Black Friday & Cyber Monday Google Ads Masterclass 2025

Black Friday's around the corner and last year we generated over 2 million in sales for our clients during Black Friday and Cyber Monday. I'm going to give you the complete playbook for your Google Ads account to have primed and ready to make the most amount of money this year for Black Friday and Cyber Monday. Let's dive in. Okay, number one, review last year's data. So I always like to go back and just review what did last year look like? Right. And are there any learnings that I can find? And two metrics I really like looking at are did I lose any search impression share due to budget? If you're newer and you're like what's search impression share and what's all of that? I will have a video in the description below where I kind of do a deep dive into those metrics. But I do not want budget to constrain my ability to make the maximum amount of sales on Black Friday and Cyber Monday. And so I'm always looking at my top performing campaigns. And were they actually losing impression share due to budget? Because that just means if I had the budget higher, I would have made more sales, especially on when conversion rates increasing during those days. And then did competitors increase? So what Competitors increased last year and I don't know if they're going to do that again this year. But I'm going to have my targets on them and I'm going to probably be on their website just seeing what kind of marketing language they're using right now. So I'm going to just have a little extra attention on those competitors that I did see an uptick last year. So I'm going to dive into a real account, show you what I do here. Okay, I'm in a real account from last year's Black Friday through Cyber Monday and all I'm doing is hitting segment and then I'm going time and then day and then I have my search impression share metrics already up. Now listen, this is a real client account, so all of this is going to be blurred. But the one metric I want to show you and that is this search lost impression share budget right here. This campaign again, I know you're not going to be able to see any of this other data. I'm sorry, but you will see this row of data here. This campaign, which is a good performing campaign for them, had a 37% search impression share loss due to budget. So if they just had more budget set for Black Friday, they could have absolutely increased sales just by having more budget. So they capped Themselves on a high converting, high volume day. And that just was missed budget allocation. Here is another account and again a lot of this is going to be blurred but here's like a really good performing shopping campaign for them. And, and you'll notice search loss impression share due to budget is 1%. I'll, I'll live with that. As much as I can get to zero, I'm going to get to zero. But 1.94 is fine. Right. That is what I like to see that means. Okay, they had proper budget allocation and they didn't cap themselves or hurt themselves on sales being able to get generated due to the fact that they just didn't give the campaign enough budget. So I always in, I'm checking last year's data for that to anticipate budget needs potentially for this year. Okay. Then I like to review competitors. Right. And so if you go into report editor you can look at auction insight shopping and here I'm looking at impression share of my competitors during. No, like here I have November 11th through December 2nd. Basically I'm seeing who kind of really ramped up. Obviously this will be blurred out, so I can't tell you who these companies are. But this line right there, this company absolutely shot up. This company started to get more aggressive. This top line here started to get more aggressive earlier on. But we did see a real ramp up here from this competitor. And so I'm just taking this data and these two competitors are going to be on my list now of I'm going to keep a close eye out on their website. I might join their email list just to make sure. All right, what are they prepping for? Especially on emails. If you get on their email list and they start sending, you know, prepare for Black Friday. We've got these sales coming up. I kind of will be able to anticipate what they're going to be doing which will allow me to, you know, maybe create strategies that might be uniquely targeting them, which I'll talk about a little bit later in this tutorial. But for now all you should be doing is just go back, review the auction insight report, see if there's any competitor movements like I'm seeing here and then just keep an eye out on on them up until Black Friday, knowing they're probably going to be pretty aggressive. So just see what if they talk about what sales they're going to be having this year and if your sales will be better, there might be some opportunity for you there. All right, offer. So you have to have a good offer when we have clients and they're like, hey, we're, you know, we're going to offer 5% off for black Friday this year. Usually I'm like, well then just don't even run a