Build demand before BFCM with Meta prospecting, give Google budget room for peak sales, and retarget holiday visitors to drive December purchases.

This year, Black Friday is Nov. 27 and Cyber Monday is Nov. 30 and winning Black Friday/Cyber Monday (BFCM) week with a full-funnel ecommerce account comes down to addressing three things, done in order. Fill the funnel in early November so there is more demand to capture, give your bidding room to capture it efficiently during the week, and keep selling to that same audience through December.

In September, I covered how to structure a full-funnel ecommerce account before Q4, meaning the exclusions, customer lists, and prospecting budget. This article is the playbook for running that account through peak season, phase by phase.

In my experience, the BFCM weeks that go best in our accounts are the ones where the work started in early November. By Black Friday, every retailer in your category is bidding for the same shoppers. In our accounts, what converts during Q4, specifically BFCM and Holiday, comes from people who found you in the weeks, or even months before. We see shoppers holding out for your best offers during this time and it’s your job to remind them they were looking, waiting to purchase, and get them to purchase. Your job leading up to the holidays is building up your prospecting and growing your funnel as much as possible to expand that audience that would convert down funnel during BFCM.

The last thing you want heading into BFCM is your Meta ad sets dropping back into the learning phase .

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