How to Plan Your Christmas Advertising Strategy on YouTube

The Q4 holiday season is here! For YouTube advertisers, this quarter is one of the busiest times for YouTube app and TV advertising, with Christmas presenting a high-stakes opportunity to boost performance while maintaining cost efficiency. With strategic planning, your Christmas ad campaigns can set the stage for a strong finish to 2024 and an even stronger start to 2025.

Read on to discover how to optimize your YouTube ads strategy for the season’s unique demands and ensure your ads make a memorable impact this Christmas and beyond.

When To Start Your YouTube Christmas Advertising

The final quarter of the year is a peak period for holiday advertising, covering Halloween, Thanksgiving, Cyber Five, Christmas, and New Year. For Christmas in particular, the buying season begins early, with many consumers planning purchases over three months in advance, yet a significant wave of last-minute shopping continues right up to Christmas Eve.

Timing is a key piece of your Christmas advertising strategy to effectively capture this demand. According to Numerator’s Q4 Holiday Survey, 70% of holiday ad viewers will use online channels for their Christmas purchases, and 44% plan a blend of online and in-store shopping, making it essential to reach them wherever they are.

Moreover, holiday spending expectations are high: 79% of shoppers plan to spend over $200 on Christmas alone, while the NRF projects an average holiday expenditure exceeding $900 per consumer. This makes the holiday season an even opportunity for YouTube advertisers to drive brand visibility and impact through well-timed and optimized video ads.

Mapping Out Your YouTube Advertising Timeline for the Christmas Rush

With Christmas just around the corner, how should you map out your strategy for the season? Here’s an ideal timeline to guide your Christmas advertising as you finalize your Q4 and look ahead to Q5. And if you’re not starting now, it’s never too early to prepare for 2025!

September: Build Brand Awareness with YouTube Campaigns

We mentioned that customers start looking into holiday purchases three months or more before Christmas. That’s precisely why September is the ideal time for your awareness campaigns for your YouTube Christmas advertising to be riding high.

A prominent YouTube advertising format for reach campaigns is bumper ads, which show consistent, year-round performance based on Campaign Lab data.

Further, we analyzed the performance of bumper ads by month, and the data shows that September offers the most cost-effective opportunity to build awareness before transitioning to your YouTube Shopping campaigns. As awareness campaigns typically increase in cost during October and November, it’s essential to establish a strong presence in September.

October: Engage Audiences with Views Campaigns

October is the perfect time to focus on driving engagement and views through Video View Campaigns. YouTube highlights that 91% of viewers connect with video content on both a technical and emotional level. Thus, aside from effective audience targeting on YouTube, driving views also involves heartwarming ad creative to keep audiences engaged. 

According to Strike Social’s Campaign Lab data, YouTube video view campaigns’ cost per view (CPV) has improved by 10% year over year (2023 vs. 2024). As Halloween advertising wraps up, be ready to transition smoothly into your Thanksgiving and Christmas campaigns.

October stands out as the most cost-efficient month for VVC, with November also showing favorable CPV. This lets you stretch your Video View Campaigns and maintain a consistent, always-on holiday advertising strategy.

Download the YouTube VVC Case Study

By effectively using YouTube Shorts and the AI functions of Video View Campaigns, Strike Social achieved 5M+ total video views and 59% cost efficiency. For an HVAC brand advertising during Thanksgiving week, a peak moment in Q4, this campaign was a total success.

Download the report

November: Target Shoppers with Video Action Campaigns

As November approaches, following the conclusion of the 2024 U.S. presidential election, it’s time to shift focus to sales-driven holiday ads. Target shoppers during the Thanksgiving period and Cyber Five, with 67% of consumers expected to make purchases during Cyber Week. Salesforce projects that online stores will capture 7% of in-store sales on Black Friday, underscoring the need for a more aggressive approach as the month winds down, ahead of the Christmas advertising rush.

YouTube Video Action Campaigns are designed to prompt viewers to take action, such as making a purchase or visiting your website. By linking your ads to your Product Feed and leveraging YouTube’s short-form content with Shorts Ads, you create a powerful combination for driving sales.

