I'm Rita Zinger, a digital marketer who helps business owners navigate the online world. Think of me as your digital tour guide - I'll show you the sights and sounds of the internet and help you find your place in the digital landscape.

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How to Prepare Your Business for Black Friday

For advertisers, Black Friday is the whole season, not just one day. So how do you prepare your business for Black Friday? 

Campaigns for Black Friday are starting at the end of October, and you can see them everywhere. 

Social Media platforms are exploding from ads, everyone and anyone are starting to advertise and they spend a lot because it’s the most profitable time of year. 

As an advertiser, you will probably see the following picture:

  • CPM will rise every day, and there is no limit to it.
  • CPC is higher than usual.
  • Reach and impressions will decrease, compering to October.
  • CTR will drop, even for your best-performing ad
  • Cost per lead will go up
  • The lead amount will go down


This is a truly scary picture for any advertisers, and if you are new in business, you won’t know what’s hit you. 

But how can you actually deal with this? Simple.
There is an old saying that goes like this – if you can’t beat them, join them.

In order to do it, I would recommend coming up with your own campaign for Black Friday. Since people will be looking to buy something, basically anything on sale. 

What you should do:

  • Create a new offer specifically for the Black Friday
  • Optimize your website accordingly, use Black Friday as a keyword
  • Stop all of your current campaigns 
  • Change your targeting by adding “Black Friday” to it
  • Create a sense of urgency in your offer
  • Use Black and Red colors on your image or video


If your campaigns are targeting cold leads, you should switch that strategy to try and sell your services to those leads right away, since these people are looking to purchase something. 

If you are offering a white paper or an eBook, try implementing the Black Friday Theme into it. Prepare ahead and don’t miss your opportunity. 


Now, once you’ve prepared, I would like to warn you.
Since it’s still high competition season, your CPM still will be high, and probably so will be your CPC, but don’t worry. If you do everything right, your CTR will increase as well. This means, that your cost per result will improve. 

One important thing you should not miss is your bid, try bidding as high as possible. That way you’ll reach more audience and your chances for success will be higher. 


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