promo. Like you'll still get sales on Black Friday. People will still buy from you on Black Friday and Cyber Monday without running a sale. But you're not probably going to be very competitive with your competitors based off of a lot of the data that we have found. So normally we like to see at least a 20% if you're going to be actually running a sale. But 20 to 30% off seems to be sort of the average minimum. We see that we'll actually move the needle and be very competitive. Common Thread Collective, they are another agency. I don't really know them personally, but shout out to them for this post. Post. It is a few years old. I have used this in my previous Black Friday video trainings. But this is some data that they release. So they might have an updated one on their website. I'm not really sure but I still will go back to this one. And they've got a lot of great learnings from all of the data that they compiled from. It looks like 700 plus stores and they just kind of show like here's a lot of. Based off of these 700 plus stores, here's what these companies did. Site wide sales seem to be the most popular. Some are doing select SKUs, free shipping, buy X, get Y free, those type of things. They conclude, you know, if you go through all of this, which I'm, I am, that you really shouldn't even consider going less than 20% if you're doing like a site wide sale on those days. And so this is something that I do consult with my clients on in regards to if you're going to do 5%, don't do anything at all. Just, just you'll still get sales. There's no need to even do a 5%. But if you truly want to do a Black Friday sale, obviously this comes down to unit economics and what makes sense to you. But think of 20 as like the bare minimum if you really want to be competitive with your Black Friday offers. All right, ad copy, so go into the campaigns that you know are going to explode on Black Friday and Cyber Monday and go write Black Friday in Cyber Monday specific ad copy in those ad groups. Here's an example of premium home source, you know, Black Friday Cyber Monday sale. And here they've got this appliance factory they, they put better than Black Friday they're doing like a fall clearance sale bake Black Friday in the ad copy and Cyber Monday in the ad copy. And I guarantee you're going to see increase in those click through rates. Obviously you're going to want to put your promos in there. So this they have like a 30 to 70% off. That's those numbers with the percent really will pop. So whatever your deals are on those, you know, set of keywords you have in those ad groups, bake that in there too. But absolutely, go spend the time and go build out some Black Friday and Cyber Money specific ad copy and I guarantee you're going to get a lift in the click through rate. Okay. Ad labels. So if you are going to create Black Friday ads and Cyber Monday ads, you're going to want to actually label those because more than likely you don't want those ads on until Black Friday or Cyber Monday. So this will also go into using rules which will make all of this very easy. I'm going to talk about those rules a little bit later in this video. But for now I'm going to show you how to actually go add labels to your Black Friday ads inside of a real account. Okay, so I'm inside of a real account. I'm in the ads. Now these aren't real Black Friday ads, but I just want to show you how to add a label. So I'm going to go click and add. So let's just say this was the Black Friday ad copy I wanted created. I going to hit this label button and then here we are. Actually already have a label created for Black Friday 2025 on it. But what you do is hit create label again. Black Friday and I usually do the year. Now again we have one created so I don't need to hit save. But then you're going to make sure it's checked. So this Black Friday 2025 and then I'm going to hit if Google lets me hit apply. Now in your columns you're going to hit modify columns. Make sure you have label on and over here on the right side. So this will be a part of your columns that you have metrics on. And then here's the label right there. So Black Friday 2025 is labeled on this ad. It's exactly what I want if this were an actual Black Friday ad. Okay, so I've labeled Black Friday right. I also like to label my other ads. So you'll see this one say legacy. That allows me to know that was a legacy ad that I was running before Black Friday. And all of this will make more sense when it comes to these auto rules we'll set up later in this video. But I want to know what ad copy was I running before Black Friday and what ad copy is specific to Black Friday or Cyber Monday? If you're doing Cyber Monday specific ads too and you want both of those labels. So I usually use legacy. I usually use then just Black Friday 2025. Use whatever naming convention makes sense to you, but you want to have all of that labeled out. It just will make managing in batch loads of bunch of ads. Especially if you're, you know, an agency or freelancer and you've got lots of clients. It just makes all of this