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Podcast #91 - The Day After Black Friday-Xmas Strategy for Facebook Ads
Introduction
Hello Facebook ads enthusiasts, I'm Costados and this is the Facebook Ads Breaking News Podcast. Welcome to Episode 91! As I record this, it’s just one day before Black Friday. I’m aware that time is of the essence, especially as we're entering a high-pressure period for ad spending, but it's also a time for learning and strategizing.
Post-Black Friday Strategy and Holiday Insights
With this podcast airing on Saturday, you may want to take note for Cyber Monday and the upcoming Christmas season, which we will cover extensively. We will also touch on the health and wellness sector, which is facing potential changes from Meta starting January 15. While these changes may alter advertising dynamics for brands in skincare and supplements, I advise against panicking until we see actual effects, as changes may not be as drastic as anticipated.
A topic brought up by a Reddit user relates to campaign performance drop-offs. Many have experienced a decline in performance after solid results, leading to strategies of posing or pausing campaigns. For seasoned advertisers, it might seem tempting to halt certain ads, but I advocate for staying the course with well-researched strategies rather than reacting impulsively.
On the subject of Black Friday, I’d like to share my experience so far. Personally, this Black Friday has been exceptional for me, which I attribute to refining my client list and focusing on accounts with promise and strong potential for scaling. The market generally seems to be responding positively, albeit fluctuations in individual performance are likely. I recommend being more aggressive with scaling post-Black Friday.
Cyber Monday and Christmas Campaigns
As we transition into Cyber Monday, my plan is to spend similarly to my Black Friday allocations, as I've learned from previous years not to underestimate the potential of this shopping day. Adventuring into holiday-driven promotions, it’s essential to manage evergreen campaigns cautiously while still aiming to maximize revenue during peak shopping days.
In the lead-up to Christmas, you should leverage successful evergreen campaigns and adjust your spend rates accordingly after Cyber Monday. I recommend maintaining diverse ad sets and monitoring performance closely, allowing you to decipher post-holiday consumer behavior.
Furthermore, January often proves fruitful due to New Year’s resolutions driving higher engagement. If you plan an end-of-year promotion, consider timing it for February, which might yield better results than January’s inflated expectations.
Answering Your Questions
As we wrap up, I’ll tackle some of your questions from last week. Budget management and scaling strategies were common themes, especially concerning how Meta manages daily budgets. Understanding that Meta may spend above or below daily budgets can help you remain calm and adjust your expectations accordingly.
If you’re encountering issues where you create new ad campaigns, which negatively impact existing ones, consider optimizing your audience targeting to minimize overlap and maximize unique impressions.
Conclusion
Thanks for tuning in! I wish you all a successful Black Friday and Cyber Monday and will see you next week to discuss further insights into your campaign performances.
Keywords
- Facebook Ads
- Black Friday
- Cyber Monday
- Christmas Strategy
- Wellness Sector
- Campaign Management
- Budget Scaling
- Evergreen Campaigns
- Audience Targeting
FAQ
Q: What should I do if my Facebook ad performance drops after good initial results?
A: Consider maintaining your campaign and analyzing the data rather than stopping ads impulsively, as fluctuations in performance are common.
Q: How can I prepare for Cyber Monday after Black Friday?
A: Scale your spending similarly to your Black Friday approach, as this day can yield comparable results if adequately managed.
Q: Should I adjust my evergreen campaigns during the holiday season?
A: Yes, monitor your evergreen campaigns post-Cyber Monday and adjust spending as needed based on their performance.
Q: Is it necessary to worry about the new wellness advertising restrictions coming in January?
A: It’s advisable to stay informed but not to panic. Monitor changes but wait for concrete developments before reacting.
Q: How can I ensure I maximize profits during the holiday season?
A: Focus on maintaining effective evergreen campaigns, monitor your spending closely, and adapt strategies based on campaign performance analytics.