Should I invest in cold traffic ads during Black Friday and Cyber Monday?

No, avoid cold traffic (people who’ve never heard of you) during Black Friday through Cyber Monday. The ad costs are extremely high because every company floods the Facebook ads marketplace during this period. More importantly, people are distracted preparing for the holidays - dealing with travel, family gatherings, cooking, and all the logistics. They’re not in the mindset to discover new artists. It’s like trying to throw a party when a hurricane is coming to town - nobody will pay attention. Save your cold traffic budget for after Cyber Monday when costs drop and attention returns. Cold traffic works for impulse-buy items like gadgets, but art is not typically an impulse purchase.

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Asked by an artist planning holiday promotions · Answered by Patrick Shanahan · art-marketing-podcast · 2019-11-27