The useful bits

  • Compare equivalent promotional periods rather than calendar months alone: Cyber Monday falls in November in 2026 but fell in December in 2025. Align planned spend with margin, stock and the actual offer.
  • This is practitioner guidance, not a controlled performance study. The original page uses a relative timestamp; 3 November is the indexed publication date and 5 November is the newsletter date.

What the source covers

Ayisha Yousef’s checklist connects business objectives, last year’s performance, the promotional calendar, Shopping feeds, Meta creative, budgets and post-peak planning. PPC Live included it in its 5 November newsletter.

Use it in your next review

Compare equivalent promotional periods rather than calendar months alone: Cyber Monday falls in November in 2026 but fell in December in 2025. Align planned spend with margin, stock and the actual offer.

Read the evidence in context

This is practitioner guidance, not a controlled performance study. The original page uses a relative timestamp; 3 November is the indexed publication date and 5 November is the newsletter date.

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