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169: The 2018 Q4 Blueprint with Justin Marshall

Posted by Austin Brawner on October 30, 2018

Happy fall. Happy Q4. Andrew and I love this time of year. It’s when so many of the companies we advise make the majority of their revenue. A lot of you who are listening know how high the stakes are.

It looks like things are, as we predicted, even more competitive than last year. But so far, things are going good. We’re getting ready for the big show here so we decided to bring in the big guns. Today we’ve brought back Justin Marshall from Ad Hoc Media to talk about how he’s getting his clients ready for the holidays.

Justin is a 2x guest. His first episode was one of our all-time most downloaded and this one doesn’t disappoint. Enjoy!

Episode Highlights

  • 6:10 How Justin explains the phases of Q4 to his clients.
  • 7:43 Why you shouldn’t just be pushing traffic to your site without a focus on conversions.
  • 10:11 The offers you should consider this holiday season.
  • 14:30 Not sure what creative to use? Check out what’s working best for Ad Hoc Media and their clients.
  • 18:36 Why you should drive traffic to these landing pages for Q4.
  • 21:00 How to make sure your ads are seen during the Black Friday/Cyber Monday rush.
  • 27:56 How to optimize your ads for peak performance during Black Friday/Cyber Monday.
  • 36:22 When to notify your fans of your holiday deals.

Links and Resources

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Transcript

Austin Brawner: Justin Marshall is back. We’re very excited to have him. And perfect timing, too, because, as you guys go to the mattresses for the upcoming Black Friday, the episode comes out to help you kind of get through that process. So, let’s welcome Justin Marshall to the show.

Justin Marshall: Thank you for having me back, guys.

Andrew Foxwell: Oh, absolutely. Now, for those of you who didn’t listen to the previous episode with Mr. Justin Marshall, Justin, do you just wanna give a ten-second background on who you are and what you do again?

Justin Marshall: Yeah. I’m a Facebook and Instagram advertising consultant. I run a small agency, Ad Hoc Media, where we manage ads for about a dozen clients. And we have been focusing on helping small businesses quickly scale their revenues into the six-figure per month range at reasonable returns. And, yeah, that’s what we do.

Andrew Foxwell: Awesome, awesome. Well, yeah, we wanted to obviously bring you on to talk about, really, technical stuff as it relates to Q4 and the types of things that you’re thinking about and doing. And the way that I started to think about this this year, really, I sort of roughly thought about it in different phases, but been doing a lot more with that this year.

Sort of phase one, which is up until Thanksgiving, phase two being from Thanksgiving through that Giving Tuesday kind of, that really hot time, and then phase three into Christmas after that. You know, as you think about Q4, if you were like on a client call, Justin, what are the ways that you sort of talk about these different times of the year as it relates to Q4 and Facebook and Instagram ads?

Justin Marshall: Yeah, well, obviously people are scheduling a good portion of their budget for Q4, so clients have a lot of questions about how to distribute that budget in kind of the way that you’re cutting the phases. Kind of between now and Thanksgiving, and then around Black Friday, Cyber Monday, and then leading up to the holidays and then even into January.

So one thing that we’ve been dealing with is a little bit of a dip in return on our prospecting stuff lately, which is to be expected. So, for us, a lot of it is managing client expectations, letting them know that we’re gonna be transitioning from more of a prospecting model to more of a retargeting model throughout Q4 so that they’re not totally shocked when the return on ads spent maybe for brand awareness or bringing in brand new people is a little bit lower.

So we try to manage that expectation and then just give them a plan for how we’re gonna move forward for Q4 and, especially for Black Friday, Cyber Monday, just making sure that we have our promotions and our content all lined up way before we go and, you know, not just shooting from the hip but really working off a well-planned-out timeline for the next, you know, two to three months.

Andrew Foxwell: Yeah, I mean, as it relates to just talking about prospecting, I think, aligning expectations is a really big one. You know, we’ve been telling people the same thing I think, of this is a time in the initial phase, before Black Friday, to try to bring in potentially new people that you can then use for remarketing.

