best practices14 min read
The Complete Black Friday Advertising Strategy Guide
Prepare your ad campaigns for Black Friday success. Timeline, budgets, creative strategies, and optimization tips.
EW
Emily Watson
Marketing Director | November 15, 2024
The Black Friday Opportunity
Black Friday/Cyber Monday (BFCM) represents 20-30% of annual revenue for many e-commerce brands. Preparation is everything.
The BFCM Timeline
October: Preparation
- Build and warm audiences
- Create and test creative
- Set up tracking and attribution
- Plan promotions
Early November: Warmup
- Increase prospecting spend
- Tease upcoming deals
- Build email and SMS lists
- Test landing pages
BFCM Week: Execution
- Launch deal creative
- Maximize budget on winners
- Real-time optimization
- Monitor inventory
Post-BFCM: Recovery
- Retarget non-converters
- Holiday campaigns
- Review learnings
Budget Recommendations
| Period | % of BFCM Budget |
|---|
| October | 15% |
|---|---|
| Nov 1-20 | 25% |
| Nov 21-25 | 20% |
| Nov 26-30 | 30% |
| Dec 1-5 | 10% |
Creative Strategies
- Create urgency (limited time, limited stock)
- Clear value proposition
- Social proof
- Multiple ad formats
Common Mistakes
- Starting too late
- Unclear discounts
- Broken checkout
- Ignoring mobile
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Tags
Black Fridayseasonale-commercestrategy
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