I-2019 Black Friday & Q4 Facebook Ad Playbook: Ungahlala kanjani Usebenza Ngokufanele Uma Izindleko Zikhuphuka

Izikhangiso ze-Facebook

Isikhathi sokuthenga ngamaholide sesifikile. Kubakhangisi, i-Q4 futhi ikakhulukazi isonto elizungeze uLwesihlanu omnyama akufani nanoma yisiphi esinye isikhathi sonyaka. Izindleko zesikhangiso ngokuvamile zanda ngo-25% noma ngaphezulu. Umncintiswano wokusungulwa kwekhwalithi uyesabeka. 

Abakhangisi be-Ecommerce baphatha isikhathi sabo se-boom, kanti abanye abakhangisi - njengemidlalo yeselula nezinhlelo zokusebenza - banethemba lokuvala unyaka uqine.  

Late Q4 yisikhathi esimatasa kakhulu sonyaka kubathengisi, ngakho-ke akufani nokuthi amanye amapulatifomu esikhangiso athule. Kepha ukukhangisa kwe-Facebook kuthola ukuncintisana ikakhulukazi kusukela ngo-Okthoba kuze kube nguDisemba 23. Kepha noma kunjalo Izikhangiso ze-Facebook amanani entengo ngesikhathi sekwephuzile kwe-Q4, kuseseyipulatifomu ehamba phambili edolobheni. Iningi labakhangisi abakhulu bazobe bebhida ngolaka. 

Ngisho namanani anyukile, abakhangisi abaningi be-ecommerce benza kahle. Ucwaningo lwakamuva olusuka ku- I-Shopify Plus ikhombise ukuthi abathengisi be-ecommerce bathi izikhangiso ze-Facebook ziyiziteshi ezisebenza kahle kakhulu ezintsha ukutholwa kwamakhasimende ngesikhathi samaholide. 

Iziteshi ezi-5 zokutholwa eziphezulu zokuthengwa kwamaholide

Vele, akumangazi ukuthi unyaka nonyaka izikhangiso zibiza kakhulu nge-Black Friday, Cyber ​​Monday, kanye nawo wonke amaholide kaDisemba. Wonke umkhangisi uyakwazi lokhu. Bavele bangene kule sizini ngobuso obunesibindi noma kunjalo, bakulungele ukubhida phezulu ukushaya izinhloso zabo zonyaka. Noma ngubani oke wabheka ideshibhodi ye-Facebook Ads ngesikhathi samaholide kudingeke ukuthi agwinye isigaxa samalahle lapho ebheka izindleko ngokuchofoza ngakunye.

Futhi ngokuqinisekile: ama-80% wabathengisi be-ecommerce bathi "ukukhuphuka kwemali esetshenzisiwe" kuyinkinga yokukhangisa ngamaholide.

Ukukhathazeka Okuphezulu Kwe-Holiday Ecommerce

Ngaphandle kwezindleko nomncintiswano, i-Q4 yithuba elikhulu. Kubathengisi, kuyithuba lokukhulisa isizini yokuthenga engcono kakhulu yonyaka. Kumageyimu weselula nezinhlelo zokusebenza, amaholide andulela isizini yokukhangisa ebiza kakhulu yonyaka nokuthi yini ezoba ngama-CPM aphansi kakhulu wango-2020.

Ukukusiza ukuthi uzulazule ngenkathi, nazi ezinhlanu Ukukhangisa kwe-Facebook izindlela ezinhle kakhulu okwephuzile u-Q4: 

1. Lawula Ukushintshwa Kwamasu ku-Wave Spend Wave.

Ukwenziwe kahle, umgwaqo wokukhangisa ngamaholide ungabaluleka njengamaholide uqobo. Abakhangisi bangakhulisa ukubheka kabusha, uhlu lwama-imeyili, nezinye iziteshi ezingabizi kakhulu ngemuva kukaDisemba 8th - if bakhuphule imikhankaso yabo kahle ngaphambi kwalokho. 

