What holiday account data can tell you about BFCM planning
Lakshmi Padmanaban examines Optmyzr’s holiday dataset of more than 4,200 Google Ads accounts, separating the periods before, during and after the main sale. The findings connect changing costs and conversion behaviour with decisions about budgets, targets and product margins. Read the original methodology before adapting the advice to your own account. Its most useful contribution is a three-period planning framework, supported by observed campaign patterns and practitioner commentary, rather than a single bid setting to copy across every retailer.
Optmyzr · Published
Why make time for it?
Useful for planning holiday budgets around margin, demand and the recovery period after a sale.
What to look for
- Plan the build-up, sale and recovery as separate periods.
- Review conversion value and margins alongside advertising return.
Keep in mind
An observational vendor dataset. Campaign naming affects brand classifications, and differences between strategies do not establish causation.
Take this question into the article
How should your targets change as demand and product margin change across the sale?
The people behind the article
Explore their work and recorded contributions on PMC.
Authorship points are shared between coauthors. Experts receive credit for substantive contributions, not mentions. One work earns one award per person, including when it appears elsewhere on PMC. How recognition works
Read the full argument.
Continue to Optmyzr for the complete article and supporting material.
Read the full articleReading notes reviewed 30 Sept 2026. The publication date above belongs to the original source.