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Master the Black Friday Facebook Strategy for Clothing Brands

Published on: November 17 2023 by Harry Towlson

Master the Black Friday Facebook Strategy for Clothing Brands

Table of Contents

  1. Introduction
  2. The Importance of Facebook and Instagram Ads on Black Friday
  3. Overcoming Challenges with the iOS 14.5 Update
  4. The Importance of Keeping Other Campaigns Live
  5. Preparing for Black Friday: Getting Ads Ready in Advance
  6. Targeting the Right Audiences: Instagram and Facebook Engagement Audience
  7. Utilizing Video Views Audience for Retargeting
  8. Using Best Performing Interests to Maximize Results
  9. Leveraging Pixel Data for Maximum Reach
  10. Structuring Ad Creatives for Black Friday Success
  11. The Power of Offering High Percentage Discounts
  12. Using Static Images and Carousels for Black Friday Ads
  13. Scaling Up and Adjusting Budgets Throughout the Day
  14. The Importance of Leaving Old Campaigns On
  15. Conclusion

Article

Introduction

Hey there! It's Harry Tolson, the founder of Person Digital Media, an advertising agency specializing in clothing brand promotions. In this article, I want to share with you the exact strategy we used to scale a clothing brand to $6,000 in revenue on Black Friday using Facebook and Instagram ads. This case study is based on our experience from last year, but the techniques I'll be discussing are still highly relevant for this year's Black Friday. So, let's dive in and learn how you can achieve outstanding results for your clothing brand with Facebook and Instagram advertising.

The Importance of Facebook and Instagram Ads on Black Friday

Black Friday is one of the most lucrative days for retailers, both online and offline. To make the most of this opportunity, harnessing the power of Facebook and Instagram ads is crucial. These platforms offer immense reach and targeting capabilities, allowing you to connect with your target audience at the right time and place. By running strategic and well-executed ad campaigns, you can drive high-quality traffic to your website and significantly boost your sales on Black Friday.

Overcoming Challenges with the iOS 14.5 Update

Last year, we faced challenges due to the iOS 14.5 update, which introduced a data delay of 72 hours for reporting purchases in the ad account. This delay made it difficult to assess the effectiveness of our ads in real-time, especially on a fast-paced day like Black Friday. To tackle this issue, we implemented a communication strategy with the clothing brand we were working with. We closely monitored their sales performance and adjusted the ad budget accordingly. This way, we were able to make data-informed decisions and optimize our campaigns for better results.

The Importance of Keeping Other Campaigns Live

As you scale your ad account, it's crucial to keep all your other campaigns live, even during Black Friday. This strategy is particularly beneficial for larger clothing brands. By leaving your normal campaigns on, you can continue to drive traffic and maintain a healthy conversion rate. While your focus may be on Black Friday campaigns, the traffic from your other campaigns can still contribute to your overall sales and revenue.

Preparing for Black Friday: Getting Ads Ready in Advance

One key tip for preparing for Black Friday is to have your ads ready a couple of days in advance. Facebook often takes time to approve ads, especially during the Black Friday rush. By having your ads in review and ready to go, you can ensure that they are live and running smoothly when the big day arrives. Additionally, it's essential to test variations of your ads in advance to gauge their performance. This way, you can quickly identify the most effective ads and scale them up on Black Friday.

Targeting the Right Audiences: Instagram and Facebook Engagement Audience

When it comes to audience targeting on Black Friday, the Instagram and Facebook engagement audience is one of our top choices. To create this audience, simply go to the Audiences section and select "Create Custom Audience." Then, choose Instagram and Facebook engagement as the source. This audience includes people who have interacted with your brand on these platforms, such as liking your posts or visiting your profile. Targeting this audience allows you to re-engage with potential customers who have already shown interest in your brand.