so much easier. So I go and apply all of that to the ads that are Black Friday specific and then also all my old ads that would be considered legacy to me that I would want turned back on after all of my sales are done and we're just back into a normal week in December. All right, if you're running promos, you're going to want to make sure you actually use the promotion asset, what was formerly called ad extensions. I have an entire video already on how to set up ad assets and extensions. So that video will be in the description below. I'm not going to go step by step on adding them in this video just for time's sake, but add promo assets. If you're running promos in this notion doc, which I'm going to give access to everyone. So this notion doc will be in the description below too. Here's a Google Ad support page on requirements for the promotion assets. But these will pop like this. It'll show like Black Friday 25% sitewide. Make sure you're adding whatever promos you're running as a promotion asset and schedule it then to be be run on Black Friday and Cyber Monday. Same with sitelink extensions. A lot of people will forget to do this, but this is a sneaky way of getting more Black Friday copy into your ads. So a lot of people forget they'll just run their generic site links. But if you're a doing a page that has like Black Friday deals, you could like create like a Black Friday deal site link extension you could do. If you're doing promos like in this, it's like a buy one, get one free iPhone. You could, you could actually even bake that into a site link, send them to a page that has that. So go and strategize what would make sense for your company or your sales that you're going to be running this year. And how could you actually craft sitelink assets that then would be specific to some of those deals and sales to make your ad pop even further? Versus like for example, this has 50% off LG TVs. If you ran that instead of just LG TVs which is what you probably normally would have if you weren't running a sale, this is just going to look a lot better. But at the very least, if you could just pop a few Black Friday site links in there, it absolutely will make your ad stand out during Black Friday and Cyber Monday sales. Then there's also price assets so you can add a price asset for you know, like let's say again you're selling TVs so here LG TVs from 550 Samsung TVs from 450 yada yada. You have to be careful, you cannot try and add any promotional text to the headers or description here. So don't try to add in like Black Friday sales stuff there. With price assets you really just need to show what the price is. And again you can kind of do a price from. So here if you're going to have TVs on sale, you could put them from LG TVs from whatever that sale price is going to be. I have the Google Ad support doc here on price assets as well in this notion doc that you'll have access to if you want to go read more into that on what you can and cannot do. But if you have like seriously good priced offers then try to bake some of that into your price assets. And again if you if you don't know how to set up any of these assets, I have a full video training on doing that for all all of the ad assets that you can add to your ads. But these are going to be the big ones. Promotion site links and prices. Make sure you review that and if it makes sense, start adding unique ones for your Black Friday sales. Right? So shopping ads are going to be your bread and butter, you know that. So you must have an optimized feed. Now do not go and create or mess with your feedback too close to Black Friday. So if you're watching this video now, which hopefully should be pretty far out before Black Friday actually starts, at least a month then now would be a time to see is there optimization opportunities for my feed. Do not do this a week before Black Friday though. You the risk involved there would not be something I would recommend. So review your feedback. Is it optimized the more optimized the feed is, the better results you usually get with shopping ads. I have an entire video on how to optimize Google shopping feeds. And like what are the main needle movers for you in regards to those actual optimizations to be made in the feed? I'm not going to go too deep into it on this video. So go check that video out if you want to learn more about optimizing your feed. But go review your feed and if it's not optimized start making some optimizations. Just don't do it too close to Black Friday cause you do not want to risk any sort of disapprovals and with that so you want to check for errors. And I'm always doing this leading up to Black Friday. I do not want any product issues before. I'm about to have some of my biggest sale days for some of my e commerce clients. So I'm actually going to jump into a real account and show you how to check this out. Okay. I'm in a Google Merchant Center Next account and I want to this is where I'll be checking, right is are there any product issues And a lot of times Google right here on the overview section will