CPC trends for YouTube VAC ads show that you can kick off early Christmas campaigns in September at a cost-efficient rate. Although CPCs may peak in October, by November, you’ll be well-positioned to capture conversions again.

December: Boost Conversions and Reignite Reach Campaigns

Alas, the holiday advertising season’s culmination all boils down to how you will end your year. We recommend keeping your conversion campaigns going, and, even better, hitting the budgets harder, especially during the final weekend before Christmas. With only five days between Black Friday and Christmas Eve this year, expect a noticeable increase in YouTube ad views as shoppers ramp up their buying activity.

As highlighted earlier, December’s CPC for YouTube Video Action Campaigns saw a slight 2% increase, which is typical for the busiest time of holiday advertising campaigns. Meanwhile, in preparation for Q5, Reach campaigns focusing on bumper ads see an 8% decrease compared to November and a 6% reduction compared to the overall CPM from 2023.

Best YouTube Placements for Christmas Advertising Videos

As you plan your Q4 holiday advertising strategy, you should focus not only on when to launch your Christmas ads but also on where to place them. Selecting the right YouTube ad placements can make all the difference in driving the views and clicks you need to succeed.

In-stream Skippable and Non-Skippable

With a reach of over 3 billion users, placing your ads within prime YouTube video content is a surefire way to get audiences to stick around and create strong brand recall. Non-skippable ads, in particular, are proving highly effective, especially across YouTube’s mobile and Connected TV (CTV) formats. The combination of mobile and TV screens during Q4 boosts visibility and ad retention, making it an ideal placement for holiday campaigns.

In-Feed

In-feed ads are perfect for capturing the attention of users actively searching for holiday-related content. These ads appear when users are looking for gift ideas or researching Christmas shopping options. By utilizing the right holiday keywords and contextual targeting, you can ensure your Christmas ads appear in front of the right audience, driving traffic directly to your product pages and increasing the chances of conversions.

YouTube Shorts

YouTube Shorts, with 50 billion views daily, is one of the most versatile ad placements for your Christmas advertising strategy. Whether you’re running a Video Reach Campaign (VRC) or a Video View Campaign (VVC), YouTube Shorts video ads offers an excellent opportunity to increase visibility and engagement. Its short-form, vertical video format is perfect for delivering festive, attention-grabbing ads that resonate with today’s on-the-go consumers.

YouTube TV

YouTube’s Connected TV (CTV) platform has grown significantly since Q4 2023, and, according to our YouTube benchmark report, it’s become a top placement for high ad retention and view rates. 

According to LG Ad Solutions, 43% of CTV audiences report that ads help them decide on their holiday purchases. Moreover, 72% of viewers will likely scan a QR code featured on CTV ads, further engaging with the brand. With more consumers watching TV through YouTube, this is an essential placement for holiday advertisers seeking to drive both awareness and conversions.

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Further Reading

Introducing Performance Max Ads

As Google TV grows, you may wonder if it’s worth adding to your brand or client’s advertising strategy. Before making a decision, it’s important to weigh the benefits of incorporating Google TV into your advertising mix.

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What is The Best YouTube Advertising Strategy for The Christmas Season

A well-rounded Christmas marketing strategy involves a combination of creative approaches, targeted ad formats, and real-time optimizations to deliver the best possible return. Here’s how to refine your YouTube advertising strategy for your holiday ads this 2024:

Real-Time Optimization with Expert Support

• You must make quick adjustments based on real-time data to stay competitive with your Christmas advertising strategy. Partnering with a specialized YouTube ads agency like Strike Social, allows you to free up your time as our team optimizes campaigns 24/7, ensuring your ads perform at their best throughout the holiday season.
• YouTube CTV ads tend to have higher engagement rates and cost efficiency, as evidenced by our data showing a 6% increase in view rates compared to 2023 benchmarks. By working with a YouTube CTV agency, you can reduce your CPV by up to 18%, improving the overall cost-effectiveness of your Christmas campaigns.

Spreading Holiday Joy with YouTube Ads

A successful YouTube campaign when advertising for Christmas involves optimal timing, placements, and creative strategies. All those combined with the help of an expert YouTube ads agency can bring out the biggest smiles to your brand’s viewers and stakeholders just as Q4 ends and Q5 draws near. 

