Facebook Ads a Sure Bet for the Holidays

Allison Howen
by Allison Howen 12 Oct, 2012

If your business has been contemplating launching a Facebook adverting campaign, this upcoming holiday season could be the perfect opportunity to do so.

This is because a recent study from digital ad management platform Marin Software reveals that many consumers turn to Facebook during their hunt for deals around Thanksgiving time. The "Online Marketer's Guide for the Holidays" study gathered holiday trend data from Marin Software's more than 1,800 advertisers, with the results showing that Thanksgiving weekend produces five of the top six shopping days of the year for online advertisers.

According to the study's data, in 2011 online advertising revenues surged during the days between Thanksgiving and Cyber Monday. In fact, Black Friday obtained the highest return for marketers who acquired 300 percent more revenue from paid search ads compared to 2010, followed by Cyber Monday which received a 260 percent increase. These increases indicate that more consumers are looking for holiday deals through online search, which also proves how important it is for retailers to coordinate their campaigns with the holiday season.

However, the study also shows that Facebook holiday shopping trends in 2011 were similar to the paid search statistics - with Facebook-originated ad revenues also increasing during the Thanksgiving weekend. This means that in addition to search, consumers are also turning to Facebook to find holiday deals. Additionally, it is important to note that one of the study's most surprising findings revealed that Cyber Monday actually returned a higher level of revenue than Black Friday for Facebook advertisers in 2011.

"The pressure is on for retailers heading into the holiday season. Based off of what we saw last year, the stretch between Thanksgiving and Cyber Monday will be critical to retailers' success as shoppers become increasingly attuned to promotional events during the holidays," said Matt Lawson, vice president of marketing and partnerships at Marin Software. "Similarly, Facebook is an advertising channel that smart marketers should not ignore as our data shows the social site taking on search-like characteristics during the holiday season."