Utilizing Video Views Audience for Retargeting

If you've been running video ads before Black Friday, you can utilize the video views audience for retargeting. This custom audience captures people who have watched a certain percentage of your previous video ads. For example, if someone has watched 50% of your video, you can retarget them with a specific ad tailored to their level of interest. This audience retargeting strategy helps you connect with warm leads who are already familiar with your brand and more likely to make a purchase.

Using Best Performing Interests to Maximize Results

Understanding your audience's interests is crucial for effective ad targeting on Black Friday. Identify the best performing interests based on your previous campaigns and use them to target potential customers who are most likely to respond to your Black Friday offers. For example, if vintage clothing has performed well in the past, include it as a targeting interest. By leveraging these best performing interests, you increase the chances of reaching a responsive and interested audience.

Leveraging Pixel Data for Maximum Reach

The Facebook pixel is a powerful tool for tracking and retargeting website visitors. On Black Friday, leveraging pixel data becomes even more crucial. By creating custom audiences based on pixel data, you can include people who have performed actions on your website, such as viewing content, adding items to cart, initiating checkout, or making a purchase. Using a 180-day window ensures you capture a wide range of potential customers who have recently interacted with your brand. By combining all pixel data audiences in a single ad set, you can maximize your reach and target a larger audience.

Structuring Ad Creatives for Black Friday Success

When it comes to ad creatives for Black Friday, there are a few key elements to focus on. Firstly, make sure your ad clearly communicates the big offer, whether it's a 30% discount, 40% discount, or any other enticing deal. Keep the copy simple and straightforward, stating that your Black Friday sale is live and offering the specific percentage discount. For the ad creative itself, consider using static images or carousels, as they tend to generate a better direct response compared to videos. Highlight your best-selling products and create a sense of urgency with compelling visuals and clear call-to-action buttons.

The Power of Offering High Percentage Discounts

On Black Friday, consumers are actively seeking the best deals and discounts. To capture their attention and drive purchases, offering a high percentage discount is essential. Based on our experience, offering discounts of 30% or more tends to be the most effective. Remember, the higher the discount, the more appealing it is to potential customers. Craft your messaging around the discount and emphasize the limited-time nature of the offer to create a sense of urgency.

Using Static Images and Carousels for Black Friday Ads

When it comes to ad formats for Black Friday, static images and carousels are our preferred choices. While videos can be effective, we have found that static images and carousel ads often yield the best results in terms of return on ad spend and purchases. Consider using static images with a black-themed background to make your ad stand out in the news feed. Alternatively, create carousel ads featuring your best-selling products, each with a discount overlay and a clear call-to-action button. This format allows you to showcase multiple products and offers in a visually appealing and engaging way.

Scaling Up and Adjusting Budgets Throughout the Day

On Black Friday, it's important to closely monitor the performance of your ad sets and adjust the budgets accordingly. Rather than duplicating ad sets, which can lead to audience overlap, we recommend increasing the budget directly on the existing ad sets. This approach is particularly effective for retargeting audiences since you want to reach as many potential customers as possible within those audiences. Be proactive and aggressive with your budget adjustments if the ads are performing well and generating positive results.

The Importance of Leaving Old Campaigns On

Don't make the mistake of instantly turning off your old campaigns on Black Friday. These campaigns are likely driving a significant amount of traffic to your website and can contribute to your overall conversions and sales. By leaving them on, you ensure that you capture all potential customers who may have been exposed to your brand before Black Friday. So, maintain your usual campaigns alongside your Black Friday campaigns for maximum reach and results.

Conclusion

Black Friday presents a massive opportunity for clothing brands to generate substantial revenue through Facebook and Instagram advertising. By implementing the strategies discussed in this article, you can optimize your campaigns, target the right audiences, and create compelling ad creatives that drive conversions. Remember to offer high percentage discounts, use static images and carousels, and adjust budgets throughout the day for maximum impact. With careful planning and execution, you can achieve outstanding results on Black Friday and set your clothing brand up for success.

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