Do you do a lot of prospecting now? I mean, even if it’s at a break-even standpoint, are you utilizing multiple objectives to be able to do that? Is it mostly conversion or are you using page post engagement at all to be able to use engagement-custom audiences later on?

I’m just curious of your approach in kind of that phase one, from a prospecting standpoint, into phase three, like, after Black Friday, like, are you gonna use look-alikes at all, or interests? And what’s been the difference in performance on those things?

Justin Marshall: So, yeah, we are continuing to do prospecting right now. I like to do it all the time. However, I also am not the type of person that likes to say, “Let’s just do prospecting, even if we’re not getting a return, just to keep doing it.” I always like to do better than breaking even on prospecting, just because the difficulty with tracking and multi-touch attribution. I have even clients that will say, you know, “Let’s spend a little bit more on prospecting, even if the return gets lower, ’cause we’re getting adds to cart and they’re gonna purchase down the funnel.” I mean, that can happen, for sure, but sometimes it’s a little bit hard to determine if the people that are being pulled into your funnel by prospecting are gonna purchase later.

So we like to err on the side of trying to optimize our top-of-funnel prospecting for conversions to get the best return on ads spent and CPA that we can. And then, in addition to that, we’re gonna have a whole bunch of other custom audiences being built. So maybe some of our prospecting return on ads spent are down from 2.5 x to 1.9 x, but that’s fine because we’re still making some money there and we’re still driving tons of add to carts, tons of clicks to website, tons of engagement that we can remarket to later on in Q4.

So, I don’t specifically do page-post engagement, top-of-funnel, to make engagement audiences, quote, unquote. But engagement audiences, website custom audiences, those are all gonna be by-products of our trying to drive conversions top-of-funnel

Austin Brawner: Justin, are you, right now, if somebody’s looking at their, coming up with an offer for Black Friday, Cyber Monday, like they wanna create a really compelling offer. Are you testing offers right now to see what’s more effective? Or how would you think about coming up with an effective offer and testing it between now and, let’s say, Black Friday, Cyber Monday?

Justin Marshall: That’s a good question. We haven’t thought about that too much. I mean, we definitely are having a lot of conversations and brainstorming about offers, but we haven’t been testing offers per se. I’m not sure if testing a bundle, say, or a discount in early October is gonna be indicative of how that’s gonna perform later on in Q4, around, say, Thanksgiving weekend, Black Friday, Cyber Monday.

And typically we don’t like to give away a lot of discounts. It definitely, I mean, depending on your brand, obviously, but a lot of the brands that we work with are a little bit more in the high-end space and they definitely don’t wanna be perceived as coupon factories, so we keep the discounts way down, or nonexistent, for most of the year so that we can save them for times like this. So when someone sees a 30% offer, they go, “Oh, wow, that’s a big deal. I’ve seen these guys five or six times this year and I’ve never seen a discount.”

So not testing so much, but definitely brainstorming and figuring out margins on various products, inventory, what we can afford to bundle, what type of discounts we can afford to give, because even for the brands that are typically adverse to discounts, we get really aggressive and do like 30% or more oftentimes for Black Friday, Cyber Monday. It just feels like sort of a necessity.

Andrew Foxwell: Yeah. I mean, I think the one thing that you push a lot, you and I have talked about this, Justin, is the deal itself in that Black Friday timeframe. And we’re getting a little bit off-track here, but I do wanna talk about this, which is I think there’s two frameworks for this, which is simplicity and legitimacy.

And so, the simpler your deal is, and easier to understand that you can use cross-channel is good, and legitimacy. Look, 30% is, I would say, the bare minimum you’re gonna wanna do during this time of year, in my opinion, if you can handle it. Because there’s so many deals that are out there and when you’re competing against brands that are saying it’s maybe it’s 20% off or maybe 50% off, or they’re saying up to 75% off, obviously that may be varying degrees of truthfulness, excuse me, in that, but you wanna make sure that you’re approaching it.