For expert planning and support in executing a winning YouTube Christmas advertising strategy, get in touch with our team today. We’ll help you with a personalized walkthrough of our AdTech solutions to help you through your 2024 holiday ads to a prosperous beginning for 2025.

The post Planning a Winning YouTube Christmas Advertising Strategy appeared first on Strike Social.

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Partnering with a Meta Ad Agency for Optimized 2024 Holiday Advertising Costs

The peak 2024 holiday season is fast approaching, and with Meta restricting political ads a week before the election date, the ad space is again available for brands to compete.

Some brands may have paused their ads in October in anticipation of the influx of 50% of the political ad budget. We previously recommended against pausing your ads during this period; instead, it’s better to maintain an always-on approach while guiding your Facebook and Instagram audiences through awareness, engagement, and conversion campaigns.

To help you achieve peak performance during this busy season, here’s why a Meta advertising agency is key to optimizing your Q4 2024 holiday advertising costs.

How A Meta Ad Agency Can Improve Your 2024 Holiday Advertising Costs

In addition to assisting you in activating and managing your holiday ad campaigns during Q4 2024, partnering with a Meta ad agency to enhance your holiday marketing offers numerous advantages. Even with limited time for the learning phase, the expertise of a Meta advertising agency can serve as the foundation for steering your holiday ads toward success.

Expert Knowledge of Meta Holiday Ad Costs

A key priority for a social media advertising agency is making sure your ads deliver results and keeping your holiday advertising costs within your campaign budget—or even lower.

Strike Social’s service promise is our commitment to achieving your desired outcomes—whether that means hitting specific CPM or CPV targets or reaching a particular number of impressions or views within a set timeframe. With our expertise as a Meta ad agency, we establish benchmarks based on current rates, allowing us to devise effective strategies that meet your financial goals.

Strike Social’s Campaign Lab data for Q4 2024 indicates a trend of rising CPMs as the year progresses, underscoring the importance of proactive planning.

Consequently, we recommend building awareness in the months leading up to Q4, specifically in September and October. Then, ensure that you guide these audiences toward your lower-funnel campaigns, such as post engagement campaigns and traffic and conversion efforts. By October, shoppers are already searching for brands to consider for their holiday purchases.

However, awareness campaigns should follow an always-on strategy, as CPM levels tend to stabilize at a lower rate when Q5 begins at the start of the year. Meanwhile, lower-funnel campaigns show positive trends from Q4 through Q5, making this an ideal period for your holiday advertising efforts to shine, including capturing last-minute shoppers.

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Further Reading

Boost Your Q4 Holiday Ad Conversions with Facebook Engagement Campaigns

As the holiday season heats up, it’s an ideal moment to drive audiences further down the funnel and maximize conversions. Facebook engagement campaigns excel in turning brand reach and visibility into meaningful interactions, positioning your brand for impactful results throughout the holiday period.

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Hypergranular Targeting for Audience Segments That Drive Engagement

Just as you can utilize Facebook Audience Insights to identify target demographics such as age, gender, and location for your paid ads, a Meta ad agency leverages extensive insights gained from hundreds to thousands of previous successful campaigns.

An experienced agency specializing in Meta advertising possesses extensive knowledge from managing numerous Facebook and Instagram campaigns. Historical data from past campaigns is a valuable reference for understanding which audience segments perform best for specific industries and determining the optimal breadth or narrowness of targeting to achieve your desired views and clicks.

With over a decade of campaign experience on Meta and other social media advertising platforms, we have access to billions of data points that inform our decisions about ideal audience sizes and costs for precise targeting.

One of our recent successes involved a local fitness club aiming to drive digital sign-ups through a Facebook advertising campaign. Through link-click campaigns and precise location-based targeting, we ensured that ads reached the right audiences within the club’s service area. This strategic approach resulted in over 300,000 sign-ups, 1.5 million link clicks, and 700 million impressions, significantly enhancing the club’s digital presence.

