Learn how to get the most out of your insights leading up to Black Friday Cyber Monday

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WELCOME

5. Amy Zobec
Shopify Plus
Lucinda Bauermeister
Facebook | Instagram
Daniel Peacock
Skinmart & GLO Skin Body
YOUR SPEAKERS

6. WELCOME
Amy Zobec
Shopify Plus

7. Today’s Agenda
1. Introduction
2. Black Friday Cyber Monday 2020 trends
3. Holiday offers and deal structures

8. Introduction
Where are you from? Now based in Sydney, grew up on
the South Coast (Jervis Bay).
Amy Zobec
What I’m looking to buy during BFCM? A new dress for
summer. At the moment I love Aje, Assembly and St.
Agni, all Shopify merchants.
How long have you been with Shopify? Coming up to 2
years.
IMAGE

9. 01 Black Friday Cyber Monday 2020
Trends

10. 2020 Changed Commerce

11. Consumer shopping predictions
95%of the brands we surveyed expected
consumers to make more purchases
online this year, instead of in-store.
86%of brands expect online purchases
this year to exceed the number of
online purchases made during the
same period in 2019.
Data in this report is based on research conducted by Shopify’s Market Insights team. Research data was collected via an online survey among
Plus merchants (n=165) between August 27 and September 4, 2020.

12. - Shopping earlier
- Value over price
Two key trends that may
impact BFCM this year:
Consumer shopping predictions

13. SHOP LOCAL IMAGE
66%US shoppers say they plan to
shop at local small businesses
this holiday season
30%Of consumers have purchased
from brands they’ve never thought
to buy from
Consumer shopping predictions
Data from Justin De Graaf (Google) September 2020

14. Holiday 2020

15. Cancelled
Different

16. Authenticity is
the differentiator
this BFCM

17. Participation in BFCM
Data in this report is based on research conducted by Shopify’s Market Insights team. Research data was collected via an online survey among Plu
merchants (n=165) between August 27 and September 4, 2020.

18. Think about what
you are using
BFCM for this
year?
Participation in BFCM

19. 02 Holiday Offers & Deal Structures

20. Among brands surveyed who participated in BFCM last year
and plan to participate this year.

21. VIP Access

22. Create moments of delight

23. Discounts:
Ethical Discounts

24. Discounts:
Bundles &
Bogos
Consider bundling dead or dying
stock with top selling stock in a
capsule wardrobe, a ‘buy the look’
bundle or a ‘free gift’ offer in order
to spread the margin losses across
the order.
Bundles
Buy one, get x offers have proven to
be extremely successful during
large sale periods for a large
number of Shopify merchants.
Bogos

25. Discounts:
Timed discounting
(discount gets smaller
over time)

26. Discounts:
Gift with
purchase

27. Discounts: Tiered discounting

29. WELCOME
Lucinda Bauermeister
Facebook | Instagram

30. Winning Cyber
Weekend with
Facebook + Instagram

31. Lucinda
Bauermeister
Client Solutions Manager
Digital Disruptors,
facebook/instagram

32. WHAT
WE’LL
COVER
SCHEDULING
MACHINE LEARNING
TARGETING
CREATIVE
1
2
3
4

33. SCHEDULING

34. SCHEDULING
THE BASICS.
DATES + TIMES DISCOVERY COST LEARNING PHASE
Consider how long it will actually take to set up your campaigns, ad sets
and ads
Volume is at an all-time high during this period, so allow time for your ads
to go through review (this can take up to 6 hours!)
We recommend setting up your campaign 24-48 hours before your
intentional ‘Live’ date

35. SCHEDULING
HAVE YOU EVER PURCHASED SOMETHING
YOU DIDN’T KNOW YOU NEEDED?
Facebook and Instagram are discovery platforms, meaning it’s much easier to
inspire an unintentional purchase or trigger a subconscious need via our platforms
By going early, you can get ahead of the pack and capture consumers’ share of
wallet before your competitors
DATES + TIMES DISCOVERY COST LEARNING PHASE

36. SCHEDULING
WHEN IS THE BEST TIME TO
GO LIVE?
We recommend going live with your Cyber Weekend campaigns on Monday or
Tuesday and scheduling them up until the following Thursday or Wednesday
CPMs are notoriously high over Cyber Weekend, as not only are you competing
with your local competitors, but international too. Earlier = cheaper
DATES + TIMES DISCOVERY COST LEARNING PHASE

37. SCHEDULING
WHAT IS THE LEARNING PHASE
AND HOW WILL IT AFFECT ME?
The learning phase is the period when the delivery system still has a lot to learn
about an ad set; it needs this time to collect data in order to understand how to
effectively deliver your ads. During learning, the budget is spent on learning
and not achieving your optimisation goals
During learning, CPAs are unstable; anything you do to your campaign, ad set or
ad while it’s live will re-trigger learning
DATES + TIMES DISCOVERY COST LEARNING PHASE

