As many of you know, promoting on Facebook during the holidays can be difficult. There are so many promotions and so many advertisers competing for attention.
Black Friday weekend can be one of your most profitable times of the year as an ecommerce business if you know how to approach it in your Facebook advertising.
How can you break through the noise?
Today I'm going to teach you about the Pent-Up-Demand method that made me sell millions in my agency days on Black Friday weekend.
Step 1: turn off your retargeting
This method takes advantage of people's anticipation of upcoming Black Friday / Cyber Monday sales and is really easy to do.
All you have to do Take off your retargeting audiences 1-2 weeks before your promotion starts and spend 100% of your budget on finding top-of-funnels.
Why do you ask? The answer is simple.
This will build up a pretty large number of users who have visited your website but have not bought anything. These people were interested enough in your products to click, but something may have stopped them from buying. It's okay though as we're giving you a great chance to complete your purchase in the next step.
Step 2: Prepare Your Ads
In the weeks leading up to Black Friday, take this time to prepare your promotional materials for the upcoming ad blitz.
Whether you are offering a BOGO offer or a discounted price on a popular product, it is important that you create ads that mention this promotion in both the image / video and the ad copy. You can always develop a new motif for it if you want. However, I recommend repurposing only the best performing theme and adding a banner or label that makes it clear what your advertisement is. That way, you know it will be effective.
For the ad copy, I also recommend re-using your best copy for it. I like to use yaytext.com to create eye-catching headings and captions for the copy. You want to create a sense of urgency to get people to buy. So make sure the sale is only for Black Friday
Step 3: turn your retargeting back on
The last part of this method is where the magic happens. Once Black Friday is over, it's time to turn your retargeting audiences back on and REALLY target your budget with those audiences.
Normally I wouldn't recommend shifting your frequencies in your retargeting audience. But Black Friday / Cyber Monday has so much earning potential for ecommerce businesses that you can get a ton of sales from your retargeting audience this weekend.
Spend as much as you can in these 3 days! If you have the inventory and the budget, you can find your best performing ad sets and really work on them this weekend. If your advertisement is enticing enough, you will have a HUGE audience to run these ads and get really good bang for your buck.
If you can implement this strategy well, you should see bigger ROAS increases with lower CPMs, since retargeting audiences generally have lower CPMs.