Brands often sabotage their Black Friday Cyber Monday (BFCM) ad performance by making frequent, unnecessary adjustments to their cost controls, resetting optimization algorithms. The key to maximizing BFCM success is patience: set inflated budgets on cost-controlled campaigns and allow the algorithms to scale spend naturally as conversion rates organically rise during the promotional period. Timely, strategic post-promotion adjustments are also critical to prevent overspending.
Key takeaways
Resist the urge to constantly adjust ad campaign settings during BFCM; frequent changes reset optimization and hinder performance. Trust the algorithm to scale spend.
Inflate ad budgets significantly on cost-controlled campaigns before BFCM to allow for natural, aggressive scaling as conversion rates peak.
Optimize campaigns for a one-day click attribution window during BFCM for faster reactivity to real-time performance spikes, though this is a marginal gain for most.
Immediately after BFCM, artificially lower cost controls to prevent algorithms from overspending based on inflated historical conversion rates.
The only acceptable adjustment during BFCM is increasing budgets if campaigns are spending over 50% of their daily allocation to capitalize on peak demand.
👉 Grow your bottom line: https://www.kynship.co/ Most brands are missing out on sales during BFCM without even realizing it… They fall victim to the lie that their campaigns won’t pick up, make edits at 6 AM just to feel like they’re doing something, and end up resetting optimization at the worst possible time.In this episode, we’re breaking down why cost controls are your secret weapon during BFCM, how to structure your campaigns for peak performance, and the post-sale move that will save you thousands in wasted spend.You’ll learn why evergreen campaigns often outperform flashy promo ads, how to avoid the dreaded post-BFCM crash, and why you should always trust the machine. Want to scale your sales this BFCM? Tune in now.Key Takeaways:00:00 Intro 00:21 BFCM and the beauty of cost controls 01:35 Challenges of BFCM advertising 04:06 Optimizing for one-day vs. seven-day clicks06:27 Post-promotion crash and cost control adjustments 07:50 The power of patience 09:55 Budget adjustments during and after promotions 12:50 Separating evergreen and promotional campaigns 16:36 Outro Additional Resources:Follow us on X:👉 Cody: https://x.com/Cody_Wittick 👉 Taylor: https://x.com/TaylorLagace The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to
What does this episode say about paid acquisition?
Resist the urge to constantly adjust ad campaign settings during BFCM; frequent changes reset optimization and hinder performance. Trust the algorithm to scale spend.
What does this episode say about analytics & attribution?
Inflate ad budgets significantly on cost-controlled campaigns before BFCM to allow for natural, aggressive scaling as conversion rates peak.
What does this episode say about conversion & cro?
Optimize campaigns for a one-day click attribution window during BFCM for faster reactivity to real-time performance spikes, though this is a marginal gain for most.
What does this episode say about paid acquisition?
Immediately after BFCM, artificially lower cost controls to prevent algorithms from overspending based on inflated historical conversion rates.
What does this episode say about paid acquisition?
The only acceptable adjustment during BFCM is increasing budgets if campaigns are spending over 50% of their daily allocation to capitalize on peak demand.
