Tips on how to scale during Black Friday weekend

Hey Founder,

Happy Black Friday for those who ‘celebrate’ it! And a belated happy Thanksgiving to my American readers.

As we buckle up for this crazy weekend, I thought I'd send you some last minute tips on how to think about managing your Black Friday ad spend, to stay on top of profits and maximise your revenue.

Don't make the mistake of being too conservative and missing out on revenue at a time when shoppers are going a bit nuts!

🔄 Check Budgets Twice a Day

This isn’t the time for "set it and forget it." Keep a close eye on your budget allocations and adjust twice a day if necessary. Morning checks help you assess overnight performance, and evening checks ensure you're prepared for the next day's spikes in traffic.

🚀 Be Less Shy About Scaling

Normally, scaling up your spend more than 20% might feel like a big leap, but during Black Friday, it’s about getting aggressive while staying smart. If you see ads performing well, don’t hold back—push your budget a bit more than you would in a typical month. But…

📊 Monitor Shopify Numbers Closely

Don’t just rely on the ad platforms for results—always look at your actual sales in Shopify to ensure that what’s happening in the ad world is translating into conversions. Watch metrics like blended ROAS (total revenue divided by total spend), AOV, and cart abandonment rates to tweak campaigns in real-time.

The golden rule is: if you upped spend and saw an increase in revenue - keep upping spend until your ratio starts dropping.

⚠️ Google Ads Often Needs More Time to Scale

Google can be trickier when it comes to scaling quickly. It often doesn’t respond as fast as Meta, and scaling up too aggressively can lead to inefficiencies or rising CPAs. Scale cautiously with Google, and don’t forget to watch those auction insights.

Also be mindful that as a bottom-of-funnel channel - Google often looks good in platform - but you want to be sure than when you increase spend it does actually lead to more revenue on site!

💌 Don’t Forget Email Marketing

While paid ads are crucial, email marketing is still one of the most effective ways to drive sales during Black Friday. Keep engaging your list, offer exclusive deals, and push cart recovery emails to make sure you're squeezing every dollar of ROI out of your marketing spend.

Black Friday is a great time to lean into scaling, but it requires constant monitoring and a bit of caution, especially when working with platforms like Google.

Stay on top of your budgets and results, and you’ll be able to maximize sales without burning through your budget too quickly.

Feel free to reply to this email over the weekend if you have questions or get stuck! I will be online and able to answer quick questions you may have!

x

Jessie