Get Your Facebook Ads Ready for Q4 2021

Prepare your Facebook ads for the final quarter of 2021.

During the initial months of COVID-era, Facebook ads took an impressive shift towards e-commerce ad spending. As the world faced an unusual new reality, where shopping from home was the norm, marketers had to adjust their content strategies to meet a growing audience. As a result, digital advertising became more competitive, with an estimated 17% increase in ad spending in 2021. However, that wasn’t the only hiccup to interrupt the marketing landscape this year.

2021 turned out to be even more challenging for Facebook advertising thanks to the transition to ios14.5 and its immediate toll on user activity. Now, 82% of marketers plan to increase their use of first-party data to adapt to the growing security concerns worldwide. They’ve had to get more creative in implementing marketing campaigns, and to lead with personalization versus third-party resources. Despite new obstacles, marketers have an exciting Q4 ahead.

Let’s take a look at how you can optimize your Facebook Ads and make the most of Q4.

Here are the best insights and tips to follow to end the year strong.

Minimal decline in e-commerce ad spending

The last 12 months were flooded by e-commerce shopping as the world that we knew shut down (multiple times). Social distancing contributed to a spike in online purchases, specifically on groceries and sporting goods. Consequently, marketers increased ad budgets to accommodate for the peak in engagement. With that said, many experts agree that the uptick will likely max out in upcoming years. Some marketers recognize that Q4 will see a subtle decline in online purchases, as more consumers will fancy an in-person holiday shopping experience compared to last year.

Conversational marketing

Studies show that consumers respond well to brands that engage directly, and immediately, to questions or concerns. Enter: conversational marketing. This form of modern marketing has trended significantly over the course of 2021, and will continue to show its value during the fourth quarter. Beyond Chatbots and other consumer-based services, marketers should focus their time and energies on improving this type of one-on-one engagement with their audience.

Omnichannel drives better results

A startling 98% of Americans rotate between devices throughout the day. As marketers, omnichannel campaigns are an opportunity to drive more revenue and peak engagement. Not to mention, purchase frequency is 250% on omnichannel vs.a single channel. During Q4, take advantage of making an integrated and seamless experience for your customers. As noted, 2021 is all about improving customer-centric metrics.

Continued push for mobile

Similar to last Q4, the push for mobile ad spending is still pertinent. The trend toward mobile is expected to reach 275,827,000 million this year, which is over 50 million increase from 2020. Reports show that US mobile ad spend is projected to stay strong until 2023. Therefore, this is the opportunity for marketers to implement programmatic strategies, like rewarded videos and app bidding, that navigate towards higher engagement. Some experts have even suggested investing in progressive web apps (PWAs) due to the growing influx in mobile use.

Visual marketing

Many marketers predicted that 51–80% of businesses would rely on visual content in 2021. This included graphics, videos, reels, etc. That conjecture continues to prove true for Q4. With visual content platforms like Tiktok helping to engage with target audiences, the drive for visual marketing is now a stepping stone to higher revenues. For example, Ocean Spray saw 15 million media impressions in less than a month thanks to Nathan Apodaca’s skateboard commute to work. Further emphasizing the power of visual marketing, without having to invest in it yourself.

Facebook Ad prep for Q4 — a new way to personalize

As we delve into Q4, it’s key to prioritize the consumer experience. The approaching holiday season means more ad spending, specifically geared toward e-commerce businesses. By following the tips above, you’ll be able to maximize your potential in the fourth and final fiscal quarter of 2021.

We hope this helps!

For more tips on how to get your Facebook Ads ready for Q4, subscribe to our blog!

We have insights on running holiday ads coming soon. In the meantime, head over to Lightning AI to learn how you can use artificial intelligence to advance your advertising efforts in Q4.