This document summarizes an agenda for a presentation on preparing social ads for the holiday season. The agenda includes: 1. Discussing why social advertising is important, especially around the holidays. 2. An overview of advertising at the presenting company, Nic. Christiansen Group, including their philosophy and goals. 3. Details on how ad spend typically increases around the holidays and tips for optimizing ads during this busy time, such as thinking globally and focusing on mobile. 4. Emphasis on installing pixels to properly measure conversions and ROI.

1. How to Prepare Your Social
Ads for the Holiday Season
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2. Kasper Fenger
Social Media Manager
Your Presenters.
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Mette Louise Schmidt
Customer Success Manager

3. Today’s Agenda.
1. Why social advertising?
2. Advertising at Nic. Christiansen Group
3. Ad spend around the holidays
4. Install a pixel and succeed
5. Advertise checklist
6. Ads year-round vs. holiday spend
7. Hot tips for the holidays
8. How to sell a jag
9. Q&A
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4. WHY SOCIAL
ADVERTISING?

5. • Taking us back to the golden days of TV advertising
• Example: CDs. Not only was ad spend controlled but market too
• Now: Many actors, less controlled, global competition
• Now: Opportunity for everyone from small business owners to
large companies to target intelligently
You might know the what, but
do you know the why?

6. • Clear ROI - By the way: You have to install a pixel!
• Data on all the content that you produce
• Changes in algorithm has left you with no choice
• Do we even need to talk about the whys anymore?
Why social advertising?

7. ADVERTISING AT
NIC. CHRISTIANSEN

8. • How did we get started
• What’s our philosophy?
• What’s the motivation?
Advertising at
Nic Christiansen Group

9. AWARENESS BOTTOM-LINE RESULTS
• Brand awareness
• Reach
• Page Likes
• Post Engagement
• Event Responses
• Website clicks
• (Store visits)
• Video Views
• Conversions
• Lead generation
• App Installs
• Store Visits
• Offer Claims
• Catalogue Sales

11. AD SPEND AROUND
THE HOLIDAYS

12. • 8 in 10 holiday shoppers find inspiration online
before making a purchase
• Bid prices can increase by 140% during the holidays
• Conversions fall up to 20% for every second delay of
mobile page load time
• Holidays cross borders more than ever
Advertising during the
holidays

15. • Think global
• Think mobile
• Think long-term
Advertising during the
holidays

16. Install
PIXEL and
succeed!

17. THE ONLY WAY TO
MEASURE CONVERSIONS

18. HOT TIPS FOR THE
HOLIDAYS

19. • Ad bidding is higher - you need to know your
audience even better than usual
• Use you own data to target to your audiences
• Which products are eligible for targeting?
• Do you offer a good mobile experience?
Otherwise avoid doing mobile ads during the holidays
Hot tips for the holiday season

20. Advertise Checklist
1.Allocate budget
2.Find your audiences - Known audiences, saved audiences
3.Find your audiences - Interest-based, saved audiences
4.Find your audiences - Engagement-based, saved audiences
5.Define eligible products according to segmented audiences and budget
6.Define proper content to sell those products to those audiences
7.Make a content plan - distribute according to personal peaks
8.Set up ad sets in November
◦Budget alright?
◦Placement alright?
◦Audience size alright?
◦Device alright? (remember mobile!)
◦Content matches audience?
◦Audience matches objective?
◦Objective matches your business goals?

22. • Don’t just focus on the holidays
• Set your priorities wisely
• Compete where there’s a shot at winning
• Don’t subjugate yourself to the larger holidays
Kasper’s golden tips for
sustainable year-round ad
spend

24. HOW TO SELL A JAG

25. • New social campaign
• Our experiences and learnings
Case: How to sell a Jag

26. Create
Awareness
& Buzz.
Sharing car details with the
target audience.
1

27. ’Tis the
Season to
Retarget .
Technique was to retarget
visitors to a) the I-PACE site and
b) the order site but
incomplete order.
2
I-PACE currently
the 3rd most
sold car in
Norway!

29. https://www.facebook.com/business/news/insights/what-does-facebook-data-reveal-about-the-2017-holiday-shopping-season
https://www.wordstream.com/blog/ws/2017/11/27/holiday-marketing-stats
https://www.wordstream.com/blog/ws/2017/01/05/social-media-marketing-statistics
https://www.socialmediatoday.com/social-networks/facebook-releases-new-data-holiday-season-trends-and-usage-patterns-
infographic
REFERENCES

30. Up Next: November 29th
Lessons Learned from Cringeworthy
Social Media Fails
ft. Netino by Webhelp
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31. @falconIOfalcon.io welcome@falcon.io