Do Facebook Ads Traditionally Cost More in Q4?

How to navigate Facebook Ads and CPC spending in Q4.

On average, people access Facebook 8 times a day. This opens a door of opportunity for marketers aiming to reach their target audience. On top of that, there are 2.79 billion people using Facebook globally. This attests that market growth is always apropos for your brand. Facebook Ads present both small and large businesses with the freedom to gain more visibility and redirect users back to their website. In 2021, it remains the most cost-effective advertising method, but not as much when the bustiling fourth quarter sets in.

In order to pull off Facebook Ads effectively, you have to measure and manage each marketing campaign with precision. Part of this involves creating and staying within budget while making adjustments as necessary. Since advertising rates traditionally increase in Q4, marketers must expand their budgets during this time. You might be thinking — How do I cover higher CPCs with a shoestring budget? It just so turns out that Q4 has the potential to put you way in over your head without the right guidance.

Luckily, there are several ways to offset the costs by building a compelling budget strategy for Q4. As the busiest time of year for e-commerce and retailers, it’s important to differentiate your brand from the competition. Regardless of your marketing efforts, you’ll get hit with higher CPCs and CPMs in the fourth quarter, which means there is no better time to optimize your campaign schemes for the better.

Here is a quick look on how to handle Facebook Ad increases in the fourth quarter and what you can do to maintain or increase your ROI.

Get ahead of the retail curve

Approximately 55% of consumers will start shopping before Thanksgiving 2021. Buyers aren’t waiting until Black Friday like they used to which means there is more room to capture your target audience. That said, businesses can get ahead of the game and use this to their advantage. The following methods will help you counterbalance the increase in ad spending in Q4:

• Optimize site speeds and mobile landing pages
• Increase awareness with video content
• Set initiatives for early shoppers
• Push promos at peak times

On another note, businesses often wait to launch their promotional calendars until the holiday season starts. We see this as a missed opportunity. Statistics show that starting out earlier heeds a load of benefits. With shoppers gravitating more towards mobile use, you can use this knowledge as leverage for Facebook Ads in Q4. Gear your campaigns toward mobile usage and establish a competitive edge early on so you can remain a staple throughout the holiday season.

How to prepare for the rising costs

Don’t let the increase in ad rates get you down. Although inevitable, you’ll be surprised how much you can optimize without breaking the bank.These are proven strategies for 2021 marketers looking to lessen the impact of Q4 expenses.

Maintain or increase ROI

2021 has dealt marketers their fair share of challenges. With the uptick in user privacy and decline of ios tracking, we’re essentially in the midst of an ad rebirth. The way marketers gain consumer metrics is no longer the same. Therefore, investing in concrete marketing methods will help you maintain or increase your ROI this year. Here are some valuable tips on making Facebook Ads in Q4 a success:

• Ramp up brand awareness with top of the funnel marketing
• Create discounts for buying trends
• Email capture campaigns
• Engage in other platforms like TikTok and Reddit
• Run video view campaigns and retarget

The fourth and final quarter is all about raising brand awareness. If you implement any of the strategies mentioned above, you’ll find the results are worth the added costs. In fact, 81% of people have been convinced to buy a product or service by watching promotional video content.

Increase your average order value

Image source: Omniconvert

Increasing average order value is particularly helpful for e-commerce brands. This tactic works effectively at covering any added costs sustained from your Facebook Ads in Q4. Moreover, it gets shoppers to buy more and see greater value in their purchase. Take a look at the best tips to get you started:

• Collaborate with another brand
• Introduce a product bundle package
• Give freebies with every purchase
• Encourage bulk orders for discounts
• Offer free shipping

Begin A/B testing for Facebook Ads in Q4

With the holidays quickly approaching, the next few weeks are an optimal time to perform A/B testing. This will allow you to see how well your Facebook ads perform by the time shopping season arrives. Likewise, any component could influence the effectiveness of your ad campaign. For this reason, testing them out enables you to assess the aptitude of your ad set and decipher what works and what doesn’t. For example, your copy could be lacking. Or maybe the type of ad you chose does not resonate with your audience. Test it out now before the stress of the holiday season takes over!

Keep in mind that the beginning stages of Q4 will set the tone for the remainder of your final quarter. Lighting AI encourages all marketers to utilize these Facebook ad insights and not let the cost increases hold you back from a profitable fourth quarter.

We hope this helps!

Lightning AI is the ultimate resource for all things Facebook related. We effectively help businesses achieve real results with the use of artificial intelligence. With our skilled understanding, you’ll maneuver Q4 with ease and maintain ad consistency despite the rising costs. Want more tips on how to navigate Facebook Ads in Q4? Check out this post that details all the Facebook Ad trends of 2021.