However, this time of year is when there is the most competition for advertising space.
Everyone increases their marketing and advertising spending to draw customers, which is a clear strategy to increase sales and end the year with healthy profits. Therefore, you must improve your performance if to get your Black Friday bread.
Dedicate a Larger Advertising Budget
Last year, online shoppers spent $8.9 billion on Black Friday day (Source: SpendMeNot).
This year, an estimated $209.7 billion is expected to be spent on BFCM (Source: Adobe Analytics).
With great opportunity, comes a greater cost and more precisely, a higher CPC (Cost-Per-Click).
Based on 15+ years running BFCM deals for e-commerce brands, Yassir Ennazk, the founder and CEO of Scalify recommends allocating 50% of your advertising budget on acquisition 1-2 weeks before BFCM and dedicating the rest to retargeting throughout the stages of the sales funnel.
You may opt for TikTok ads to increase your website traffic and rely on Meta ads to bring in sales.
If you've had at least 100 sales in the last 180 days or so, it's best to opt for using lookalike audiences for acquisition; you want to target people who are similar to your website visitors, customers, and repeat clients. You don't want to test interests in this phase.
If your store is brand new, you're better off targeting the interests that your ideal customer is more likely to have.
If you haven't set up an advertising funnel for your Shopify store yet, you can activate a pre-made advertising funnel in a few minutes that retarget your website visitors across their purchase journey.
Take advantage of our BFCM offer and get 30% OFF your monthly subscription for 3 consecutive months!
- Install Easy Ads for Facebook on your Shopify store.
- Bulk Create 100+ Lookalike Audiences Automatically with Scalify.
- Free Crash Course: Facebook & Instagram Ads 101.
Write Your Ad Copy
After your ad creative, ad copy is the second dominator that defines how well your ad performs. Ad copy directly affects your CTR (Click-Through-Rate) and consequently, your ROAS.
An average CTR across the board is 1%, however, we encourage all our customers across all apps to aim for a minimum CTR of 2% in order to keep ads on.
So how do you write ad copy that makes people click your ad?
You understand who your ideal buyer is and write for them.
If you've never written ad copy before, don't feel intimidated! Writing ad copy is all about following a solid framework from A to Z.
In this chapter, I want to share with you a step-by-step copywriting guide you can follow to write a high-converting ad copy that increases your CTR by at least 30%!
Recommended Resource: Complete Ecommerce Copywriting Guide For Writing Ad Copy that Sells.
Spice Up Your Ad Creative
During BFCM season, your ideal buyer is bombarded with ads from advertisers like you that want a piece of the $818 budget shoppers plan to spend during BFCM (Source: dotdigital).
You want to make sure your ads stand out in the news feed; we're talking clean design, red colors, and classic big discount signs.
If you're thinking about using video this BFCM, make sure to dedicate extra time to perfect the video hook; you want people to stop scrolling when they come across your ad. Think about the last time an ad hooked you from the beginning. What was in those first 10 seconds that made you stick around?
It's also equally important to emphasize your CTA (Call-To-Action) and show a demo of the desired action; this persuades more people to tap into their follow-instructions mode and do as instructed.
If you plan on using image ads, you're in for a treat!
We've just launched a new feature that enables you to add attention-grabbing frames to your ads with the click of a button!
All you need to do is select the frame you want to go with and apply. Here's a video tutorial to show you how: