Even when the ad budget is set before the November campaigns begin, spending during the month rarely goes exactly as planned. A brand that gets more orders than expected during 11.11 may have to revisit the amount it set aside for Black Friday. During November sales in Turkey, shopping intensity, ad costs and product sales shift from day to day. Heavy spending in the first half of the month in particular can leave a brand entering Black Friday week with less budget than expected.
How should you plan your November ad budget? Start by reviewing last year's daily sales and ad spend. Then calculate the budget separately for the pre-11.11 period, the 11.11 campaigns, the mid-month period and Black Friday week. Once the results of the first sales period are in, any budget that hasn't been spent yet can be shifted to products or campaigns that show higher sales potential. Stock levels, ad costs and profit per product should drive any changes you make.
How Does Shopping Demand Change in Turkey in November?
According to the Ministry of Trade's 2025 data, e-commerce volume in November rose 41.5% compared with the same period of 2024. The increase in the number of products and services sold was 11.6%. The rise in turnover can't be explained entirely by more products being sold: price changes and the mix of products consumers buy also affect total volume.
The busiest sales days in November aren't the same in every category. An electronics brand may receive more orders during 11.11, while another brand in apparel may see sales concentrated in Black Friday week. Differences can also appear between the same business's website and its marketplace stores. Looking at last year's daily sales makes it easier to see which dates may call for more budget.
The main campaign dates in 2026 are as follows:
Campaign | 2026 Date | Role in Planning |
11.11 Sales | Wednesday, November 11 | First peak sales period |
Black Friday | Friday, November 27 | Main campaign day |
Cyber Monday | Monday, November 30 | Campaign close |
Discounts may also start before these dates. If last year's results show that the few days before a campaign brought high sales, budget should be allocated to those dates as well. Differences between the brand's own campaign calendar and the marketplaces' sale periods can also affect the plan.
How Should You Distribute Your November Ad Budget by Campaign Calendar?
Last year's daily sales and ad data are the starting point for budget allocation. First look at which dates orders were concentrated on, then at how much was spent on ads on those same days. On some days sales may have risen while ad costs rose even faster. That's why, when preparing a November ad budget, you need to consider profit per order and not just daily revenue.
Brands without enough data from the previous year can prepare a starting plan based on the 11.11 and Black Friday dates. The example below shows how a monthly budget might be distributed across campaign periods.
Period | Dates | Budget Share | Priority |
Campaign preparation | November 1–7 | 15% | Product and creative tests |
11.11 period | November 8–12 | 25% | First peak sales |
Mid-month period | November 13–22 | 20% | Remarketing and analysis |
Black Friday and Cyber Monday | November 23–30 | 40% | Sales-focused budget increase |
The percentages in the table are examples and don't represent an industry average. The distribution can be adjusted based on last year's sales, product margins and the campaign calendar.
You also need to calculate daily spend amounts separately. When TRY 320,000 is set aside for Black Friday, the same amount doesn't have to be spent each day across the eight days. If last year Friday brought more orders than other days, the daily budget distribution can change accordingly.
Sample November Media Plan with a TRY 800,000 Budget
Consider a hypothetical e-commerce brand with a monthly ad budget of TRY 800,000. Suppose that in the previous year's sales, the 11.11 and Black Friday periods were strong, while orders slowed in the middle of November.
The brand prepares its first plan at the start of the month. After 11.11 ends, it sees that some products sold more than expected. To increase the amount set aside for Black Friday, it moves TRY 40,000 from the unspent budget of the November 13–22 period to the last week of the month.
Period | Initial Plan | Revised Plan After 11.11 |
November 1–7 | TRY 120,000 | TRY 120,000 |
November 8–12 | TRY 200,000 | TRY 200,000 |
November 13–22 | TRY 160,000 | TRY 120,000 |
November 23–30 | TRY 320,000 | TRY 360,000 |
Total | TRY 800,000 | TRY 800,000 |
The amounts for the first two periods show planned spend. In the example revision after 11.11, these amounts are assumed to be unchanged, and the TRY 40,000 to be moved from the mid-month budget is assumed not to have been spent yet.
In the initial plan, the average daily budget for the Black Friday period is TRY 40,000, rising to TRY 45,000 after the revision. The mid-month daily average falls from TRY 16,000 to TRY 12,000. The total monthly spend stays the same, and only the distribution of the budget is updated.
There's no guarantee that products that performed well on 11.11 will perform the same way on Black Friday. Discount rates, competition and ad costs can change. So when deciding which products the extra TRY 40,000 will go to, you should also calculate the new campaign's expected cost per order and the product margin.
The amounts in the table are a hypothetical example prepared to explain the method. They are not real customer performance or an industry average.
How Should You Manage Google Ads and Meta Ads Budgets Before 11.11?
