2025年销售高峰期品牌营销策略指南报告（英文版）-Fospha

Revenue

$6.2m

+41%

FOSPHA

PeakPlaybook2025

Yourguidetospendsmarter,acquiremorenew

customers,andmaximizesalesduringpeakperiods.

Abouttheplaybook

Thisplaybookanalyzesdatafrom2023-2025across:

$2.8bn

spendundermanagement

3

industries(retailfashion&jewellery,beauty,consumergoods)

83,000

campaignsanalyzed

4

continents

Learnwhattopbrandsdodifferently

Getexclusivebenchmarks,insights,andbudgetsplitdatafromFosphabrandsoutperformingduringpeak.

ProvetheROIoftheupperfunnel

Seehowfull-funnelmeasurementrevealstherealimpactofAwarenessandConsiderationspendacross.comand

marketplaces.

Buildyourpeakplaybookwithconfidence

Usedata-backedrecommendationstoplan,forecast,andscalesmarterthispeakseason.

Usetheinsightsfromthisplaybookto:

Inthisplaybook

Forretailbrands,nailingpeakisamust.Weknowlast-minuteconversionpushesaren’tenough.ThisPlaybookenablesyoutoplanahead,measureperformancetherightway,andstayconfidentwhenplatformdatagetsnoisy.

Revenue

$6.2m

+41%

Whatyou’lltakeawayfromthisplaybook:

1.Brandsinvestinginthefullfunnelattainupto218%betterMER

Fosphadatashowsthatbrandsspendingatleast5%onAwareness&

Considerationseestrongerblendedperformance,buildingdemandyear-roundandcapturingitmoreefficientlyduringpeak.

2.LastClickmissesover90%ofmarketing'simpact

LastClickfailstomeasuredemand-buildingimpressions.Fospha’sdailyBayesianMMMsurfacestrueCAC,CPP,andROASsoyouknowwhichchannelstoscale.

3.Successfulbrandsuseforecastingtoshiftbudgetintochannelswithincrementalheadroom,notsaturatedones

Beam,Fospha’sincrementalforecastingtool,revealswheregrowthpotentialremains,soeveryextradollargoesintoprofitablescale.

4.UnifiedmeasurementacrossDTCandmarketplacesrevealsthechannelsdrivingrealincrementalrevenue

ManypeaksalescloseonAmazonorTikTokShopevenifdiscoverybeganelsewhere.Fosphaconnects.com+marketplacedatatoshowfullimpact.

5.Brandsthattrackblendedmetricsdaily-notjustplatformROAS-makethebestgame-timedecisionsduringPeak

Platformdashboardsinflateduringpeak.FosphaprovidesindependentdailyCAC,CPP,andROASsoyoucanmovefastwithoutbeingmisled.

4

FOSPHA2025©

PEAKPLAYBOOK2025

Introduction:navigatingpeak2025

PeakperiodslikeBlackFridayandCyber

Mondayareoftenthemostrevenue-critical

momentsoftheyearforretailbrands-miss

them,andyouriskmissingyourannualtargetsaltogether.ThisPlaybookisdesignedtoguidestrategyacrossallmajorpeakmoments-fromseasonaldropstoBlackFriday,CyberMonday,andbeyond.

Strategiclearningsfrom2024

BFCM2024broughtsharpsurgesinconversions-butacrossashorter,morevolatilewindowthaninpreviousyears.WiththecalendarcompressingCyberWeekandbroadermacropressures(inflation,cautious

spending),manyconsumersdelayedtheirpurchasesandmadedecisionslater,faster,andwithgreater

scrutiny.Despitethis,brandsthatmaximizedgrowthduringBFCMdidn’tjustscalespendduringpeakweek,theybuiltdemandintheweeksleadingup.Always-oninvestmentinAwarenessandConsiderationallowed

themtoengageaudienceswhen

CPMswerelower

andcompetitionwassofter

.Theseearlyefforts

translatedintomoreefficientconversionperformanceduringpeak.

Lookingforwardto2025

Thisyear’sBFCMwillbeshapedbychallengingmacroconditions.Pricesformanyretailcategories,especiallyapparel,electronics,andhomegoods,remainhigh.

