Everything You Need to Know about Black Friday and Facebook Ads

If your big plan for Black Friday is to run a site-wide sale and discount most of, if not all of your products because you were told that you were supposed to be someone whose best effort was to say to you that running a retail location was in any way similar to an e-commerce site

Getting a ton of revenue today at the expense of so much more valuable metrics downstream.

It can be incredibly harmful.

But yes yes

The ROAS
Well, there are far more important things than out-of-context data and mortgaging your future for a few extra shekels today.

Understanding business economics has much to do with appreciating more than just what happens today.

Scaling a business and planning for future success comes with knowing how much a customer is worth & how much more valuable that information is than the profit on a sale.

Does it make sense to build our business by prioritizing the acquisition of traffic & customers that ultimately serve as liabilities to growth?

Not only in terms of the implications of inventory & cash flow but also as distractions to the CRO, Email, and customer journeys after the buy?

We must remember that Black Friday is a buyer holiday created by mass retailers to get out of the red.

All year long, businesses that sell other businesses' products run at a loss.

Black Friday is when they get ahead.

Is that your business or problem?

Sometimes the business need is absolutely cash flow today.

This is where Black Friday comes from anyway.

If you've been running at less than a profit all year long, black Friday is a great way to clear your inventory to get a surge of money back into your business.

If you can structure your offers during Black Friday to attract existing customers to come back & buy something that raises their LTV

Or if you can get new customers to match your standard LTV with the AOV of their first purchase.

Your business is going to look a lot better.

Ultimately a business is only as good as its customers.

Your customers are the equity that your business can leverage to grow.

The quality of these customers ultimately translates into the value of your business.

Let's focus on improving the Average Customer Value of the business.

Don't be pressured into running a sale because everyone else is.

Ultimately this is just a few days in an entire year. Consumer intent is higher during these periods, so you don't have to play the game to see the benefit of psychology in the marketplace.

Play games you can win

I'm not saying that running any discount is bad or that running Black Friday campaigns is always a huge mistake.

We need to appreciate what will happen when we make this choice.

Lucky for us, the ramifications are very, very common & easy to plot out.

Running big sales

It can actually be a huge opportunity.

We can actually plan to utilize this time to make our Q1 efforts better while also improving profitability in Q4.

Lowering price is the market's least valuable and most common selling proposition.

We can do better

Who said you ever had to run ads to promote a sale?

If you have a monetizable CRM database full of high-quality users eager to take advantage of your next offering…

You might not ever have to spend a penny to capitalize on this buying holiday & see more profit than ever.

Facebook Ads build on machine learning.

Every investment into new campaigns and business objectives comes with the opportunity cost of impeding existing evergreen campaigns.

I can't stress the emphasis on getting contact information for folks to reach them outside of running ads.

When running a promotional effort, it's an excellent idea to have a goal in mind for revenue over cost.

Setting an expectation for what success looks like can tremendously help when trying to understand a deployment strategy for that sale.

You don't NEED ads to hit these numbers.

When running a promotional effort, it's an excellent idea to have a goal in mind for revenue over cost.

Setting an expectation for what success looks like can tremendously help when trying to understand a deployment strategy for that sale.

You don't NEED ads to hit these numbers.