The holiday shopping season is here, and Black Friday – Cyber Monday (BFCM) is an unmissable opportunity for advertisers to drive significant sales and brand engagement.

However, to maximize these results, advertisers need to plan their budgets strategically. Effective budget planning is crucial for standing out in the competitive landscape and using affiliate advertising can be a compelling approach to capturing audiences who are ready to buy.

Here, we’ll explore five key strategies to ensure you get the most out of your BFCM affiliate advertising budget in 2024. We’ll also highlight exclusive insights from our latest BFCM guide, Zeropark Commerce Media exclusive intel on BFCM and Q4 Shopping Season 2024 to help give your campaigns a winning edge.

Want to access the full version of our BFCM resources? Download your free copy:

Analyze Last Year’s Performance in Black Friday Marketing Campaigns to Set Baselines

One of the most powerful ways to set a realistic budget is to analyze last year’s BFCM campaign performance.

Reviewing historical data can reveal what worked well and what didn’t, helping you identify the optimal spending range and giving you a strong foundation for planning this year’s campaign. Important metrics to review include:

• Return on Ad Spend (ROAS): How much revenue did each dollar generate?
• Cost Per Acquisition (CPA): Were there any points where costs started exceeding returns?
• Top-Converting Channels: Did certain affiliate channels or placements drive higher conversions or offer better cost-efficiency?

From here, you can set clear benchmarks, such as a minimum expected ROAS, that help inform how much to allocate to each channel. Make sure to access the Zeropark Commerce Media platform for reliable, real-time reporting tools to help you navigate the hectic times.

Set Flexible Budgets for Real-Time Adjustments During the Holiday Shopping Season

The BFCM period often sees shifts in consumer interest, meaning that a flexible budget can help you maximize impact.

Consider allocating 70-80% of your budget to foundational strategies while keeping 20-30% aside for real-time optimization based on live performance. This approach allows you to scale up spending on high-performing affiliates or shift funds away from channels with low conversion rates.

Consider using Zeropark’s insights on real-time demand fluctuations to guide your spend allocation. The data can help you identify high-traffic periods and give you the flexibility to allocate your budget toward channels that are likely to surge during peak times.

Allocate More Budget to High-Intent Audiences

With a limited budget and fierce competition, targeting high-intent audiences is essential for maximizing returns.

Our BFCM 2024 guide highlights that consumers in the final stages of the purchasing journey are most valuable, as they are ready to convert and just need the right nudge. To reach these audiences:

• Prioritize commerce media channels. Platforms that directly integrate commerce insights, like affiliate networks, can help you capture high-intent users searching for specific deals.
• Use retargeting campaigns. Invest in retargeting campaigns to engage audiences who have shown interest in your products previously, particularly those who abandoned carts or browsed similar items.

By focusing on high-intent traffic, you increase the likelihood of achieving higher ROI from each ad dollar spent, which is especially crucial for your BFCM budget.

Optimize Bids for Competitive Days

For BFCM, bid optimization becomes critical due to increased competition, especially on high-traffic days. To get the most out of your budget:

• Utilize granular bid strategies. Avoid using a one-size-fits-all approach. Instead, tailor your bids based on affiliate type, audience segment, and device. For example, mobile users often exhibit higher purchase intent during BFCM, so consider allocating a higher bid for mobile placements.
• Analyze data to find peak times. Finding out when your audience is most active and competitive bidding is less intense allows you to maximize conversions while managing costs. Such intel can provide detailed data on high-traffic times to help you adjust bidding dynamically.

This strategy allows you to capitalize on BFCM’s competitive environment without overextending your budget.

Include a Buffer for Extended Black Friday Deals

BFCM campaigns often extend beyond the initial four-day weekend, with many brands continuing promotions for an extra week or even through the end of December.

Given that consumer behavior is shifting to expect prolonged sales, it’s crucial to allocate some budget for these extended periods. This will help you sustain visibility and conversions even after the main BFCM rush.

Consider dedicating around 10-15% of your total budget to extended promotions. Doing so allows you to keep targeting audiences looking for post-BFCM deals and capitalize on “second wave” shoppers who missed out during the main event.

Use Available Free Resources to Prepare

For advertisers looking to get an edge on their BFCM campaigns, Zeropark Commerce Media’s exclusive intel on BFCM and Q4 Shopping Season 2024 is an invaluable resource. With insights into current market trends, real-time demand data, and performance strategies, this guide provides everything you need to make data-driven decisions and optimize your affiliate advertising campaigns.

The ebook also includes actionable insights on:

• Exclusive inside data on brand demand. Detailed information on BFCM’s peak earning opportunities.
• Mistakes to avoid in BFCM campaigns. Practical advice on sidestepping common pitfalls.
• Budget optimization tactics. Proven methods to maximize every ad dollar.

This BFCM guide is designed for serious advertisers who want to stay competitive and achieve peak performance this holiday season. Download the guide today to access the tools, trends, and tips to give your campaigns an edge in 2024.

Conclusion

Budget planning for BFCM affiliate advertising requires a strategic balance between past insights, flexibility, and targeting high-intent audiences.

By analyzing last year’s performance, keeping budgets adaptable, and leveraging exclusive insights from Zeropark’s BFCM ebook, you’ll be well-equipped to maximize your budget and drive meaningful results this holiday season. Now is the time to fine-tune your strategies and prepare for one of the most lucrative periods in digital advertising.

Gabriela Cendrzak