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Workshops · BFCM 2025 · English · PART 2 Workshop

(2) Ad Creatives for Black Friday

(2) Ad Creatives for Black Friday

  1. Consumer Psychology during Black Friday
  2. Evergreen vs Black Friday ads
  3. Elements for High CTR
  4. Elements for low CPM
  5. Andromeda Ad Creatives: Diversification

Consumer Psychology during Black Friday

  • What do you sell and what is the offer !!!!
  • Consumer = Fast, check lots of products, discover many offers, what should I buy?, comparing, scrolling, …

  • Clarity wins attention
  • The smallest complexity kills attention
  • People are READY to buy
  • But they are being bombarded

Evergreen vs Black Friday ads

More on this in the media buying part,

But it’s important to have the most advantageous creative structure:

  1. Black Friday ad creatives
  2. Some Christmas ad creatives (Nov 21st and on)
  3. Evergreen ad creatives
  4. Evergreen ad creatives that have a discount

With this structure you cover all the advantages and minimize disadvantages,

  • Low CPM
  • Profit from people looking for discounts
  • Keep many of your ads running after Black Friday

Elements for High CTR

Think A LOT about “scroll stoppers”.
Attention is the currency!!

  1. COLOR CONTRAST
    Typical BFCM colors: Black, Red, Yellow

 versus

Blue on blue is stupid. Black on white background is good, with a red element. Fantastic.

 

 

  1. EASY TO READ and UNDERSTAND

What do you sell and what’s the offer

Supplement/Cosmetics: benefit, product, offer
Fashion/Accessories: product, offer

  

  1. Relevance Signal (TARGET)
    How do you signal the algorithm that this ad is targeting a specific avatar? “The creative is the targeting”

Mention their goal
Celebrity, leggings, what appears to be young women that are fit, …

  
By having a model/creator that looks like your target avatar.

Visually show the problem that your target wants to solve:

  1. Show multiple products (Especially Fashion)
     
    Video examples:
    https://app.tryatria.com/ad/m1331121411464211
    https://app.tryatria.com/ad/m1409038130413966
    https://app.tryatria.com/ad/m1160121875974704
    https://app.tryatria.com/ad/m1308133261018981
  2. Having lots of likes and comments in the ad
  3. Having social proof / authority elements
    (as seen in… , 65,000 5-star reviews, 400,000 happy customers - Just put it small at the bottom)

Elements for low CPM

  1. Ad Engagement
    Percentage of scrolls stopped,
    High CTR,
    Likes and comments
    Comment replies !!
  2. Don’t mention Black Friday anywhere
    (in some ads, as we said before)
  3. Overbidding (Later)
  4. Creative Diversification (Later)
  5. Signal Quality
    ✅ If the target is women 40+ → show women 40+ using the product
  6. Of course adapt to the placement, don’t put square ads on stories !!
  7. Make some of your ads “human” and “organic”
    Avoid super polished brand ads.
    In Andromeda, the retrieval phase uses CV embeddings to detect characteristics of ads like:

studio lighting, clean product packshots, plain backgrounds → looks like an ad

iPhone shot, selfie, human face, messy, natural environment → organic  

One thing they do is assume the “probabilistic engagement” that an ad will have.

“Ad-like” visuals predict lower engagement probability, so they need higher bids to enter the same auction.



Andromeda Ad Creatives: Diversification

Before:

  1. ABO Testing
  2. Find 1 winning ad
  3. Make 25 variations of the winning ad
  4. Build a CBO around that winning ad
  5. Scale

Now with Andromeda

  1. Short ABO Testing
  2. Find 5 winning ads
  3. Make 5 variations of each winning ad
  4. Build a CBO around those 25 new ads
  5. Scale

We will discuss how to test and organize ad creatives in the next part: account structure and testing strategy for BF.

For now, let’s have this clear: we need to find multiple completely-different winner ads.

The goal is to find more than 1 ad that gets retrieved, that gets selected by Meta over the other millions of ads.

If you directly build a CBO, and the top spender gets retrieved but the other 9 ads are shit, this won’t scale great and it won’t give you multiple winners.

--

What to test will depend if you sell a product with angles/benefits or if you sell fashion or other items that have no specific benefit or transformation.

--

To be clear before anyone gets overwhelmed,

You do NOT need 50 ads in a CBO, not even 30.

