This episode offers a post-mortem of Black Friday/Cyber Monday (BFCM) for ecommerce brands, providing actionable strategies for optimizing ad spend and creatives during peak sales periods and the subsequent troughs. It emphasizes the importance of dynamic cost control adjustments and creative volume to maximize profitability, offering a clear roadmap for Q1 planning.
Key takeaways
Brands running sales for extended periods (e.g., entire November) saw better optimization for BFCM campaigns, indicating that early and consistent promotional efforts can lead to higher performance.
Despite consumer psychology driving purchases on official BFCM days, maintaining consistent offers throughout the promotional period is critical, as conversion rates will naturally spike on those key dates irrespective of offer changes.
To maximize BFCM performance, do not lower cost controls during the peak period. Instead, keep them consistent, anticipating a doubling of conversion rates that will allow the system to spend more efficiently at a lower CPA.
Following a major sale event like BFCM, immediately reduce cost controls by a minimum of 25% to prevent overspending and underperformance as conversion rates naturally decline.
Increasing creative volume directly correlates with the ability to scale ad spend profitably against cost controls, as each new creative asset provides an additional opportunity for efficient spending.
In this episode, your hosts Cody and Taylor discuss the recap of Black Friday Cyber Monday (BFCM) and the concerns and strategies of clients during that period. They highlight the importance of cost controls and how they can be used to scale ad spend efficiently. They also share success stories of brands that utilized cost controls effectively during BFCM. The conversation then transitions to the strategies for Q1, with a focus on health and wellness brands and an emphasis on the need for a creative flywheel and the benefits of seeding with a variety of content. This episode concludes with a reminder to take full advantage of the low CPMs during the Christmas and New Year period. 01:33 Recap of BFCM
08:52 Cost Controls and Scaling
09:22 Brand Highlight: Omni-Channel Worldwide Betting Brand
15:22 Brand Highlight: Clean Supply Company
21:34 Heading into Q1
25:48 Importance of Creative Volume and Variety Brought to you by:
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https://socialsnowball.io/ Cody Twitter:
https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw
What does this episode say about paid acquisition?
Brands running sales for extended periods (e.g., entire November) saw better optimization for BFCM campaigns, indicating that early and consistent promotional efforts can lead to higher performance.
What does this episode say about analytics & attribution?
Despite consumer psychology driving purchases on official BFCM days, maintaining consistent offers throughout the promotional period is critical, as conversion rates will naturally spike on those key dates irrespective of offer changes.
What does this episode say about conversion & cro?
To maximize BFCM performance, do not lower cost controls during the peak period. Instead, keep them consistent, anticipating a doubling of conversion rates that will allow the system to spend more efficiently at a lower CPA.
What does this episode say about paid acquisition?
Following a major sale event like BFCM, immediately reduce cost controls by a minimum of 25% to prevent overspending and underperformance as conversion rates naturally decline.
What does this episode say about paid acquisition?
Increasing creative volume directly correlates with the ability to scale ad spend profitably against cost controls, as each new creative asset provides an additional opportunity for efficient spending.
