Because it’s the holiday season, you probably think you should be spending your ad budget right now driving people to your website. And that would be a mistake if you’re still new to the game.

Everyone’s Doing It

Yes, everyone is spending their ad budget hoping to drive people to their website to get more sales by the year’s end. That means that it’s a lot more expensive now than it will be in January. Remember, all advertising platforms utilize auctions. If you’re following my Focused FB Ads method, then you’re using automatic bidding on your Facebook ads.

So the cost per click will go up, and you’ll get fewer views for your set daily amount. One other thing to remember is that your daily budget isn’t precise. Google will let it go over by as much as 20%. (Some people report that it can be twice your daily budget. I personally have not seen that).

The other reason why you don’t want to be spending a lot on ads right now is that people are becoming blind to ads. Their screens are full of this widget and that gadget, and they’re just exhausted. You really have to do something to stick up out of the crowd and off the page.

 

So What Should I Be Spending My Ad Budget

Spend your Facebook ad budget to get more people to like your page. Then you can create a lookalike audience and capture new customers in the New Year.  Ease back on your Bing and Google ads.

If you’re Business to Business (B2B), most companies are fairly dead at this time of year. People are having office parties or are on vacation. So your target audience isn’t paying attention. If you have your Google and Bing ads set up for click conversions, you can let them run. It won’t cost you anything to have impressions show up. But if you’re paying for impressions, you may want to try testing some pay per conversion ads right now to save money.

If you’re Business to Customer (B2C), identify the one or two products that usually sell well and focus on them. Remember, video ads are still performing better than carousel which performs better than a single image. And spend some of your budget testing out Instagram ads. They’re still quite cheap for the result.

What you need to be doing now is planning your next quarter and year. I’ll go more into that in the next post.