Umugqa wesikhathi wokutholwa kwamaholide

Kepha ungakubukeli phansi ukukhula kwezitolo okwenzeka ngemuva kukaKhisimusi. Wonke umuntu uthanda ukuqhanyelwa ngemali yakhe kaKhisimusi futhi azithengele lokho uSanta angakulethanga. Yingakho isikhathi esingemuva kukaDisemba 26 singasebenza ngokukhethekile. Thatha lesi sikhathi ukuhlola izikhangiso ezintsha zedivayisi (njenge-iPhone 11), ividiyo, nemilayezo / ukudala okusha. Futhi ungami kuze kube nguJanuwari 15 noma uSuku Lwezithandani. Abakhangisi abaningi bendabuko bahlehlisa ukukhangisa kwabo ekuqaleni konyaka, bashiye elinye iwindi elihle lethuba lethu sonke.

2. Khulisa Isilinganiso Sosayizi We-oda.

Nini izindleko zokutholwa komsebenzisi vuka, unezinketho ezimbili zokonga inzuzo: sika izindleko zakho eziphezulu / zomkhiqizo, noma khulisa usayizi we-oda omaphakathi. Ngenhlanhla, ukwandisa usayizi we-oda ojwayelekile kugcwalisa okwenzekayo ku-Q4 kahle - abantu basebenzisa imali ethe xaxa, kubo bobabili nakwabanye.

Kunezindlela eziningi zokukhulisa usayizi we-oda ojwayelekile:

  • Ukugoqa imikhiqizo
  • Ukunikeza izici ezingeziwe zesephulelo
  • Usebenzisa izaphulelo ze- $ -off (“use $ X, get $ off” offer)

Ungase futhi ufune ukweqa leli qhinga losayizi we-oda elijwayelekile ngokuphelele, futhi. Ngokuya ngenkampani yakho nesimo sakho, kungaba nengqondo ukuhamba nje nomholi wokulahleka ku-Q4 bese uyisebenzisela ukwakha isisekelo samakhasimende akho. 

Uma uphatha kahle isu lomholi wokulahleka, ungahle wephule ngisho (noma wenze inzuzo encane kakhulu), kepha uzongeza ithani labantu ohlwini lwabathengi bakho. Bhangqa ukuthi ngokumaketha okusebenzayo, noKhisimusi kungaba yithuba elihle lokuthola nje amakhasimende amasha ngangokunokwenzeka. 

3. Linda It Out Noma Thola Amaphakethe Of Efficiency.

Vele, akuwona wonke umuntu oku-ecommerce. Uma wenza ukumaketha kohlelo lokusebenza noma uhola isizukulwane, amaholide aletha inkinga ehluke kakhulu. 

Kubakhangisi be-Facebook abangekho ku-ecommerce, isikhathi esikahle sokukala ukuchitha ngekota yesine siphakathi kuka-Okthoba 1 kuya ku-Thanksgiving. Ama-CPM akhuphuka ngaleso sikhathi, kepha hhayi kakhulu. Ngemuva kwalokho sincoma ukuthi ubuyele emuva noma uhambise imali oyichithile phakathi kukaNovemba 28 kuya kuDisemba 10.

Nazi ezinye iziphakamiso zokukusiza ukuthi ulwe namanani anyukayo ngesikhathi sokunyuka kwezindleko ze-CPM:

Okwesabelomali:

  • Uma uzosebenzisa imali kwikota yesine futhi awuyona inkampani ye-ecommerce, zama ukulayisha ngaphambili usebenzise imali ngangokunokwenzeka ngo-Okthoba nangoNovemba. 

Ngokuqondiswa kwezithameli:

  • Gxila ezimakethe ezingancintisani kakhulu ngezikhathi zokufuna okuphezulu.
  • Nika isabelomali esengeziwe ku-Android. Kuvame ukubona ukwanda okungavezwa kwamanani entengo.
  • Sebenzisa idatha emikhankasweni yamazwe omhlaba yokukhuphula i-EMEA (i-Europe, i-Middle East, ne-Afrika), i-APAC (i-Asia-Pacific), ne-LATAM (Latin America) lapho ukuncintisana kwamaholide kungabi kubi kangako.