Higher-for-longerinterestratesarekeepingfinancingcostshighforbothbrandsandconsumers,andtariffsoncertainimportedgoodsarelikelytopushup

wholesaleandretailpricesinkeyholidaycategories.

IntheUS,consumersenterpeakseasonwithlow

savings,makingthemmoreprice-sensitiveand

promotion-driven.Manywillwaitfordeeperdiscountsoradded-valueoffers,compressingthepurchasewindowandintensifyingcompetition.Forbrands,thismeans

sharperdiscountingpressure,higherinventoryrisks,andagreaterneedtostandoutinacrowded

promotionallandscape.

Thismakesmeasurementmorecriticalthanever.

Brandsneedimpression-basedmeasurementtovaluelesssaturatedchannelsthatbuildfuturedemandandcaptureitefficientlywhenpeaktrafficcostsrise.Theymustalsoidentifywhichchannelsaresaturatedand

wastingspendversusthosewithrealgrowthpotential.Finally,impactdependsonspeed-measurementmustbestrategic,cross-channel,anddelivereddailytocutwasteandcaptureopportunities.

Brandswhocapturethemostvaluewill...

.InvestearlyinAwarenessandConsiderationtobuildahigh-intentaudiencebeforepeak.

.Diversifyspendacrossplatformsandcampaign

types,understandingtheuniqueroleeachplaysinthefunnel.

.Measureincrementally,recognizingthatupper-funnelinvestmentdriveshaloeffectsacross

Amazon,.com,andoffline-returnsthatLastClicknevershows.

.Adaptcreativeandbiddingstrategytoaudiencemindsetandtiming,notjustplatformtrends.

ThisPlaybookcoversthemostimpactfulstrategiesacrosseachkeyplatform,spanningpre-peak,duringpeakandpost-peak-sothatyou’reontrackforyourbestBFCMyet.

5

FOSPHA2025©PEAKPLAYBOOK2025

TheFosphaadvantageduringpeak

Fospha’smeasurementapproach

Fosphadeliversalways-on,full-funnelmeasurementbuiltonaBayesianMediaMixModel(MMM)thatupdatesdaily.Thisapproachcombinesspeedandgranularity

withthecross-channelscopeofaMMM,groundedin10yearsofscientificR&D,

enablingbrandstoplanandoptimizeeverydollarbasedontrueincrementalimpact.

HowwillFosphahelpyouwinduringpeak?

Fosphagivesbrandstheclaritytomakesmarter,faster,andmoreprofitable

decisionsduringpeakbyprovidinganindependent,cross-channel,full-funnelviewofperformance.

Unlikeplatform-reportedmetrics,whichcanbecomeincreasinglyinflatedduringpeakaseverychannelfightstoclaimcreditforalargerpoolofconversions,

Fospha’sfull-funnel,cross-channelUnifiedmeasurementrevealsthetruecontributionofeachchannel,objectiveandcampaign.

Fospha’smeasurementallowsbrandsto:

1.Generatedemandpre-peaktocapturemoreefficientlyduringpeak

InPeakseason,CPCsandCPMsspike.Ifupper-funnelcampaignsaren’tmeasuredproperly,budgetsshifttoolate,andyouendupcompetingforthesamein-market

shoppersaseveryoneelse.Fospha’simpressionmeasurementshowswhich

AwarenessandConsiderationactivityisactuallybuildingdemandaheadoftime-soyouenterpeakwithmorehigh-intentbuyersatalowercost.

2.Understandeveryroutetoasale-especiallyHaloeffects

Manypeakpurchaseshappenoff-site,butstillstartwithyourads.Fospha

measuresallpathstoconversion,includingwhenaTikTokorMetaaddrivesasaleonAmazonorTikTokShop.Thatclaritymeansyoukeepfundingthechannelsthatareworking,insteadofcuttingbudgetsbasedonincomplete.comdata.

3.Knowexactlywhichchannelstoscaleduringpeak

Peakbudgetsareoftensetusinggutfeelorlastyear’sresults.Fospha’sincrementalforecastingshowswhichchannelsstillhaveroomtogrowprofitablyandwhicharealreadysaturated-soyoucanshiftspendintimetofocuseveryextradollaron

profitablegrowth.

