Scaling Budgets Efficiently on Black Friday and Cyber Monday

The Plan

Excited for the challenge, Delegator started with analyzing the previous year's ad successes and failures as a starting point for developing a multi-focus campaign strategy. Our review dove deep into audiences and ad copy, to figure out what might be reused, what needed updating, and what was best left behind. Storyville was interested in scaling their budget on Meta to be more comparable to their Google Search budget, so we knew our team would need to be on top of monitoring changes on Meta to ensure the budget was being scaled efficiently.

Utilizing this data and historical  context, we set up A/B tests to run previous successful ads with new copy and messaging to optimize for the best performers. We took the same approach with audiences on Meta. Lastly, along with these items, we also added new audiences focused on ‘coffee lovers’ and ‘engaged shoppers’  to the blend as we believed targeting a broader audience would help grow both subscriptions and sales countrywide.  

On Google we established a strong audience the month before Black Friday & Cyber Monday so when the rush hit, we could focus on pushing Storyville’s promotions rather than growing the audiences. These audiences included a general ‘brand’ group that actively looks for coffee sales online or is already a fan of Storyville. We also included non-brand audiences or groups looking for coffee deals online but are not current Storyville customers. By establishing these groups before the holiday season, we could be sure Google was already primed to spend on these targets efficiently.