You need 5-10 ads that are VERY different from each other.

These are words directly from Meta.

Simple Examples:

  1. Fashion brand selling T-Shirts
  2. Supplement brand selling melatonin

Fashion brand selling T-Shirts

Here it’s all about how you display the products and what is the vibe inside the ad.

Image options:

  • Multiproduct collage (floating)
  • Flat lay multiproduct (floor)
  • Split screen model + product
  • Model wearing the product (full body or close up)
  • Product image with content in the background (vibe)
  • 4 collage with a vibe (2 products, 2 scenes)
  • Product + Client Review

 

 

And for videos:

It quickly comes to mind that you can have a CBO where you ONLY have multiproduct ads, and then a CBO where you have single product ads. Inside of these CBOs you find diversification: unboxing, flat lay, collage, split screen, client review, how to style, multiproduct videos, …

****In fashion/accessories we really have to focus on dynamic ads, A LOT.

  • Dynamic Carousel Ads
  • Dynamic Collection Ads

Back in 2023 I was VERY successful using this image, with a Black Friday copy on it:

It’s the perfect scroll stopper !!

Organic hack, do it with your best seller:

Another example, transforming this ad into Black Friday:
https://app.tryatria.com/ad/m3193668074113855

I would add a text on the upper part of the video:

  1. “POV: you bought the right t-shirt on black friday”
  2. “POV: you actually nailed your Black Friday shopping”
  3. “POV: you bought it before it sold out on black friday”
  4. “My DMs are going crazy, it’s from (your brand) & the designer needs a raise”
  5. “My DMs are going crazy, yes it’s (brand), it’s sold out?”
  6. “My DMs are going crazy :) I just wanted a t-shirt, not fame.” (tag the brand right below)
  7. “My DMs are going crazy :’) best black friday purchase”
    (tag the brand right below)
  8. “Gatekeeping…”

Remember the statistics I showed from Meta, something like, 80% of users were using IG/FB to find product recommendations.

So when you use the above sentences, you literally fit 100% into what people are looking for !!!!

Diversification with a product that has a benefit, an avatar or different sales angles.

  • Supplements
  • Cosmetics
  • Fitness, Sleep
  • Hair care
  • Wellness

This is a bit easier to organize and have diversity.

Have 1-5 products,

Have 1-5 avatars,

Have 1-5 benefits / angles / pains,

Have diversity in the concepts.

Simple example:

  • Melatonin
  • Women
  • Low libido from bad sleep
  • 8 possible images concepts:
    Problem vs Solution

Article Ad

Before & After

Split Screen Product Model

Client Review

US vs Them

Ugly Ad, Meme
Offer, Discount, Shipping

  • 10 possible video concepts:

Problem vs Solution

Before & After

Listicle (3 reasons why...)

Founder Ad

Artificial Intelligence

Viral Tik Tok Concepts

VSL long ad

Unboxing / 1st Impression
Doctor UGC

Offer, Discount, Shipping

So we can attack women that have low libido from bad sleep, in 18 different ways.

You don’t need to create ALL these ads, I’m just mentioning what’s possible.

And even more concepts exist, these are just 18 examples.

After that, you can create other CBOs and either target a different avatar, or target the same avatar with a different problem.

  • Men with low libido due to bad sleep
  • Women with hair loss due to bad sleep
  • (...)

Please look at all the ads libraries in this document:

https://docs.google.com/spreadsheets/d/1FO9Jz12pAYR3YygzBglXsEu95ml1ZCXK4HjqtcNbL20/edit?usp=sharing

And think how it can apply to what you sell.

Any brand in there that sells something similar to you, please check them 1 time per week.

_________________________________________________

Andromeda is fast with targeting right now, so the easiest research you can do is by going into IG and seeing what ads get delivered (those ads have won in retrieval, ranking and auction, so they are Meta’s pick after lots of filtering).

Click on those ads, check their IG, and after 10min you will start to see a bunch of similar ads.

_________________________________________________

Remember that the best ads are usually “loaded” ads, so ads with >20 purchases accumulated and lots of likes, comments and you replying to all comments,

Will win above “better” ads that are not loaded.

_________________________________________________

Doubts on creatives?

Now we will go into account structure and testing.

Synced from Manel’s Google Drive · images and tables are shown as in the original doc