This episode provides an essential framework for ecommerce operators to strategically plan and optimize their ad spend during the critical Black Friday and Cyber Monday period. By understanding hourly revenue flow and pre-empting performance dips, brands can maximize ROI and avoid costly mistakes, rather than simply reacting to real-time ROAS.
Key takeaways
Don't react to seemingly low ROAS in the early mornings of BFCM; it's a normal part of the 'horseshoe' revenue pattern, and panicking can lead to missed opportunities.
Map your ad spend hour-by-hour across Thanksgiving, Black Friday, and Cyber Monday, accounting for the predictable peaks and troughs in customer activity.
Leverage the "horseshoe" revenue flow pattern, recognizing that the biggest peak of BFCM occurs mid-morning on Black Friday and the second major peak is on Cyber Monday evening.
Prioritize your media spend to predate the major revenue peaks, especially Black Friday morning, to capture maximum customer intent.
Understand that while Thanksgiving evening sees a small peak, it's largely inconsequential compared to the significant revenue spikes on Black Friday and Cyber Monday.
How do you determine the percentage of revenue that goes toward your ad spend? In this episode, Andrew answers this question he received recently on Twitter. “This is a crucial question for any business. For ecommerce in particular, advertising is the key way you’re driving traffic to your site.” Show Notes:
- Get started with Wayflyer ecommerce financing: https://bit.ly/3arbACq - Use the Unit Economics calculator: https://bit.ly/3P2DPWI
What does this episode say about paid acquisition?
Don't react to seemingly low ROAS in the early mornings of BFCM; it's a normal part of the 'horseshoe' revenue pattern, and panicking can lead to missed opportunities.
What does this episode say about analytics & attribution?
Map your ad spend hour-by-hour across Thanksgiving, Black Friday, and Cyber Monday, accounting for the predictable peaks and troughs in customer activity.
What does this episode say about dtc strategy?
Leverage the "horseshoe" revenue flow pattern, recognizing that the biggest peak of BFCM occurs mid-morning on Black Friday and the second major peak is on Cyber Monday evening.
What does this episode say about paid acquisition?
Prioritize your media spend to predate the major revenue peaks, especially Black Friday morning, to capture maximum customer intent.
What does this episode say about paid acquisition?
Understand that while Thanksgiving evening sees a small peak, it's largely inconsequential compared to the significant revenue spikes on Black Friday and Cyber Monday.
