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22 BFCM Paid Ads Tips from a Marketer Who Spent $7.6M Last Year
And bonus inspiration ads for BFCM
What's up, Marketers! This is Aazar.
This newsletter is about leveling up your paid growth marketing skills by analyzing the best brands' paid strategy, tactics, positioning, and value props.
This newsletter is divided into:
Sharing what I've learned
Sometimes sharing some other performance marketers’ lessons with you (this issue)
And I analyze & compare the best ads on the internet
BEST LINKS OF THE WEEK (on popular demand)
My favorite finds
Mega ad swipefile (gated but it is indeed great)
Yet another Black Friday Cyber Monday guide? Well, this isn’t your typical one.
It’s a tactical guide to make sure you follow the right steps.
This guide is shared by Marin Istvanic, who spent 7.6Mn last November on his clients and internal brands. So, you will definitely get something out of it (be sure to follow him on X or YouTube).
So here are all the tips you need for paid media during BFCM:
1. Make sure you have inventory available (obvious but could be an issue).
2. Look at your ad account and check the spending limit
3. Starting early will get you a lower CPM but make sure you don’t come across as cheap or discount-only product
4. CyberMonday is in December so attribute the sale to the right month
5. Make sure your offer has been tested already
6. Always use "Up to X% off" in your ads because not every product needs a huge discount. Even if you offer a big discount on just one product or category, you can promote it with "Up to X%" in your messaging. This creates a stronger appeal without needing to slash prices across the board.
7. Make a bundle offer if you have multiple products (especially those that aren’t selling well
8. If you want to be super aggressive then offer BOGO “buy 1 get 1” or “buy 2 get 1 free”
8. Technical Stuff
Define the theme of your sale
Have a countdown timer (this still works)
Banners on the website are critical
Use automatic discount code
Prepare your email campaigns + influencer posts
9. Budget pacing:
Remember: Black Friday is a period of capitalization of all your traffic throughout the year. Lower your ROAS target
Compare your budget pacing from the previous year
Capitalize on buying demand on the days you have the most sales
10. Launch your ads after the early launch - VIP Email
12. Don’t turn off your evergreen ads during BFCM
14. Add offer banners to your existing evergreen ads
15. Use urgency: Never again, Today only, Last Chance
16. Exploit gifting angle in your ads
17. In terms of targeting a use broad audience, as images will be pretty much retargeting
18. Account structure:
Provide 2-5 variations of each concept in your testing campaign and scale winners in testing
Take winning ads with post IDs and move them to ASC click-only campaign
Isolate countries that are getting good CPA
19. Surf scaling: If CPA is making sense either do it manually or with automatic rules
20. Leverage cost caps, but only with winning ads - they allow you to set higher budget and spend more if there’s an opportunity
21. Post sale:
Lower your budget and caps, then switch to Christmas and gifting angle more
22. Already plan Q5 in between Christmas and NY and capitalize on low CPMs
Some other resources that were useful regarding BFCM to me:
Thanks to our partners who support this newsletter.
Tools worth checking out:
Atria: You're only as good an advertiser as your swipe file. Atria helps save good ads and analyze them in-depth. But the best part? Their AI helps me create concepts and scripts within seconds. Check it out for free. Most importantly, they now have built-in ad analytics to make more winning ads.
Creative OS: Don’t waste your designer’s time in copying swipe files. Get all static ad templates to increase your experiments and ad creatives’ velocity. Check it out here.
Bonus (some creative ideas for Black Friday)
Plus, here are some creative ads I have found on the internet to inspire you with more Black Friday ads:
Play with the concept

Play with the date

Play with the visuals and wording

Use the gifting angle

Play with reminders

Play with it to iterate on your mission

Play with it to iterate on your cost-effective pricing

That’s all from this week.
Happy Growing with Paid Social,
Aazar Shad
Since this newsletter is free, I do it to follow my curiosity. But I’d love it if you could leave some feedback so I know if I am helping you or not.
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