Your October Ads Checklist For Black Friday

1. OctoberYour ads reach as many NEW people as they can, and get them onto your email list
2. Black Friday weekYou're talking to the warm list you built, in the priciest week of the year to reach strangers

October is for filling your funnel! Right now your ads are there to get in front of as many NEW people as you can, and get them onto your email list.

Then in sale week you're talking to the warm list you built now, and you're not relying on reaching strangers in the priciest week of the year.

So give those new people a reason to sign up this month. An early access list for your Black Friday offer does that nicely (it's the first row of Step 5 in my Black Friday plan).

CPM is what you pay for 1,000 views of your ad. When every brand turns its ads up in the same week, that cost goes UP.

Here's what that has looked like:

Sources: New Engen, GeistM

Then go and look at your own! In Ads Manager, set the date range to last November, then to last September, and compare your CPM. That's the number that matters for your store. 👀

A higher CPM doesn't mean your ads stop working! Look at the New Engen numbers again: reach cost more, and people were converting better too. In sale week people are ready to buy, and a lot of your past customers come back. It just depends on how you're converting them.

And if you feel like you haven't been able to get your Meta ads working yet, that's what The Ads Fix is for.