Quick Facebook Ads Tests To Run Now for Q4

The fourth quarter is the most wonderful time of the year for direct-response Facebook advertisers. Consumers are actively online and looking to purchase. They intentionally want to buy gifts for family, friends, and even themselves.

In 2017, Facebook reported that 70% of millennials are influenced in their holiday buying by Facebook and/or Instagram. And indeed, based on the years I’ve been advertising on Facebook, CPMs (cost-per-thousand impressions) during this time typically rise, but CPAs (cost-per-acquisition) decline rapidly.

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How to blend performance and branding for a Q4 boost

Q4 is right around the corner, and that means digital marketers need to be on top of their game in planning, building, executing, and converting. But when you are looking to really scale revenue and new customers this holiday season, you’ll have to incorporate some branding strategies.

Now, I work for a performance digital marketing agency, so everything we do is always tied back to the question, ‘Well, is it improving performance?’ So when I say branding, I’m talking about the avenues that will allow you to get very targeted so that you can be sure you are hitting relevant audiences for your business. Better yet for performance marketers, there is a way where (to some extent) you can measure the effects these branding plays have on performance (I’ll get to that in a bit).

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