k Friday Facebook ads: 8 ways to drive sales
In order to attract new customers, Black Friday offers a great opportunity for online retailers. In 2022, US shoppers spent a mind-boggling $9.2B on online shopping during the Black Friday weekend, searching frantically for hot sales and big discounts.
While Black Friday is a hugely lucrative day, it can also be chaotic.
As a Facebook Marketer, you will face fierce competition as brands spend astronomical budgets on their campaigns to reach the exact same audience.
You’ll have to reconsider if you thought you could approach Black Friday as you would any other Facebook campaign.
Don’t despair.
I have compiled a list of expert strategies to help you prepare for Black Friday, capitalize on the sales fever and reach quality audiences. These strategies will allow you to drive cost-efficiency and generate high value conversions.
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Prepare for Black Friday by laying the groundwork
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Segment your audience with smartness
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Launching eye-catching creative assets
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Try out different formats of ads to improve performance
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Use sales-driven copywriting techniques
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Don’t be afraid to expand successful strategies
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Optimize the delivery of your ads to remain competitive
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Avoid last-minute changes in your Facebook Ads campaign
Black Friday Facebook Ads for Ecommerce Businesses: Best Practices
If you follow these best practices, you can turn Black Friday chaos into a highly profitable sale.
1. Prepare for Black Friday
You will do a lot of important work before you even start selling as a Facebook Advertiser.
If you wait until Black Friday to begin -generating website traffic you will already be behind your competition. You should instead focus on building a high-quality audience for retargeting prior to Black Friday.
It all begins with the The Facebook Pixel
You can create retargeting audience based on people who have interacted with your ads, been to your website or bought your products. These segments are called Custom Audiences. Since they already know your brand/products and have engaged with them, they are more likely to convert.
If you have a large email list you can use the email addresses of your customers to create a Custom Audience in Facebook.
Custom Audiences are available for up to 180-days, so you can start Black Friday off right if you begin driving traffic towards your website well in advance. You can target audiences who have already engaged with your company, rather than starting over. This allows you to increase conversions quickly.
You can use Similar Audiences in order to extend your Custom Audience targeting. This will allow you to reach more consumers while maintaining the focus on your target audience.
Black Friday is an extremely competitive period. Therefore, advertisers who can focus immediately on audiences that are cost-efficient will have a major advantage.
Download the free guide >> 16 Effective Strategies to Boost Facebook Ads Success
2. Segment your audience intelligently
It’s important to retarget and engage audiences in advance of Black Friday.
It’s important to segment audiences in a way that is effective.
Users who have made multiple purchases in the past 60 days on your site should be given high priority. They are already existing customers that are interested in your product and can represent a huge revenue opportunity during Black Friday.
Users who have viewed your video may be interested in your products but are not yet ready to make a purchase.
Think carefully about the way you will approach each of these groups on Black Friday. While high-value clients may only need a discount message, those who are more likely to engage with your ads might need a bit more convincing before they purchase.
Consider also how you can balance your budget between these retargeting audiences.
Black Friday is a time when inefficiency cannot be tolerated. Make sure to allocate enough budget for conversions.
Need help with targeting? Download the guide >> Ten Facebook Ad Targeting Strategy That Work in a Privacy First World
3. Launch creative assets that are eye-catching
High-quality assets are a powerful tool during Black Friday’s chaos. The first step is to capture the audience’s attention.
Make sure your ads are clear and concise. Your users will be scrolling past a sea of discounts and need to know what you are offering immediately.
To gather more information, you can also check out previous Black Friday campaigns by competitors in the Facebook ad library. What are their price promotions and product positioning? How can you differentiate yourself this year?
Make sure your assets, whether they’re static images or videos, are designed to grab the viewer’s attention immediately. Don’t be afraid to use color and motion.
Remember that the most successful Black Friday ads aren’t attempting to create masterpieces. The most successful Black Friday advertisers use high-quality images of products and bold visuals in their advertising to communicate their promotions and drive sales .
4. Try out different formats of advertising to improve performance
Black Friday can be unpredictable for Facebook advertisers. What may work for your usual campaigns, might not perform well here.
For you to identify new creative possibilities and effective placements on Black Friday, experiment with different ad format.
By testing new ideas and reacting quickly with optimizations, you’ll significantly increase your chances of driving sales. You can increase your chances to drive sales by testing new ideas, and then reacting quickly with the optimizations.
Facebook data, for example, shows video assets were extremely popular on Black Friday. 30% of mobile consumers said that videos are the best format to discover new products.
Carousel Ads are also a great way to get outstanding results during Black Friday, as you can show off your tailored product recommendations.
