The most important concept here is thinking about what works best for your business and testing different things until you find something that works. We started the strategy for this company about a month in advance. The main adjustments we made were:

1. We used more TOF ( Top Of The Funnel)  type of ads and also allocated a large portion of the budget to this segment. 

2. We decreased our retargeting budgets by almost 20% as well as increasing our cold traffic budgets by more than 15%. We also put in a mixture of both new and retargeted ads. We were able to achieve a higher conversion rate with this mix; around 10% higher than usual.

From a creative standpoint, we tested different ad copies, creatives and different formats e.g Single images, videos and carousel deck as well as the combination of each format to see how they worked together within a single Facebook ad.

We also analyzed call-to-actions (CTAs) on the campaign to understand how they were working as well as which steps people had taken from the call-to-action buttons.

The top performing ads were the Single Image.  It was interesting to note that the Single Image version of the ad scored highest in our rankings.

Despite being a single image ad, there was enough variation from one image to the next to keep people engaged. The video form also had a high engagement rate for two reasons: it showed relevant action without distracting the consumer and it allowed consumers to see how their purchases would look before clicking on the “Buy Now” button making them more likely to buy on that particular product page.