I think the way, too, right now, on the offer side, it’s really a point of how do I, and tell me if you agree with this, Justin, it’s really how do I test thematically what’s gonna be interesting to people right now in terms of product mix and others? And that’s what I’m trying to do. I’m gonna spend more now on a variety of different ideas to see, while obviously keeping an eye on return.

Justin Marshall: Yeah, for sure. I think that that might even make more sense than testing discounts, testing bundle things, now, where you don’t have to commit to a discount to figure out, if I, I don’t know, throw in a bracelet with a watch or whatever, is that going to move more people to buy, if we do testing different types of bundles.

So that’s one thing that we’re doing now. And, yeah, regarding like the simplicity stuff you’re saying, I think it just has to be simple and it has to be memorable. I mean, I think on one of the Q4 podcasts or something you were doing, Andrew, you said your example of simple was like, holiday50 as the code. That stuck in my head and that’s gonna be a lot more likely for somebody to say, “Holy crap, this watch company is giving us a holiday50, you know, 50% off.” That’s something you tell your friends about as opposed to, “Oh, did you see that other brand that they’re giving 30% off on domestic orders over $90?” You know, that’s just…you’re not really gonna talk about that at the bar

Andrew Foxwell: Exactly. Yeah, no, I completely agree with you. I’m glad to hear you say that. Now, okay, so phase one, you’re pushing a lot of people in. If we look outside of the phases and talk about Q4 as a whole, what are the big kind of creatives that you’re using? We’re talking about the offer, but obviously there’s a lot of focus on getting people to click to the site.

Justin Marshall: I enjoy testing different creative in Q4, and it’s actually kinda fun because I’ve found that a lot of the varying creative types or placements, they don’t always work for top-of-funnel, to be frank. I mean, we test stuff all the time top-of-funnel and we end up reverting to Facebook mobile newsfeed a lot of the times.

I test Instagram stories all the time. I always get like really excited about some new Instagram story slideshow I made, or even just Instagram ads in general. Sometimes they work really well, but for a lot of brands, Facebook is still gonna drive a lot of that top-of-funnel traffic.

However, things like Instagram stories, maybe some different placements, Messenger placement, marketplace, whatever, those things, I think, are gonna be more effective for retargeting. So once you start to skew more of your budget from prospecting to retargeting, I think you’re gonna have better use with some of those newer, less traditional placements and types of content, whether that’s vertical images, whatever, just gives you a little bit more room to test and experiment with those things because people are gonna respond to them better if they’ve already heard of you before. They’re more likely to swipe up on your story than if they’ve never heard of you.

Andrew Foxwell: No, I totally agree. I think you can kinda mix in the alternative placements for remarketing, as you said, and focusing on the mobile newsfeed is huge. You know, the challenge, of course, is that it’s obviously competitive as much.

Justin Marshall: Sure.

Andrew Foxwell: So, one thing, I guess, is, I wonder, is there’s been, we’ve talked on this podcast a lot about social proofing with link posts and photo posts and even tall photo posts.

Justin Marshall: Yeah.

Andrew Foxwell: Is that something that you’re doing? Like, what are the ad units that are the drivers for you, mostly in Q4, do you think? Is it still centered on that or is it video link posts or is it a variety? ‘Cause I have my opinion but I’m curious of kinda the way that you utilize different ad units.

Justin Marshall: Well, it’s a variety. I mean, we definitely do more variety in Q4, not just the typical purchase conversion ads, top-of-funnel. And like we’ve talked about before on this podcast, when you do retargeting, you have a lot more options as far as objectives because people already know who you are.

So if I’m, for example, targeting an audience of everyone who added to cart in the last six months, or the top 10% of site visitors in the last 60 days, I don’t really need to use a purchase conversion on those people or a one-day click like we were saying because it’s just gonna really narrow down that group of people who are already qualified. So I’m definitely experimenting with a lot more objectives during Q4.