Contents

Advertiserbehaviorduring

1

peak2024

Meta:strategiesbefore,

2

duringandafterpeak

PerformanceMax&

3

Search:strategiesbefore,

duringandafterpeak

4

5

6

TikTok:strategiesbefore,

duringandafterpeak

YouTube&DemandGen:

strategiesbefore,during

andafterpeak

Snapchat:strategies

before,duringandafter

peak

7

Customersuccessstories

TheHaloimpactyourads

8

arehavingonmarketplace

salesduringpeak

HowFosphasupports

9

peakperformance

10

Recommendations

Advertiserbehaviorduringpeak2024

8

Advertisersmadebigbetsonfull-funnel

channelslastyear

SpendingshiftsinGooglechannels

GooglechannelsmaintainedastrongshareofwalletduringPeakperiod2024,buttherewasanotableshiftinhowbrandsspentwithinGoogle.

PMAXremainedastrongfocus,asthe2ndhighestchannelforspendoverall.ItdidhoweverseeaslightdecreaseinYoYinvestment,withbrandsrealizing

opportunitiesacrossGooglemedia,notablyPaidShoppingandYouTube.

BrandsincreasinglyvaluetheflexibilityandcontrolPaidShoppingoffersforoptimizingbidsandproductsegmentationduringcompetitivepeakperiods.ThisshiftislikelytohavebeenbolsteredbyGoogle'sannouncementthat

PMAXcampaignswillnolongerbeprioritizedoverShoppinginadauctions.

YoYriseinPaidSocial&YouTubespend

.Asthehighestspendchannel,Metacaptureda13%YoYriseinshareofwallet.TikTokalsocontinueditsconsistentgrowth,with14%increasedshareofwalletYoY.

.SnapchatandYouTubealsoshowedstronggrowthYoY,demonstratingbrandsallocatingmorebudgettofull-funnelchannels.

FOSPHA2025©

PEAKPLAYBOOK2025

Meta

PerformanceMax

TikTok

GoogleSearch-Generic

Afiliates

PaidShopping

YouTube

Snapchat

20%

13%14%

11%

5%

-3%

-18%

-24%

%ChangeshareofwalletYoY(BFCM2024vs2023)*

MajorChannels(>5%ofspend)GrowthChannels(<5%ofspend)

30%

25%

20%

15%

10%

5%

0%

-5%

-10%

-15%

-20%

-25%

-30%

Channelsorderedbyshareofwallet(highesttolowest)

*DemandGennotpictured,duetoitsnascentstageatthetime.

9

FOSPHA2025©PEAKPLAYBOOK2025

5%

minimumshouldbespentinAwarenessandConsideration

Largebrands

>$600k/monthspend

Largebrandsseecontinuedefficiencybenefits

whenspendingover10%onAwareness&

Consideration

Smallerbrands

<$600k/monthspend

Under10%Over10%Under10%Over10%

Awareness&ConsiderationShareofWallet

Brandsspendingfull-funnel

performbetter

BlendedROAS

Brandsinvestinginthefullfunnelattainupto218%betterMER

eCommerceretailersofallsizesshould

spendaminimumof5%ofbudgeton

Awareness&Consideration

Smallerbrands

<$600k/monthspend

Largebrands

>$600k/monthspend

BlendedROAS

Under5%Over5%Under5%Over5%

Awareness&ConsiderationShareofWallet

Fospha’sdatarevealsthatbrandsshouldallocateatleast5%oftheirbudgettoAwareness&Considerationtomaximize

performance.BrandsexceedingthisthresholdconsistentlyachievesignificantlyhigherROAS.

·Smallbrands(spendingbelow$600kpermonth)seea22%boostinROASwhenspendingmorethan5%onAwareness&Consideration.

10%+

isoptimalforlargerbrandsspending600k+

·Largebrands(spending$600kormorepermonth)

experienceevengreaterbenefits,with218%higherROASwhensurpassingthis5%threshold.

Forlargebrands,theadvantagescontinueathigherinvestmentlevels.Thosededicatingover10%oftheirtotaldigitalbudgettothesecampaignsreport110%higherROASthanthosespendingunderthisthreshold.

InvestinginBrandearlyiswhatallowsyoutocaptureevenmoredemandduringhigh-intentpeakdays.

