By Jared Atchison, co-founder of WPForms

The holiday season can be the most profitable time of year for businesses. Consumers are in the shopping mood and ready to spend money. But if you want to grab their attention, you're going to have to step up your game.

Consumers today are no longer limited to brick-and-mortar shops in their area. Shoppers can browse stores straight from their mobile phones, including on social media platforms like Facebook and Instagram. In fact, 49 percent of global surveyed shoppers say Facebook is influential in their holiday shopping.

So, if you want to attract more festive shoppers and boost sales, here's how to get the most out of Facebook advertising this season.

Define who you're targeting.

Determining who you're going to target with your holiday Facebook ads will give your ads more focus and make them more effective overall. While a broad holiday ad will grab the attention of some users, ads that are highly specific to each segment of your audience will produce higher conversions.

Do you want to target your existing customers? Target new customers? Reach out to moms to drive more sales to your children's products? Before you start advertising on Facebook, decide who you'll be speaking to and what messages and images will resonate with them.

Create ads for each sales event.

With so many holiday sales happening in the same period, it can be tempting to promote them all at once, but don't lump all of the seasonal holidays into one Facebook ad. For instance, Black Friday and Cyber Monday are sometimes thrown together, but each event should have its own unique ads.

Even if you're promoting similar offers, changing your copy to represent each sales event is key to getting more conversions. When users see an ad that says "Crazy Holiday Deals," they might wonder what holiday and when. But if your ad says "Crazy Black Friday Deals," users know exactly what you're talking about and it creates a sense of urgency.

Utilize different ad types.

Facebook offers a number of dynamic ad formats. Depending on what you want to accomplish with your seasonal Facebook ad campaign, the type of ad format you choose will vary. Some of the most effective ad formats to showcase your products this season include:

  • Dynamic ads: Facebook dynamic ads automatically promote products to people who have expressed interest on your website, in your app or elsewhere on the web. Upload your product catalog and Facebook will do the rest for you--finding the right people for your products and showing up-to-date pricing and availability.
  • Collection ads: If you have four or more products you want to showcase, the collection ad is the perfect way for users to browse your catalog without ever leaving the Facebook app. You can organize products by "Suggested For You" and "Most Viewed" to drive more people to purchase.
  • Carousel ads: With a carousel ad, you can showcase up to ten images or videos in a single ad, each with its own link. These interactive ads have more space for you to tell a story about your product, highlight specific product details, or show different product angles.

Use holiday-specific copy.

Add a little festive flair to your Facebook ad copy in order to attract holiday shoppers who are in the mood to spend. Not only do you want to create a feeling of holiday cheer that they can associate with your brand, but you also want to give them another use case for your product.

For instance, instead of just promoting headphones by emphasizing their great sound quality, add in that they would make a great stocking stuffer for teens. Use phrases like "the perfect gift" or "their faces will light up when they open this gift." Holiday-specific copy helps shoppers envision how your products will make their holidays a hit.

Take advantage of retargeting.

How can you stay at the top of shoppers' minds while they're doing gift research and convince them to return after they've left your site? Whether a user browsed your product pages, added an item to their cart and left, or just landed on your homepage, retargeting allows you to follow them to Facebook and display ads that will entice them to return to your site and buy.

It's not too late to start a holiday Facebook ad campaign that will delight consumers during their gift shopping journey, as well as bring good tidings to your business. Follow these tips to get the most out of your Facebook advertising and you'll maximize your holiday sales year after year.

Jared Atchison is the co-founder of WPForms, a drag & drop form builder for WordPress that's being used on over 400,000 websites.

Published on: Nov 14, 2018
The opinions expressed here by columnists are their own, not those of