Getting Ready for Q4 and Black Friday
In today’s market it is more important than ever to get Black Friday right. Here at Honcho, our PPC services help brands plan ahead and reach customers early. With retailers competing on price alone, the brands that stand out are the ones that plan ahead and target customers early. Black Friday has grown into one of the biggest online shopping events of the year, and the way people shop has changed dramatically. Where shoppers once queued outside stores, they now begin browsing and researching deals online as early as September. If you are not visible at that stage, you risk losing out to competitors.
Even if customers are not ready to buy in September, many are already researching and comparing. By showing up early you put yourself in their mind and increase the chance they will choose you when it comes to making a purchase. Starting early also gives your campaigns the time they need to optimise and learn, so they are performing at their best when November arrives.
We asked one of our PPC experts, Chloe, to share her perspective:
“Black Friday PPC success starts long before the rush. With Google reporting that research for gifting begins as early as September, it’s crucial to be visible from the very start of Q4. This year’s trends are likely to mirror last year’s, so use your own account data to guide forecasts. With Cyber Monday falling in December, make sure your budgets and pacing account for a longer shopping window.
Early setup gives campaigns the learning time they need, while verified measurement (CPA, ROAS, and even POAS for profit) ensures you’re optimising toward the right outcomes. Forecast daily budgets with buffers so you can scale when demand spikes, but stay agile enough to pull back on low-conversion days. Lock in your offers ahead of time, define audiences early with first-party data, and craft copy that cuts through the noise.
The brands that prepare early, remain responsive with budgets, and stand out with compelling messaging will be the ones winning attention and conversions when peak season arrives.”
Key takeaways from Chloe’s advice
-
Start early – gifting research begins in September.
-
Use last year’s data – trends often repeat.
-
Plan for a longer window – Cyber Monday falls in December.
-
Give campaigns time to learn – early setup is key.
-
Optimise for profit – track CPA, ROAS, and POAS.
-
Stay flexible with budgets – scale up or pull back as needed.
-
Lock in offers and audiences early – use first-party data.
-
Stand out with messaging – cut through peak season noise.
Final thoughts
The message is simple: the earlier you prepare, the better your results will be. Starting now means you can capture early shoppers, allow campaigns to optimise, and stay agile when demand peaks. The brands that plan today will be the ones winning tomorrow.