have your business on Google. And I can Already see there's 99 products not approved here. Now what I can do is go over to products, then I can go click this needs attention button. This needs attention area of Merchant Center Next is going to allow me to see my product issues that I have. So here there's some missing value prices, some mismatched product prices and unable to view store on desktop. So I'm going to go investigate this and try to get these products fixed before Black Friday. But this is something I'm going to be checking daily up until Black Friday. I do not want any product issues for any of my clients and Merchant center is going to give you the best overview of any of those issues in the feed. So make sure you're checking for errors before Black Friday in your product feeds. All right. Just like text ads where you want to run promotion assets in your shopping ads, you absolutely want to set up promotions. That way you get these nice green pops and sale icons that Google will throw on those. It will increase click through rate on your shopping ads. So this is something you set up in Merchant center to get this set on your product ads. I'm going to show you how to do that. All right, I'm back inside of a Google Merchant Center Next account and I'm going to head down to this marketing section And I'm going to hit promotions right here. And all you simply do is hit add promotion, create your promotion and then you can schedule it for the days you'll actually be running those promos, which obviously will probably be Black Friday and Cyber Monday. But make sure you're adding these inside of your Merchant center account so your product ads get the sale icons and the pricing changes that you're going to see. I mean a quick little search like Nike Shoes Men sale. I'm sure I can find some shopping ads here that are going to have. Yeah, like right here. Boom. Sales, sale, sale. You want that? Especially on Black Friday where people are hunting for deals. So if you're running promos, get them set up in Merchant center as well. Keywords. This is one of my favorites actually that people forget to do. But for your main products, go add keywords that are specific to Black Friday deals. So like LG TV Black Friday deals, people, especially for high volume, know product types. People will be searching those products and the word Black Friday or Cyber Monday or sale or deals, go add or at least do some keyword research that will show if there's any volume for some of that. And go bake those keywords into your campaigns already. You don't need to like go too crazy with this in regards to like segmenting these keywords completely out. If I have an LG TV ad group already, all I'm going to do is just add LG TV Black Friday keywords in there as well. Now if you're running broad or phrase match, you're more than likely going to pull some of those Black Friday terms already. I just like to go be proactive and actually add Black Friday keywords for those that actually get volume during Black Friday. So go do some keyword research on that and ad specific Black Friday and Cyber Monday keywords to your campaigns. Okay then competitor keywords. Now this is an opportunity for you if you feel like you're going to have or be more aggressive on your promotions during Black Friday or Cyber Monday. And if you remember earlier in this video I did competitor auction insight research, right? And for that one client account which it was blurred out, we saw an uptick by especially one, but I think there's like two that really got kind of aggressive during Black Friday at least last year and I talked about how I'm going to keep my eyes out on them. So I'm going to get on their email list and I'm hopefully and I'm going to check their website out up leading up to Black Friday And I'm going to see what sort of language they're using or potential teases of the sales and promotions they're about to have this year. If I know I'm going to have a better sale than they are for my products that are going to be related, then I might go on the attack and actually create a campaign where I'm targeting my competitor keywords. So if I'm Nike, I might actually go add Adidas keywords to a campaign and my ad copy is going to be like very aggressive on the sales that I'm running that hopefully are actually better than their sales. Now, again, you're, you're going to have to have some insight here or feel pretty confident with your deals. This isn't something I recommend for everyone, but if you, you know, do some research and you really do feel like, hey, our competitors never run aggressive sales and we do, this could be a time while people are searching their brand name on Black Friday, where everyone wants a deal and you've got a really good deal, you could steal some customers from them with this strategy. I actually have a video. This isn't, isn't specific to Black Friday, where I ran a competitor campaign strategy that did incredibly well. It's, it's not a strategy I recommend a lot of times it takes some nuances to get right. So it's usually a matured