38. MACHINE
LEARNING
The Four Commandments

39. MACHINE LEARNING
BROAD AUDIENCES PLACEMENTS STRUCTURE BUDGETS
COMMANDMENT 1
Always use broad audiences
WHY
We have access to trillions of signals
via the pixel; allow our machine
learning to connect the most
relevant users to your business at
the lowest cost possible

40. MACHINE LEARNING
COMMANDMENT 2
Always use Automatic Placement;
Bonus points for Asset Customisation
WHY
Advertisers can become obsessed
with single-placement efficiencies;
this will drive your CPA up over time.
Take the assumption out of buying
and allow machine learning to
deliver your ads in the placements
that drive the best efficiencies
BROAD AUDIENCES PLACEMENTS STRUCTURE BUDGETS

41. MACHINE LEARNING
COMMANDMENT 3
Keep things simple!
WHY
Buy on 2 or 3 campaigns maximum.
Think 1x reach, 1x conversion and
1x catalog sale – that’s it! It will help
speed you through learning and
scale faster
BROAD AUDIENCES PLACEMENTS STRUCTURE BUDGETS

42. MACHINE LEARNING
COMMANDMENT 4
Use Lifetime Budgets
WHY
Assigning a lifetime budget will allow
the system to pace evenly and allow
you to scale your investment up or
down more efficiently
BROAD AUDIENCES PLACEMENTS STRUCTURE BUDGETS

43. TARGETING

44. TARGETING
Your approach to targeting on
Facebook and Instagram during Cyber
Weekend should be broken down into
two personas

45. TARGETING
Existing Elliott, 36
About Me
• I know who you are and what you stand
for as a brand
• I know I’m getting a good deal when you
go on sale
• I’m already bought into your brand
• To target me, use Web Custom
Audiences, your 1st
party data, and
engagement targeting via Ads Manager
New Neil, 38
About Me
• I don’t know anything about your
category
• I’m unsure if the incentive you’re
offering is good value
• I already have a favourite brand in your
category
• To target me, use Broad Audiences and
Lookalike Audiences based on previous
purchases or your EDM database

46. Motivation-Led
CREATIVE

47. At a certain point,
business growth
can slow.
It becomes harder to find new customers.

48. POTENTIAL
CUSTOMERS
I LOVE
SODA
I LOVE
SODA
I LOVE
SODA
I LOVE
SODA
I LOVE
QUALITY
THE STORE
IS CLOSE BY
I LOVE
THIS ONE
FLAVOR
I LOVE
ORGANIC
FLAVORS
Eventually, we exhaust that
high-intent audience
How do we reach new
customers? AD

49. And use those motivations to inspire more
persuasive creative.
Consider what motivates different
audiences
"There won't be a
flavor for me"
BARRIER
Theme: Wide Selection
"Why buy soda online when there's a store
around the corner?"
BARRIER
Theme: Free Shipping
"I care about craft and all
natural ingredients."
MOTIVATOR
Theme: Natural Ingredients

50. BarriersandMotivators BARRIERS MOTIVATORS
PRODUCT
• Bulleted list here • Bulleted list here CAPTURE all possible reasons that would either
encourage or prevent a consumer from entering
your category or buying your product. When you
get stuck, consider all different types of people or
seasonality.
CHOOSE the top 3 barriers or motivators that
feel like the biggest opportunity to convert
potential buyers.
DIFFERENTIATE all creative routes visually and
ensure that the motivations are not attracting a
similar audience.
MAKE. Build your video, lightweight animation
or static creative associated with your key
barriers & motivations (clearly highlighted in the
first 3 seconds). Struggling to build new
creative? Use existing assets and remix them to
represent a benefit.
1
2
3
4

51. HELPFUL
RESOURCES

52. Facebook Help Centre
facebook.com/help
Facebook Blueprint
facebook.com/business/learn
Facebook for Business
facebook.com/business
Instagram for Business
business.instagram.com
RESOURCES

53. Winning Cyber
Weekend with
Facebook + Instagram

54. WELCOME
Daniel Peacock
Skinmart & GLO Skin Body

55. hello!

56. our kids got
us started

57. the cliché

58. we all start
somewhere

59. today

60. what's worked
for us

61. automate the
hell out of
everything*

62. investing in
lifetime clients

63. Automation..
doing things
differently

64. what's next

65. $20 off first order:
[ MEETUP2020 ]
skinmart.com.au
Valid until 14/11/2020 for first orders over $100
get your healthiest skin

66. QUESTIONS?

67. NEED MORE SUPPORT?
Black Friday Cyber Monday Content Hub
https://www.shopify.com.au/bfcm
Checklist
https://www.shopify.com.au/blog/bfcm-checklist
Need support with your BFCM digital
strategy?
Contact Reload here:
bit.ly/reload-bfcm
Facebook Help Centre - facebook.com/help
Facebook Blueprint - facebook.com/business/learn
Facebook for Business - facebook.com/business
Instagram for Business - business.instagram.com
$20 off First Order
[ MEETUP2020 ]
Orders over $100
Want to chat design & development
and improving your site?
Contact Process Creative
www.processcreative.com.au

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