BFCM: May the Odds Be Ever in Your Favor (With a Killer Strategy)
Hey friends!
It's November, which means we're in the final sprint toward what I like to call the PPC Olympics - Black Friday/Cyber Monday! After seeing Shopify merchants hit $9.3B in sales last BFCM (up 24% from 2022!), I wanted to share my playbook for securing that gold medal performance.
Why BFCM 2024 Is Different (Because every year brings new challenges)
1. More Mobile Than Ever: Mobile traffic continues to dominate, making optimization crucial
2. Fiercer Competition: You're not just competing in your niche but for total wallet share
3. Earlier Shopping: Consumer behaviour is shifting earlier in the season
Your Winning BFCM Strategy
1. Budget Like a Pro
???- Set aside a specific BFCM reserve (trust me, you'll need it)
???- Allocate 75-80% to conversion campaigns
???- Keep some budget flexible for real-time adjustments
2. Mobile-First Everything
???- Speed test your mobile site (seriously, do it now)
???- Streamline your checkout process (make it as easy as possible for your customers to buy from you)
???- Test across multiple devices (what works on iPhone might not work on Android)
3. Campaign Preparation
???- Submit ads a week early for approval
???- Update all promotion extensions
???- Have backup promotions ready (because popular items will sell out)
Common Pitfalls to Avoid
* Running out of budget mid-day
* Neglecting mobile optimization
* Waiting too long to prepare ads
* Not having backup promotions ready
Looking Ahead
While we can't predict every BFCM challenge, failing to prepare adequately could mean:
* Missing out on peak shopping hours due to budget constraints
* Losing mobile customers to better-optimized competitors
* Getting ads disapproved when you need them most
Remember, BFCM success isn't just about having great deals—it's about being prepared for every scenario and staying flexible when things change (because they will).
Exciting News! ??
Quick side note – I'm thrilled to announce that Sarah Stemen, MBA and I just launched PPC Gals, a new YouTube channel focused on no-fluff digital advertising strategies. Our first two episode dives deep into BFCM strategies! We're currently uploading bi-weekly content, moving to weekly in 2025, plus bringing in monthly expert guests. Check us out here: https://www.youtube.com/@PayPerClickGals
Best regards,
Ameet & the Hop Skip Media
PPC Olympics Enthusiast