account advanced strategy tactic that I will test later down the road for, for clients. It's not something I'm like, oh, you must have this in your arsenal in your account right away. Absolutely not. But on Black Friday, it can be useful and generate some volume for you if you really know you have a, a better promotion than those competitors. So it's going to take some strategic thinking and some research, but it is a play that some people forget about. So if you have aggressive promotions this year and you feel confident they're going to be better than some of your competition, fire up some competitor campaigns and go on the attack. So campaign structure. I get asked this a lot. I do not typically segment campaigns just for Black Friday. So if I sell keyboards, then I'm going to keep my normal keyboard campaign I'm running now and work within that. So again, talking about adding Black Friday specific keywords. So like keyboard Black Friday deals or whatever, I'm just going to bake that into my current campaign that I've been historically running. I'm not going to go create a brand new specific Black Friday only keyboard campaign. It doesn't make sense. However, if you're a company and you only have, let's say you sell lots of office supplies and keyboards are going to be the only product you're going to run a promotion on. And keyboards live in a campaign that also has like other office products in it, like this ergonomic mouse and tables and everything else. Right. So you don't like have a keyboard specific campaign. So your keyboards live in a campaign with products that really aren't going to get any promos to them, but keyboards are going to push heavy this year for whatever reason. Then in that case I would segment keyboards. Usually I start that segmentation well ahead of Black Friday. So a few weeks, usually like hopefully like 30 days before and I'll, I'll ramp it up and then really be aggressive on it for Black Friday because it's the only group of products that I'm going to have promotions on in most cases. And at least in our client portfolio, most of our clients run site wide promos and things like that. So I don't do any segmentation and you don't need to. So it's got to be a very specific case to want to go segment products out into unique, you know, Black Friday only campaigns. But don't think, because a lot of people will do this even when they're running like site wides and all these promos that they absolutely don't need to segment. They think, oh, I should just create Black Friday only campaigns. No, work within your existing campaigns. It will make management easier. Trust me, you get no gain from trying to go segment. In fact, you actually can hurt yourself doing that. So work within your current campaign structures. Unless you're in a weird scenario where you're only going to run deals on a certain product and that product is living in a campaign that's mixed in with a bunch of other products that have no promos on and you want to be more aggressive, especially on the bidding, then segment that out in that case. But otherwise try not to segment and work within your existing campaigns. Budgets and bidding. This is my favorite topic of all the Black Friday strategies because in reality this is all you bare minimum need to to do. So if, if you don't do anything else, just focus on budgets and bidding. So budgets, you need to try to anticipate what the increase is going to be. And so here you can use like Google Trends or keyword planner. LG Smart TV on average interest over time is a 50 and it goes to 100 during Black Friday and Cyber Monday. So we can anticipate LG Smart TVs are going to double probably more than that in volume on Black Friday and Cyber Monday. So that means that I probably should have at bare minimum double the budget for those days for my LG Smart TV campaigns or campaign. So I don't want to just double on Black Friday. I like to incrementally stair step my way. There's for example, if my budget were $100 per day right now, a week before Black Friday, I'm going to start incrementally increasing it. So I'll go from 100 to 120, 120 to 140, all the way up until I'm already at 200. I don't mind it now. It's a bit more aggressive. I would rather, though, not have a big swing in budgets or bids, which I'll talk about on the day of Black Friday. I like to ramp up and warm up my campaigns before all the crazy volum volume is about to hit. By the way, there's a lot of people who are going to be searching to. They might not buy that day, but they'll be searching for these Black Friday deals a week ahead of time. They're going to feel you out. If you can capture that traffic, that is warm traffic that you're. You're probably going to get some of those people to come back and buy from you on Black Friday or Cyber Monday. I know I do that myself as a consumer. If I'm interested in a product, I'll go do my sort of research and maybe it's a week before Black Friday, I might not make that purchase and I'm gonna wait until Black Friday and okay, cool. I really like this company or, you