About Q4 Facebook Ad Campaigns
Q4! It’s a tough quarter for advertisers everywhere.
While shoppers reap the benefits of sweet deals and offers, advertisers are competing with each other to win the attention of their audience…and it’ll cost them.
Q4 can be an expensive time for advertisers. On average expect to pay about double what you’re paying now to compete in the auction. Specifically for Facebook advertisers Black Friday and Cyber Monday, leading all the way up to Christmas the bidding auction is more expensive.
However, since many people are on vacation it becomes an important time of the year to target them. Since they have more free time and the holidays give people more reasons to shop (gifts, festivities etc.).
[More competition = higher bids to beat out the competition]
Now, in order for your ads to not be underserved during the quarter, you are going to need to make some adjustments to your campaigns.
Why You Shouldn’t Panic!
You’ve Been Nurturing Your Audience All Year Round
Smart companies are delivering ads all year round. Ensuring you connect with shoppers before the shopping frenzy begins is important. This means delivering ad sets well before the holiday season begins.
Building that trust and nurturing your audience early instead of blindly targeting later. Start moving your customers down the funnel before Q4 bidding auctions become more competitive. If you’re serving your ads early and building a community among your customers, then the holidays shouldn’t scare you.
Also important to note is that even when the season is over, it doesn’t mean you should stop serving your audience ads. According to this Facebook study, holiday shopping continues well beyond the “holiday season”.
Especially, if you’ve been working with us at Abacus we’ve been helping you determine your target audience so when we help you with campaigns during Q4 we aim for zero waste, keeping CPAs low.
Costs will Be Higher, But There is a Greater Potential for Sales