Black Friday Paid Ad Guidelines
Creative resources, paid-traffic rules and the retargeting plan for the campaign.
Ad resources
Retargeting
A $297 decision usually takes more than one look. Email is the second look; retargeting is the third — and it is where partners who run any paid traffic pull ahead. Build the audiences now; an audience built in October is the one you can afford to retarget in November.
The rules first
- Send paid traffic to your own page, which carries your recommendation and your link. Never direct-link our domain in an ad without written approval; never bid on “The Movement Athlete” or our brand terms (paid-ads rules).
- Optimise for purchase — you are paid on the first payment, so that is the only event worth buying. Small budget, warm audiences only.
- Phase the creative with the window: offer → proof → close. The ad library holds 402 ads built for Black Friday, downloadable at full size with the copy that ran beside them. Reuse the visual; write the words in your voice with this year’s offer and dates.
- Frequency can rise from 27 Nov. Switch the creative off at 11:59 PM Pacific on 3 Dec.
Building the audience, step by step
META (FACEBOOK / INSTAGRAM)
Ads Manager → Audiences → Create audience → Custom audience → Video: choose your TMA-related videos, “people who watched at least 25%”, last 365 days → name it TMA warm · video. Repeat with Instagram account → “everyone who engaged”, last 90 days.
If you have a review page with the Meta pixel: Website → visitors of that URL, last 90 days. Build the campaign with these three audiences, objective Sales, paused until 24 Nov.
TIKTOK
Ads Manager → Assets → Audiences → Create → Custom audience → Engagement or Video interactions: viewers of your TMA videos, last 180 days. Objective Website conversions, your page as the destination.
NO AD ACCOUNT?
Your “retargeting” is the resend: one more email to people who opened but did not click, with a new subject, mid-window. In 2023 that single habit added 2,857 clicks to our window.
WHAT WE DO ON OUR SIDE
Everyone who clicks your link is in our own retargeting for the window, and everyone who then gives us their email is in our own email arc — credited to you for 180 days. Bring them once, warm; we do the chasing.
Menus move; the shape does not: a warm audience from your own content, a purchase objective, your page as the destination, phased creative, off at close.