As far as page-post engagement, we do that all the time, especially with previous customers, just to get those positive comments and social proof on the ads before or simultaneously, while we’re running that at top-of-funnel. So that’s definitely something that we do and, yeah, like I said, just testing different objectives, like maybe reach for something. Maybe, or doing clicks to website. Or any of them, but because we’re focusing so much more on remarketing, it gives us more tools in the toolbox to use to test out different objectives.

Austin Brawner: Do you, when you’re putting together your strategy and you are looking at this creative, you’re testing out these different creative, are you looking, are you making changes on the site as well? And, around the holidays, are you generally driving straight to products, like a product page or a collection page, or are you building specific landing pages? Again, very general question, and this could, obviously changes with every client, but do you have any different approach around Q4 or is it kinda similar to what you’re doing all year round?

Justin Marshall: It’s similar. We don’t spend too much time creating individual landing pages for individual products, but it’s something that we should probably test more. We always drive stuff to specific product pages unless it’s more of a prospecting ad, then we’ll go more to maybe a collection or something. So it’s similar.

The way we do it in Q4 is similar to the way that we will typically do it. But we do do a lot more cross-selling and trying to get people that are interested in one product to see other products, so it might actually be a case for doing less of a strict landing page, where you don’t want people to have options to see anything else, you just want to drive them right to that add to cart button without getting distracted.

One other thing that we would change is we utilize countdown timers on some of our clients for Q4, whether that’s a Black Friday countdown timer, if you wanna do Cyber Monday, then you could even extend your Cyber Monday sale and reset the countdown timer to midnight. So that’s something that we, that’s, the countdown timer is probably the most blatant difference on-site that we would use in Q4 that we typically wouldn’t use.

Andrew Foxwell: Yeah, I think it’s, you know, in that phase one, you’re trying to get people to as many pages as you can. And in phase two, you’re trying to get them to make a purchase directly, so, to me, it’s like product pages are a bigger deal then. But I’ve certainly had success driving to a bestseller, kind of, or like a holiday landing page that has the best stuff on there.

The big thing I’ve seen is to try and be really careful with pop-ups, too, during that period of time, just because you wanna be kind of making sure that they can get to the product and not just signing up for your email.

You know, one thing, Justin, that is, everybody has a different approach to, I think all year round, but specifically in Q4 is bidding and the way that people go about bidding differently. There are people that do, like myself, that I do CPC bidding in some cases. With, I’m doing, you know, like sometimes I’ll do an override bid, and I’m not using like a target cost bid as much. Do you wanna talk about how you think about this? Like, how do you make sure your ads show in phase two, or do you just leave it as a default bid? Or are you utilizing overrides and sort of forcing it into the auction.

Justin Marshall: Well, we definitely do test higher manual bids during Q4. Obviously it’s something that’s a little bit more labor-intensive ’cause you have to keep an eye on those and make sure they’re not overspending at a return below your goal. And then sort of kind of ratchet those bids down, so you kinda find the sweet spot where you’re getting delivery at the CPA that you want.

So, that’s something we typically do anyways, but we generally just like to have a mix, because there’s a lot of debate about do we wanna do seven-day click view, one-day click view, do we wanna do target costs, some accounts have what’s called cost-cap bidding now, which is something that we’ve experimented with.

And generally we just like to do a mix. And I know that that’s gonna get into a conversation about audience overlap and blah blah blah, but for us, especially prospecting, it just makes sense to have a couple different manual bids going, a couple different target costs going, a couple cost-caps going, and then open targeting, or, sorry, just low-cost bidding, or open targeting, for that matter, too. But just kind of keeping a mix, and since I said open targeting, I guess a mix of the audience sizes and the different optimizations and the bidding.

Just keeping a mix and seeing what works. Because if you have something on a $30 target cost, that could do great for you for a few days or it could just not spend for a few days. So you really wanna have that mix so that you’re making sure that you’re staying in front of people even when you’re not getting the exact target that you want.

Andrew Foxwell: Yeah. Yeah, I think, it’s exactly right. It has to be a mix and you have to be really careful as well, making sure, if you’re gonna do a cost override, that you have a good, your landing page is converting over, let’s say two to three percent, or your website is, generally. Right, that you’re not just gonna be lighting money on fire, that you’re ready to pull the trigger ’cause you know those people wanna buy and are on that.