It is important to get out of your comfort zones during Black Friday, as many of the normal Facebook advertising rules have changed. Try something different if you only use one or two Facebook ads. You might be surprised by the results.
5. Copywriting that drives sales and action
You’ll face intense competition on Black Friday. Every element in your Facebook ads needs to be designed for clicks and conversions.
The copy of your advertisement should be one of the main factors you consider.
It’s important to be creative, but it’s even more crucial to encourage action. When creating ad copy to promote Black Friday, make sure you communicate clear discounts and compelling benefits. There’s no place for irrelevant information.
Even though functional copy isn’t the most creative or witty, if it gets sales, then it’s doing its job.
Your primary text should include your main selling points. Use additional copy to highlight benefits like free shipping and returns.
Use copywriting techniques that are geared towards sales to make ads as persuasive as you can. Scarcity (i.e. only X items left) and urgency are two powerful motivators. You can also use simple, large percentages. You can use 70% off the normal price to get immediate results.
Your ad copy will convert more customers if it conveys more value.
6. Do not hesitate to scale-up successful strategies
Black Friday sales are moving fast. If you want the best results from your Facebook ads, then you must be decisive.
You can maximize your conversions by scaling up the successful audience and tactics. You won’t be able to afford to waste time if you want to increase your budget.
How can you plan for a quick and effective budget reduction during Black Friday?
It’s best to begin your campaign with an audience mix that is diverse and broad to maximize the number of scaling opportunities. You’ll want to set aside a large budget to target your most popular retargeting segments. However, you should also balance it with broader audiences to ensure that you can scale.
You can start scaling once you have identified the creatives and audiences that generate high conversion rates. It could be vertical scaling, i.e. This could be vertical scaling (i.e. Replicating/tweaking effective tactics.
You’ll likely pay more than usual for conversions and impressions during Black Friday because the Facebook ad landscape is very competitive. If you scale your campaigns up effectively, the sales numbers will make up for it.
7. Keep your advertising competitive by optimizing the delivery of your ads
Facebook Ads during Black Friday are a hectic time. But to get the best results for your business it is important to focus on the ad’s delivery.
Black Friday, as mentioned above, is an event that will bring you a lot of competition. Because of this, you may notice a couple of common issues with ad performance-restricted delivery and escalating campaign costs.
If you are able to keep an eye on the ball and make some key adjustments, you will be able to overcome these obstacles.
You’ll first want to accelerate Facebook ad deliveries. You can accelerate delivery by accelerating the ad sets. This will allow Facebook to use your budget more quickly, while still taking into account your bid cap.
Facebook will deliver your ads as often as possible. This is ideal for a period that requires a lot of time, such as Black Friday.
It doesn’t necessarily mean that your money will be wasted. You can use Automated Rule to set triggers which will automatically stop underperforming ads, protecting your budget.
You may, for example, want to implement an automatic rule that pauses ads with low clicks and/or a low ROAS. You can maintain the effectiveness of your campaign while still speeding up delivery for a short time.
You’ll likely spend more money during a Black Friday campaign. It’s a good idea, therefore, to increase the spending limit in your Facebook Ads account. Ad costs increase quickly over Black Friday weekend. If you want to avoid problems with ad delivery you should give yourself more flexibility.
8. Don’t make last-minute Facebook Ads changes
You should avoid last-minute changes and tweaks to your Facebook campaigns, even though Black Friday is a hectic time for Facebook marketers.
Why?
The algorithm enters the Learning Phase automatically whenever you launch a new Facebook ad.
During this period, the platform will deliver your ads to various audience segments, collect performance insights and optimize performance. During this first learning phase, results will fluctuate. This is normal. It may be tempting to interfere, but you must trust the algorithm.
This phase will need to be completed around 50 times before the performance of your campaign stabilizes. If you interfere with it, you may find yourself back at square one.
As you know, Black Friday is a time-sensitive event, so any delays in optimizing your site can be costly.
Triple-check everything, from your audience to your headlines. This will help you avoid making last-minute adjustments. Once you have gathered data, it’s okay to stop working with ineffective audiences or to prioritize high-performing strategies. But don’t make small changes during the Learning Phase.
Black Friday Facebook Ads that are compelling
Black Friday is a goldmine for e-commerce, and you can profit from it in a big way.
With the right strategies for Facebook ads you can cut through all the noise and target high-value audiences.
You can use the chaos of Black Friday for exceptional business results.
The first time WordStream published the article 8 ways to drive sales from Black Friday Facebook ads, it was on WordStream .