I’m Katy Lucey, Director of Paid Social at Tinuiti and I’m here with some pointers from our team of social ad experts to help advertisers prepare for Cyber Week.
These are tried and true methods that we have implemented across our clients over the years and could potentially work for your campaigns as you prepare. Check out the video now (or scroll down for a recap!):
1. Finalize ads NOW.
Plan your promo schedule as far ahead of time as possible and begin to set up campaigns the week before. This will allow you to build out your campaigns ahead of time and avoid length ad review times the week of Thanksgiving.
2. Have evergreen messaging ready.
In addition to promotional messaging, also consider running evergreen deal messaging alongside in order promotions have pre-built campaigns on standby optimized towards mid-funnel goals (like link clicks or video views) to switch on if conversion-optimized campaigns are struggling to ramp up. This will allow you to push more spend and volume as needed during peak competitive times like Black Friday and Cyber Monday.
3. Minimize risk.
If you need to launch new assets during a sale push, rotate them into existing campaigns to lessen the effect on overall performance.
4. Not big on Cyber Week? Don’t pause your ad spend.
For those who might not be traditional Cyber Week advertisers don’t pause your social ad spend. Pull back spend to avoid high costs or shift budgets to more upper-funnel initiatives which will have less competition during this time.
Finally, on the day of, when it comes to optimizations, don’t feel the need to sit at your computer all day. Check in throughout the day every few hours for performance updates and make changes accordingly and then wait another few hours to see how the campaigns respond.
If you’re looking for additional support for planning future campaigns, please get in touch with the Tinuiti paid social team.