Black Friday may be over, but the insights are just getting started. In this behind-the-scenes breakdown, Smart Marketer’s Director of Advertising, Denis Paskalev, joins Content Coordinator Zach Dampier to reveal what actually moved the needle during Cyber Week 2025.
From Meta’s surprise budget update to a Shopify outage on Cyber Monday, Denis shares exactly how the team prepped, pivoted, and profited; and what you can still apply to your end-of-year campaigns. They also dive into evergreen creative, first-click attribution, and how a smart lead gen strategy made all the difference.
“The results that we’re going to see during Black Friday Cyber Monday are always going to be highly impacted by what you have been doing throughout the rest of the year.” – Denis Paskalev
You Will Learn:
- How to use evergreen creative for seasonal promotions
- What changed with Meta’s budget controls (and how to adapt)
- The role of lead gen campaigns in doubling client revenue
- How to structure your ads using first-click attribution
- Smart ways to combine email and retargeting for higher conversions
- Why you should start your BFCM promotions early (and beat the CPM spike)
- How community support helped the team move faster and stay informed
- What to do if your BFCM didn’t perform, and how to make your holiday sale count
Links & Resources:
- Mentor Table Mastermind: Mentor Table
- Smart Marketer: smartmarketer.com
- Smart Social Course: landing.smartmarketer.com/pages/smart-social
- Omnisend Offer 50% Off for 3 Months: smartmarketer.com/omnisend
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