Facebook advertising is one of those things that people either swear by or swear at. If you’re in the first group, get ready with an “I told you so.” If you’re in the second group, get ready for a surprise.
A report from social advertising platform Kenshoo shows a huge spike in Facebook ad performance over the Black Friday weekend.
Looking at the entire weekend, Cyber Monday delivered 29% of the revenue from Kenshoo’s social media ads.
So pretty. And scary. Kenshoo says that marketers poured 75% of their monthly ad spend into that single weekend. Luckily it paid off. The lesson here is that you shouldn’t be afraid to put a lot of your online marketing eggs into one social media basket. This is particularly true if you make a large portion of your revenue during specific times of the year. It doesn’t have to be Christmas. If you sell jewelry or candy then hit those Facebook ads hard in early February.
It’s not just the date that matters. Kenshoo says their most successful clients took advantage of Facebook’s ability to personalize and target advertising so they weren’t wasting money on customers who aren’t likely to convert. As a result, the return on ad investment was stellar.