If I wanted to scale my FB Ads for BFCM, this is what I would do

👋 Hey readers,

Welcome to the 21 new people that signed up in the last 7 days.

This week, we’re only 85 days away from Black Friday. That begs the questions: how do I structure my ads and what creatives should I be running?

Here’s a breakdown:

• 🧱 Media Buying Structures to scale creative testing

  • Locking down your offer

  • How to structure your ad account

  • Creative Mix: What type of creatives should I be running?

  • Additional Creative Tips

• 🫵 1 FREE Ad Template Weekly

  • This weeks FREE Template is one of our winners last year

• 💾 FREE Weekly Ads Swipe Files

  • This weeks FREE swipe file is all about BFCM

• 👩‍🎨 Next Issue: Types of Creatives you should be testing

Black Friday is looming, and it’s not waiting around for you to get your act together. We’ve got 85 days, folks. That’s less time than you think, and if you’re a marketer or creative who isn’t already prepping for the biggest sales period of the year, well… good luck. You’ve got about two months to sort it out, and trust me, that clock is ticking faster than a toddler on a sugar high.

So, what do we need to do to make sure our ads are in fighting shape for BFCM? Here’s the no-nonsense guide to getting your ad account and creatives ready to crush it this Black Friday.

Step 1: Lock Down Your Offer

Before you even think about setting up campaigns, get your offer sorted. Keep it simple—15% off campaigns do well, so stick with what works. You don’t need to reinvent the wheel with complicated “Buy 2, Get 1 Free” nonsense. People don’t want to do math when they’re trying to snag a deal. Free gifts? Nice touch, but don’t make that your main offer unless you want to watch your ROAS plummet harder than a one-hit-wonder.

Pro Tip:
Test your offer during Labor Day. If you missed that boat, September is your second shot. Keep your regular offer running, but set aside a budget to test your BFCM offer. Make sure your ads, landing pages, abandon cart flows, and post-purchase funnels all match. Everything needs to align perfectly, like a well-oiled machine.

Step 2: The Ad Setup for BFCM

Now that you’ve got your offer locked down, let’s talk structure. You’ve got two options here, and I’ll walk you through both.

Structure 1: Three Campaigns (ABO)

1. Prospecting: Multiple ad sets, max four creatives per set. Keep it clean—no more than 4-6 creatives per set. If you’ve got 8 videos, split them into 2 ad sets. Targeting? Exclude everyone who’s purchased in the last 30 days, engaged in the last 14 days, or visited your website in the last 14.
   Budget: Double your daily budget starting at 12:01 AM on Black Friday. If you’re starting ads earlier, go with 1.5x your usual budget. It gives your ads time to gather data, so when the real Black Friday madness begins, you’re already miles ahead of the competition.

2. Retargeting: Break your audience into two buckets—High Engagers (last 30 days) and Low Engagers (last 90 days). Limit each ad set to six creatives. Got 8 videos? That’s two sets of four creatives for high engagers.

3. ADV+: I’m not usually a fan of ADV+, but for Black Friday? Run it. Retargeting set to 45%, up to 8 creatives per campaign. This is where you throw simplicity out the window and chad scale—if it’s working, push those budgets.

Structure 2: One CBO Campaign

This is the easier way to scale—three ad sets:

1. Prospecting

   1. Same audiences as structure 1

2. High Intent Retargeting

   1. Same audiences as structure 1

3. Low Intent Retargeting

   1. Same audiences as structure 1

Throw all your creatives into these and set your budget at double your current daily spend. Ignore the “20% budget increase” nonsense. If your ads are crushing it, go full throttle.

Step 3: The Creative Mix You Need

Black Friday isn’t the time for subtlety. You’ve got to grab attention like a headline at the grocery store checkout. Here’s what you need in your creative arsenal:

• 3 Static Ads: Bold and direct. Make your offer pop.

• 10 Videos: A mix of short, snappy 15-second spots and longer-form videos. Make sure your sale is obvious.

• 2 Carousels: Perfect for showing off multiple products. Each slide should hammer home a different selling point.

• Catalog Ads: Refresh these with BFCM-specific offers. People are going to scroll through like zombies looking for deals—make sure yours stands out.

I’ve laid out all the creative styles you need in the swipe file linked below!

Additional Creative Tips

Update Your Winners: Take your best-performing ads from the past and slap a Black Friday banner on them. You don’t need to reinvent the wheel—just refresh your top performers with a Black Friday sale twist.

Customer Review Ads: This is your time to double down on social proof. Black Friday shoppers are bombarded with ads, so your potential customers need reassurance. Customer testimonials or reviews that highlight how your product solved a problem are gold. Show potential buyers that others have taken the plunge and loved it. Testimonials should be front and center during this sale period to alleviate objections and push hesitant buyers to convert.

Feature-Heavy Ads: You’ve only got a few seconds to grab attention, so hit them with your value proposition right away. Make your product’s benefits crystal clear. For example, if you’re selling noise-canceling headphones, don’t just list the features. Show how they help someone focus in a noisy office or during a commute. Always convert features into benefits so your audience doesn’t have to do the work themselves.

Bold Claims: Don’t shy away from making bold, attention-grabbing claims (within Meta’s guidelines, of course). You need to stand out, and sometimes that means taking a risk with your messaging. Just make sure you’re backing it up with value.

Private Sale Creatives: Retargeting your high-intent buyers with an exclusive sale is a great way to reward loyalty. Create a sense of exclusivity with ads that offer a special discount or early access to your most engaged customers. This not only drives conversions but builds brand loyalty.

🫵 2 FREE Ad Template Weekly

As a bonus you’re getting 2 FREE Black Friday Cyber Monday inspired templates that will absolutely fucking crush for you!

💾 FREE Weekly Ads Swipe Files

💾 FREE AD ACCOUNT & CREATIVE AUDIT

This year alone over 76% of our clients are having record years, and the year isn’t even over yet.

If you’re a business spending at least $30k+/month on ads and want a free audit then book a time below.