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.
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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