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Workshops · Q4 2026 · BFCM · English · Day 2

2 - BFCM Ad Account Structures

Q4 2026 WORKSHOP - DAY 2

BFCM Ad Account Structures

  • What needs to be tested before BFCM
  • When to start testing and when to finish
  • APPA: “Accumulated Purchases Per Ad Set”
  • Different ad account structures
  • Retargeting, Reach, …

What needs to be tested before BFCM

If I want to scale very hard 27th-30th (BFCM), by November 26th this is what I need to have:

  • 5-20 evergreen winning ads
  • 5-20 Black Friday winning ads
  • Winning manual bids:
    Cost cap o Bid Cap (preferrably overbidding)
    Max Value
  • 2-10 CBOs with >20 purchases accumulated
  • Having practiced Wave Surfing during November

When to start testing and when to finish

  • Depending on your campaign strategy, testing will start between November 1st and 23rd

  • Should we test in ABO and then move to CBO?
  • Or should we test directly in CBO by concept with min spend, and then we optimize and this CBO becomes a scaling campaign?

It depends :)

  • If you launch BF between Nov 1st-17th, you can start in ABO because you have a lot of time to move into CBO and accumulate 20-100 purchases in that CBO
  • If you launch BF after the 20th, I think you don’t really have time to test + accumulate 20 purchases from the 20th to the 26th

Example: Starting directly with CBO

I build the CBOs and keep adding ad sets and optimizing:

APPA: “Accumulated Purchases Per Ad Set”

Again, I insist on this.

It’s very important to not enter BFCM with new campaigns that have 0-5 purchases.

*Also avoid being super consolidated and efficient with just 1-3 campaigns, because (what happened to me) the day of Black Friday, Meta will not absorb the budget fast enough, you could panic and start duplicating campaigns to scale horizontally, but those campaigns have no sales accumulated.

https://www.facebook.com/business/ads/ad-auction

https://www.facebook.com/business/help/430291176997542

Estimated action rate: estimated probability that your ad gets a sale.

It’s common sense that the more purchases accumulated in the ad set, the more Meta will trust us and obviously the higher the EAR will be, as we’ve proven we can get sales.

Different Account Structures

  • Phase 1: Testing
  • Phase 2: Build Scaling Campaigns (and accumulate)
  • Phase 3: BFCM Wave Surfing

Option 1: ABO Testing, CBO Scaling

Phase 1, option 1:

🧪 PRO_(Evergreen)_ABO_Testing

🚀 CBO_(Scaling)_(Evergreen, Angle 1)

🚀 CBO_(Scaling)_(Evergreen, Angle 2)

🧪 PRO_(BFCM)_ABO_Testing

Phase 2, option 1:

🧪 PRO_(Evergreen)_ABO_Testing

🚀 CBO_(Scaling)_(Evergreen, Angle 1)

🚀 CBO_(Scaling)_(Evergreen, Angle 2)

🧪 PRO_(BFCM)_ABO_Testing

🚀 CBO_(Scaling)_(BFCM)

🚀 CBO_(Scaling)_(BFCM)_CostCap100

🚀 CBO_(Scaling)_(BFCM)_MaxValue

Phase 3, option 1:

🧪 PRO_(Evergreen)_ABO_Testing

🌊🚀 CBO_(Scaling)_(Evergreen, Angle 1)

🚀 CBO_(Scaling)_(Evergreen, Angle 2)

🌊🧪 PRO_(BFCM)_ABO_Testing

🌊🚀 CBO_(Scaling)_(BFCM)

🌊🚀 CBO_(Scaling)_(BFCM)_CostCap100

🚀 CBO_(Scaling)_(BFCM)_MaxValue

Option 2: CBO that becomes a Scaling Campaign

Phase 1, option 2:

🧪 PRO_(Evergreen)_ABO_Testing

🚀 CBO_(Scaling)_(Evergreen, Angle 1)

🚀 CBO_(Scaling)_(Evergreen, Angle 2)

🧪🚀 CBO_(BFCM)

Phase 2, option 2:

🧪 PRO_(Evergreen)_ABO_Testing

🚀 CBO_(Scaling)_(Evergreen, Angle 1)

🚀 CBO_(Scaling)_(Evergreen, Angle 2)

🧪🚀 CBO_(BFCM)

🧪🚀 CBO_(BFCM)_CostCap50

🧪🚀 CBO_(BFCM)_MaxValue

🧪🚀 CBO_(BFCM)_BidCap200

Phase 3, option 2:

🧪 PRO_(Evergreen)_ABO_Testing

🌊🚀 CBO_(Scaling)_(Evergreen, Angle 1)

🚀 CBO_(Scaling)_(Evergreen, Angle 2)

🌊🧪🚀 CBO_(BFCM)

🌊🚀 CBO_(BFCM)_CostCap100

🌊🚀 CBO_(BFCM)_MaxValue

🚀 CBO_(BFCM)_BidCap200

So then, we only do 1 CBO for Black Friday and duplicate it?

No, this is a simplified model for our understanding.

If we take this to real life, we can make

  • 1 CBO per angle
  • 1 CBO per avatar
  • 1 CBO per product category
  • 1 CBO for “create desire” and 1 CBO for “direct offer ads”
  • (...)

Example:

CBO_BFCM_(Generate Desire TOF)

  • Ad set 1: UGC purchase recommendation
  • Ad set 2: UGC product discovery
  • Ad set 3: Static

CBO_BFCM_(Direct Offer BOF)

  • Ad set 1: UGC my black friday selection
  • Ad set 2: Note ads, no product
  • Ad set 3: Static + Offer + Urgency

¿Retargeting?

Yes, 100%.

Only exception:

  • You have high frequency in the last 7 days (>3)
  • AND
  • Your campaigns are already doing a lot of retargeting

  • Ad set 1: Klaviyo audience of buyers and subscribers
  • Ad set 2: BROAD -> Web 60d, IG engage 90d, FB engage 90d

¿RET Reach during BFCM?

Yes, 100%.


Remember: they need to recognize you in 1s, so make sure you put your logo, your typical colors, …

Complex Structures

In this doc, everything looks beautiful and simple, but in real life it becomes a mess (it’s fine).

🧪 PRO_(Evergreen)_ABO_Testing

🚀 CBO_(Scaling)_(Evergreen, Angle 1)

🚀 CBO_(Scaling)_(Evergreen, Angle 2)

🧪🚀 CBO_(BFCM)

🚀 CBO_(BFCM)_(Direct Conversion)_CostCap150

🚀 CBO_(BFCM)_(Bundles)_MaxValue

🚀 CBO_(BFCM)_(Generate Desire)_BidCap200

RET_(BFCM)

RET_Reach_(BFCM)

PLUS: Reactivate your best campaign and ad sets from BFCM 2025

🧪 PRO_(Evergreen)_ABO_Testing

🚀 CBO_(Scaling)_(Evergreen, Angle 1)

🚀 CBO_(Scaling)_(Evergreen, Angle 2)

🧪🚀 CBO_(BFCM)

🚀 CBO_USA_(BFCM)_(Direct Conversion)_BidCap200

🚀 CBO_EU_(BFCM)_(Direct Conversion)_BidCap200

🚀 CBO_USA_(BFCM)_(Bundles)_MaxValue

🚀 CBO_EU_(BFCM)_(Bundles)_MaxValue

🚀 CBO_USA_(BFCM)_(Generate Desire)_CostCap50

🚀 CBO_EU_(BFCM)_(Generate Desire)_CostCap50

RET_(BFCM)

RET_Reach_(BFCM)

PLUS: Reactivate your best campaign and ad sets from BFCM 2025

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