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Every year around this time, Eric and Jacob record some version of this episode. This is their seventh Black Friday together, and the through-line hasn't changed: brands sprint through summer, look up at the end of October, and realize the Halloween sale and Black Friday are on top of them with none of the groundwork done.
If you run meaningful spend on Meta, this is the checklist to work through before the CPM doubling kicks in.
What you get:
- Stocking the pond. Low-cost lead gen and engagement campaigns at 5% of budget (or less), optimized to engagement instead of purchase, so Meta buys you cheap eyeballs now that become warm retargeting audiences in November.
- The giveaway playbook, start to finish: partner bundle (the beer brand and the beef jerky brand), a $750 prize, a squeeze page, leads firing on signup, and an October 15 end date. The FOMO purchases from non-winners are typically what push the giveaway spend into the green before the dripping even starts.
- The audience-window answer: engagement audiences hold up to 180 days, purchaser lists now build to roughly 720. Engage someone in August and you can still recall them for Black Friday.
- Warming the algorithm: start ramping spend two months out, 10 to 15% a week, instead of a 500% budget jump on November 1.
- Value-based lookalikes in the Andromeda era. Export your top 500 purchasers by lifetime spend, upload, build the 1% lookalike. Less central than it used to be, still working.
- The CAPI audit: if your events manager shows a 5 or 6 out of 10, you're not sending enough parameters back. Click IDs, event IDs, name, email, phone. Target an 8 or 9.
- The invoicing trap. Meta has moved brands to monthly invoicing, and an unpaid invoice can pause your account until it's resolved. Check your payment settings and your spend limit now, and set the limit way above what you plan to spend.
- Offer architecture: why tariff-squeezed brands can finally offer again, sitewide vs. tiered thresholds, which catalog shapes suit which structure, and why you test at 5 or 10% off in an end-of-summer sale instead of guessing at 40 in November.
- Creative as the gift guide: "perfect gift for your wife" hooks, unboxing reels, catalog frames with Christmas theming, and countdown urgency tied to real shipping cutoffs. No smoke and mirrors.
- ASC structure: one broad Advantage Plus campaign with the full catalog, plus manual bottom-funnel catalog campaigns per collection so you have levers to pull during peak windows.
- And Lennying a campaign. Eric's Of Mice and Men metaphor for over-managing an account to death, plus Jacob on why human interventions during volatile weeks add to the volatility.
Who this is for: media buyers, retention leads, and founders who want their November spend converting instead of prospecting.
What to steal: the 5% engagement budget, the giveaway structure with a pre-BFCM end date, the CAPI parameter audit, and the payment-settings check you should do today.
Timestamps:
00:00 Pre-Warming Your Q4 Audience
05:00 Building Leads Before Black Friday
11:00 How to Warm Up Meta’s Algorithm
18:00 Testing Your Q4 Offers Early
28:00 Managing Meta Performance Volatility
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