6 ways to increase the ROI of your Christmas campaigns

For your business or brand, Christmas is the time of year to ramp up your paid social ads in an effort to reach your audience, who are likely to be in prime buying mode throughout the festive season.

Unfortunately, your competitors are also going to be out in full force so it will be more difficult than usual to get your ads noticed.

This is a time of year where brands also put more spend behind their ads, so increasing the ROI of Christmas campaigns is even tougher. But following our 6 ways to increase ROI will help put you in a strong position.

MightySocial_Six_Ways_To_Increase_The_ROI_of_you_Christmas_campaigns

Understand your audience

The key to getting the most from your ad campaigns is knowing as much as possible about your audience in advance. This will allow you to be results focused and specific in your reach.

Audience insights and smart segmentation will help create targeted ads which have the best chance of conversion.

Segmenting audiences in multiple groups is a key strategy; while your audience will likely be large, within it there will be sub-groups. For example, people at different life stages, such as newlyweds, mums and couples who are moving house.

Think about what their motivations are and target the groups individually and accordingly.

The more relevant your messaging, the better.

With our innovative ATOM, technology we’ve got the best tech in the business for pinpointing paid media targeting and creative.

The ATOM reveals insights that inform our creative; we are able to continuously monitor performance, tailor bespoke creative to each specific audience and understand our audience segments to target them effectively.

Testing creative variations against prospective audiences ensures that our approach delivers the right creative to the right audience, at the right time. This is creative segmentation that works and delivers.

Think mobile to increase ROI

People are spending record levels of time on their smartphones﹣90% of Facebook’s daily active users access via mobile. We’ve explored this further in our blog about optimising your ads for mobile.

To increase the ROI of your Christmas campaigns, you can’t ignore mobile and it’s crucial you optimise your ads so that they’ll have maximum impact on mobile users.

To drive this home, make sure you have a dedicated mobile ad strategy with its own creative rather than simply re-purposing ads from desktop.

For maximum impact, keep the copy simple and the images bold and make sure that desktop versions and mobile versions of the same ad are tied together in terms of colour scheme and messaging to remain on brand, but are different enough to get optimal engagement from each platform.

Make the most of video but don’t forget to use captions for mobile viewers who are on the go with their sound off. Remember, your message should be delivered within 3 seconds before the user loses interest.

Make use of mobile optimised formats too, such as Facebook Canvas and Lead Forms which are great for keeping users engaged and on the platform.

Keeping mobile front of mind will help make sure your campaigns are impactful regardless of where and how someone is viewing your ads.

Use Dynamic ads

Dynamic ads, where the creative – images, copy and layout – are dynamically generated based on data captured on a particular audience, can make a huge difference to the impact of your ads.

You can dynamically re-target your website visitors based on their behaviour. Or you can identify new prospects based on their characteristics.

You can find out more about the two different options and which may be most suitable for your campaign in this blog, What you need to know about Dynamic Ads. Essentially Dynamic Ads have the potential to trigger a much higher click through rate and significantly improve your conversion rate by making your ads relevant to your audience, at any time.

The beauty is, you don’t need to know specifically who your potential clients are. Facebook’s algorithm will work it out for you based on their findings, allowing you to identify new user profiles that you may not have found through traditional targeting.

Cut through the noise with your creative format

At Christmas, more so than at any other time, your audience is going to be bombarded with promotional messages. So your creative must be engaging and served to them at the right time.

Keep on top of creative trends and make your creative work for the format, rather than the other way around.

Define your objectives in advance so that you know why you are serving the creative and what outcome you’re looking for.

Our ATOM technology, reveals insights that inform our creative; we are able to continuously monitor performance, tailor bespoke creative to each specific audience and understand our audience segments to target them effectively.

Testing creative variations against prospective audiences ensures that our creative segmentation approach delivers the right creative to the right audience, at the right time.

Integrate with rest of year marketing strategy

The best seasonal campaigns benefit from momentum from annual campaigns that are built on your overall strategy, rather than being treated completely separately.

Treat your Christmas campaign almost as the icing on the cake of the campaigns you’ve already executed and ads you’ve run throughout the year. This way, rather than starting from scratch with a cold audience, your prospects will be receptive and engaged when you launch your holiday campaign.

Focus on increasing conversion rates

It’s important to keep your eye on the ball so far as converting your prospects. It’s easy to think in terms of reach and engagement when planning an effective campaign, but it’s conversion that we need to focus on specifically.

There’s much more about how to do this in this blog. Marketers need to consider testing, targeting, optimising ad delivery and the user journey and experience to ensure their campaigns convert.

Getting the highest return on investment from your Christmas campaign is a blend of getting the right message in the right way to an audience which has already been primed to receive it.

To find out more about how our ad technology, the ATOM, can help you achieve this, get in touch.

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