If you didn’t read the ECommerce Google Ads For The Holidays post I highly recommend you take a look at that post as well. However, for Facebook ECommerce ads, there are many ads you can run to promote your holiday sales. The first piece of advice is just because you want holidays sales does not mean you should ignore awareness or first touch ads either.
Awareness
One awareness ad that performs very well is an ad about the company. Think what’s on your about page and how your company was started. One to three sentences about that can really go a long way. Under the sentences about the company, you can include a description of what you sell and/or a testimonial. Remember this is a new user/someone unfamiliar with your brand. So including the story of your company can really help someone feel connected.
Another awareness ad that does very well for ECommerce brands is what I call listing ads. The first sentence or headline of your ad could be what you sell and then underneath bullet points about features of the products or brands. The bullets should be between one to five words and should not go more than one line of text. Include bullets such as “free shipping”, “high-quality materials”, “money-back guarantee” etc. These should be bullets users can read in two to four seconds and know exactly what you mean. You can also be more creative and use an emoji as the bullets. For instance, if you are selling clothes you can use a shirt emoji as the bullet points.
ECommerce Facebook Ads around partnerships and publications a brand was featured in also do very well for ECommerce brands. If your brand was featured in a magazine you can target users who like that magazine with an ad mentioning you were featured in that magazine. Users who already trust that publication will automatically take your brand more seriously since they already trust the brand you were published in. This works great especially for smaller brands that users might not have heard of in the past. You can write an ad that says “As featured in” and then tag the brand.
Sale Ads
Sale ads are the ads you optimize towards purchases. These ads are the ones where you tell Facebook/Instagram to find those who will buy my products. For these ads, there are two audiences you can go after. One is those on your email list. You can upload your email list and target these people specifically in their own unique ad set. Another is those who have added to cart in the last 45 days. These people may come in through an awareness ad on Facebook/Instagram or through another channel such as SEO.
When creating these ads one effective ad is the product ads. This is where you would target based on your product catalog. These people can see the products they added in the past but did not purchase. Since these people are being retargeted the ads don’t necessarily need to be long in terms of text. A catchy reminder to not lose their cart or even a nice 10 or 15% discount code can do the trick.
Mistake To Avoid
The biggest mistake I see with sale ads is that they don’t have a big enough retargeting pool or email list. My recommendation is to have at least 1,000 people to retarget to before running these sale ads. If you don’t have enough people in your remarketing pool then the same users end up seeing your ads over and over without purchasing. I find for new brands it is better to wait and build up the awareness ads before running these sale ads. The ROI will be higher and once Facebook and Instagram have the data to find the people in your audience to purchase then the algorithm will find them at a very low cost to you.
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