Global e-commerce businesses are preparing strategic advertising campaigns to maximize sales during the critical Black Friday on November 27 and Cyber Monday on November 30 shopping period.
Successful campaigns require early funnel preparation in November, optimized bidding during the peak week, and sustained promotional efforts through December, according to industry guidance.
To prevent Meta ad sets from re-entering the learning phase, businesses should gradually increase budgets in early November and deploy holiday-themed creative assets before the peak sales week, Meta advised.
Google’s retail guidance suggests that advertisers lower Return on Ad Spend (ROAS) targets in early November to enhance visibility. New holiday asset groups should be uploaded at least two weeks in advance of the sales period, Google reported.
E-commerce businesses should finalize specific promotions early, including distinct offers for new customers. Utilizing Merchant Center features such as ‘sale_price’ and ensuring accurate sale date and time zones are important for effective promotion, according to industry experts.
During Black Friday and Cyber Monday week, Google campaigns require sufficient budget allocation. Advertisers should also implement seasonality adjustments for Smart Bidding, particularly for short events where conversion rate changes are expected to exceed 30 percent, Google stated.
Source: Search Engine Journal
