This week's Scalability School is a tactical one answering ALL of your BFCM (Black Friday/Cyber Monday) questions. Andrew, Zach & Brad cover how to pace and budget through the holiday surge, build offers that protect margin while lifting AOV, and line up Meta/Google + Email/SMS into a single MER-driven plan.

You'll hear pragmatic guidance on creative angles, inventory-aware campaigns (and what to do when you're light or heavy on stock), discount frameworks that don't nuke LTV, and practical measurement (MER, CPA, and "sanity check" rules). The guys wrap it up with channel sequencing (what runs when) and a concrete weekly timeline to execute without panic.

Key Takeaways:

• How smart brands set BFCM budget and pacing so they don't blow spend too early.
• The offer types that actually move volume without wrecking margin. -
• How to properly adjust bids, caps, and campaign structure on Meta when auctions heat up. -
• The "MER guardrails" to keep things stable during BFCM (and when it's okay to see a dip). -
• Planning inventory-aware promos (overstock vs. thin stock) without confusing the customer. -
• The creative themes and formats that typically win BIG during BFCM - When to lean into Google (Shopping/Brand Search) vs. Meta for incremental volume. -
• How to measure success when attribution goes sideways. -
• What your backup plan should be if your first offer underperforms on Friday morning.

This episode is sponsored by Northbeam, the marketing attribution platform that we love here at Scalability School. If you're ready to cut through the noise, stop guessing, and actually see which ads are driving your business, book a demo at northbeam.io/demo, and tell them Scalability School sent you. Join the club.

To connect with Andrew Foxwell send an email Andrew@foxwelldigital.com

To connect with Brad Ploch send him a DM at https://x.com/brad_ploch

To connect with Zach Stuck send him a DM at https://x.com/zachmstuck

Learn More about the Foxwell Founders Community at https://foxwellfounders.com/

In this conversation, Brad discusses strategies for maximizing revenue during Black Friday and the holiday season. He emphasizes the importance of understanding revenue peaks, analyzing advertising costs, and planning effective promotions. The discussion also covers the significance of timing in marketing efforts, particularly around key shopping days like Black Friday and Cyber Monday, and how to leverage gifting opportunities leading up to Christmas. Finally, Brad highlights the need for brands to adapt their messaging and strategies as they transition into the new year.

Key Takeaways

• Understanding when to expect revenue peaks through BFCM
• How analyzing historical data helps in planning marketing strategies.
• Why your CPM and conversion rates will fluctuate significantly during Q4
• When its best to start promotions to capture initial demand effectively.
• Why gifting messaging should ramp up as Christmas approaches.
• How to ensure your brand is correctly adjusting ad spend through the holidays
• How utilizing this free tool can maximize sales opportunities.
• The Post-Christmas strategies you should focus on to gain new year momentum.
  
  To grab the Q4 Calendar head here

This episode is sponsored by Northbeam, the marketing attribution platform that we love here at Scalability School. If you’re ready to cut through the noise, stop guessing, and actually see which ads are driving your business, book a demo at northbeam.io/demo, and tell them Scalability sent you. Join the club.

To connect with Andrew Foxwell send an email Andrew@foxwelldigital.com

To connect with Brad Ploch send him a DM at https://x.com/brad_ploch

To connect with Zach Stuck send him a DM at https://x.com/zachmstuck

Learn More about the Foxwell Founders Community at https://foxwellfounders.com/

We break down ABO vs CBO, budget pacing, offer architectures (sitewide %, tiers, gifts, bundles), landing-page quick wins, and the email/SMS cadence that stacks revenue—plus day-of MER guardrails and intra-day pacing.

#BFCM #Ecommerce #MediaBuying

Key Takeaways

• ABO or CBO: When each campaign structure can win and why
• The simples offer architectures that won't wreck margins
• Pacing budgets so you don't blow learnings (or spend) before the big days
• The landing-page tweaks that move the most revenue during BFCM
• Can a small site-wide + stacked gift be smarter than a deeper discount?
• How shipping cutoffs should be shaping your promo calendar and messaging
• The day-of MER guardrails and hourly checks that will keep you on target

This episode is sponsored by Northbeam, the marketing attribution platform that we love here at Scalability School. If you're ready to cut through the noise, stop guessing, and actually see which ads are driving your business, book a demo at northbeam.io/demo, and tell them Scalability sent you. Join the club.

To connect with Andrew Foxwell send an email Andrew@foxwelldigital.com

To connect with Brad Ploch send him a DM at https://x.com/brad_ploch

To connect with Zach Stuck send him a DM at https://x.com/zachmstuck

Learn More about the Foxwell Founders Community at https://foxwellfounders.com/