Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE 159 25 mins

Black Friday + Cyber Monday Facebook Ads Set Up

Posted on 25th October 2018 ,
by Kunle Campbell

About the guests

Kunle Campbell

Kunle Campbell

Kunle advice and helps direct-to-consumer retail brands profitably acquire customers through paid media, conversion optimization, and search marketing.
He is also sometimes referred to as ’the ecommerce traffic and conversions guy’.
Kunle hosts the 2X eCommerce Podcast, a top charting podcast on iTunes business and marketing categories.

On today’s episode we are going to talk about how to go about structuring your Facebook Ads for Black Friday, Cyber Monday and any other time limited promotions.

I specifically talk about the settings for:

  1. Audience Targeting
  2. Budget
  3. Ads and Placements


First principle with targeting is…

Targeting is all about Retargeting

Create AdSets for every engagement audience over the last 365 days (for most events that occur on Facebook) and 180 days (for events that occur on your website).

Here are the audiences you should have set up and placed in separate Adsets:

  • All Website Visits (180 days)
  • Email Upload List
  • CLV Data List (I use an app call Looga)
  • ViewContent (180 days)
  • Posts and Ad Engagement (180 days)
  • 25% Video Watched (180 days)
  • IG Page Engagement (180 day)
  • An AdSet that Had ALL of the above Audiences
  • Budget

Bidding and Budget

Here are three important tips for bid and budget setup:

The next thing to do is work on Bid Cap i.e. manual bidding.
Test a series of bids and stick to the most efficient.
DO NOT use Auto bidding because it will not deliver the most competitive bids.

Also set high budgets to give Facebook a nudge that you are keen on aggressively getting in front of the audiences that you are targeting. I tend to go for $1,000+ budgets per Adset.

Set your delivery Type to ‘accelerated’ and not standard, so that your creative are rapidly served to your audience the moment they get on Facebook or Instagram all through the sales period.

Creative – Placements

  • Go for 15 Second Creatives as they tend to work all video placements slots.
  • Use more vertical video orientation so that you take up more space on mobile devices – so an aspect ratio of 4:5 or dimensions 1280 x 1600 px.
  • Select Automatic Placements so that Facebook figures out where an hour to serve your ads (as this is time limited).
  • Drive Variation in Creatives – by setting up to 10 different creative types and then cut or pause non-performers over the course of the day



3:12 Black Friday – Cyber Monday period
8:08 Timing – prime your audience
11:02 How to set up your targetting
16:31 Working on your budget
20:08 Creatives/placement of creatives


This episode is brought to you by:


Klaviyo is a game-changing email automation tool specifically built for scaling eCommerce businesses. I am not just saying it…I use Klaviyo in my ecommerce store as well in a number of stores I advise for. With Klaviyo, in just a few clicks you are able to activate pre-built email automation flows such as cart abandonment, up-sells and win-backs.  Klaviyo also seamlessly integrates with Facebook Audiences. If you’re an eCommerce manager, I cannot recommend Klaviyo enough. Give Klaviyo a try today on  www.klaviyo.com.

About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

Learn from eCommerce Entrepreneurs & Marketing Experts

Get Free Email Updates by Signing Up Below:

Podcasts you might like