Things to know for BFCM

Things we want to know for BFCM

1. How do you plan budgets for BFCM?
2. What if your client doesn’t have historical data?
3. What does DAY OF management look like for the accounts?
4. Putting tons of money behind stuff and then turning them off throughout the day
5. Do you ramp up spending before? How aggressively?
6. % spend Friday, Sat, Sun, Mon
7. When to build campaigns and ads
8. running offers, when offers get “extended” how do you handle that?
9. Deadline for structure buildouts?
10. Running current campaigns alongside BFCM campaigns?
11. What campaign / bid strategy should we be using for BFCM? LC?

We will be building NEW campaigns for BFCM.

You’ll want to keep an eye on your other campaigns on BFCM but you won’t be turning them off.

We will be competing to hit certain % goals on BFCM.

Because you are making decisions in the moment on BFCM you want to be really familiar with delayed attribution before making decisions. The biggest goal is to have YoY growth for clients. Knowing delayed attribution helps set targets. Operate based on normal delayed on BFCM if you don’t have historical data.

Push as aggressively as you can for a 1-day target on BFCM. You just want to hit your 1-day target by the end of the day.

Start Talking To Clients

1. Ask about their revenue goals
2. Spend Target
3. ROAS Target
4. OFFER
5. Launch Date
6. Creatives?

What they did last year vs this year. How much growth are they looking for? Is that realistic for what is being seen in the account?

Go back and calculate the DAM for 1 day – day over day lift for 1 day in November for clients.