10

FOSPHA2025©PEAKPLAYBOOK2025

Topbrandsspent~10%ofbudgetintheupperfunneloverpeak

89.6%

Topperformersarebrandsthat

sitinthetop35%ofrevenueand

ROASgrowthYoY.

%Shareofwallet

(BFCM‘24vs‘23)

4.5%4.8%

AwarenessConsiderationConversion

Top-performing

brandsspent10%intheupperfunnelduringpeak

YoYriseinPaidSocial&YouTubespend

.Thetop-performingbrandsspent90%oftheirbudgetonConversioncampaignsduringthepeakperiod,aimingto

Increasedfull-funnelinvestmentYoY,followedbystrongerROAS

192%

●%changeshareofwallet%changeROAS

%changeYOY

(BFCM‘24vs‘23)

45%

31%

19%

-5%

AwarenessConsiderationConversion

capturethedemandtheygeneratedthroughinvestmentinAwarenessandConsiderationcampaigns.

·WhileAwarenessrepresentsasmallshareofwallet(just

4.5%),top-performingbrandsincreasedspendinAwarenesscampaignsby192%YoYduringpeak.

.AwarenessandConsiderationalsodeliveredstrongROASduringpeak2024bothup45%and31%YoYrespectively,whileROASforConversioncampaignswasdownslightly(14%),reflectinghighcompetition.

-14%

.It’sclearthatwhileConversioncampaignsrightfullyreceivethemajorityofspendduringpeak,thereisanopportunityforbrandstobenefitfromloweracquisitioncostsandincreasedefficiencyinAwarenessandConsideration.

Meta:strategiesbefore,duringandafterpeak

12

FOSPHA2025©PEAKPLAYBOOK2025

Overview

Meta:the

79%

ofpeoplewhodiscoveredproductsonMetaultimatelypurchasedthem*

57%

ofMetaconversionsarefromnewcustomers

63%

ofshoppersarelikelytobe

influencedbyMetawhenmakingfestivepurchases*

opportunity

MetaisthelargestspendchannelforadvertisersduringBAU,andbrandsleaninevenmoreduringpeak.Withitsextensivesuiteofadvertising

Instagram,brandsarespoiltforchoicewithwaystogenerate,captureandconvertdemand.

Metathrivesduringpeakperiodstoo.Withhigh

shopperintentandpurchaseconversion,Meta

presentsauniqueopportunitytoinfluencethefullfunnel.Theplatform’sAI-poweredtools,creativeformatslikeReels,andfirst-partydatacapabilitiesmakeitanessentialcomponentofanybrand’s

festivemediamix.

LastClickcapturesjust18%ofMeta’svalue,whichisfullyrevealedthroughFosphameasurement.

Becauseofitsscale-especiallyduringpeak-

Metapresentshugeopportunitiesforrevenueandprofitablegrowth.

*Meta,2025

optionsandformatsacrossFacebookand

Metacomprised39%oftotalspendduringBFCM2024

BFCM2024

13

FOSPHA2025©PEAKPLAYBOOK2025

Beforepeak

Metapre-peak:buildfoundationsandtestcreative

Towinthefestiveperiod,preparationstartsearly.ForBFCM,startinQ3.Usethepre-peakwindowtotest,optimizeandbuildahigh-performingsetupthatcanscaleeffectivelyduringpeakweeks.

BuildastrongfoundationWarmandcaptureleadsTestandlearnearly

SetuptheMetaPixel+ConversionsAPIforreal-timeoptimization

Simplifycampaignstructuretoavoidoverlappingaudiences

UploadandorganiseproductcataloguetofuelAdvantage+ads

Useleadadswithinstantformstocollecthigh-intentsubscribers

.Offerexclusivecontenttogrowyouremaillist

.RetargettheseleadswithAdvantage+salescampaignsduringpeak

.Defineyourmostrelevanttestinghypothesis(creative,placement,Advantage+vsManual)

RunconversionliftstudiesorA/Btesttovalidateyouroptimisationhypothesis

Lettestsrunatleast2weeksforrobuststatisticallyvalidresults

14

FOSPHA2025©PEAKPLAYBOOK2025

Duringpeak

Metapeak:leanintoAdvantage+,

Peakweeksarehigh-pressureandhigh-potential.Brandsthatscalesmartlyandshowupwiththerightcreativewillcutthroughthenoiseandconvertatlowercost.

