11 tips for Facebook & Instagram Ad campaigns this Christmas 2020

Are you thinking about running a Facebook ad campaign to promote your products or services this Christmas? Most businesses do. However, the cost of ads will rise in the coming weeks as more people want to run them. To help you get the most out of your campaign, here is an 11 point checklist of what you should consider before and during the campaign. It’s a common pitfall that many businesses overlook what they should do before the campaign and go straight to running the campaign.
There are also video lessons covering some of the tips.

Part a) Before Running the Ad campaign ….


1. Design an eye catching graphic for your campaign

If you don’t have product images you can get excellent free stock images at Pixabay.com or Pexels.com and then use tools like Befunky.com or Apps like Canva or Spark Post to give your images a seasonal feel.

2. Develop a key selling message for your ad

Why should people buy your product or service. If you are not competing on price, what is the main benefit of your product / service. Ensure there is a clear compelling reason and put this in your ad.

3. Create a landing page on your website for the campaign and ensure it is geared up to turn traffic into enquires and sales

Before you run the ad ensure you have a dedicated page on your website that you will drive people to. Then ensure that
A) The page loads quickly (Use Google speed test tool to check)
B) There are support messages eg. Further reasons why they should buy the product / services.
C) Also, try to add a testimonial or a video that sells the product

4. Have call to action options on your website, including Facebook messenger

Prompt people to enquire about your product or service. Not everyone will purchase straight away as they have questions. Include Facebook Messenger as an easy way for people to get in touch from your web page.

5. Decide which audiences you will target – target warm audiences first

It’s best to target warm audiences first eg. Your followers or website visitors as you have a better chance of converting them. If you have the Facebook Pixel already installed on your website be aware that you can target people who visited specific web pages or stayed on your website more than others. Also consider creating lookalike audiences of your web visitors which allows you to target the top 1% of people in the country who are most similar to them.
These video lessons are from the Facebook & Instagram Ads course 2020- 21 (27 on demand video lessons) within our Digital Marketing School. Members can watch the full course which shows you how to advertise on Facebook & Instagram and it has been updated in November 2020 to reflect Facebook’s big redesign.

6. Decide how you will measure your campaign

What constitutes success when you run the ad campaign? If you are driving people to your website you will want to know how many clicks you got and the cost per click. However it would also be good to know how many sales or enquiries you achieved. Therefore, it’s a good idea to setup custom conversions on your website so you can track how many people took specific actions having seen your ads eg. Added to cart, made a purchase etc.

Part B) When running your Ad campaign ….

7. Use the Ad creation tool (not boost post) to ensure you have the best options

The boost post button doesn’t give you all the options you need when running an ad. Ensure you use the Ad creation tool and that will help you get the best results
This video lesson is  from the Facebook & Instagram Ads course 2020- 21 (27 on demand video lessons) within our Digital Marketing School. Members can watch the full course which shows you how to advertise on Facebook & Instagram and it has been updated in November 2020 to reflect Facebook’s big redesign.

8. If you are driving people to your website, choose the “Website traffic” objective rather than engagement

By choosing this objective your campaign can be optimised to appear mainly in front of people who tend to click out of Facebook or People who tend to follow through with clicks and actually land on web pages. If you were to choose the “Engagement” objective it mainly gets in front of people who tend to engage with posts (not the same as leaving Facebook)

9. Don’t just run one campaign targeting multiple audiences with the same message

If you are targeting different audiences, , break your main campaign into sub campaigns (adsets) and tailor the message and the image to each audience. You ads will resonate better and will result in lower cost per clicks.

10. Consider using all of the placements available

There are 14 main placements available for your ads on Facebook and Instagram. Because large brands will be spending a lot of money on ads, consider using all the placements available which might keep your costs as low as possible. Just choosing the main newsfeeds could results in much higher costs for you

11. Ensure you monitor your results in Ads Manager

Keep an eye on how your campaign is doing in Ads manager ir use the Facebook ads app. If after a few days an adset doesn’t seem to be doing well eg high cost per click, then turn it off. Get a breakdown of your results by age, gender, placement, website conversion and also ad creative to see which are performing best and then consider focusing your remaining campaign on the best audiences and the best ads.
Hope you found those tips useful  – best of luck with your Christmas campaigns!
All the best

Want to learn step-by-step how to run the ad campaign?

Members of our Digital Marketing School get immediate access to our latest Facebook & Instagram ads course (28 video lessons) so you can watch them and learn at your own pace.

What members say

If you are wondering if it can help improve your digital marketing, here’s what members say about the Digital Marketing School:


“All I can say is Wow” Vivienne Purcell, (Limerick & Clare Education & training Board)

“Blown away is an understatement” Mike Varden (Varden Guitars – County Clare)

“Fabulously Informative and user friendly” Michael Martin (Titanic.ie – County Cork )

“It is really excellent” Declan Conlon (Life & Mindfulness Coach – County Offaly)

“The number of engagements  we are getting on Instagram has doubled” AnnaLeigh Hanlon (Foynes Pharmacy – Limerick)

“You will learn everything that you need … step by step.  It is amazing value for money” Brian Hogan (Coral Leisure)

I have more skills, confidence and focus now in terms of managing my business’ digital marketing strategy Caroline Ryan (MID WEST PHYSIOTHERAPY  – County Limerick)

“Such a great resource for my business that I can access at any time, which suits me so much”Lorraine Clery (Mpower Creative Mindfulness – Athlone)

“I would really recommend the Digital Marketing School” Pauline Thornton  – (Ivory Lane Boutique (County Galway)


You can read more detailed testimonials here 


What members receive

As a member of the Digital Marketing School you can:-⁣

⁣1 – Download a digital marketing plan which shows you step-by-step how to increase your sales through digital marketing⁣. This is ideal to help increase your sales at a time when everyone is shopping more online.



⁣2 – Access 12 on-demand digital marketing courses – over 16.5 hours of video lessons – which show you step-by-step how to implement your plan covering SEO, Facebook ads, Instagram marketing, how to make your own marketing videos, how to generate sales on your website plus lots more.⁣

⁣3 – Attend a LIVE digital marketing course over Zoom each month where we focus on very popular topics and you can ask lots of questions. In November we are covering “How to use your marketing videos across social media and your website”. As a member you can watch replays of previous Zoom courses if you were unable to attend live.⁣

November 9, 2020