Tips for Facebook campaigns before and after Christmas

During the Christmas season, brands can reap the rewards of their branding campaigns from 2016 and address customers very efficiently with performance campaigns.The best target group are customers and attractive prospects whose profiles marketers store as custom audiences or website custom audiences on Facebook. A product campaign should only be targeted at users who are most likely to buy the product. For formats that function as Dynamic Ads, maximum bids can be set for users according to purchase probability. A target customer who has only viewed a product should cost less than one who has already placed it in the shopping cart.The best advertising formats are Carousel Ads, Canvas Ads and Video Link Ads. They allow marketers to present products in an eye-catching way. Carousel Ads can be used as Dynamic Ads on all end devices with products relevant to the respective user or cross-selling and upselling offers.The best Creative includes bestselling products in the run-up to Christmas. You should test which macros, such as price, brand and description, make the carousel ad click best. Time-limited offers, delivery periods or discounts can also be used to create pressure on users to take action.After the partyThe Christmas season is far from over: customers want to store until mid-January. This is when brands can score points with cross-selling and special offers.The best target group in the post-Christmas period are customers who have recently made a purchase. Website Custom Audiences are best used after an appropriate pause (retention window).The best advertising formats are the Dynamic Ads, even after the festival. These can be used to sell complementary or higher-value products from the product catalog, depending on the user's shopping history. Conversions should continue to be optimized.The best Creative is not the creative from the pre-Christmas period, even if marketers should tie in with it thematically. This keeps the customer interested and creates new sales opportunities, for example for accessories and add-ons for Christmas gifts or post-Christmas promotions.