1.ActivateAdvantage+acrossthestack

AccordingtoMeta,Advantage+Sales

Campaignssawa

15-pointhigher

conversionrate

vsBAUduringCyber52024.Usethefullsuite:Advantage+

Audience,Creative,Budget,PlacementsandCatalogueAdstoletMeta’sAI

automaticallyoptimizeinrealtime.

2.WinwithReelscreative

Metastatesthatreelswithvertical9:16videoandsound

deliveredsignificantly

betterresults

duringCyber5.Hook

viewersearly,usemusicandcaptions,andshowcasepeopletomakeyouradsrelatable.

3.Diversifycreativeandcuecreators

Lower-funnelperformanceimproveswithvariedassets.Use

5+creativevariations

peradset,andcollaboratewithcreatorswhobringpeervalidationandpromo-

drivencontent.Creatorcontentdrivesauthenticityandisproventoinfluencefestivepurchasedecisions.

4.Stayagilewithreminderandpromoads

DeployReminderAdsfordeliverycut-offs,flashsalesandgiftlistdeadlines.

Thesereportedlyliftawarenessandad

recallwhen

30%+ofbudget

isallocatedtoreminders.Makethemostofbigpromoeventsbysurfacingurgencyand

exclusivedeals.

*the5daysbetweenThanksgivingandCyberMonday.

high-impactformats&variedcreatives

Metagenerated77%morerevenueduringBFCM

2024versus2023

●Metaspend

●Metarevenue

Metaspendandrevenue($)

20232024

15

FOSPHA2025©PEAKPLAYBOOK2025

Afterpeak

Metapost-peak:pushnewoffers,keep

Advantage+live

Retargethigh-intentaudiences

Useyourpeakdata-leads,sitevisitors,andengagers-toretargetwithpersonalizedmessaging.

Shiftcreativetowardgiftredemptionandnewyear

Switchmessagingtopost-peakmomentslikegiftcardusageandnewroutines.

TailorcatalogueadsandcreativesaccordinglyusingAdvantage+toolstostayrelevant.

Analyzeandapplylearnings

ReviewyourAdvantage+campaignandconversionliftorA/BtestsperformancetoextractinsightsforQ1.Reusetop-performingcreativesinevergreencampaigns,

andarchivefailedvariantstostreamlinefutureproduction.

KeeprunningAdvantage+

Advantage+campaignsdon’tjustscalepeak-theycontinuedeliveringpost-peak.UseautomationtooptimizespendandmaximizeROASevenasintentslows.

PerformanceMax&PaidSearch:strategiesbefore,duringandafterpeak

17

FOSPHA2025©PEAKPLAYBOOK2025

PerformanceMax&Search:

theopportunity

In2024,PMAXandSearchtogetherconstitutedalmost40%ofbrands’totalchannelmix.Thesechannelsareinstrumentalforcapturingdemandduringthehighestintentmomentsoftheyear.

Searchactivitysurgesacrosspeak,with

consumersactivelyhuntingfordeals,products,andbrands-makingitthemostcriticalmomenttoshowupinrelevantqueries.PerformanceMaxbuildsonthisbyreachinghigh-intentusers

acrossYouTube,Display,Gmail,andmore,usingGoogleAItodriveperformanceatscale.

PerformanceMaxcanbeusedbothforonlinesalesandstoregoals.Storegoalscampaignsbecomeevenmoreimportantclosertopeak,afteronlinedeliverytimesarecutoff.

Together,theyformthefoundationofahigh-

performingdemandcapturestrategy,enablingbrandstoconvertshoppersinthemomentsthatmattermost.

*Google

Overview

22%

betterPaidSearchROASYoY(BFCM2024versus2023)

71%

58%

ofPMAX&PaidSearchconversionsarefromnewcustomers

morerevenuegeneratedthrough

PMAXduringBFCMYoY(2024vs2023)

Fospha’sforecastingtool,Beam,revealssignificantgrowthpotentialremaining

acrossPerformanceMaxandPaidSearch

62%

60%

PaidSearchPerformanceMax

Profitablegrowthpotentialremaining

18

FOSPHA2025©PEAKPLAYBOOK2025

PerformanceMax:

createassetsearlyandavoideditsatpeak

Before,duringandafterpeak

Duringpeak

Captureintentandscale

Letthesystemworkandavoidmajoreditstoyourassets.

