This episode provides a crucial framework for ecommerce operators to strategically plan and execute their ad spend during the Black Friday/Cyber Monday (BFCM) period. By understanding the hourly revenue flow and applying a proactive pacing strategy, brands can maximize their return on ad spend and avoid common pitfalls like premature budget adjustments. The hosts share data-backed insights on consumer behavior during this intense shopping weekend.
Key takeaways
Map out your ad spend across Thanksgiving to Cyber Monday with an hourly plan, acknowledging the general "horseshoe" pattern of revenue flow during BFCM.
Do not panic and cut ad spend early on Black Friday morning, even if ROAS appears low, as this period is typically characterized by high spend and a delayed return that normalizes later in the day.
Recognize that Cyber Monday evening is a critical period for sales, and resisting the urge to prematurely cut budgets during perceived lulls can lead to significant revenue capture.
Utilize historical data and the 'Prophit System models' to set hourly targets and prepare to course-correct in real-time to meet daily goals, rather than just reacting to live dashboard data.
Understand that while early sales (e.g., Thanksgiving evening) exist, the most significant revenue spikes occur during Black Friday morning and Cyber Monday evening, making these periods crucial for focused advertising efforts.
The supply chain, inflation, product volume — a multitude of factors went into ecommerce planning for the holiday season. In this episode, recorded prior to the big weekend, Andrew shares his expectations, offers, and reasoning behind each of his brands’ Black Friday, Cyber Monday strategies. “Like everything related to the time that we live in, it is so hard to forecast.”
What does this episode say about paid acquisition?
Map out your ad spend across Thanksgiving to Cyber Monday with an hourly plan, acknowledging the general "horseshoe" pattern of revenue flow during BFCM.
What does this episode say about analytics & attribution?
Do not panic and cut ad spend early on Black Friday morning, even if ROAS appears low, as this period is typically characterized by high spend and a delayed return that normalizes later in the day.
What does this episode say about dtc strategy?
Recognize that Cyber Monday evening is a critical period for sales, and resisting the urge to prematurely cut budgets during perceived lulls can lead to significant revenue capture.
What does this episode say about paid acquisition?
Utilize historical data and the 'Prophit System models' to set hourly targets and prepare to course-correct in real-time to meet daily goals, rather than just reacting to live dashboard data.
What does this episode say about paid acquisition?
Understand that while early sales (e.g., Thanksgiving evening) exist, the most significant revenue spikes occur during Black Friday morning and Cyber Monday evening, making these periods crucial for focused advertising efforts.
