How To Crush It With Your Meta Ads This Black Friday Cyber Monday In Q4

So a couple of years ago, I started working with this company, super smart people. They were launching some online courses. And I remember this really clearly because their entire business strategy, their entire business model was to squeeze as much juice as possible during Q4, during Black Friday and Cyber Monday. And it was super fun to see. And I was running their ads and we, I was helping them grow and launch their business. And then later they became a 7-figure online education business, which they didn't have any courses before, and they launched during these years that we were working together. And I remember that the sole focus of the entire year was what could happen during those 2 to 3 weeks of Q4. So it was super, super interesting because of course that was a business that was thriving, I was growing and whatnot. But Q4, if you think about it, doesn't matter what you're selling. If you're selling information, if you're selling e-com, it does not matter. It can actually make or break your business. And a lot of people struggle during Q4, especially if you're advertising. You know, there's these times during the year, like, of course, Black Friday, Cyber Monday, which is the number one peak in cost to advertise Christmas. And then we have some other times during the year, like 4th of July and Labor Day and whatnot, where we have a lot of money going into the Meta ads auction. So what happens is that a lot of the numbers that you were used to during the rest of the year, they simply don't work anymore because everything gets so expensive to the point that whenever I'm talking to my clients, you know, during this time of the year, I talk to them and I tell them, listen, getting somebody new, getting a new eyeball on your stuff, on whatever it is, your webinar, your low-ticket offers, which I'm a big fan of and all of that stuff, it's going to cost a us, it's going to cost you 5 to 10 times more than if we do this in January. Now, does that mean that you need to stop ads? Does that mean that you need to, you know, throw in the towel and go to sleep and wake up in January? No, that's not what I'm saying. In fact, I'm telling you that that's not the right way to approach this. And I'm going to share with you a strategy that works amazingly well for Q4, especially starting right now. I did a deep breakdown on my Rapid Scale newsletter, the October edition, which is coming out right now. So if you're interested, I'm going to leave a link somewhere around here so that you can grab it. And you can also get all of the past editions of the newsletter. I go in depth into marketing stuff, what's working, what's not working, and whatnot. Every single month you get a new newsletter edition, you know, with meta advertising approaches and techniques and strategies. And people seem to like it a lot. They stay for a long time. There's going to be a link somewhere around here so that you can grab a copy of the Rapid Scale newsletter. If you so choose. But let me actually break down this strategy that works amazingly well during Black Friday, Cyber Monday, Christmas, Q4, and it has been working for many, many years and it will keep on working for upcoming years. So if there's one video that you need to go back to every time that Q4 starts, or ideally earlier than that, it will be this one. So this will also help you prepare for January in the best way possible. So let me actually share My iPad right here. Let's say that this is, you know, the whole year when it comes to advertising. This is the whole year. So this is January, so February, you know, March, blah blah blah blah blah, all the way up to November and December. And again, this company that I was helping, their whole purpose was to prepare for this time of the year. Okay, everything that we did throughout the year was to get as many people as possible in their audience, which I'm gonna break down for you right now how to do that, so that by November and December we were actually able to give them a lot of sales and a lot of opportunities to transact and whatnot. And these are the costs, right? So this is called CPM— whoops— CPM, which is basically how much we're spending or how much we're paying to get an eyeball, you know, to get our ads out there. And here's what happens. During the year, we are noticing this, right? So the closer we get to November and December, the closer we get to the end of the year, our costs, they tend to go up, right? So this is our CPMs. The CPMs are rising, and also year after year after year, they have been rising. So we have throughout the year, we have these spikes. So for example, we have again Fourth of July, then we have Labor Day. So we have these spikes where you know it is. Getting more expensive to advertise. But November and December, it's basically the most expensive season to advertise, right? Why? Because we have— so I'm going to do this, right? And then it goes down, boom, back in January. So we go back to quote unquote normal. So what happens during this season is that