Latest / Ecommerce Playbook: Numbers, Struggles & Growth
Is Your Black Friday Ad Spend Actually Driving More Sales
Black Friday ad spend can generate a different incremental return than it does during a typical sales period. Luke Austin, President of Common Thread Collective, joins Richard Gaffin to explain how incrementality testing can help you decide where your holiday budget belongs.
They discuss what CTC has observed in promotional-period tests and why your usual return on ad spend (ROAS) target may need adjusting during Black Friday and Cyber Monday (BFCM). The goal is to understand which sales your ads generate beyond what would have happened without them, then use that information to guide…
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