Test Your Way to More Impactful Holiday Campaigns

by The Latest News from Facebook for Business September 26, 2019

Test Your Way to More Impactful Holiday Campaigns

September 26, 2019

Shoppers are increasingly relying on their mobile devices to get ready for the holidays. . Facebook IQ commissioned online study by IPSOS - “Facebook Global Holiday eCommerce Study”. Survey in 29 countries of 1,500 holiday shoppers per country, ages 18+. Adobe Digital Insights 2018 Holiday Recap The mobile ad campaigns you create to connect with shoppers are more important than ever, and you’re likely investing a lot of resources, too. With the right testing strategy before the holidays, you can potentially improve the performance of your holiday campaigns, and access valuable insights to shape next year’s ads.

Here, we’ll show how your measurement strategy can help you optimize your creative, produce insights you can use to make decisions next season, and better understand where your holiday spend actually drives business outcomes.

Determine which holiday creative performs best.

Creating a split test allows you to compare the performance of creative concepts, as well as elements of your creative, like video length. Facebook research found that testing creative resulted in an average 71.9% improvement in CPA compared to the losing ad sets. Facebook internal data, Sept. 16 to Dec. 2018 By testing creative concepts this year, you’ll get new insights for next year’s campaign. And when you test elements of your creative, you can discover opportunities to optimize your creative--and potentially improve performance--this year. Test creative elements that aren’t impacted by seasonal variations in order to ensure your campaigns aren’t leaving potential ROI on the table. Your split tests can compare:

Video vs. static imagery
Video length
Length of copy/copy strategy (think customer quote vs descriptive text)
How creative performs with different audience demographics

Create your own split test.

Get more experiment-driven insights to help make next year’s planning decisions.

Understanding incremental conversions--the conversions that took place only from customers who actually saw your ads--are a powerful tool for making business decisions. Run a multi-cell conversion lift test for your holiday campaign to help make decisions about your budget for next year by determining how much impact was specifically caused by your campaign. And since conversion lift tests are based on experimentation and more methodologically rigorous than other reporting methods, you can potentially use your results to plan your holiday campaign strategy.

If you haven’t run a lift test before, start at the account level so you can see the overall impact of your ads. Then, start testing at the campaign level to compare campaign performance. Facebook’s Conversion Lift studies are free to run, as long as your campaign reaches certain spend minimums.

Create your own brand or conversion lift test.

Better understand where holiday ads make the most impact.

People will likely see your marketing on multiple devices, browsers, and channels this holiday season, making it a challenge to understand the true value of your ads. Facebook Attribution can help you understand where your holiday campaigns are most effective, so you can focus on the right channels for the right audience.

NA-KD, an online retailer, discovered that their Facebook campaigns created a 6x increase in return on ad spend--a number underreported by their other analytics tools, and verified with a Conversion Lift study. With so many different attribution models and tools available to businesses, Lift studies are an effective way to validate your Facebook ads with gold-standard measurement methodology and streamline your holiday campaign decision-making.

Here’s how you can create a similar study:

Open your settings in Business Manager.
Set up a Line of Business and add assets. This allows you to group your ad accounts, Facebook Pixel, apps, etc, so you can identify where your marketing performs best.
Run a self-serve conversion lift for 2 weeks once Attribution starts collecting data.
Choose the Attribution model that corresponds closest with lift results.

Set up a new line of business to get started with Attribution.

The holiday season is a high-stakes time for advertisers, as brands become more competitive in their efforts to win the attention of their audiences, and connect with customers. A robust testing and measurement strategy is your opportunity to more of insights you need to plan and execute higher-performing campaigns.

Get started with Split Testing, Lift testing, and Attribution, or learn more in the Ads Help Center.

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Test Your Way to More Impactful Holiday Campaigns

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hoppers are increasingly relying on their mobile devices to get ready for the holidays. In 2018, mobile drove more than half of traffic for the first time and 31% of revenue.¹ The mobile ad campaigns you create to connect with shoppers are more important than ever, and you’re likely investing a lot of resources, too. With the right testing strategy before the holidays, you can potentially improve the performance of your holiday campaigns, and access valuable insights to shape next year’s ads.

Determine which holiday creative performs best.

Creating a split test allows you to compare the performance of creative concepts, as well as elements of your creative, like video length. Facebook research found that testing creative resulted in an average 71.9% improvement in CPA compared to the losing ad sets.² By testing creative concepts this year, you’ll get new insights for next year’s campaign. And when you test elements of your creative, you can discover opportunities to optimize your creative--and potentially improve performance--this year. Test creative elements that aren’t impacted by seasonal variations in order to ensure your campaigns aren’t leaving potential ROI on the table. Your split tests can compare:

Video vs. static imagery
Video length
Length of copy/copy strategy (think customer quote vs descriptive text)
How creative performs with different audience demographics

Create your own split test.

Get more experiment-driven insights to help make next year’s planning decisions.

Create your own brand or conversion lift test.

Better understand where holiday ads make the most impact.

Here’s how you can create a similar study:

Open your settings in Business Manager.
Set up a Line of Business and add assets. This allows you to group your ad accounts, Facebook Pixel, apps, etc, so you can identify where your marketing performs best.
Run a self-serve conversion lift for 2 weeks once Attribution starts collecting data.
Choose the Attribution model that corresponds closest with lift results.

Set up a new line of business to get started with Attribution.

Get started with Split Testing, Lift testing, and Attribution, or learn more in the Ads Help Center.

Tips · September 26, 2019