When you do the bidding and you’re kinda combining things within remarketing in the low funnel in the Q4, is it, for you, do you kind of separate out different types of, let’s say, lower funnel audiences, like I do? ‘Cause, an example is, I think that engagers are a different audience, so like a previous engager on Instagram or Facebook, are a different type of audience than let’s say, a 30-day page view or even a top 25% website custom audience. Do you separate those or do you just bundle them together?

And then my followup from that is how do you approach dynamic product ads this time of year?

Justin Marshall: So we typically try to segment stuff out as much as possible. There’s always this tension between, say, I don’t know, segmentation or just testing new things in general, and also just sort of the economy of your work flow. I mean, as we all know, you could test a million things all day long in Facebook. So you wanna figure out how much you can test, but at the same time, keep it manageable.

So, if you only have the time and resources, I mean, obviously you’re busy doing a bunch of other things in Q4, too, other than just running your ads, typically. So if you do have the time to separate out seven-day engagers on Instagram versus seven-day engagers on Facebook versus seven-to-fourteen-day engagers, so that you can really find the sweet spot and stick with what’s going and cut the rest, then cool. However, if you don’t, then you might wanna lump some things together and maybe rely on the algorithm a little bit more by giving it an add to cart conversion or link clicks or something. And then Facebook just has a larger tool of things to draw from.

So there’s always the tension between segmenting super carefully and also giving the algorithm a little bit more room to breathe with a bigger audience. That being said, I wouldn’t just lump everything together because, like you said, obviously the people that are top 25% time-on-site is gonna be a much higher-quality audience than somebody who maybe was just an Instagram engager in the last 60 days. So lump it if you need to for economy of your workflow and your own time and just not getting overwhelmed, but segment as much as you can.

But yeah, we definitely make use of all those audiences a lot more than we typically do. And if I can talk about budgeting for a second, too, before I go to DPAs. So, a lot of people talk about how to sort of split up the budgets and we definitely have to do that sort of as a preliminary, especially when explaining to clients how we’re gonna be spending their money over the next couple months. But, at the same time, we sorta just go by the numbers like we always do.

So, say we have all these audiences segmented out. If we’re not getting the return on ads spent that we want on Instagram engagement audiences, then we’re gonna spend a little bit less. And if we’re getting a much better return on our people who’ve added to cart in the last 60 days, then we’re gonna spend a lot more there.

So, for me, Q4 is mostly about testing out a bunch of stuff and then keeping a really, really close eye on what is working and scaling it rapidly. And that’s not even necessarily just like, oh, this has been doing good this week, let’s raise the daily budget by 20% every 72 hours. We get into stuff like okay, I mean, especially on the Black Friday, Cyber Monday weekend, obviously.

If this ad set is working today, I want to increase the daily budget right now. And if, in an hour-and-a-half from now it’s still doing well, I’m gonna increase it again. So it’s really jumping quickly on what’s working, and, so we can go back to that in a moment.

But in regards to DPAs, it’s the same thing. We’ll just sort of stretch our DPAs out a little bit longer than we normally would. But that’s obviously gonna have some overlap with these other audiences, the time-on-site audiences, the add to cart audiences, the engagement audiences. We’re a little less worries about overlap during this time. We’re just testing out a number of things, focusing on the results, ratcheting up quickly what works and cutting what doesn’t. If that’s a DPA everyone who viewed content in the last 60 days, cool. If that’s not working and the time on site, you know, static image ad is working better, cool. We just kinda follow the numbers.

Andrew Foxwell: Yeah. I mean, this concept of turning budgets up and down, or up, really, within, let’s just talk about the Thanksgiving evening into Friday into Saturday timeframe. Like, for me, this, I don’t, I generally do not endorse this methodology of turning them up intraday, right, because it sort of messes with everything. But this is a time that it’s strike when the iron is hot. And I do agree with that.