we have a lot of like big advertisers, big advertisers talking about, you know, 8, 9-figure companies, that whatnot, that they come in and they try to spend as much as possible during this time of the year. Why? Because there's a lot of sales going on, right? And there's a lot of people wanting to do business. So that's the upside. The downside is that we're generally paying more. So in a couple of weeks, you will see that your CPMs go up like crazy. In fact, the way it works is, you know, we see Black Friday, Cyber Monday here, Right? And then we see a little bit of a decline in CPMs, and then boom, it goes up by Christmas, not that much. It goes up by Christmas and then it goes back down, right? So this is Christmas. So again, a lot of advertisers coming in into the auction, right? So that is increasing our cost to advertise. So right here, so Black Friday, Cyber Monday is by far the most expensive time of the year to advertise, and then we have Christmas going on. So this is what happens every single year. So every single year you'll notice that it's a lot cheaper, it's a lot better actually to acquire buyers during this season than it is to acquire new buyers during this season. Why? Because of these costs. So here maybe a buyer will cost you, I don't know, $40, and here a new buyer might cost you $100, right? How are we navigating this, right? What do we do? Well, generally speaking, and hopefully if you're watching this video, you've been advertising the entire year, right? And when you advertise on social platforms, here's what happens. You accrue and you grow audiences. What does that mean? So during this time of the year, you got people ideally engaging with your ads, watching your videos, your video ads. You have people, you know, liking, commenting. You have people sharing. You have people visiting your website. Opting in for your, you know, for your list, whatever it is. I'm a bit— again, I'm a big fan of low-ticket offers, and that's why I run a lot of them. And the whole breakdown of how I run them is on my Low-Ticket Profits book, which you could get on Amazon. It's all explained how I like to use low-ticket offers to make this happen. We're going to have here 2 columns, right? So we're going to have cold and warm audiences. Now again, what does that mean? That means cold is people that do not know who you are. They haven't heard about you. They do not know your business. They do not know that you even exist. And then warm are these audiences that have engaged again through throughout the past year with your brand. Again, they might have had just one touchpoint. They might have had many touchpoints, right? So generally speaking, since I'm a hardcore direct response guy, 80% of my budget would go to acquire more buyers. Again, specifically for cold audiences, and I show this. On my newsletter, I show my students on my Low Ticket Accelerator, my Rapid Scale Mastery community, how they can target and make sure that they are targeting mostly cold traffic. Because guess what happens if you don't tell Meta, hey Meta, these ads are for cold? Meta is going to, you know, tap into your warm audience, which is not necessarily a bad thing, but this advertising should only go for cold traffic. Now here's what happens. 20% of my budget goes to my warm audiences. What does that mean? Warm audiences are, again, people that have engaged with your business. Now here's what happens at this point of the year. At this point of the year, for many clients, including myself, including some of my students, here's what we do. But only during Black Friday, Cyber Monday, Q4, we flip this around. What does that mean? That instead of going 80% of our budget to cold traffic and 20% to warm traffic, we flip this around. So generally we do 20% here and 80% here. Now, why do we do that? Why do we do that? Because as I mentioned a second ago, it is a lot more expensive, 5 to 10 times more expensive to get a new eyeball into your stuff, into your funnels, right? Into your brand, into your e-com Shopify store, whatever, right? It's a lot more expensive expensive right now or going into Q4 to get a new eyeball, but your warm audience is something that you have been building. I have some clients that we have been putting all of their video ads into this warm audience, and Meta allows you to do that, by the way. If you go to the custom audiences, you're actually able to create these audiences of people that have been consuming your content, you know, anywhere between 25% all the way up to 95%. of those videos. And here's the truth, is that all of those people, they have been sitting there waiting for you to offer them something, which again, depending on your budget, you might be reaching them or you might not be reaching them. So we flip the script, right? We basically flip the script and we spend most of our advertising budget during the next 2 to 3 months in Q4, especially November and December, to our warm audiences that again, they've been building. Every time you advertise, your warm audience should look like this. So your warm audience starts here and