11/11/2022
Black Friday/Cyber Monday (BFCM) 3 Step Meta Ads Success Blueprint
We wanted to share a simplified blueprint how to be successful, incorporate aspects of Meta’s Performance 5, and is largely immune to iOS14 restrictions. This is more specifically for Ecommerce but can be easily adapted/applied to other business verticals as well.
Step #1 - Build Your Audiences
Run Video View campaigns to your videos. These should be a combination of UGC, product, social proof, and brand videos. For targeting go cold traffic and use your best grouped interests. Use MFV (Mobile Friendly Video). Create ThruPlay (15 second) Video View audience to use later in retargeting. This audience is largely immune to iOS14 restrictions.
Step #2 - Build Your BFCM Presale List
Run Lead Generation (lead form) ads and let all brand aware people know that you will be having your biggest sale of the year for BFCM. Let them know if they subscribe the will access the deals early and get VIP bonuses. Retarget all brand aware here (video view audience above, website visitors, past purchasers, FB engagers, IG engagers, email list). Connect your email autoresponder and flirt with this list leading up to the actual sale keeping their interest high. Lead Gen ads are also largely immune to iOS14 as the click, view, open, and submission all happen on platform and do not depend on website pixel data.
Step #3 - Actual BFCM Run
During BFCM itself (Thursday-Tuesday) run your actual sale ads and retarget all brand aware. Use Dynamic Creative ads and make sure you have MFV as well as images in different sizes (portrait, vertical, square) as well as several headlines, text, CTA buttons, and newsfeed descriptions. Make sure and use psychological triggers such as urgency, scarcity, social proof, benefits, etc. Optimize for conversion if you have enough data/people in your brand aware audiences and if your budget is high enough. If not optimize for link clicks. Also make good on your promise in #2 and email your BFCM presale list and open the sale to them early as well as offer a VIP discount or free gift. Heavily email your list (including past buyers) during the sale.
PRO TIP #1 - Schedule and publish your actual BFCM ads at least 5 days before they actually run. This will make sure they are all approved and ready to run and give you time to appeal if there are rejections. Heavily email your list (including past buyers) during the sale.
PRO TIP #2 - Run a very similar sequence at the end of the year for a year end sale.
PRO TIP #3 - Make sure you have your FB and IG Shops optimized and prepared for the sale. If you have access consider running website + shops conversion sale ads.
We are seeing the best CPMs I've seen in a LONG time this year. My guess is some whale advertisers aren't in the auctions so take advantage.
