Page 19 - Black Friday Ebook (FINAL)

Budget

If it’s your first time If you’ve done Black Friday
promotions before, pull out the
running Black Friday, numbers from last year and work
there isn’t much science behind from them.

setting up your budget. You sort of
have to wing it and write a number ● Which period worked the
down. best?
● What was your CPA during the
Refer to what happened during your critical points of the month?
previous BFCM or previous sales ● Should you have spent more
period for guidance: what was the at specific moments?
CPA? What was your ROAS?

You can use those numbers as a
guideline when setting up your Don’t focus all your budget on
budget: (revenue you are expecting the Black Friday/Cyber Monday
to make) / (ROAS) will give you your period.

budget.
A lot of retailers actually start their
BUT - remember that BFCM is a
completely different beast. promotion period in the first weeks
of November.
Numbers will likely look very different
during that period. We’ll discuss this more in our
Planning chapter below.
Your CPA can go up, ROAS can go

down, meaning your revenue will be Remember also to plan some
lower than expected. Or that you will budget to create pre-traffic in the
need to spend more budget. months leading up to BFCM.
You will be able to retarget all these
Another point to consider to
calculate your budget: go with the audiences come November.
volume of shipped orders you think We explain what pre-traffic is in our
you can handle. Planning chapter as well.

That’s the only solid data point you
have to work with (don’t plan for a
budget to ship 40,000 orders if you
can only handle 10,000)