Amathrendi wesikhangiso se-CPM wokukhangisa kwe-NA Mobile Gaming
kusuka ngo-2019 Q4 NA (eNyakatho Melika) Iholide Playbook PDF

Ukubhida:

  • Khulisa ukukhonjwa komhlaba wonke ngokusebenzisa i-value optimization ukukala ezimakethe zomhlaba, ngenkathi ngasikhathi sinye ulungiselela izindleko eziphansi ngokuthenga ngakunye. Lokho kuvame ukulondoloza i-ROAS ngenkathi kwenziwa umsebenzi wokunweba.
  • Ucwaningo lwe-Facebook lohlaka lwayo olusha lwe-Structure for Scale (S4S) lukhombisile ukuthi ukulethwa kwesethi yesikhangiso kuyazinza lapho isethi yesikhangiso ifinyelela okungenani ukuguqulwa okuyingqayizivele okungama-50 ngeviki. Bathole ukuxhumana okuqondile phakathi kwamasethi wesikhangiso afinyelela le volumu, anciphise ama-CPA, nama-ROAS aqinile. Ngesinye isikhathi ukuthuthukiswa kwe-ROAS kungadlula ama-25%.
  • Qala okuncane ngokubhida okuyi-Minimum ROAS, kodwa kusebenzise. Ukubhida okuncane kwe-ROAS kuvumela abakhangisi ukuthi bafake imbuyiselo yabo abayifunayo ekusetshenzisweni kwesikhangiso kusethi ngayinye yesikhangiso. Ungasetha i-ROAS ubuncane ngenombolo enkulu kune-0.01%, lapho-ke i-Facebook izoyeka ukuletha isikhangiso sakho uma bengakwazi ukuthola lelo phesenti elicacisiwe. Kusebenza kahle kakhulu uma uqala ngokuhlola umgomo ophansi we-ROAS (<1%) uqhathanisa nezithameli ezibanzi, bese ukhuphuka ngamasentimitha ngokuya phezulu uma ukusebenza kungekho (1%, 2%, njll). Ungaqali phezulu bese uyikala emuva; ubuncane be-ROAS busebenza kangcono ngokungezelelwa ngokwengeziwe.
  • Sebenzisa i-AEO yamabhidi wokuthenga mathupha. Uma uhlangabezana nokulethwa okungaphansi noma ukuguqulwa kwekhwalithi ephansi nge-autobid, cabanga ukushintshela kumabhidi ama-smart ancintisana kakhulu (izindleko eziphansi kakhulu ngentengo yebhidi). Ngezimo zebhidi ezingalindelekile njengamaholide, amabhidi ahlakaniphile ayindlela enhle yokugcina ukulethwa okuzinzile.

Okokudala:

  • Hlela okuningi ukuvuselelwa okudala kokudala kuya ukulwa nokukhathala kokudala. Kuzodingeka uhlele kusengaphambili lokhu, njengoba iningi labasebenzi lifuna okungenani ikhefu elithile ngamaholide. Noma, uma kunesidingo, bheka kuzakwethu wokudala ukuze nweba umthamo.
  • Develop iholide-themed creative ukukhulisa amaphuzu wokufaneleka. Lokhu kungasiza ukunciphisa ezinye izindleko eziphakeme zezikhangiso zeholide.
  • test Izikhangiso ezidlalwayo kunethiwekhi yezethameli ukushayela ukufaka okubandakanyeke kakhulu, kwekhwalithi ephezulu. I-Facebook ithi lezi zikhangiso zisebenza kahle kakhulu kunoma iyiphi ifomethi yesikhangiso njengamanje.

