Black Friday and Cyber Monday – these iconic shopping days send waves of excitement among consumers and e-commerce businesses alike. For e-commerce brands, Black Friday (alongside Cyber Monday) offers a golden chance to scale, even if it means treading the costlier waters of advertising during the busiest time of the year.
To maximize the immense potential Black Friday/Cyber Monday (BFCM) holds, here are some essential dos and don'ts to consider when chalking out your Meta scaling strategy:
The DOs of BFCM Strategy on Meta:
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Set Early Goals and Offers: The clock's ticking and shoppers are on the prowl. Set your goals and present your offers now, or risk being lost in the crowd.
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Clarity is Key: BFCM will flood your audience with deals. Ensure your offer stands clear amidst the deluge.
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Ad Creativity Over Audience: Times have changed. While target audiences still matter, the creative allure of your ads reigns supreme. Aim for instant attention!
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Warm Up To Warm Audiences: Cold audiences are good, but warm audiences – like social engagers, website visitors, email subscribers, recent cart abandoners, and past buyers – bring a warmer reception.
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Boost That Ad Budget: Higher Competition = Higher CPMs. To get more, you've got to spend more.
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Early Traffic Gathering: Get those customers lined up! Initiate campaigns before BFCM starts, be it for lead generation, raising awareness, or others.
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Harness the Power of Emails: Email marketing campaigns remind, inform, and ensure you remain the top choice for your audience.
BFCM Strategy DON’Ts on Meta:
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Over-aggressive Budget Scaling: A gentle, well-paced ascent in your ad budget before BFCM will serve you better than an abrupt hike.
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Turning Off Evergreen Campaigns: Your "always-on" campaigns, based on the platform and performance, should remain active. They contain precious learning for the post-BFCM phase.
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Repetitive Deals: If your BFCM offers mirror the usual deals, expect underwhelming results. Dazzle with distinctiveness.
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Solely Relying on Still-Images: Images engage, but videos enchant. Exploit the captivating prowess of video ads.
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Confined Promotion Duration: Expand your promotional horizons. Begin well before Black Friday and prolong the offers past Cyber Monday.
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Complex Offers: A convoluted offer confounds customers. Simplify offers and amplify results.
The culmination of Black Friday and Cyber Monday not only marks a retail peak but also provides e-commerce brands a roadmap to adapt, innovate, and elevate. In the e-commerce marathon, those who brace the BFCM surge with preparation and strategy come out ahead. Prepare to conquer the tide!
