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Steal This Meta Ads Cyber Week Checklist for Handmade Sellers

Boost Your Meta Ads for Cyber Week Sales Success!

Cyber Week is just around the corner, and if you're planning to run Meta (Facebook and Instagram) ads, now's the time to set your account up for success. To make the most of this shopping season, Pilothouse has shared a super-useful checklist with tips and resources to help you optimize your Meta ads for peak performance.


Below are the key steps you need to follow, broken down into what to focus on right now (2-3 weeks before Cyber Week) and what to keep in mind during Cyber Week itself.


‘Right Now’ Checklist (2-3 Weeks Before Cyber Week)

  1. Simplify Your Account Structure

    Streamline your audience targeting and reduce restrictive bids and budgets. This helps your campaigns exit the learning phase faster, setting you up for smoother scaling during Cyber Week.

  2. Leverage Automation

    Spend 30-70% of your Cyber Week budget on Advantage+ Shopping Campaigns. Meta’s Advantage+ campaigns utilize machine learning to optimize your ads in real-time.

  3. Enable “Website + Shops” for Broader Reach

    Toggle on “website + shops” in your Advantage+ Shopping campaigns to meet customers where they are and increase your visibility.

  4. Use Varied Visuals and Messaging

    Show different visuals and motivators across your campaigns to attract new audiences. Highlighting various aspects of your products can drive more holiday sales!

  5. Rotate Creative Consistently

    Combat creative fatigue by deploying fresh content weekly or bi-weekly. This unlocks new audience pools and keeps your ads engaging.

  6. Create Performance Reels

    Reels are popular and effective! Design vertical videos (9:16) with sound on and within safe zones for optimized placement across all ad types.

  7. Collaborate with Creators

    Adding Creators to your strategy can improve transparency and reach new audiences. Influencer endorsements are trusted and can significantly boost performance.

  8. Maximize Event Match Quality

    Share high-value customer information to improve your event match quality rating. Aim for a “good” or “great” rating to ensure accurate tracking and performance insights.

  9. Check Payment Settings

    Make sure your payment settings can handle expected holiday spending! Double-check your credit card limits and Meta billing limits to prevent any disruptions during peak sales.

    From My Experience: Last year, my credit card flagged a transaction as fraud (even though it wasn’t), and I didn’t realize until hours into Black Friday. Our sales took a hit due to the delay, so this year, I’m pre-paying a chunk in advance to avoid any last-minute issues.


    Take it from me—preparing now can save you a lot of stress later!

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Cyber Week Checklist

  1. Scale Early and Often

    Start scaling your budget early. Waiting too long may lead to higher costs, as bid and budget adjustments have less impact on the learning phase than other changes.

  2. Schedule Ads in Advance

    Avoid delays by scheduling your ads in advance. Meta can review and approve your ads before Cyber Week begins, ensuring a smooth launch.

  3. Expand Your Optimization Window

    Use a broader optimization window, like 7-day click/7-day click, 1-day view, to reach more potential customers and widen your targeting.

  4. Pause Low-Performing Ads

    Pause ads that aren’t performing well and replace them with new, varied creatives. However, avoid pausing high-performing assets with high fatigue—they’re still doing the job!

  5. Use Seasonal Frames and Overlays

    Highlight promotions by adding festive frames or overlays to your creatives. Align your visuals with key Cyber Week moments to boost visibility.


Are you ready to take on Cyber Week with confidence? Give these strategies a try to make your Meta ads work harder for you this holiday season.


Which tip are you most excited to try? Let us know in the comments!

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