This year, nearly $650 billion in holiday revenue will be up for grabs, with social media playing a larger role than ever to influence what people decide to purchase, and with whom to do their shopping. To help you drive your sales home for the holidays, we've broken down some of the most important strategies that marketers can employ to keep their campaigns off the naughty list, and on the path to success.

1. Holiday Advertising for Retailers
on Facebook
NAUGHTY NICE
How to Keep Your Campaigns
Off the Naughty List
presented by brandnetworks

2. In 2013, holiday sales rang in at
$601.1 BILLION.
This year, they’re projected to
increase another 8%.
Let It Grow!
Let It Grow!
Let It Grow!
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3. That’s nearly $650 billion up for
grabs this season.
To stay on their companies’ nice list,
marketers will need to snag their fare
share of these seasonal dollars.
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4. E-COMMERCE WILL PLAY A BIG ROLE
Average e-commerce order
value increased by
13.96% to roughly $166
Between Thanksgiving and
Cyber Monday, 33% more
purchases were made on leading
retailers’ websites
LAST YEAR:
3x
166$
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5. YOUR NAME YOUR NAME YOUR NAMEYOUR NAME YOUR NAME
Facebook accounts for 55.18%
of upstream traffic from
social sites to retailers sites
30% of Facebook users have
purchased an item in store after
sharing or liking it
And 28% have purchased an item
online after sharing or liking it
Facebook boasts an average
order value of $102.59
E-COMMERCE FUELED BY FACEBOOK
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6. practices for your seasonal
Facebook campaigns.
To help you
DRIVE RETAIL SALES HOME FOR THE HOLIDAYS,
we’ve created a list of
Naughty & Nice
NAUGHTY NICE
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7. LAUNCHING ADS IMMEDIATELY
BEFORE BLACK FRIDAY,
THEN STOPPING CAMPAIGNS
WHEN THE HOLIDAYS ARE OVER
NAUGHTY
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8. Create early
awareness and drive
traffic to your site.
Track and re-market
to these visitors later
on.
Be ready to address
potential issues
and opportunities.
Adjust ads later in
the day, when hot
items have already
sold out.
Revert back to an
always-on strategy
to continually
promote products
and sales.
Roughly 3/5 of people
receive holiday gift
cards. Keep campaigns
rolling after the
holidays to target
these late spenders.
HAVING A PLAN BEFORE, DURING,
& AFTER THE HOLIDAYS
1-2 MONTHS PRIOR
TO BLACK FRIDAY
THANKSGIVING &
BLACK FRIDAY
BLACK
FRIDAY THROUGH
THE HOLIDAYS
AFTER THE
HOLIDAYS
NICE
www.bn.co

9. USING THE SAME PRODUCT
IMAGERY & COPY THAT YOU’VE BEEN US-
ING THROUGHOUT THE YEAR
NAUGHTY
www.bn.co

10. SKIMMABLE CONTENT
Group products in a
way that’s easy for
overwhelmed shoppers
to digest. For example:
“Gifts for her,” “Steals
under $15,” and “Seasonal
Sweaters.”
TAILORING COPY & CREATIVE
SPECIFICALLY FOR THE HOLIDAYS
SEASONAL CONTEXT
Dress your content in
it’s “holidays finest.”
Sympathize with seasonal
stress, and embrace the
spirit of “giving” rather
than “buying.”
EXCLUSIVE OFFERS
Free shipping and online-
only discounts (68% and
58%) drive users to buy
online. Let user’s know
why now is the time to
get the best deal.
NICE
www.bn.co

11. ONLY RE-MARKETING TO USERS
WHO PLACE AN ITEM IN THEIR
SHOPPING CART, OR VISIT YOUR
CHECK-OUT PAGE
NAUGHTY
www.bn.co

12. Sweaters You’ll Love!
Watches 25% off now!
Place Website Custom Audiences pixels on the
landing pages for each product vertical you
offer, then pair your ads with unique targeting
and creative.
CAPTURING & REMARKETING TO USERS
THROUGHOUT THEIR ONLINE EXPERIENCE
Browse Sale Shoes Now
NICE
www.bn.co

13. ASSUMING CUSTOM AUDIENCES ARE
REACHING A LARGE ENOUGH USER BASE
NAUGHTY
www.bn.co

14. FINDING LARGER RELEVANT
AUDIENCES WITH LOOKALIKE AUDIENCES
Extend the reach of lookalike audiences by
matching them to the top 10% of Facebook users.
Then, layer interest and behavioral targeting
on top of this wide initial user base to trim size.
NICE
www.bn.co

15. FOCUSING ALL OF YOUR EFFORTS
ON DESKTOP SHOPPERS
NAUGHTY
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16. Use images designed for the small screen, reduce copy, and
drive to mobile-friendly sites. Prevent lagging load times by
targeting 3G users or higher for link or video posts.
OPTIMIZE CAMPAIGNS FOR
MOBILE & DESKTOP SHOPPERS
Cyber Monday
mobile traffic
jumped 53.19%
last year
Since 2012
Black Friday
mobile traffic
to retail sites
is up 89.46%
2013 Mobile
sales were
over $1B for
Thanksgiving -
Cyber Monday
NICE
www.bn.co

17. MANUALLY MANAGING ALL ASPECTS
OF YOUR CAMPAIGN
NAUGHTY
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18. Email Actions: Whenever a user receives, opens,
or clicks an email - serve them a similar ad.
Product Surplus: This years “hottest” toy isn’t
selling as fast as you thought it would. Trigger ads
that show mom what she’s missing.
In-store Traffic Drop: Use geo-targeted
Unpublished Page Posts to scale messaging to
markets with low in-store traffic.
USING AUTOMATION TO REDUCE
WORKLOAD & CREATE GREATER CONTEXT
FOR YOUR CONTENT
NICE
www.bn.co

19. Even the “nicest” of advertisers still need a little
help creating holiday magic on Facebook.
For even more tips and tricks to help you drive
holiday sales with Facebook, download our
complimentary ebook : The 2014 Ultimate Guide to
Holiday Advertising on Facebook
DOWNLOAD
The Ultimate Guide to Holiday
Advertising on Facebook