Useseasonalityadjustmentsforflashsalesandshort,infrequentevents,whereyouexpecta

significantchangeinconversionratesoveranarrowtimewindow.

Leanonautomatedproductfeedsand

promotionassetstohighlightliveoffersacrosschannels.

Afterpeak

Re-engageandrefine

Shiftmessagingtopost-holidaythemes(e.g.

loyaltyoffers,NewYearpromotions).

Addanynewaudiencedatagatheredduring

peakviaAudiencesignalstoexistingcampaigns,andreviewasset-levelinsightstorefineforQ1.

Beforepeak

Prepforscale

Uploadcompleteassetgroupsearly,includinghigh-qualityimages,videoandfeedcoverage.

Allow1-2conversioncyclesofrunwayfor

Google’sAItolearnandoptimize.Avoid

frequenttargetchangestocampaigndatathathasn'tfullyfinishedreporting.

UsePerformancePlannertoalignbudgetstoforecasteddemand.

EnablefinalURLexpansionandaddSearchThemestocaptureseasonaldemand.

19

FOSPHA2025©PEAKPLAYBOOK2025

Before,duringandafterpeak

PaidSearch:prep

keywordsandbidding,loosentargetsatpeak

个

Duringpeak

Captureintentandscale

Monitorauctioninsightsandimpressionshareclosely.

LoosenROAS/CPAtargetsslightlytostaycompetitive.

Usecountdowncustomizersinheadlinestodriveurgency.

Afterpeak

Re-engageandrefine

Retargetnon-convertingsearcherswith

tailoredmessaging(e.g.“Stillshopping?”).

Usescriptsorrulestoscalebudgetsback

efficientlywhilemaintainingcoverageforgiftcardredemptionsorreturns.

Beforepeak

Prepforscale

Expandmatchtypes,auditnegativekeywords,andensureyou’reusingbroadmatch+SmartBiddingtocapturenewintent.

Setupseasonaladvariationsandusepromotionextensionsinadvance.

TikTok:strategiesbefore,duringandafterpeak

21

Overview

TikTok:Theopportunity

TikTokisnolongerachallengerchannel,it’sa

cornerstoneofmanybrands’year-roundstrategy.Spendisup28%overall,withTikTokShopleadingat+60%increasedinvestmentyear-over-year

(Fospha,2025vs2024).Theplatform’sshareoftotalmediaspendhasalsonowgrownfrom7%to8%YoY,asof2025.

Asbrandsinvestmore,they’regoingincreasinglyfull-funnel.Fosphadatashowsthebest-

performingadvertisersallocate25%oftheir

TikTokbudgettoBrandactivity(Awareness&Consideration).Thisbalancedapproachhelpsdrivenewinterestwhilecapturingexisting

demand.

Andit’sworking:Fospha’snewcustomer

modellingshowsthat50%ofTikTokconversionsnowcomefromnewcustomers,provingthe

FOSPHA2025©PEAKPLAYBOOK2025

ThebestbrandsforblendedROASspend25%ofTikTokbudgetinBrandactivity**

TotalTikTokbudget

80%

60%

40%

20%

0%

AwarenessConsiderationConversion

75%

14%

11%

Awareness

ConsiderationConversion

**ThisexcludesTikTokShopspend.

61%

ofusershavepurchasedaproductafterseeingitonTikTok*

63%

50%

ofusersturntoTikTokforholidaycontent*

50%

ofTikTokconversionsarefromnewcustomers

platform’spowertogeneratefreshdemand,notjustcloseexistingintent.ThatmakesTikTok

especiallyvaluableduringpeakperiods,when

capturingnew,high-intentaudiencesatscaleiskeytooutgrowingthecompetition.