then it grows like this, right? Because you've been advertising. So these are all people that only belong to you. The specific combination of those people in your custom audiences, they only belong to you. So we flip the script. Instead of paying 5 to 10 times more for a new eyeball, we just offer people that have been in our ecosystem the opportunity and the excuse to transact with us. I have clients that they have leads that they obtained 3 years ago, and because we offer them something, a discount or a bundle or something like that during this season, because again, people, they have their credit cards out and they're willing to transact with you, this is the time to actually target them. And many of those people will actually come across the finish line just because you offer them something during this time of the year. And again, for some clients, we have people in the millions. I have one client that have 2.5 million people in their warm audience because they've been running a lot of video ads for a lot of low-ticket offers, and this is the time to actually target them. Now, my personal favorites to actually do this— let me actually move this around— are the following. So here are the audiences that I like to do. All website visitors, so everyone that has visited my website for the past 180 days, right? Then engagers, engagers, this is super, super powerful. Engagers for the past 365 days, so these are people that have, again, engaged with your content. And by the way, on Meta terms, an engagement is somebody that might watch a video for 3 seconds. So this audience can be really, really big. All of your leads. So if you've been collecting leads, just upload them to the platform, right? So all website visitors, engagers, leads. And then on top of that, if you've been running any type of videos campaign or video creatives, it doesn't matter if they're content, if you're selling them something, then on that case, I like to do anywhere between 25% all the way up to 95% video views or video viewers over the past year. So what does that mean? That means that this audience right here, this audience now becomes the target for all of this ad spend right here, right? So in a nutshell, here's the 2 things that you want to do. Number one, build those audiences now, like right now. Build those audiences. If you don't have them in your Business Manager, go to custom audiences, build those audiences again. All website visitors, your Facebook and Instagram engagers, your video viewers, your entire list. Just upload that to Facebook. Okay? That's step number 1. Step number 2, if you have been advertising, you already built this audience. But here's the thing. If you haven't, you still have a window of opportunity to do this. How do I like to do this? I have my Rapid Branding Blueprint, which there's going to be a link somewhere around here so that you can grab it. But the way that I like to do this is I like to run video views or engagement campaigns at a really low budget. Really low budget because these campaigns, they go a long way. Okay, you're going to be paying a lot less per view, per engager if you run engagement or video views campaigns instead of sending people out to a landing page. You're paying a premium. We are all paying a premium when we run conversion campaigns. So you want to do that. You actually want to build your audiences right now and just put those ads at $10, $15, $20 a day. By the end or by the time Black Friday, Cyber Monday hits, Ideally a couple of weeks before that, maybe a week or 10 days before that. Now you start showing them ads for your 50% off, 70% off, whatever it is that you're selling during that time, during that time of the year. And again, step number 3, you need to come up with a good offer for these people. This is the time to go nuts with offers because again, even if we're seeing an increase in CPMs, The reality is that people are out with their credit cards. They're looking for deals. They're looking for lifetime options. They're looking for 70% off, 80% off, and whatnot. This is the time to do it. And again, I hope that is helpful. I'm breaking this all down in the newsletter, the Rapid Scale Newsletter. There's going to be a link somewhere around here so that you can grab it. The Rapid Branding Blueprint also shows you how to do this the rest of the year. So if you're feeling a little bit behind, that's fine. Okay, that's fine. You still have a window of opportunity to do this, but it's going to be a lot better if you start next year, Q1 next year, with this in mind so that you can start building those audiences. So by the time this time of the year hits, you already have your audience built out. And make sure that you're emailing your audience. Make sure that you're following up with people that might have not pulled the trigger over the past couple of months, which is, by the way, most people don't do that. Right? Links to everything around here. I hope that is helpful. If you have any questions, let me know in the comments below, and I'll see you on the next video. Thank you so much. Bye-bye.