How Seasonality Affects Facebook Advertising Results

0:00hi guys it's ben heath and in this video i'm going to talk about facebook ads and seasonality how does seasonal variation affect your facebook ads your facebook advertising performance because it really really does okay it's a very important topic i'm going to cover it in this video now before we get into that just want to very quickly ask for you to smash the like button on this video click that like button that'd be very much appreciated and really really help me out and of course subscribe to my youtube channel if you are new and haven't done so already okay so seasonal variation how does what's going

0:30on in the calendar and the time of year affect your facebook ad performance and it really really does and i want to emphasize that um as a very important point a lot of facebook advertisers don't really think about the fact that they're advertising to real people real audiences that are affected by many many things that are external to their facebook ad account they think that you know it's the adjustments it's the targeting options it's the ads that are going to deliver success and that is definitely true over the long run it's important to have that attitude because at the end of the day that's all you can really control

1:03but if you're aware of how the time of year affects your facebook advertising results it can stop you making stop you drawing false conclusions and therefore making bad decisions and making bad optimization so i'm recording this video in mid august it's a perfect time to talk about seasonality and how that affects facebook advertising because basically from now to the end of the year for four and a half months what the calendar can have a big big impact on your facebook advertising results as i said completely external to uh whatever it is that you're doing in your facebook ad account as a facebook advertiser from an adjustment

1:41optimization standpoint so right now it's mid-august so what have we got going on right now well obviously you have to put seasonality through a filter of this is not going to apply to everywhere in the world all at once you know um australia and new zealand have the reverse seasons to north america and europe okay because they're in different parts of the world but if i focus because the majority of the advertising we do is going to be europe north america and it's probably the majority of people that are that are watching my videos are going to be advertising at least in those markets even if they're

2:16advertising in other markets as well what happens in august so so so many people such a high proportion of population is going to go on holiday going to go on vacation during the month of august how does that affect things well if you sell any sort of product that is summer friendly sunglasses being a classic example it's going to be a brilliant time of year for you fantastic you want to be spending a lot of your facebook ad budget during this time of the year because everyone's about to go away they need a new pair of sunglasses etc etc but for a lot of businesses particularly

2:46those that are seen as more serious so anything b2b a lot of service providers august is gonna be a pretty bad month um in terms of generating results and you just got to think about it how does going on vacation affect your your behavior so for me for example um whilst i'm away obviously i'm not gonna be doing anything work related not really doing anything uh house related anything sort of serious purchase i'm not hiring a coach consultant i'm not buying any trainings uh anything like that okay i'm also not doing that not just for let's say the week i'm away but probably the week before i go away because why am i going

3:20to start working with someone new or invest in something if i'm just about to go away i'm the week before i go away i'm already getting ready to go away and i'm also not going to do it for the week after i come back from vacation because i'm playing catcher you know what it's like going on vacation come back your emails everything to deal with so for if i go away for just a week in august that's three weeks you know a week either side that a lot of more serious products and services it's just not something that's going to interest me i'm just not in the market for those at

3:49that standpoint and so many people in europe and north america will go away during august that that has a huge impact on these businesses you know i've worked with lots of businesses to sell online training programs and things like that and and they will see cost per purchase that is you know 30 40 higher in august than what it then is in september and it's easy to think oh my campaigns aren't performing well i need to make a load of adjustments if you're not aware of how seasonality affects your results then you make a load of adjustments and you jeopardize your campaigns going forward when actually sometimes you need

4:18to go you know what 30 higher cost per purchase this time of year makes a lot of sense because as i said people are away they're doing other things their minds are elsewhere okay so it's really really important i can't just say that august is a bad month because august is a bad month for some businesses it's a fantastic month for other businesses if you're you know anything to do with vacations anything to do with people being outside and enjoying themselves and restaurants and all that sort of stuff it's a fantastic time of year in these markets okay then we move on to september now september is very different

4:51kids go back to school people get a lot more serious about um how they're going about their lives in general it's when people are really thinking right i'm going to kick on with my business now i'm going to start a new training program i'm going to do this that so a lot of the businesses that suffer during august do really well during september so a lot of those course providers consultants cult consultants coaches and a lot of b2b services and a lot of products and things to do with the home do really really well in september because people are back home they're thinking about things they're being more serious than a more

5:24serious friend of mine october is going to perform relatively similar to september you're starting to move into into colder months people sort of in the home more which again has an impact if you're advertising anything to do with the property but those are two normally very sort of representative stable and solid months for um for facebook advertisers and it's not sort of crazy either way whether it's a fantastic month or a bad month it's pretty solid in october and definitely moving into november we really start to see the impact of christmas and what that's going to do is that's going to make basically the cost of all facebook advertising

6:03that much higher in the u.s you've obviously got thanksgiving which is another extra element that a lot of advertising is is sort of done around but really christmas is a big driver and that's going to affect things now again does that mean that q4 and not so much october early october but late october november and the early parts of december does that mean that you shouldn't be advertising then well no and it also completely depends on your products and service some businesses sell 70 80 of their sales for the christmas market that's what you know they're a gift type product in which case even though it's more expensive to

6:38advertise that's absolutely when you want to be advertising absolutely what a fantastic time that's when people are in the market for your products and services if you are offering those more serious things um consultancy coaching things like that it might be a bit more expensive you to generate leads and and new customers during the early part of that so let's say late october november um and those sorts of times maybe even early december probably doesn't mean you shouldn't be advertising but again you need to be aware of how that affects things because you don't want to draw false conclusions about facebook advertising then we get into sort of early december

7:13and you have the same sort of thing then is what you do in august people's minds are elsewhere no one's thinking about doing anything to their home building their business all these you know those are sort of major major categories they're not normally thinking about their health either you know these the home work and business and your health are three absolutely gigantic categories that govern a ton of different smaller niches to do with products or services you can sell on on facebook so just have a think about how that's going to affect the cost as i said don't draw false conclusions then we get into late december so very

7:48much christmas build up to new year and again depending on what it is that you offer this could be an absolutely terrible time of year to be advertising so if you are offering an online training program if you're a consultant if you're a b2b service provider if you are looking to generate leads and you're a roofer um this is probably not gonna be a great time of year for you at all because people have minds are elsewhere so don't run a campaign through november it performed really well it started to trail off a bit in mid-december and then from december 15th to december 30th december 30th it just performs really

8:24really badly well okay just have a thing why might that be might that just be because of the time of the year yes it absolutely could be again other products and services might be fantastic time of year to advertise you know what are people likely to buy if they're at home with their families tons of food lots of um you know fun little gifty type stuff these sorts of businesses can do really really well during that time so it's not as simple to say is it's a good time of year bad time of year you've got to do it for your products and services so hopefully what i've done there is

8:54highlighted what you're likely to see in certain months depending on your business on your business and made you stop and pause when you're analyzing your campaign in early december versus how it performed in early october and you're thinking we've run these new ones these new ads haven't worked well okay just think about it is it because the ads haven't worked well or is it because the time of year do you need to test those new ads again in january or february to see how they perform um in sort of more representative conditions okay these things have a huge huge impact on your facebook advertising hopefully that video has been useful if it has

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11:22produce fantastic results okay thanks a lot for watching guys don't forget to smash that like button uh best of luck your facebook advertising and i'll talk to you soon thanks bye for now bye-bye