GrowthpotentialremaininginTikTok,revealedby

Fospha’sforecastingtool

*TikTok,2023

22

FOSPHA2025©PEAKPLAYBOOK2025

Beforepeak

TikTok’s2024HolidayPlaybook

providesaframeworkforstructuringyourpre-peakefforts,withpre-holidayconstitutingthefoundational‘testandlearnstage’.WhilethesebestpracticesarebuiltforBFCM,

thesekeyprinciplesapplytoanypeakperiod-fromseasonalsales,toMother’sDaytoPrimeDay.

Thesetupphasepowerspeak

Winningcampaignsarebuilt2-3monthsbeforepeak.JulytoSeptemberisthewindowforlayingstrongfoundationsthatdriveresultswhenit

mattersmost.

Nailthefundamentalsearly

Getyouraccountsetupinplace:createyourTikTokAdsManager

account,implementtheTikTokPixel,andlaunchWebsiteConversion

campaignswithbroadtargetingandadailybudgetofatleast$100peradgroup.

Letthealgorithmlearn

Runyourcampaignsforatleast7daysusing3–5creativevariations.ThisgivesTikTok’sdeliverysystemthedataitneedstooptimize,whileyou

buildhigh-intentCustomAudiencesandtestwhatcreativeresonates,soyou’rereadytoscalewithconfidencewhenpeakhits.

TikTokpre-peak:startearly,letthealgorithmlearn

Source:TikTok’s2024HolidayPlaybook

23

FOSPHA2025©PEAKPLAYBOOK2025

Duringpeak

TikTokpeak:leverageautomation,scalewhatworks

1.Smart+andSymphony:Creativeatscale,withouttheoverhead

TikTok’sAI-poweredtools,

Smart+

campaignsandSymphony

,helpbrandsmovefasterthanever,enablinghigh-

speedlaunch,iteration,andscalingofperformancecontent.

UseSmart+for

hands-off,conversion-optimized

delivery

,and

Symphonytogenerate

videos

fromtext,images,orproductfeeds.

2.TikTokShop:Closed-loopcommercethatconverts

TikTokShopisanativeshopping

experiencewherediscoveryand

conversionhappeninthesamescroll.

SincelaunchinginSeptember2023,

Fosphadatashowsithassoared:ROASrose145%andCACdropped91%YoYinQ42024.ToolslikeGMVMaxleverageAItofullyoptimizeyourmarketing

operationsforTikTokShop.

Forthebestresults,brandsshould

optimizePDPswithstrongkeywords,high-qualityvisuals,compellingcopy,andcompetitivepricing.Sellerswhofollowedthesepracticessaw

+8.2%

conversion

lastyear.

3.Retarget&exclude:Focusonefficiency

Use

Custom

Audiencestoretarget

cartabandonersandsitevisitors,while

excludingpastpurchaserstofocuson

netnewconversions.Pairthiswith

Value-Based

Lookalikes

toreachhigh-LTVprospects.Smartersegmentation

reducesCPAsanddrivesstrongerROAS.

4.Boostbestcreatives:Sparkwhat’salreadyworking

Don’toverthinkit-

SparkAds

let

you

promotetoporganicpostswithpaid

spend,leveragingexistingengagement.Test3–5variationsandscalewhat

performs.

TikTokbecamesignificantlymoreefficientYoY

(Q42023versusQ42024)

●CAC%ChangeYoY

●ROAS%ChangeYoY

150%

145%

103%

100%

48%

50%

0%

-2%

-7%

-34%

-50%

-40%

-100%

-77%

AwarenessConsiderationConversionTikTokShop

FOSPHA2025©PEAKPLAYBOOK2025

Afterpeak

TikTokpost-peak:analyze,retarget,

andcapitalizeonlesscompetitiveads

Peakmaybeover,but

yourmomentumdoesn’thavetobe

.Theweeksafterpeakareastrategicwindowtocapitalizeonuserengagement,loweradcompetition,andconvertnewcustomersintoloyalones.

Q

Uselowercompetitiontoyouradvantage

Analyzeperformancetofuelwhat’snext

Builddemandwithconfidenceaheadofpeak

WithfeweradvertisersbiddingafterpeakperiodslikeBFCM,CPMsoftendrop,makingitaprime

timetorun“NewYear,newyou”orclearancepromos.

Leanintofreshcreativewithurgency-ledCTAswhiletheaudienceisstillprimed.

Retargethigh-intentvisitorsandpeakpurchaserswithfol