To win Black Friday 2020, ecommerce operators must prioritize preparedness and a phased Facebook ad strategy. Focus on warming up new audiences with prospecting campaigns before the sales period, then shift to retargeting and retention during and after the main event. Be aware of increased competition and potential shipping delays, and consider early promotions to capture early shopper intent.
Key takeaways
Implement a three-phase Facebook ad strategy: 'pre-holiday' for prospecting and warming audiences, 'during holiday' for retargeting engaged users, and 'post-holiday' for sustained momentum and urgency.
Leverage delayed attribution reports (28-day attribution in Facebook) to accurately assess the ROAS of pre-holiday prospecting campaigns, as their true value often materializes during the sales period.
Consider offering early bird sales in October or early November to capitalize on consumers starting their holiday shopping sooner due to shipping concerns and inventory fears.
Prepare for higher ad costs during Q4 but understand that purchase intent is also at an all-time high, justifying the increased spend on well-targeted campaigns.
Vary your promotional offers and ad creative throughout the Black Friday/Cyber Monday period to maintain audience engagement and prevent ad fatigue, specifically distinguishing between Black Friday and Cyber Monday messaging.
What does this episode say about paid acquisition?
Implement a three-phase Facebook ad strategy: 'pre-holiday' for prospecting and warming audiences, 'during holiday' for retargeting engaged users, and 'post-holiday' for sustained momentum and urgency.
What does this episode say about dtc strategy?
Leverage delayed attribution reports (28-day attribution in Facebook) to accurately assess the ROAS of pre-holiday prospecting campaigns, as their true value often materializes during the sales period.
What does this episode say about analytics & attribution?
Consider offering early bird sales in October or early November to capitalize on consumers starting their holiday shopping sooner due to shipping concerns and inventory fears.
What does this episode say about paid acquisition?
Prepare for higher ad costs during Q4 but understand that purchase intent is also at an all-time high, justifying the increased spend on well-targeted campaigns.
What does this episode say about paid acquisition?
Vary your promotional offers and ad creative throughout the Black Friday/Cyber Monday period to maintain audience engagement and prevent ad fatigue, specifically distinguishing between Black Friday and Cyber Monday messaging.
