#marketing-paid
Thread
How does everyone plan their budget increase/decrease for BFCM?
(Last year we undershot Black Friday, and overshot the rest of the weekend).
We spend a few thousand per day now. Would you increase by 20%, 40%, 50%, 100% at midnight Thursday?
Then drop by 50%, 80% for Sat/Sun?
And increase again on Monday, by how much?
Could def use some guidance!
ROAS goals.
We started scaling more aggressively from this Saturday. 20-30% every 24h if performance holds. Up until Saturday we’ve been scaling every 48h.
This week, we continue every 24h. Thursday midnight probably 100-200% if not more (depending on this week’s performance) for Friday.
Saturday and Sunday are bloodbath. I’ll probably pull back to current levels and monitor every few hours over the weekend.
Cyber Monday - will try to get to around 60-80% of Black Friday spend levels,
For context, we’re currently at around 10k - 12k spend p/d
Looping in <@U09KB376KV3> @Charles Tichenor IV @Nativ Yanko @Fergal Dinan @Avi Arora @Joel Jackson @Kris Watts @Hugo Lewis @Brad Baxter @Katherine Jacobson @Theo van Wyk
Echoing Peter - if the campaign was hitting our CPA or ROAS goal we kept spending. We would have tranches, if hitting X ROAS spend up to Y, if hitting an even higher ROAS spend more.
It required constant management but is worth it - with BF/CM sales already starting if it is working today increase spend
interesting. the past couple years, today thru Thanksgiving is awful for us lol. So I only can scale up Friday, but not sure how much to go for ya know, since it's on big swoop, as opposed to incremental over the course of the week
We split our offering in two. So Buy More Save More bundle deal Nov 18th onward, then hard pivot for BFCM week for X% off. So far we're seeing good results, and boosted AOV
We have been ramping our evergreen campaigns over the last few weeks but 10% 2-3 times a week.
Our evergreen is spending around $8K a day in Meta and we are spending an estimated $25-30K a day on top of this.
We watch MER/ROAS and based the performance of previous sale periods. Usually the days of the sale results line up with previous periods.
Looping in @Aakrosh Sharma
Looking back at BFCM, the conversion momentum definitely looks significantly lower than last year. so while we did scale a lot (2X in spends over last year), the revenue hasnt kept pace (1.7X over last year).
Post-BFCM, last 3 days, we are spending 1.85X over last year and revenue is also 1.85X - but these 3 days were relatively weak days last year.
This is only my second year running ads on BFCM - so i am still learning the ropes of the business and how to read these changes in the right direction.
cost per reach (1 day, 7 day) has nearly doubled - it feels possible that its because of our creative reaction to andromeda