The 2015 holiday season saw a huge influx in competition for that highly coveted Facebook newsfeed and Twitter timeline real estate. With limited inventory, we will all need to make our demand-focused advertising dollars work harder for 2015. Laser-focused targeting can help make the most of that ad spend – especially on those high-competition shopping days.
A few targeting tactics to test out this year:
- Website custom audiences – It’s no secret that retargeting is a great way to reach those mid-funnel shoppers. By implementing website custom audiences with Facebook and Twitter – you can target with more granularity those who are interested in a specific product category or product type. This can help reduce the waste from general interest targeting.
- CRM data – We all have loads and loads of data lying around – put it to good use. With both Facebook and Twitter, you can easily layer in key customer data to focus on the right audience for your campaigns. Test campaigns to drive activity from lapsed customers or increase buying frequency from your top purchasers.
- Lookalikes – To expand on the retargeting pools listed above, you can create lookalike audiences within Facebook and Twitter. Within Facebook, you can choose how closely you would like your lookalike audience to match those who are in your website custom audience pool. This will allow you to expand your reach, while still making sure you have the right audience.
- Dayparting – We all know you probably spend your holidays and weekends glued to your phone – and most likely glued to the Facebook app. Use this to your advantage. Shift a portion of your spend to mobile, but do it smarter. Test the waters by running mobile against your top target audiences at the times when they are most likely to be engaged with your message – weekends and evenings.
A mix of these tactics will help make the most of your ROI focused campaigns, while helping to reduce waste, increase conversion rates, and make your dollars work harder than your competitors.
