As we approach the busiest shopping season of the year, many businesses are ramping up their ad campaigns in preparation for Black Friday. Whether you’re an e-commerce store, a small business, or even a larger brand, paid ads are a critical part of getting your products in front of the right audience. But running effective ads isn’t as simple as hitting “publish” and hoping for the best – it takes strategy, patience, and ongoing optimisation.
With the rise of pay-to-play social platforms, like Facebook and Instagram, learning how to run your ads effectively is more important than ever. If you’re DIY-ing your ad campaigns in the lead-up to Black Friday, here are 3 key tips you need to know to get the most out of your ad spend:
One of the biggest mistakes new advertisers make is tweaking their ads too frequently. The truth is paid ads take time to “learn” how to optimise. Facebook, Instagram, and other platforms use algorithms that need time to gather data, test different variations, and figure out what works best for your audience.
Here’s the thing: when you change your ad set or creative too soon, you’re essentially forcing the algorithm to start over. Each time you make changes, the system needs to re-learn and find the best combination of targeting, creative, and budget. This can significantly slow down the performance of your campaign.
Our suggestion is to give your ads at least 1-2 weeks to gather data before making major changes. During this period, let the algorithm do its thing. If you change things too early, you risk wasting valuable ad spend and missing out on potential customers.
It’s easy to get fixated on conversions – especially during high-stakes sale seasons like Black Friday. But if you’re only looking at that one metric, you might be missing the bigger picture.
Low conversions ≠ low performance.
While conversions are important, there are other metrics to track that show whether your ads are reaching the right audience and sparking interest. Engagement metrics like clicks, comments, shares, and video views are all crucial indicators of how well your ads resonate with your audience.
Why this matters: Right now, your priority should be warming up your audience. Think of your ads as a way to introduce your brand to new customers or re-engage your existing audience. Even if the conversions aren’t through the roof, high engagement means your brand is top of mind and people are paying attention.
Pro Tip: Look for metrics like “Reach,” “Impressions,” and “Video Views” to measure the initial impact of your campaigns. The goal is to build awareness and create excitement before Black Friday hits.
If you’ve heard this one before, it’s because it’s true: what works for one business may not work for another. Every e-commerce store, every audience, and every campaign is unique. That’s why testing different ads is so important.
Don’t just copy what others are doing. Sure, you might see an ad strategy that worked for a competitor, but that doesn’t mean it will work for your brand. It’s essential to experiment with different ad creatives, copy, audience segments, and landing pages to find what resonates best with your specific audience.
Why it’s important: Ads are constantly evolving, and so is your audience’s behavior. What worked last year may not be as effective this time around. Testing allows you to stay agile and adjust your campaigns to the current climate – and to your customers’ preferences.
Pro Tip: Run A/B tests on everything – from images and videos to headlines and calls-to-action. Don’t settle for the first iteration of your ad campaign. Keep experimenting to discover the winning formula for your brand!
When it comes to Black Friday ad campaigns, there’s no one-size-fits-all strategy. But by following these 3 essential tips, you can maximize the impact of your paid ads and get ready to crush your Black Friday sales.
Running your own ads can feel overwhelming, especially with all the new tools and features available on platforms like Meta (Facebook & Instagram). But don’t worry – you don’t have to do it alone.
If you’re looking for more hands-on guidance, we’ve got just the thing!
Join our Meta and Socials Masterclasses!
These exclusive small-group workshops will dive deep into how to finesse Meta, using the latest AI tools and strategies to get the best results for your Black Friday sales.
Plus, we’ve just moved online, meaning that you can learn from wherever you are!
At Wise Up Marketing, we understand the importance of a balanced social media approach. Whether you’re looking to grow your audience organically, run highly targeted ad campaigns, or both, our flexible services are designed to meet your business’s unique needs.
Book a call with us today to explore how we can help elevate your social media marketing strategy and achieve real, lasting growth for your business.
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