Download the Facebook Health and Fitness Case Study here

Knowledge of Effective Ad Formats and Strategic Placements

With a deep understanding of Meta’s most effective ad formats, a Meta ad agency customizes options like Reels, carousels, and Stories to enhance engagement and performance. As Meta continues to expand its diverse array of ad formats and Advantage+ placements, it’s worth exploring which aspects of the Meta advertising network will drive traction for your holiday advertising campaigns.

For your Q4 2024 holiday advertising, Meta has introduced a new AI-powered feature within its Advantage+ shopping campaigns, allowing promotions to be showcased within the same ad. For instance, a promo code can be prominently displayed as a spotlight feature on a Reels ad:

Based on insights from Strike Social’s Campaign Lab data, here are our recommendations for the top Meta ad placements and advertising formats for your Q4 2024 holiday campaigns:

24/7 Execution of API-led Bid Optimization

To enhance this process, our Campaign Lab technology facilitates continuous campaign monitoring every two hours. Notifications are sent to the designated media buying team, making sure there is always vigilant oversight on your Facebook and Instagram holiday campaigns.

Strike Social’s Proven Success on Meta Advertising

We can confidently say that you should choose us to manage your holiday advertising campaigns this year, but what is our promise without the backing of our clients’ success?

How Targeted Meta Ad Placements Produce 34% CPLC Efficiency

As part of its anniversary collection, a luxury watch brand’s Facebook advertising campaign needed to introduce its new product line. While their brand represents luxury and prestige, the goal was to effectively reach a broad audience that would likely engage with their Facebook ad campaigns.

Results: The campaign successfully combined targeted placements to drive engagement and cost efficiency. Facebook overlay ads on Reels captured 77% of overall impressions and generated 48% of link clicks, proving highly effective in reaching a wide audience. Feed placements provided an additional 15% of impressions and accounted for 36% of link clicks, while Instagram Stories, though a smaller contributor, added 3% of impressions and 8% of link clicks. 

In terms of cost efficiency, each format demonstrated significant savings: Reels overlay ads reduced the cost per link click (CPLC) by 49%, Feed placements by 44%, and Instagram Stories by 38%. Altogether, this strategic mix resulted in a 34.69% reduction in overall CPLC compared to the projected rate, highlighting the advantage of targeted ad formats and thoughtful budget allocation for achieving high engagement at a lower cost.

Achieving 28x Facebook ROAS Through Data-Driven Monitoring

For a leading financial services provider, Strike Social executed a comprehensive campaign focused on acquiring conversions and leads, going through a meticulous approach from setup to ongoing optimization. It was a large-scale endeavor for a Facebook campaign and presented challenges, especially being far from the Thanksgiving and Christmas advertising surge.

Results: The conversion campaigns went live within 48 hours, swiftly generating impressions, clicks, and leads. Ongoing monitoring of the Meta Pixel was essential to maintain its effectiveness, allowing us to quickly resolve any issues in collaboration with the client. We also kept a close eye on cost per acquisition (CPA) and auction bids, which helped us meet our campaign objectives while staying within budget.

Thanks to this strategic approach, the Meta ad campaign achieved an impressive 28x Facebook ROAS, resulting in 66,000 leads and over 7,000 purchases through Facebook ads.

Your Go-To Meta Advertising Agency Partner is Just a Click Away

Choosing Strike Social as your Meta advertising agency means gaining access to unparalleled expertise, advanced tools, and proven strategies designed to optimize your Q4 holiday advertising costs.

With our focus on precise audience targeting, mastery of ad formats and placements, and proactive campaign adjustments, we are committed to helping you achieve both performance and cost-efficiency in your 2024 holiday marketing strategy.

Scaling your 2024 holiday advertising campaigns can be made easy. Fill out the form below for a personalized walkthrough of our ad tech solutions and discover how a certified Meta advertising partner can drive success for your campaigns. Whether you aim to reach new audiences or convert them into loyal customers, Strike Social is here to help.

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The post How A Meta Ad Agency Can Improve Your 2024 Holiday Advertising Costs appeared first on Strike Social.

