9 November 2023

Ultimate Black Friday Checklist for Performance Marketing

The holiday season is a wonderful time for businesses in the retail and e-commerce sectors to capitalize on the festive mood and drive sales by attracting new customers. Among the various shopping days that make up this season, Black Friday stands out as the most anticipated by marketers. However, the intense competition during this period can lead to an increase in advertising costs, specifically in terms of CPM (Cost Per Mille).

In this comprehensive guide, we will explore the various challenges associated with CPM costs during Black Friday and provide you with an all-inclusive checklist that will ensure your success.

Challenge 1: Fierce Competition

Black Friday is not just any ordinary shopping day. It is a day when advertisers go all out to attract customers, making it a highly competitive battleground for them. During peak periods, this competition drives up the demand for ad space and subsequently increases the cost per thousand impressions (CPM). To tackle this challenge, it is crucial to follow these steps:

Create Compelling and Unique Ad Creatives: Advertisers must create ad creatives that are visually appealing and carry a unique value proposition to stand out from the crowd. The ad must capture the target audience’s attention with eye-catching visuals, engaging copy, and strong calls to action. By doing so, the ad will have a greater chance of being noticed and remembered by potential customers.

Consider Retargeting and Like-Minded Audiences: Retargeting enables you to connect with users who have previously expressed interest in your products or services, increasing the likelihood of conversion. Meanwhile, like-minded audiences allow you to expand your reach by targeting potential customers who share similar interests and characteristics with your existing customer base.

Analyze Competitors’ Strategies: Analyzing your competitors’ approaches to pricing and promotions can help you identify gaps in the marketplace and help you differentiate your own offerings. By understanding your competitors’ tactics, you can maximize your impact and attract more customers to your business.

Challenge 2: Elevated Consumer Demand

Black Friday and the holiday shopping season are marked by a surge in consumer demand, which leads to a higher utilization of advertising space and drives costs even higher. To meet this challenge, incorporate the following strategies into your approach:

Plan Your Ad Budget Wisely: Allocate your ad budget strategically by focusing more resources on high-performing channels. Prioritize channels that have consistently delivered better returns on investment. However, stay flexible and be prepared to adjust your budget allocation based on real-time performance data.

Monitor and Adjust in Real-Time: Regularly monitor the performance of your campaigns throughout the holiday season. Analyze the data, track key performance indicators, and identify trends. Make real-time adjustments to your ad campaigns to optimize results and maximize your ROI.

Strategically Time Your Promotions: Coordinating your promotional campaigns to coincide with peak shopping hours can help maximize their impact. Offering flash sales and exclusive deals can create a sense of urgency and entice customers to make a purchase. By implementing these strategies, you can make the most of the holiday shopping season and achieve your advertising goals.

Challenge 3: Rising the Number of Impressions

During the holiday season, online shopping increases, resulting in a higher number of ad impressions. As a result, CPM costs escalate as advertisers strive to acquire more impressions. It is advisable to consider implementing the following tactics to overcome this challenge:

Optimize Ad Targeting: It’s crucial to concentrate on reaching the most suitable audience for your products or services. You can achieve this by utilizing data-driven insights to refine your audience segments. To target the right people, use demographics, interests, and behavior data, and exclude irrelevant audiences to maximize your ad spend efficiency.

A/B Testing: To optimize the performance of your ads, it is recommended to conduct A/B testing. This involves experimenting with various ad formats, placements, and messaging in a controlled setting to identify the winning combination that delivers the best results. By continuously refining your ad creatives and strategies based on the data you collect, you can improve the effectiveness of your ads over time.

Leverage Dynamic Ads: Dynamic ads leverage users’ browsing behavior and preferences to automatically generate personalized ads that display the most relevant products. By tailoring the ad content to the user’s interests, dynamic ads can significantly increase click-through rates and improve the chances of converting users into customers. This approach not only saves time and resources but also enhances the overall user experience by displaying products that users are more likely to be interested in.

That is why we have prepared a checklist for you to review. Check out our all-inclusive checklist that will ensure your success below.


Black Friday offers an incredible opportunity for businesses to boost sales and profits. Yet, with fierce competition and rising advertising costs, the path to success demands a strategic approach. Create captivating and enticing ads, allocate your budget wisely, and fine-tune your ad targeting. Continuously monitor your campaigns and make real-time adjustments based on data-driven insights. With the right strategies and a comprehensive Black Friday checklist, you can harness the potential of this pivotal retail season and achieve remarkable results for your business.

And when it comes to optimizing your ad campaigns for Black Friday and Cyber Monday, Rockads has you covered. We provide Premium Ad Accounts on popular platforms like TikTok, Google, and Meta, designed to help you overcome account restrictions, ad publishing issues, and payment and credit challenges. With Rockads, your Black Friday and Cyber Monday campaigns can achieve improved effectiveness and efficiency. Our non-stop advertising ensures more customers at lower CPMs, resulting in superior customer acquisition. Elevate your advertising game with Rockads this holiday season!

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