Black Friday. What To Do?

Author

Matej Dolenec
November 19, 2024

This year’s BFCM will be big for some and bad for others.

The reality is no ads, promo or retention strategy will fundamentally change what has been happening all year.

  • Struggled the whole year with no growth? Expect to repeat last year

  • Crushed whole year? Expect to grow 1-2 depending on growth

But let’s talk about WHAT YOU CAN DO in your ad accounts and with your PROMO.

Structure

Your ad account structure ( on Meta and Google ) won’t change a lot. You will still have your core setup of evergreen winners and campaigns.

Before setting up your PROMO ads remember that majority of performance will be driven by evergreen ads not a promo.

Don’t overdo things. Sale ads have a place and time but they are meant for specific set of people and are not the best performance drivers at scale even in BFCM

( try scaling only sale ads and you will see diminishing returns )

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Meta BFCM tactics to save you time and energy to focus on other things:

Run your evergreen posts as is. Don’t pause them on any social platform..

My favorite setup for promo periods lately is simple

  • ASC on 1/7DC with sale creative and sale messaging evergreen winners

  • Bidcap CBO with reactivation of all past winners including sale creative at low bid

And that’s it.

TIMELINE

Start Black Friday earlier so you can pace easier in budget with maximum hit on actual BF.

Don’t forget to reduce spend on weekend and adjust bids. On CM go hard again.

Boom and that’s it!

Happy scaling

Matej Dolenec