Maximizing Q4 2024 Holiday Ad Results with Facebook Engagement Campaigns

The 2024 holiday season is all about reconnecting with audiences through fun, engaging content. After the intensity of U.S. election ads, Thanksgiving and Christmas campaigns focused on post engagement are a refreshing way to re-engage viewers from their Facebook feed. Shoppers are primed to engage, with Meta’s data showing that 55% of holiday buyers reported Meta technologies helped influence their purchases, and 77% of Cyber Five shoppers credit Meta ads for inspiring their purchases this season.

This peak holiday advertising season is the perfect time to move audiences down the funnel and boost conversions. Facebook engagement campaigns are a key strategy for transforming your brand’s reach and visibility into deeper interactions and conversions, making this holiday season your most effective yet.

Post Engagement Ad Formats for Your Q4 and Q5 Holiday Campaigns

Strike Social’s data reveals that Q4 post engagement campaigns achieve engagement rates between 8% and 12%, which is at the upper end of our previous benchmarks of 2.90% to 14.40%. Q4 holiday ad trends indicate an extended shopping period, creating the perfect opportunity to captivate audiences with memorable, interactive campaigns that not only drive purchases but also keep your brand top-of-mind for the holiday season.

Here are the top ad formats we recommend to maximize your Facebook post engagement campaigns this season:

Facebook Reels

Facebook Reels is Meta’s answer to YouTube Shorts and TikTok, aiming to compete directly with these popular short-form video platforms. This innovative format has already demonstrated a 35% higher click-through rate (CTR) compared to other video formats on Facebook.

U.S. users spend an average of 31 minutes daily on Facebook, with 60% of that time devoted to watching videos. As a result, Facebook Reels ads provide an effective means to engage highly attentive audiences.

✓ Facebook Reels ads currently represent 3.3% of total ad impressions on the platform. (Source: Hootsuite)

✓ A French retailer experienced a 51% increase in return on ad spend (ROAS) by focusing on Reels ads. (Source: wecantrack)

✓ The estimated audience size for Reels-focused ads in the U.S. is 139 million (excluding Advantage audience). (Source: Meta Ads Manager)

Facebook Carousel Ads

The Facebook carousel ad format allows users to swipe through up to 10 cards, each featuring images, videos, or a combination of both. By incorporating unique headlines and links for each card, your audience can easily browse your offerings and identify products or services that pique their interest.

Carousel ads are particularly effective for post-engagement campaigns, as they encourage viewers to interact with your ad before making a purchase decision.

✓ Carousel ads yield 34% more clicks than single-image ads. (Source: Lebesgue)

✓ A UK-based subscription box brand using carousel ads achieved a 3.24x ROAS. (Source: The Social Shepherd)

✓ 30% reduction in cost per conversion and cost per click compared to single-image ads. (Source: Hootsuite)

Reels + Carousel Holiday Ads

What better way to increase your audiences’ engagement than to be both on the consideration and conversion funnel at the same time? Using both formats together can create a powerful mix of brand storytelling and user interaction.

Nest Commerce’s Q4 2023 report indicates that brands advertising on Meta experienced a 35% increase in return on ad spend between October and November. Throughout Q4, conversion rates rose by 28%, peaking at 52% during Black Friday. This success is attributed to engaging audiences through awareness campaigns and subsequently guiding them to lower-funnel, conversion-based campaigns during the Q4 holiday peak periods.

By utilizing these post engagement-driven ad formats, you can fully maximize your brand’s performance, as 57% of holiday shoppers clamor online for their holiday shopping.

Overlay Ads on Reels

Another effective strategy to engage with the growing Facebook Reels feed for your Q4 2024 holiday campaigns is to incorporate image or carousel ad formats as overlay ads on Reels. 

These ads appear alongside related Reels content. For example, a department store brand promoting its holiday fashion finds can appear on a fashion content creator’s fit check video featuring a recent shopping haul. This integration allows your ads to blend with the Reels viewing experience, making them less intrusive than other ad formats.

As of July 2024, your overlay ads can also be displayed on Instagram Reels, further expanding your reach within the Meta advertising network.

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Further Reading

How a Meta Ad Agency Can Help Optimize Your 2024 Holiday Ad Spend

Collaborating with a Meta ad agency for your Q4 2024 holiday campaigns offers more than just ad activation and management—it brings strategic advantages that drive cost-efficiency and peak performance. Here’s why partnering with a Meta ad agency is essential to optimizing your holiday ad costs this season.

