Black Friday is right around the corner and I get asked a lot about the best practices.
- What kind of campaign setups should I be using?
- What creatives should I be using?
- What about the offer?
Let me answer these 3 questions.
General rules you have to keep in mind when building you campaign setups:
1) Keep everything simple and consolidated.
2) Don't test - focus on what works.
3) Pre-test everything.
So what's the optimal setups for scaling?
Traffic costs start to creep up during the black week which means that everything becomes at least 2x more expensive.
That is why you must shift your focus from TOF acquisition to MOF. It's the people who are already aware about your brand but are just waiting for a sexy offer to purchase.
Most of the time COLD traffic does not work as well unless it's a unique product.
That is why you should focus on:
- MOF and BOF retargeting with ABO and CBO.
- Advantage shopping.
- Manual bidding.
Also, don't forget your evergreen campaigns that have been working for a long time. The performance will increase so just scale them vertically.
If you want to drastically increase budgets then vertically double the budgets while disregarding the learning phase and duplicate bet performing ad sets multiple times.
Add boarders on best performing creatives and test simple offer centric banners like this.
Your creative game should be simple:
- Focus on conveying the offer.
- Focus on what worked before.
- Test minimal amount of assets.
Pre-test all creatives so that you would know which ones will work beforehand. There should be no guesswork left during the Black Week.
If your product is problem focused, e.g. health and wellness, then Black Friday might have a lower impact because you still have to sell the problem/solution first. That is why MOF performs better.
P.S. Info products tend to perform worse than physical products during Q4.
Use a simple and proven offer structures. Most popular is the storewide discount because most consumer are already aware of it and it's simple to understand.
You can also use:
- Buy one get one free (BOGO)
- Special bundles
- Progressive discount (spend $100 get x% off)
At the end of the day, you want to minimize risk so you should always pre-test the discount beforehand.
Use simple offers than create value and pre-test all the experiments you want to test.
P.S. Go outside of the box by creating value. Instead of giving a flat discount send people a mistery gift, it's going to create a higher perception of value with the same COGS.
P.S. If you need more help, then:
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