TPE #139: The Black Friday Toolkit
Oct 20, 2025Read time: 2 minutes
GM, Miles here with The PPC Edge.
Black Friday is only 5 weeks away, and if you haven’t started planning already… You’re almost too late.
But, as the old saying goes: “the best time to plant a tree was 30 years ago, the second best time is now” — so better late than never.
In today’s issue, I want to give you The Black Friday Toolkit with a bunch of tactics and resources you can use to break all performance records this Q4.
Let’s dive right in!
Black Friday workshop.
Last year, we hosted a Black Friday workshop and the tactics are still relevant today:
- High-level trends to be aware of.
- How to learn from last year's performance.
- How to define your objectives and target KPIs.
- How to craft irresistible holiday-specific offers.
- How to create highly converting holiday-specific landing pages.
- How to prepare and improve your product feed.
- How to leverage high-impact Google Merchant Center features.
- How to prepare compelling holiday-specific text, image, and video ads.
Check it out here, for free.
Other useful resources.
- How to boost CTR & CVR with GMC Promotions: a simple, yet highly valuable tactic you can set up in <5 minutes.
- 3 Irresistible Black Friday Offers to maximize profit: if you want to break your performance records, the most important thing is your offer. Here’s some inspiration to make sure you don’t have bad offers.
- How I personally prepare for Q4 (7 step case study): a breakdown of what has worked for me in the past.
- Maximize profit with Seasonality Bid Adjustments: use this often-overlooked tactic to get maximum revenue on the peak buying moments (maximize growth and scale) and prevent overspend on the days after the peak buying moments (maximize efficiency).
- 5 tips to prevent overspend after Black Friday: I’m all for scaling as hard as possible on peak moments, but afterwards, I’m not afraid to make drastic changes to protect my client’s efficiency. The worst that can happen: massive overspend 1-3 days after peak moments, and seeing all that juicy profit go up in smoke. This article will prevent that from happening.
- How to minimize stress in the Q4 peak season: let’s be real: the Black Friday season is stressful. Here are some practical tips to make sure you don’t burn out.
- How Ruben Runneboom (Taskforce) prepares for Black Friday: I had Ruben on the podcast last year and his tactics are still relevant today, just like his bonus resources.
Good luck preparing — I hope you’ll smash all performance records!
And that’s all for today, I hope this issue was useful for you.
All the best in the Q4 peak season, and don’t forget to take enough breaks to you don’t burn out!
Thanks for reading, catch you next week!
Cheers,
Miles (& Bob)