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Cost and Performance Insights for Your Q4 2024 Facebook Engagement Ads

Data is the best backup to demonstrate the effectiveness and efficiency of utilizing a post-engagement objective as we approach the peak 2024 holiday campaigns. To help you establish benchmarks for this year’s holiday advertising, we have compiled key cost and performance metrics for Q4.

Cost-per-Engagement (CPE) and Engagement Rates (ER%)

In our Q4 2023 analysis, we observed a notable spike in CPE beginning in October, coinciding with the start of holiday advertising. Last year, key retail events such as Target, Prime, and Walmart launched promotions throughout early to mid-October, contributing to this trend.

As we transitioned from November into December, Facebook post engagement campaigns gained traction. We noted a downward trend in CPE alongside an upward trend in engagement rates. For Q4 2024, you can expect to align your holiday ad campaigns against Strike Social’s Facebook ad cost benchmarks, which range from $0.013 to $0.057 in November and decrease to as low as $0.012 to $0.038 by December.

Cost-per-View (CPV) and View Rate (VR%)

Video ad formats, particularly Facebook Reels ads, tend to have a higher view rate with lower costs compared to other formats, making them ideal for engagement during Q4. While view rates saw a slight decrease of 40% in December, they still remain elevated compared to October, reflecting sustained interest from engaged audiences throughout the Christmas season.

This year, Meta is testing a new ad feature that allows brands to showcase promotions and discounts directly within Reels ads. This innovation capitalizes on high shopping intent as viewers consume video content during the Q4 holidays. By highlighting promotions, brands can streamline the journey from consideration to conversion, making it easier for audiences to act on their interest.

Cost-per-Click (CPC) & Click-Through Rate (CTR%)

Click-based campaigns, like Carousel ad formats, provide solid performance metrics throughout the year. Q4 holiday trends indicate that these formats can drive high click engagement while maintaining lower costs. Although CPCs generally trend downward, we anticipate a slight increase of about 5% in December compared to November 2023 as more brands compete for ad space to get traffic and conversions.

To capitalize on this trend, your best strategy is to start your campaigns early. Target shoppers who begin their holiday shopping 1 to 2 months in advance to build momentum. By leveraging click engagement campaigns starting in October and November, you can position your brand effectively, ensuring you capture the attention of eager holiday shoppers before the competition heats up.

Download our Facebook CPLC Case Study

This case study details a luxury watch brand’s Facebook campaign that achieved a CPLC 34.69% below the guaranteed rate, highlighting the benefits of strategic budget allocation and ad format selection for maximizing engagement and controlling costs.

Download full case study here

Cost per Link Click (CPLC) & Link Click-Through Rate (LCTR%)

Optimizing for lower-funnel conversions during Q4 becomes easier with well-targeted and engaging post engagement ads focusing on link clicks. Ad auctions can get a bit challenging towards November as there is competition around Black Friday and Cyber Five in particular; thus, we can see quite a spike in CPLC at this time.

Maintain an always-on approach, as costs tend to decrease in December, aligning with predictions from the NRF that 58% of consumers complete their shopping during this month. By focusing your post-engagement campaigns on link clicks that drive conversions, you position yourself well for success during the Thanksgiving and Christmas holiday advertising periods this Q4.

Driving Strong Results with Post Engagement Campaigns for Q4 and Q5 Holidays in 2024

As Q4 intensifies, the key to holiday success is not just reaching audiences but engaging them. Post engagement campaigns on platforms like Instagram and Facebook empower brands to foster meaningful interactions that can lead to conversions. With increased competition and shifting consumer behaviors during the holiday season, prioritizing post engagement allows brands to scale efficiently, harness Meta’s extensive audience, and enhance performance through cost-effective, high-engagement ad formats.

Are you looking to quickly scale your campaigns this holiday season? Reach out to our team for a personalized walkthrough of our AdTech solutions and discover how you can achieve greater results while saving on your Facebook engagement campaigns.

The post How Facebook Engagement Campaigns Deliver the Best Results for Q4 2024 Holidays appeared first on Strike Social.