know, whatever the product was. I'm gonna come back, I'm gonna wait and see. Are they running a sale? In some cases they might not run a sale and I'll still buy from them. But I'm doing that research phase before Black Friday, but I might not pull the trigger until Black Friday or Cyber Monday. And this is an area of opportunity. I think a lot of companies screw up, they just wait till Black Friday and then jump up their budget, which is, you know, great. They did jump their budget on Black Friday, but I like to capture some of that warm, high intent traffic that might not buy until Black Friday, but they're going to do their research phase before I want to capture that too. And so not only am I warming my campaigns up for Black Friday, but I'm also capturing what I believe is to be high intent traffic during that period of time. So I'm okay, doing that and this is something I could just consult clients with. But try not to have a big swing in budget change in one day. Try to ramp yourself into it. Now, if there's nothing else you do and if there's nothing else you take from this, this entire video, just two to three extra budgets on your campaigns for Black Friday, you will mint money. Just any campaigns that are already working for you right now, that are good performers, just go and make sure you at least bare minimum 2 to 3x the budget on them. So if you spend $100 a day right now, spend 2 to 3, put a 2 to $300 budget on it on Black Friday. You do not want to miss out on the volume that Black Friday is going to give you. And usually your conversion rate is going to skyrocket. I showed you earlier in this video Search Impression Share lost due to budget. You do not want that to be a high number. You want that to be as low as possible. So you want it to be 0% if possible. So if you take nothing else from this video, just know double up your budgets, triple home if you have to on Black Friday to make sure you're capturing all the traffic on your high performing campaigns. Okay? Now bidding can get a little complicated, but it doesn't need to be. So you have two options. You can use seasonality adjustments or you can lower your ROAS bids. 99% of you watching this video just lower your ROAS bids and I'll talk about how I do that. Seasonality adjustments. I have an entire video on how to look at that, how to work with it. It's a little more complicated. And honestly, after all of my testing, I still think I have the best success by just lowering my ROAS bids. And it's the easiest thing to do. It's the easiest thing to manage. Whereas seasonality adjustments get kind of complicated and you're kind of relying on Google a little bit. So if you want to learn more about seasonality adjustments, go check out my video on that. I'm not going to waste a bunch of time talking about the complexities of it on this video. But for most of you, the majority of you just go lower your ROAS bids. So just like how I'm increasing budgets incrementally up until Black Friday, I'm actually going to start lowering my ROAS bids at the same time. So if I'm currently, you know, at a 300% ROAS bid, I'm actually going to just start decreasing that a week ahead of time for Black Friday. Why? Because I know on Black Friday historically my ROAS is going to be quite high because my conversion rate is going to shoot up. Well, I want to be more aggressive on my bids. Knowing my conversion rates about to shoot up, knowing the intent of my traffic on Black Friday is going to be high, high intent and and volume increase is going to be happening. So I want to be as aggressive as possible. Obviously I have to be smart and not waste money, but I don't want to just have a 300% ROAS bid and just let that ride into Black Friday. I actually kind of want to ramp up my aggressiveness there. So I'll start dropping it and I might go just 10% drop at a time and that would be like an absolute number. So like 300% to 290 and then I may go a few days and go like to 280. By the time Black Friday hits, I'm going to be under a 300% troas target. Even though I want to achieve a 300, let's say that is the goal. I know I'm more than likely going to be above what I'm asking. I just want Google not to be ceiling capped by a high ROAS target when conversion rates are about to explode. And so I usually go into Black Friday with lower roazes and I work my way like I did budget, so I worked my way up with budget. I work my ROAS down incrementally for usually at least, you know, a week. Sometimes it might be, you know, three or five day period. But when I get into Black Friday, my ROAS target is going to be lower than when I actually kind of want just to be a little more aggressive. During the chaos and craziness of the traffic and the conversion rates and the promotions I'll be running. All right, other important settings. So there's AI Max, which was just recently released. I have two videos covering AI Max. So if you're unfamiliar with that, go check those videos out. Where I go in depth on AI Max and what they are and I tested it. So I show you how it works too. This actually