Ngenhlanhla, izinsuku ezibizayo ziyadlula. Cishe njengomlingo, ngoDisemba 26th, izindleko zehla. Iningi labathengisi be-ecommerce basebenzise isabelomali sabo, bathengisa uhlu lwabo, futhi babheka unyaka usuphelile. 

Yilapho abathengisi be-non-ecommerce - njengemidlalo nezinhlelo zokusebenza zeselula - benosuku lwabo oluhle. Bazothokozela ama-CPMs asebenza kahle kakhulu onyakeni kusuka ngoDisemba 26 kuya ku-Valentine's Day ngoFebhuwari 14, 2020.

Amanani wesikhangiso we-CPM ngoLwesihlanu omnyama

Kusizile ukwehla kwama-CPIs nokufakwa kweqoqo kusukela ngoDisemba 26th kuya ku-Valentine's Day ngokusebenzisa Indali Yokuthengisa. Ngemuva kukaKhisimusi futhi yisikhathi esihle sokukhomba abasebenzisi bedivayisi entsha, futhi ukudala okuqondene nedivayisi kungakutholela ukuqhuma okwengeziwe ngokuhambisana. Vele, uma ufuna ukulawula ukubhida ngalezi zinsuku zemilingo, kuzofanela ubeke eceleni isabelomali esithile ngaphambi kwesikhathi. 

4. Gxila kuselula.

Wonke umuntu uyazi ukuthi ithrafikhi yeselula manje yeqa ithrafikhi yedeskithophu. Kepha abathengisi abaningi basakholelwa ithrafikhi yeselula ayiguquli… Noma okungenani ukuthi ayiguquli kanye nethrafikhi yedeskithophu. 

Lokho kungenzeka kungabe kusaba yiqiniso. 

Ukutadisha Izikhangiso ze-Google Shopping iveze ukwanda okukhulu kwamazinga okuguqulwa kwamaselula eminyakeni embalwa edlule. Izinga lokuguqulwa kwabathengi abaqala futhi baphele ohambweni lomthengi wabo kumadivayisi eselula lenyuke ngo-252%.

Ukuthengwa kwe-Google Shopping Cross-Channel

Kepha linda… kukhona okuningi:

Indlela yabathengi eqala ukusesha kwabo kudeskithophu futhi beqedela ukuthenga kwabo kuselula kunyuke ngama-259% unyaka nonyaka.

Ngamanye amagama, abanye abantu bakhetha ukuhlola ngeselula kunokuba kudeskithophu.

Vele, lokho yi-Google Shopping, hhayi izikhangiso ze-Facebook. Kepha Facebook yenza ucwaningo lwayo. Baphinde bathola ukuthi abasebenzisi beselula sebengabathengi beselula.

Izibalo zokuthenga zeselula zokuqala

5. Sebenzisa iVidiyo.

Uma ubulokhu ulengise emuva ekutshaleni imali kuvidiyo noma utshala imali ethe xaxa kuvidiyo, kungenzeka kube ngumkhawulo owudingayo we-Q4 2019. 

Cishe umthengi oyedwa kwabangu-1 okwaxoxwa nabo e-US wakusho lokho ividiyo iyindlela ehamba phambili yokuthola imikhiqizo emisha.

Ucwaningo lwe-Facebook

Ngakho-ke, uma ufuna ukuthola abathengi abaningi, yenza amavidiyo amaningi - womabili we-Facebook ne-Instagram. Futhi yebo, eVirginia, sisekhona isikhathi esanele sokuthola videos ezenziwe ngaphambi kwamaholide amakhulu okuthenga. 

Izinyathelo Okulandelayo

Inkampani yakho noma i-ejensi izokuphatha kanjani ukwanda kwezindleko zesikhangiso se-Q4 Facebook? Ngabe amasu akho e-Q4 asebenze kahle ngonyaka odlule? Cabanga lapho uke waya khona ukuhlela lapho uphokophele khona. Cabanga nje ngokushesha; IBlack Friday isisondele.

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