Meta Holiday Performance Playbook - Part 1

Meta have recently launched a 'Holiday Performance Playbook', over the next few days, I will be releasing a blog every working day, showcasing exactly what you need to do on Meta platforms over the next 2-3 months. Follow these 4 steps to create your strongest holiday ad campaigns across Meta technologies - from the early prep phase to peak performance.

1. Step 1: Plan

   1. Define your sales goals and set up your foundations

2. Step 2: Experiment

   1. Know which tactics work best for your audiences by testing different strategies

3. Step 3: Push

   1. Activate your winning strategies using Al-enhanced tools to reach your goals.

4. Step 4: Sustain

   1. Maximise cost efficiency while purchase intent remains high into het new year.

      
      

Shoppers rely on Meta technologies to discover, research, and purchase products and services-with buying starting earlier than ever.

54%

Of holiday shoppers discovered brands or products on Meta platforms (Facebook, Instagram, WhatsApp)

55%

Of holiday shoppers reported Meta platforms helped influence their holiday purchases.

77%

Of Black Friday and Cyber Monday shoppers said Meta platforms helped them decide to buy.

Step 1: Plan

Define your holiday marketing strategy and build the foundation for your most effective holiday campaigns

Determine your ideal budget in advance.

Let auction trends guide your budget planning.

Cyber Week is an efficient time to allocate your budget towards; conversion rates tend to increase dramatically while cost per action dips well below October levels.

Plan now for high-volume sales days.

Set aside enough budget to show your ads to more people when purchase intent is high (such as Black Friday, Cyber Monday or your holiday shipping deadlines).

Tip: Automatically allocate budget to top performing ads.

Seasonal Sales Periods

How To Get Ready For Peak Season Sales

Make sure that these foundations are in place to reach your peak season goals.

Set up your Conversions API

Create a direct connection between your marketing data and Meta technologies to find more relevant holiday shoppers and make more accurate campaign optimizations based on real-time data.

• Reminder: Make sure you have the Meta Pixel for best results. Advertisers with both the pixel and the Conversions API improved cost per result by 13%.

  
  

Optimise your Conversions API setup.

Already have the Conversions API set up? Make sure you're leveraging the latest best practices, including:

• Event match quality: Share high value customer information parameters for better event match quality.

• Data freshness: Share events as close to real time as possible.

• Deduplication: Add effective deduplication keys with each event.

Simplify your campaign setup.

When setting up your holiday campaigns, don't run multiple ad sets targeting similar audiences and objectives.

Streamlining your ad sets can help your ads exit the learning phase faster, meaning more stable cost per result and better performance.

Set up a catalogue

Consistently and easily manage your product data

• Catalogues can help you build customer trust and increase your conversion rate.

• Choose how you want to build and manage your catalogue from manual upload to Meta Pixel import.

• Data automatically populates into Advantage+ catalogue ads

If you have got this far, thanks for taking the time to read this today, come back on Monday, where we will be taking you through Step 2: Experimenting!