I generally turn them up in the morning and look at it, you know? So I’ll look at it on Friday morning, Saturday morning. And usually in that Sunday timeframe, within the phase two timeframe, you’re ready to start cutting the fat a little bit and trimming things down. So, I agree, though. I don’t think it’s outlandish at all to be increasing by one to 200% every day if things are going great.

What you’re going to run into is, I think you need to make sure that you have a new set of creative and a new pitch come Cyber Monday because you will have been pummeling these people, you know? Like, since Thursday night. So, no wonder the efficacy of things on a Sunday are gonna start to decline. So Monday, if you have a better deal, or even a different deal or the same deal, but with different creative, I think that’s a really good way to approach that.

Austin, how does that go with email, too? I mean, I know, obviously, you’ve been talking about this specifically.

Austin Brawner: Sure.

Andrew Foxwell: Is it similar?

Austin Brawner: Sure. Well, I wanna get to email. Before we go into that, I wanna just go back a little bit to budget because I had a kind of followup question. For somebody who is, let’s say, the first thing you did, Andrew, is you walked through us three phases. Phase one is basically beginning of October til the week of Thanksgiving. Phase two, Thanksgiving evening through Giving Tuesday. And then phase three is from there into Christmas, right? How do you look at, let’s say a business has allocated $100,000 for Q4 ad spend. How would you look at those different phases and how would you be thinking about allocating that $100,000 throughout those phases, as well as through top and bottom of the funnel.

Justin Marshall: Yeah, so kind of like I said, we definitely, that’s when we have a framework that we start with. And I know Andrew agrees with this, too, sort of like try to transition more towards previous customers, remarketing, and then less on prospecting. So maybe it’s like out of $100,000, maybe at some point in Q4 you’re only spending, you know, 10 or 20 of that on prospecting and then the remaining 80 to 90 split between remarketing and previous customers.

Obviously how big your audience of previous customers is is gonna determine how much you can spend there. Same thing with your remarketing audience, I mean, you can only hit so many people so many times. But assuming you have some larger audiences, you can typically split a lot of your budget towards remarketing and previous customers and get down to 10, 20% of that budget only being used for prospecting. But, that being said, we do kind of follow the numbers. So if maybe prospecting is working better than we expected one week, I’m not gonna cut that budget off prematurely and put it into previous customers if that’s not necessarily working.

So, as always, we adjust the budget up and down based on what is working, but historically that ends up being 75% of the budget going towards remarketing for a lot of Q4, especially if you see your prospecting CPAs start to rise, as we certainly have recently, even already started.

Austin Brawner: Sure. There’s a lot of buzz going on in the Membership forum right now about that as well, people are talking about prospecting going up and just trying to figure out what to do. Like, do you shift your strategy? Do you double down and rebuild? But going back to what you were asking, Andrew, about email, right, and coordinating some of this stuff with email.

I think when, a couple of the things I’ve been talking about this year, working with clients, has been just around timing, right? So, like we’re gonna see on Facebook, there’s a lot of competition for inboxes, especially from Thanksgiving evening through Cyber Monday. People come out of the woodwork. There’s businesses that haven’t emailed all year and they send four emails during that time.

So what I’ve been talking about has been segmentation and making sure that when you’re putting together your offers and your promotions that you’re thinking about starting earlier. You are segmenting previous customers out and maybe even starting with like a VIP audience, two times customers, sending them an email earlier in the week so that they can get access to the deal. Maybe it’s not public-facing, it’s just private through email, they can get access to the deal early on in the week. So they can not only see the deal, but also get access to the products that will probably sell out during those four days.

So it’s kind of treating your customers a little bit better, giving them access a little bit earlier, and then maybe moving what you’re doing forward a little bit. So you’re kicking things off before the onslaught of emails just hits everybody’s inbox because it’s very, very hard to stand out.

Likewise, I mean, sending emails multiple times in a day, like urgency really matters. And if you can, on Black Friday, if your deal’s going to end, you might email three times in one day, four times in one day, letting people know that it’s going to close because urgency. There’s a lot of competition. People act on urgency. And it’s almost, there’s some expectation that you’re gonna get a lot of email around this time of year and you just wanna make sure you’re in front of people.

