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What Changed for Facebook E-Commerce Advertisers During the Holidays?

What Changed for Facebook E-Commerce Advertisers During the Holidays?


What differences did Nanigans, a Facebook Marketing Partner, find when it examined its e-commerce purchasers’ 2014 results general and Right Through the vacation purchasing season?

One Of The Vital biggest discrepancies used to be found in purchases on weekends, with Nanigans reporting that weekends represented “height purchasing days” All Over the vacation purchasing season, While the highest day of the week All Through 2014 total used to be Thursday. Nanigans wrote:

From January during the end of October 2014, buy rates on Facebook reached their top on Thursdays. However, Right Through the vacations, purchase charges had been best possible on the weekend.

As viewed in the 2nd graph, The Proportion of weekly purchases segmented by way of on a daily basis of the week was once just about inverted between the holidays versus the rest of the 12 months.

Weekends are height buying days All Over the vacations, as opposed to Thursdays Right Through the rest of the yr.

Don’t bargain the weekends During the vacation procuring season. Consider restructuring your bidding and funds allocation to be weighted more heavily toward weekends to capitalize on increased purchase activity.


Whereas ultimate days of the week assorted when comparing holiday season with the 12 months overall, time of day didn’t exchange at all, with Nanigans discovering that 9 a.m. to 11 a.m. ET used to be probably the most active duration for its e-commerce purchasers throughout the yr, together with the holidays.

Other findings by means of Nanigans included:

  • All Over the 2014 vacation season, the single biggest seasonal raise came from adult males procuring by means of desktop, up 233 percent when compared with the year as a whole.
  • Click On-thru charges surged on desktop, doubling for females and leaping 33 p.c for adult males.
  • The Proportion of Fb Ad spending targeted to cellular devices greater than doubled All Over the 2014 vacation season.


Readers: Did any of the findings by means of Nanigans shock you?

Image courtesy of Shutterstock.

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