During the shopping season at the end of the year, the advertising bidding on Facebook has risen, and everyone has worked hard to "spend money" on the placement. And if you want to do well in the peak season, the most basic principle will not change: spend the least money and get the most orders. So, how can independent website sellers do a good job in Facebook launch on Black Friday and Cyber Monday? NetMarvel summed up the skills of targeting audiences, creative creatives, preferential strategies, timing of delivery, and budget control based on the advertising data on the platform.
Identify the target audience in advance and lay the foundation
Rome wasn’t built in a day. Before we can start advertising, we need to target users who are most likely to convert for a warm-up.
There are two main types of users: the first is users who have watched product videos or clicked on advertisements; the second is users who enter independent sites through product videos, advertisements, social media content, and Google searches. For the first type of user, it can be set as a remarketing audience for secondary delivery; for the second type of user, you can directly conduct EDM marketing, such as sending some Black Friday and Cyber Monday promotion notices, discount benefits, product recommendations, etc. by email.
If you can warm up these two types of users in advance, you can get better conversion results during the Black Friday and Cyber Monday, instead of relying entirely on auction advertising, and you can save a little budget.
So specifically, which audiences do we need to filter? NetMarvel's delivery experts have given some suggestions. If users have the following behaviors, they can be identified as your target audience:
Views: Users who have clicked on or viewed an ad in the past 30 days;
Engagement: Users who interact with your posts and watch videos on Facebook and Instagram;
Add-on purchases: users who add products to their shopping carts;
Conversions: Users who purchased a product on Black Friday or 30 days, 60 days, 90 days, 180 days ago.
In order to maximize the effect of advertising, it is recommended that merchants include the above users into the target range when advertising, so as to ensure that the conversion rate is at least higher than that of users with pan-tags.
Make creatives stand out and inspire clicks
The logic of Facebook advertising is very different from traditional advertising. Most of the text and graphics on the advertising image are for conversion. The currently tested and effective advertising ideas for Black Friday and Cyber Monday are as follows:
Blind box bundled sales: Package the products with better sales into blind boxes, and then provide consumers with stronger discounts. To make the offer attractive, keep the products in the blind box "mysterious" and then slowly demystify them each day of the sale. By showing one product at a time, you can attract different groups of consumers and keep driving traffic.
Blind box sold by LOOT CRATE
Interact with users: For example, merchants can use the Wheelio app to turn filling in their email addresses into a lottery game. Users can turn the roulette when filling in their email addresses, and have the opportunity to get discounts, free gifts, buy gifts, full discounts, etc. a benefit. This can not only increase the user registration rate, but also attract existing users to purchase products on independent sites.
The interaction of the carousel lottery at an independent station
Simple and direct limited-time promotion: directly give users the most cost-effective discount, similar to Pinduoduo’s tens of billions of subsidies. For example, the advertisement in the picture below directly states "as low as 20% off", and the text explains "limited time offer", giving users a sense of urgency to place an order. It should be noted that the discount cannot be less than 50%
Free shipping strategy + user endorsement: This advertisement of DIFF glasses captures photos of real users wearing glasses. The copy directly emphasizes "buy one get one free", which is also an effective means of promoting orders.
If you need to learn more about Facebook ads, you can use Facebook's official ads library. The database contains most of the advertising creatives currently being put in, and you can search directly by brand name. It is also a very good tool for tracking competing advertisements. Copy the link
Facebook Official Ad Library Search Creative
Use the bundled discount strategy to make the customer unit price higher
If your advertisement attracts a lot of traffic, then what you need to do at this time is to try to increase the unit price of each user, let them buy more products, and ensure that the AOV (average order price) is at a relatively high level.
On the site's preferential settings, you can use 2 tricks: (1) At least 20% off for users. According to the data monitoring in the backstage of Superstore Shopus, orders over US$ should be at least 20% off to get better results; (2) ) Multi-use coupons can be directly displayed on the homepage of the official website, which will facilitate shopping for mobile users. One of the best players in bundling is Axe Bat, a baseball equipment brand that bundles high-priced baseball bats on Black Friday with deep discounts.
Axe Bat Bundle Ad
In foreign countries, many baseball players usually buy multiple bats and give them to their friends or children. The Axe Bat team considers different usage scenarios, and at the same time, the bundled package also has a discount of at least 20%. In this launch, Axe Bat's AOV increased by 18%, conversion rate increased by 193%, and the ROI during this period also reached the highest peak of the year. Another way to increase AOV is to use stacking discounts. For example, the promotion strategy of DIFF glasses is 30% off one piece, 40% off two pieces, and 50% off three pieces. After using such promotions, DIFF's AOV increased by at least 17%.
Seize the timing of the launch to achieve rapid ROAS growth
According to the statistics of sumo, a professional investment agency, during the Black Friday and Cyber Monday in previous years, the highest ROAS was not on the day of Black Friday, but the week before Black Friday and Cyber Monday, which is the third week of November.
Image source: sumo.com
By the third week of November, brands had already started running ads of various deals, and if users felt the price was right, they would buy it early. sumo summarizes a formula for delivering high conversions:
Sitewide discount + peak season + bundled discount = high traffic conversion
And this conversion rate is not only in the week before Black Friday, but the weekend before Black Friday may also usher in a wave of order peaks. Because some users saw the discount for the first time and did not place an order, they thought back and thought the price was not bad, so they came back to place an order the second time. The behavior of this whole process is also known as Delayed attribution. There are 3 tips for reference:
(1) Launched three weeks before Black Friday. The content can be Black Friday gift guide and upcoming offers, so that users can start to be interested in the product (it doesn’t matter if they don’t buy it, because there is Dealyed attribution);
(2) Try to attract traffic to the pages of bundled sales packages as much as possible, which can increase the AOV in the week before Black Friday;
(3) Site-wide discounts will be released on Black Friday, and bundled packages will continue to be sold.
Properly adjust your CPA budget to put your money where your mouth is
Speaking of the advertising budget, how should the money be spent to ensure a certain advertising effect? NetMarvel's delivery experts believe it's a good idea to start with pan audiences and then set a minimum budget for each audience. Black Friday is a time period when advertising bidding is relatively high. At this time, you need to do a good job in cost risk control, and you don’t need to put all your eggs in one basket. A better strategy is to find suitable users, and then improve this point a little bit. Budget. The whole process is divided into 2 steps: the first step is to test, placing 3 groups of people/audiences to see which of the 3 groups performs best; the second step increases the budget, selects the best performing audience group, and improves CPA.
Image source: madgicx.com
The principle of increasing the budget is to start with users with more general labels, and set a minimum budget, such as $20. The minimum budget is generally the same as the CPA; if it is delivered to users with better income, the CPA budget will be increased by 1 times.
It should be noted here that if the delivery effect begins to weaken, then it is necessary to quickly consider reducing the advertising budget, which can save more "ammo" for the next Christmas on December 25th.
