In the final weeks of 2019, and many business owners and entrepreneurs are thinking about making one last big sales push. Many of you have already launched Black Friday specials or Cyber Monday deals, and now you’re looking at the calendar and wondering what to do about the last few weeks in December.
As you consider how your business can end 2019 with a bang, let’s just talk about one big question I hear a lot.
Should I be running Facebook ads?
If you’re considering doing one last campaign to finish out 2019, there are three things you need to know about Facebook Ads post-Thanksgiving. I’ll break each one down below and give you my best tips on how to navigate the “Should I or shouldn’t I?” question this time of year.
Competition is FIERCE
The amount of ad space on Facebook is limited, and this time of year everyone wants some. Ad costs are always higher from the end of November through December simply because more people want ad space.
Run ads if … you’re prepared to spend more per result than you normally do.
And you could try … changing the ad objective. Conversion ads will be the most expensive. You can test using a Traffic or Reach objective to push people to your offers instead. It will be less expensive, but you may not get the same results as a conversion ad would.
There may be GLITCHES
If you were on Facebook Thanksgiving Day, you know what I mean. When there’s an overload of traffic and ads being placed, sometimes Facebook can’t deal. The platform (including Instagram) was down most of Thanksgiving Day. Because competition for ad space is still high, we may see more glitches in the next few weeks.
Run ads if … you allow yourself plenty of time to get the ads set up and approved. If you have campaigns that have a tight deadline for when they must go live, you’ll want extra time so things can stay on track even if Facebook has a glitch. You’re welcome for that sick rhyme.
And you could try … creating the ads several days in advance. Turn the campaign on and publish the ads, but don’t turn the ads on. The ads will go through the approval process ahead of time so everything can go off without a hitch.
Play it SAFE with copy
One thing that can slow up or even sideline your progress with your ads is ads denial due to your copy. We can’t always control what Facebook decides to appeal or deny, but we can control what we use for copy, making sure it’s well within policy. Trust me, it’s better to tame it down a bit if you’re in a touchy industry than have to go back and forth for days before your ads finally get approved.
Run ads if … you know your ad copy is compliant.
And you could try … asking a second (or third) set of eyes to look it over for any red flags.
If you’re placing ads this December, these three tips will help you make sure you can get them up and running quickly.
If you do decide to run ads, make sure they’re ready with attention-grabbing headlines by downloading my FREE Headline Generator quick guide. This downloadable PDF guide gives you three ways to write amazing, stop-them-in-their-tracks headlines that WORK. Click here to request the guide.