Happy Sunday! This one will be very quick because of the timing. Hope you've been having a stellar Black Friday weekend. It seems like this has been a bit of a mixed bag, with it overall not being the most stellar weekend. But there is still tomorrow for most brands, so here are some tips to make it a great one.
Tomorrow is going to start slow. It's a Monday, check your comp pacing but Mondays are usually pretty slow. Let's say you want to land the day at a 5 MER. By 10 am on normal days, you will probably be at a 3.5 or a 4 MER and it will pick up throughout the afternoon and into the evening.
Tomorrow, you will see a much larger delayed effect. Hopefully you can compare tomorrow's plan to last year's Cyber Monday to see if this is true for your business as well.
We will get a bump tonight because it's the last chance for some people to shop during the weekend but before the week. But some slackers like me will save their shopping to last minute, so if deals are going away after Monday you'll get a lot of people making last minute purchase.
This means the MER during the final few hours of the night will be super strong. So, if your efficiency doesn't look good tomorrow morning and afternoon, don't worry. Know what kind of delayed effect you can expect, and plan for it. But if you know your numbers, I highly suggest pushing spend a little bit harder throughout the day.
One note on this though. I do find Meta overspend in the early morning very often, so we will actually pull back budgets tonight around 15-20% just to not waste spend during not ideal times. We may do it a little harder to save some for later. Then once we get in the offer, or a bit later at like 10am we will begin to push as long as things look ok.
You'll want to monitor your hourly spend and MER closely, but make sure you factor in the evening bump to maximize the day!
Then, I recommend pulling back super hard on Tuesday. I'd rather underspend Tuesday and Wednesday than make the mistake of not pulling back hard enough.
Partner Of The Week - This week's partner is Agentio. I wrote the entire issue about Agentio last week because I was so excited about this new channel for us. Youtube Partnerships are going to be a huge focus for us in 2024, and Agentio is going to make it possible. Agentio is a platform to automate Youtube creator partnerships. Usually, it takes a team of people hours to make partnerships like this work the old, manual way. Agentio makes the whole process a breeze. It works very similarly to setting up a Meta campaign; just put in your budget and goals, timeframe, measurement settings, and let Agentio and their team go to work. They will recommend creators, where you can see all this awesome data from their integration with Youtube like average views, engagement rate, and more. Then you can set up a bid based on a CPM and the creator either approves it or not, no hours of endless back-and-forth negotation like most manual campaigns. From their, Agentio helps with briefs, product sending, and UTM tracking. I love this platform and can't wait to go live with it in Q1. It's going to be a big focus for us.
Agentio recently announced their Series A raise, led by the legendary Benchmark Partners. It looks like they will beef up their connections with creators, and add integrations to other social channels which will be awesome. I'm excited to follow this company closely and see how they make creator partnerships a really scalable and trackable channel; especially for lean teams like ours.
If you'd like to check out Agentio for yourself, either go to their website to book a demo or email their co-founder and CEO Arthur Leopold directly at arthur@agentio.com and tell him you came directly from my newsletter to get the VIP treatment. You won't be disappointed.