(1) BFCM Case Studies 2022, 2023

(1) BFCM Case Studies 2022, 2023 + Learnings

• Case Studies 2021-2022
• Case Studies 2023
• Top Performance Learnings

• Case Study #1: Combine BFCM with product launch

• Case Study #2: From €300k Nov 2020 to €1M Nov 2021

• Case Study #3: Past Mastermind Member

• Case Study #4: Leadgen

• Case Study #5: €2M revenue in November 2023

Case Studies 2021-2022

Case Study #1: Combine BFCM with product launch

Product Launch + BFCM + New Year’s

• Very long and strong HYPE all November
• Collection drop with Disney
• Brand making $1-$2k/day made $40k in 4h
• Very well coordination of all platforms

5 Hype Posts

7 Hype Emails

PR investment

Reach Ads with those IG posts to make them more viral

10x daily meta budget, usually spending $200-$300 and it got to $3000.

Case Study #2: From €300k Nov 2020 to €1M Nov 2021

2020, not managed by me, random ads, no BF focus, no manual bidding, all campaigns spending almost the same, …

2021:

• Even though iOS14 tracking,
• Blended ROAS >5
• Good and clear ABO testing
• CBOs to push winners, one with manual bidding
• Urgency messages

Same brand

2022: 4 days in a row >100k on BFCM

• 2 cost cap CBOs, best scaling
• 5/11 campaigns = manual bidding
• Same ads active from sunday, during black week, until cyber monday
  

Case Study #3: Past Mastermind Member

• Very good wave surfing
• Fully implemented everything we saw in the Mastermind

Case Study #4: Leadgen

• Big leadgen campaigns
• Profitable UK
• Not very profitable US

UK → The ads were more difficult

US → Easier with ads

Case Study #5: €2M revenue in November 2023

Filtering only for “black friday” ads:

1. My initial ABO was the top performer (not a good practice)
2. Last Units evergreen
3. CBO Cost Cap 150
4. Advantage+ Cost Cap

Check how I don’t have time to fully scale the “black friday 24 hours” as I launched it on Thursday afternoon, can’t scale with high ROAS.

Another case, high AOV and low profit, max CPA is €20

• Main learning: manual bidding has the lowest CPA at good volume of purchases
• The winning ads from early black friday with lots of purchases accumulated OUTPERFORM the fresh black friday ads

Top Performance Learnings

• Accumulating purchases in the ad set > Having a perfect message (early BF vs perfect BF message)
• Maintain and scale selected evergreen campaigns
• If you do BF specific ads, launch on Thursday not Friday
• CPM goes up more than CTR (not compensating) (so we rely on higher conversion rates)
  
  
  
• Focus on maximizing your chances of delivery
  One of the most frustrating things can be, during wave surfing, being profitable and wanting to spend more, but Meta just does not take your budget fast enough and you lose key hours
  

• Overbidding manual bidding can give you lower CPMs: