Before the sale
Supply the promotion calendar, eligible products, destinations, and business constraints. Review media-plan settings and connected-account permissions.
Bring your Shopify context ↗ All use cases ↗ Black Friday.
Black Friday.
Cyber Monday.
Have a plan.
The offer, the campaigns, the spend limits. Bring them together before the busiest weekend of the year.
Your next big sale
Make the offer clear.
Make the limits explicit.
Review
what happened.
A practical advertising playbook using MAI’s existing workflows. Not an autonomous holiday optimizer.
The work changes
as the weekend unfolds.
During the rush
Use available reports and analysis to investigate material changes. Check reporting completeness, conversion delay, and recent campaign or offer edits before reacting.
Bring the performance discussion into Slack ↗After the weekend
Compare the appropriate periods and distinguish promotional demand from a repeatable opportunity. Review changes before carrying event settings forward.
Explore Opti’s recommendation approach ↗Give the sale a review rhythm.
A concrete plan for what to prepare, watch and learn across the weekend.
Seasonal review briefIllustrative
Example question
What should we review before and during Black Friday?
Illustrative response
Agree on the offer and spend limits before the sale. During it, review delivery and conversion context before changing campaigns. Afterwards, compare the full sale period and record the next test.
Ask a follow-up about your connected data
- Before the sale
- Offer · tracking · spend limits
- During the rush
- Pacing · delivery · conversion context
- After the weekend
- Results · attribution lag · next test
Illustrative operator playbook. This is a review plan, not an automatic monitoring or sale-execution feature.
Four conversations to have
before spending more.
Use this checklist with your team. These checks are guidance, not automatic platform actions.
Verify the offer end to end.
Confirm discount eligibility and timing in Shopify, then check the landing page, checkout, tracking, and fulfillment promises. Match the offer to your margin and inventory constraints.
Do not add a seasonal adjustment by default.
Google says Smart Bidding already handles seasonal events. Its seasonality adjustments are intended for major expected conversion-rate changes over short events, typically one to seven days.
Separate incomplete data from a real problem.
Look at source freshness and conversion maturity before reacting to a short window. Keep a record of offer, creative, budget, and bidding changes so the comparison is interpretable.
Review before you reuse the result.
Reconcile order status and promotion timing, then assess whether the finding applies outside the sale. A strong promotional period does not prove the same economics at regular prices.
Put MAI to work
on the campaign questions.
This is an operator playbook using available MAI workflows. Opti must be enabled for your workspace; scheduled workflows require explicit configuration and appropriate permissions.
Prepare a bounded campaign plan
Use supported media-plan settings and campaign proposals to make objectives, products, destinations, and spend constraints explicit.
Investigate the important changes
Use connected reporting and goal-linked analysis to examine performance movement. Opti’s catalog includes promotion timing and offer-presentation hypotheses with prerequisites.
Make the next step reviewable
Request reports or tuning proposals for usable evidence. Scheduling and execution are separate configured workflows, not implied by a one-off analysis request.
A few things to know.
Does MAI automatically configure Google seasonality adjustments?
No such automatic capability is promised here. Assess whether the platform supports the intended operation and whether the event qualifies. The planning guidance is separate from a verified executable control.
Can I schedule BFCM reports?
MAI has configurable workflow and reporting infrastructure. A schedule must be explicitly configured for the appropriate account and output; requesting one analysis does not create recurring delivery.
Should I increase budgets across every campaign?
Not as a blanket rule. Consider business constraints, measurement maturity, actual campaign controls, and evidence for each opportunity before deciding whether to expand, hold, or reduce spend.
Availability and limits
This is an operator playbook using available MAI workflows. Opti must be enabled for your workspace; scheduled workflows require explicit configuration and appropriate permissions.
The playbook combines existing MAI workflows with operator best practices. It does not claim a dedicated autonomous BFCM optimizer, automatic Shopify discount management, or guaranteed holiday results.