How to make the most of Black Friday on Meta

Black Friday is one of the most exciting but tricky weeks in growth marketing. Here are 4 tips to make the most on Meta 👉

1) Match the right offer to the right customer segment (in real time)

The trick is that the offer/segment fit changes every year, so it’s not necessarily easy to predict, and there could be hundreds of possible segment/offer combinations (depending on your product). As a result there’s a lot of opportunity to make an impact by being reactive with segmentation and creative throughout the week.

2) it’s highly incremental to bat cleanup for your other channels such as email, organic social, pr, etc, via retargeting.

Another savvy move is to retarget high intent but non converting traffic with alternative offers (eg, targeting those who showed intent but churned from offer A with offer B).

Setup retargeting segmentation for various combinations of funnel stages, channels, and offers (the meta pixel will let you do this by url/utm), then let bids and performance dictate which segments get budget in real time.

3) setup custom events on meta for different offers/segments to give a boost to targeting.

Especially if you use a standard purchase event for all offers (and/or don’t have the resources to make changes on the data engineering side).

4) start early and end late

Over the years, consumer expectations have widened on the length of Black Friday. Feel free to let efficiency be the judge of when to start and stop.

Being hands on and responsive is the most sure fire way to maximize ROI. Feel free to ping me if you need a pinch hitter to drive home some critical end of the year revenue on media buying or creative.