is. It's not something I'm using a ton right now. My I've had mixed results using it, but for some of my clients I am thinking about testing AI Max before Black Friday. So I would probably turn AI Max on a week or two before Black Friday. Let it warm up, let it start bringing in more search volume for me for terms that I might not be getting now through my keyword targeting. And I'm okay With this being probably turned on, especially during Black Friday and Cyber Monday, I'll probably then turn it off afterwards for those clients. So if you haven't played around with AI Max yet or tested it, this actually could be a good period of time to turn it on. I don't know if I would turn. Don't turn it on on Black Friday. I would do like at least probably a week or two before Black Friday Cyber Monday hits. But go learn more about AI Max and this is a setting. I. I can't tell you if this is going to work or not because I've never had the chance to test it since it just came out. So this is the first Black Friday Cyber Monday weekend that you will have the. You know, anyone who's ever ran Google Ads will have the ability to actually test it during this timeframe. But it is a setting that I've been thinking about testing with a few clients that I'm not currently running AI Max on, where I would just because I'm going to be more aggressive during Black Friday Cyber Monday, where I will turn AI Max on as like, you know, an extra, hopefully nitrous boost to them. So may not work. So test at your own risk. But it is a setting that I would look into. And again, I have videos covering all of that. If you don't know anything about AI Max, then auto rules. I told you about ad labels that we created earlier. So make sure you label your Black Friday ads, make sure you label your legacy ads, make sure you label your Cyber Monday ads. Here you're going to want to create labels so you can enable Black Friday ads and then you can pause the legacy ads during those times. That way you don't have to physically wake up and do all of this. So I'm going to hop into an account real quick and show you how to do this. All right, so I'm inside of real account here. I'm going to go to Tools and then you're going to go to bulk actions and you're just going to go to rules here. Then we're going to hit this blue new rule icon and we're going to do add rules. And then here I'm just going to do like Black Friday 2025. And then what we're going to do is new action and apply to ads. This is in my account. So this is saying, you know, ads in a certain account and conditions. We're going to do also add status all and then we're going to hit enable ads, right? So this is going to be for turning on our Black Friday ads. So then we've got our ad condition here. I'm just going to hit label and then here we're going to have Black Friday 2025, right? And then action enable ads. So here we're going to do once and then we're going to turn that on on Black Friday, which is the 28th. And we're going to do that at 12am so you can get an email too if there's any issues. Or you can do every time this rule runs, I like to have this set every time the rule runs. That way when I wake up, I know all the rules that ran for my ads. This will enable my Black Friday ads. Buy that ad label. That way I don't have to like wake up super early on Black Friday for all my clients and go in there one by one and enable ads. So use auto rules. In the notion doc that I have available to all of you, I have kind of like how to enable these rules here. So go check that out. You're going to want to make sure you add not just enable Black Friday ads, but you will want to pause those too. So you can set an auto rule to do that as well. But use auto rules, use those labels. It'll make management way easier for you. That way you don't have to be up super early on Black Friday to do all of this. Just automate it. Okay. And then the most important setting of the mall is make sure you have a backup billing option set up in your account. All you do is go to the billing section of your account, make sure there's a backup billing plan. I have seen it's the worst case scenario possible where a billing issue occurred right before or on Black Friday that is absolutely catastrophic. You do not want that. So check your payment methods, make sure everything looks good and have a backup one in there just in case there is a billing issue with your primary billing method. This could save you an insane amount of money. It's very rare for this to happen, but I have heard stories of it happening. So I always am checking the payment methods, making sure we have backups just in case something crazy happens. And the primary billing method has an issue on air where their ads will not run then that weekend. So check that out. Make sure you've got it set up. It's the most important setting of them all from everything I just talked about. There you go. There's the Black Friday and Cyber Monday playbook. I hope you absolutely print money this year and I hope you got great value from this video. I will see you on the next video.