Andrew Foxwell: Yeah, I think this idea of a pre-sale is one that I’ve had clients do before and it’s done well, but I’m really hot on this idea this year and there’s three ideas I thought that were really good that I’ve heard of recently. One is building up your Messenger list beforehand, that’s a VIP list, so your customers and remarketing that can basically mirror your email when you have a pre-sale going and so you’re like blasting them and saying, “Hey, what’s up? You know, here it is.”

Second thing is having a Facebook event that you create to send people to and get them to RSVP to the event and then you post it in there when that’s live. And then the third one is like a dedicated landing page to say, signup ready, to be ready for the sale and run ads for conversion for those email signups to be kind of the VIP list that you then release early.

And this is something I guess, it’s been a part of it but it hasn’t been central to my strategy, and I’m definitely making it part of my strategy now. I think doing pre-sale stuff is a really good idea. So, Justin, what do you think about that? I mean, one of those ideas, the Facebook event one, is our colleague Jason, he came up with that idea.

Justin Marshall: So, two things about pre-sales I guess I would say. One, I definitely agree with a VIP type of pre-sale. You can target your highest average order value past customers or whatever, just really make them feel part of the club and say, “Congratulations for being one of our most valued customers. We’re gonna give you access to this limited pre-sale.” That’s gonna build a lot of urgency and really drive conversions ’cause people feel like they’re getting something special. And back to however you phrased it before, Andrew, authenticity or whatever, legitimacy. Yeah, it’s gotta be an actual real deal for an actual VIP group of people.

And then, secondly for pre-sales, I would just start advertising early. So I’m not gonna start advertising Black Friday on Friday. I’m probably gonna start advertising on Tuesday. And that means I’m gonna start running conversion ads on Tuesday. I’m gonna be emailing everyone the week before, telling them that our Black Friday sale is gonna start Tuesday.

So it’s starting your conversion ads a little bit ahead of time so you can capitalize on some of that slightly cheaper traffic, as opposed to just the Thursday, Friday, Saturday traffic. And then also giving your warm audiences, your email list, your past customers, your Messenger list, whatever, giving them a heads up a week in advance of when your Black Friday/Cyber Monday is gonna start just so you can build that anticipation and then when they see that ad come Tuesday, they’re gonna be way more primed to click on it.

Andrew Foxwell: Interesting. I wouldn’t’ve started that early, but that’s good to know, that you’re doing that, ’cause now I can steal that idea. So I appreciate that.

Justin Marshall: Yeah, yeah. I mean, I’ve talked to a number of people that are doing that. 

Andrew Foxwell: Yeah, no, this is great. This podcast is gonna be known as all of Andrew Foxwell’s ideas as told by Justin Marshall, so.

Justin Marshall: Yeah, well I just talked to enough other people recently that are doing that. I mean, I’ve always started early, but I’ve talked to enough people that say they’re starting out Monday or Tuesday for Black Friday sales this year that I’m gonna do it. It’s not gonna look weird. You’re gonna see a lot of other people doing it as well.

Andrew Foxwell: You know, how ’bout these apples? I just went live on all my deals.

Justin Marshall: Oh, really?

Andrew Foxwell: Right now. 

Andrew Foxwell: Well, Justin, thank you very much for joining us. We really appreciate it. And if anybody has questions and they wanna follow up, what’s the best way for them to get ahold of you?

Justin Marshall: Yeah, you can just send me an email at justin@adhocmedia.co, not .com, or through my website, adhocmedia.co. Yeah, those are the easiest ways. Feel free to shoot me an email. I’d love to chat with anyone that has any questions.

Austin Brawner: Justin, I really appreciate it. Every time you come on here, you give great, great, just detailed advice and I think that’s why people, that’s why you came back, man. It’s been awesome. Why they wanted to listen to you again. So, thanks so much.

Justin Marshall: Yeah, thank you so much, guys.

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