FIVE TIPS TO HELP YOU NAVIGATE Q4
Author: Catherine Howell October 9 | Blog
FIVE TIPS TO HELP YOU NAVIGATE Q4
The craziest time of the year is almost upon us, and – as if it wasn’t hard enough trying to navigate high CPMs and unparalleled competition with campaigns – Facebook (somewhat sadistically) usually rolls out some pretty big updates right around this time too, which typically results in bugs and broken campaigns (anyone remember the two day blackout around Black Friday last year!).
It’s nail-biting stuff. Clients enter their biggest revenue months and you’re expected to turn it on even if it feels like you’re navigating a minefield wearing a blindfold. And for those of you without warm audiences, well – hang tight.
The good news – Q4 means that Q1 is around the corner and this is typically the cheapest and most affordable time of the year to advertise!
But before we get carried away, here are five tips to help you make it through the silly season with your Facebook ad campaigns:
TIP #1: START BUILDING AFFINITY WITH AN AUDIENCE ASAP
If you don’t already have a warmed up audience to market to your gonna want to start. Now. The high competition resulting from millions of advertisers dumping all their budgets to leverage the Christmas spending period means that it will be even harder to win in the auction – especially to cold buyers.
Use October to start nurturing your perfect avatar. Share tips, listicles, testimonials, demonstrations of the product and user-generated content. This is not the time to start worrying about your frequency either – the higher the better! What you want to create is omnipresence (especially on products over $50) with your brand – ie: they think you’re the hot shit cause they see you everywhere!
TIP #2: GET FACEBOOK ON YOUR SIDE
What makes it that a small business can directly compete in an auction with brands with multi-million dollar budgets like Coca-Cola?
While spend certainly has it’s perks, it’s not the be-all and end-all for Facebook marketers. What the platform truly desires from you is that you help it achieve an ultimate purpose – more engagement. As a result Facebook factors in hundreds of variables when deciding whether to not to show your ads to a high quality buyer or whether to show it to a competitor.
Some simple and easy fixes here to help boost your quality score (ie: a score that Facebook has never fully disclosed how is calculated but that determines your performance as an advertiser and the quality of audience your ads are shown to) include:
1. Making sure your landing pages/funnel have cookie notices, privacy policies, and schema (click here to learn how to set up schema)
2. Providing Facebook with enough fresh and relevant creative (roll out one new creative week at the very minimum)
3. Ensuring your funnel load time is under 3 seconds
4. Making sure your Facebook page has engaging content being posted (boost the posts if you need engagement – yes, Facebook is looking at pages too!)
5. Make sure your payment method on the ad account does not bounce!!!
TIP #3: INSTANTLY IMPROVE RESULTS WITH COMMENTS
One of the fastest ways to boost results from your ads is to respond/manage to every single comment made on your ads. We say manage here as sometimes some comments (such as people tagging a friend or a troll being rude don’t warrant a response).
This means being able to manage your ads. If you don’t have many on the go or the page itself doesn’t receive too much traffic then it’s often enough to just paste the links to all active ads in an Excel sheet and hire a VA (or yourself or client) to go through and check every single day.
TIP #4: SPEAKING OF COMMENTS, HERE’S A HACK THAT DRAMATICALLY BOOSTS CONVERSIONS
Speaking of comments, here’s a little hack to help turn skeptics into buyers – by leveraging existing buyers! Run a test of creatives of your ads and – when you find a winner that’s getting you decent/good results – send an email out to existing customers with a link to this ad asking them to leave a review of their experience (in exchange for a prize or discount if you need to although oftentimes, brand loyalists are more than happy to do this without any incentive).
You can also achieve this by NOT excluding customers from the ads and/or even targeting that ad specifically to customers.
The end result – an ad with some hella juicy social proof of happy customers raving about the product = game changer!
TIP #5: KEEP YOUR SANITY IN CHECK WITH SECOND PAIR OF EYES
We’re all guilty of this – when you’re simply too close to a campaign to even notice your own deviations and errors (ever try to spellcheck yourself and find your mind glosses over the most glaring mistakes, same phenomenon). Happens to the very best of us, which is why making sure you have a second pair of eyes that you trust on campaigns is the best way to help you keep your sanity in check during this crazy time and ensure you’re still driving results.
Free FB Groups (such as Ad Hacks) can be a great source of support (although be careful who’s advice you take) or – if you have the budget – you may even choose to invest in a consultant.
For those trying to achieve this on a dime, there’s also FATC, where members can get experts to go through campaigns and help launch or troubleshoot them every day of the week (click here to learn more).
Regardless of how you choose to approach the silly season just remember there are loads of resources out there to help you get through, remember that it’s temporary and that we’re all facing the same issues. Also, as a final parting tip remember that an extra-large glass of wine can also sometimes have a very calming effect during Black Friday sales!