Meta has released a Festive Season Performance Guide, a comprehensive, four-step plan for maximising festive sales and ROAS with industry-leading AI.

Shoppers rely on Meta technologies to discover, research and purchase products and services – with buying starting earlier than ever.

Last year's festive shopping behaviours:

• 54% of festive shoppers discovered brands or products on Meta technologies.
• 55% of festive shoppers reported Meta technologies helped influence their festive purchases.
• 77% of Black Friday and Cyber Monday shoppers said Meta technologies helped them decide to buy.

The four-step plan includes:

Step 1: Plan, starting as early as July

• Define your festive sales goals and set up your account foundations.
• Determine your ideal budget in advance.
• Let auction trends guide your budget planning.
• Plan now for high-volume sales days.
• Tip: Automatically allocate budget to top-performing ads.
  
  Step 2: Experiment
  
  
• Know which tactics work best for your audiences by testing different strategies.
• Measure your results to make data-driven decisions. AB testing is a great way to do this.
• Drive sales with Advantage+ shopping campaigns. Advantage is an automated campaign setup designed to be the most efficient way to drive online sales.
• Test Advantage to elevate performance with AI.
• Personalise ads with Advantage+ creative.
• Try Reels to supercharge ad performance.
  
  Step 3: Push
  
  
• Activate your winning strategies using AI-enhanced tools to reach your goals.
• Avoid big changes to stay out of the learning phase
• Don't "set and forget" your ads.
• Run creative that sells.
• Keep your campaign structure simple.
  
  Step 4: Sustain
  
  
• Maximise cost efficiency while purchase intent in February remains high into the new year.
• Reach shoppers with ads that click to message.
• Grow your customer base.
• Generate more valuable leads.

For the full Festive Season Performance Guide, visit facebook.com.