/B testing on your product pages and checkout pages to increase conversion rates . You can test: - CTA button color and size
Visit the Google Optimize website, then register and install the Chrome extension. In the Create Experience window, enter the test name and test page address, and select the test type:
On the next page click Add Variable:
Click the Edit button for the variation you want to test to start editing, then click Save when you are finished. Finally, connect Google Analytics and select a goal (like bounce rate or revenue) so you can see how your test is performing. Analyze last year's website traffic using Google Analytics Analyzing last year’s traffic can help you improve your performance. Look at your website’s historical data from the previous year and find the following: - When did the peak traffic occur last year, and when did the traffic start to increase?
- The time when the revenue peak occurs, and whether it occurs at the same time as the traffic peak.
Google Analytics provides all the data for free. You can view the number of users, revenue, conversion rate, etc.
For example, in the figure below, sales peaked in November and then began to decline slowly. Sellers can then arrange advertising budgets based on this information to maximize benefits: Another feature of Google Analytics is the product page report. Click Behavior > Site Content > Landing Pages to get conversion rate information about your products.
Promoted articles and video ads
Combining Facebook ads with content (e.g. articles, videos) can reduce CPMs . Users are more likely to interact with content than with pure product ads.
For example, if you sell deodorant, you can quote an article in your ad. When users click on the ad, they will be taken to the article introducing the product , which can build trust in the product among potential consumers. By combining articles and videos, you can improve the competitiveness of your product.
The cost of advertising during the peak season is very high because everyone is competing for users. The best way to solve the high cost of advertising is to test your audience, copywriting, and promote the right products to the right audience at the right time . Now let's take a deeper look at how to optimize these factors:
First, create an audience for your peak season ads. Open Facebook Ads Manager and click Audience Insights:
Here you can learn about your audience’s age range, gender, education level, interests, location, and more.
Now let’s create a new Facebook audience based on this information. In Audience Insights, click Create Audience and select Saved Audience from the drop-down menu:
Enter the data you just obtained into the fields.
Repeat the above steps to create multiple new test audiences.
In Ads Manager, select the test audience you just created and create your ad set: In this ad group, create an ad to test creatives and placements:
After testing the creative materials, start testing the advertising copy, describing your product from different angles to find points that can attract consumers. Once you find the best performing audience, creatives, and ad copy, you can acquire new customers at a lower advertising cost.
Expand your Facebook ad campaigns
Through the above methods, you have achieved good returns with a relatively low budget. Now how can you increase the budget without reducing the advertising effect? - Duplicate and fine-tune high-performing ad groups
Choose an existing ad group that’s performing well, then duplicate it and make some changes to the creative, copy, or audience targeting. By narrowing your audience further, you might find customers who are more likely to convert. - Duplicate high-performing ad groups and increase budget
Increase the budget for existing ad groups that are performing well. For example, if a certain ad has a low conversion cost and a daily budget of $11, you can increase the budget by 2-8 times. If the new ad performs well, repeat this step. If not, try reducing the daily budget. - Duplicate high performing ad groups
Create 8-10 ad copies and run them with the same budget. Finally, keep the ad with the lowest conversion cost running and turn off the others. Repeat this step every few days.
Once you’ve completed the above steps, you’ll need to track metrics like purchases, visits, and ad spend. You can monitor these metrics in your Facebook ad account. Pay attention to whether costs are gradually increasing, whether there are spikes in ad costs on specific dates, and the audience groups.
Many people overlook an important point - the stability of the advertising account. In order to prevent problems with your advertising account during the peak season, such as advertising material or copywriting violations that lead to advertising rejection, the account will be disabled if it is rejected too many times. In addition, during the peak season, Facebook customer service may be too busy to handle your problem in time. Pausing advertising will have a great impact on your sales.
Facebook allows you to create multiple business management accounts. It is recommended that you create a new business management account as a backup. Each business management account can create up to 5 advertising accounts. If you do not want to create a new business management account, you must create more than two advertising accounts. Under Business Settings>Ad Accounts, click the plus sign to create a new advertising account . Make sure to use a different payment method for each account. Once disabled, Facebook will ban all accounts using the same payment method.
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