Not every brand needs to run low-budget test campaigns in the first week of November. In a category where sales rose from the first days of the month the previous year, preparations may already have been completed in October. Other brands may test new creatives to understand which products attract more interest.
As the first sales period approaches, product stock, prices and campaign messaging should be ready. If an advertised product is out of stock during the peak period, you can lose sales. A product that lifts sales with a high discount rate may also fail to deliver the expected profit because of a low margin.
In Google Ads, search demand for products that bring in sales may rise while campaigns hit their budget limits. In that case, you can increase the budget by comparing impression share losses, conversion value and ad costs. On the Meta Ads side, you can track which creatives drive purchases, along with click costs and campaign results.
The key checks to complete before 11.11 are:
Stock levels and profit margins of the products going on sale
Consistency between ad prices and product page prices
Whether Google Merchant Center product data is up to date
Meta Ads creatives and discount messaging
The mobile checkout process and the accuracy of conversion tracking
On days when heavy order volume is expected in particular, a problem on the checkout page can stop traffic from ads from turning into sales. Similarly, outdated price and stock information can affect campaign results.
How Do You Update Your Black Friday Budget with 11.11 Results?
Once the first sales period is over, it becomes clearer which products brought in sales above expectations. In some categories orders may have risen while in others ad costs went up. These results may require changing the initial distribution prepared for the Black Friday ad budget.
Suppose the shoe category generated sales below the target purchase cost on 11.11, while the accessories category missed its order target even though spending rose. If shoe stock is sufficient and the contribution margin is healthy, more resources can be allocated to that category in the last week of the month.
Adding budget only to campaigns with a high ROAS doesn't always deliver the expected sales increase. In branded search and remarketing campaigns in particular, a significant portion of existing purchase demand may already be captured. After adding TRY 10,000 to a campaign, look at the change in orders and revenue. To determine the true incremental sales impact, you also need to account for other campaigns, organic demand and the seasonal effect.
What Should You Look at in Daily Black Friday Spend?
The amount set aside for campaign week doesn't have to be split evenly across every day. Last year's daily orders can give you an idea of which dates can support more spend. In addition, during the Black Friday period you can update daily amounts by reviewing budget-limited impression loss and conversion performance in Google Ads campaigns.
Keep in mind that in most campaigns, Google Ads can spend up to twice the average daily budget on certain days. When checking spending limits, also consider the campaign's budget type and the total budget remaining.
For short campaigns where an unusual change in conversion rate is expected, Google Ads' seasonality adjustment feature can be used. Google recommends the feature especially for periods of 1–7 days. This setting doesn't increase the budget directly; it tells the Smart Bidding system about the expected change in conversion rate.
On the Meta Ads side, the results of creatives that drove sales on 11.11 can serve as a reference for Black Friday. That said, don't expect the same ads to deliver similar results when discount rates and product offers change. Check purchase cost and conversion rate again in the new campaign.
Pricing and Ad Communication During November Sales
For brands that prepare different discount rates throughout November, advertising and pricing teams need to work from the same calendar. If the price announced in an ad doesn't match the price on the product page, it can cause problems for users who want to complete a purchase. Incorrect or misleading discount messages also carry a risk of violating regulations.
Under the Ministry of Trade's regulation that took effect on August 1, 2026, discounted-sale ads must use the lowest price applied in the last 10 days before the discount began as the reference. Conditional discount campaigns have also been brought within the scope of the provisions on discounted-sale ads. Different price comparison rules apply to perishable products such as fruit and vegetables, and to services.
Before ads go live, past product prices, campaign terms and validity dates should be checked. The product information in Google Merchant Center, the prices on the website and the discounts announced in Meta Ads creatives also need to be consistent.
How Should You Compare Ad Performance at the End of November?
Rising sales in November don't show that the ad budget was used equally efficiently across all campaigns. A comparison with October can reveal the monthly change. To understand the effect of seasonality, though, it's more useful to look at the same campaign periods in the previous year.
Comparison | Result to Examine |
November / October | Change in spend and total revenue |
November 2026 / November 2025 | Year-over-year difference in sales and costs |
11.11 campaign periods | Orders, CPA and ROAS |
Black Friday campaign weeks | Daily spend, revenue and contribution profit |
Campaign days / regular days | Change in spend and sales |
Discount rates, product range and stock levels may differ across the periods being compared. Also, because Black Friday falls on a different date every year, it's better to run the analysis on equivalent campaign weeks.
Actual order records should be the reference for total sales performance. Simply adding up Google Ads and Meta Ads results can cause the same order to be counted twice. The scope of website and marketplace revenue should also be stated clearly in the report. How to interpret different sales channels together is covered in more detail in analyzing site, marketplace and ad data together.
Tracking November Ad Spend with AdsLuma
Tracking Google Ads and Meta Ads spend on separate screens throughout November can make it harder to compare daily budget changes. In AdsLuma's ad performance analysis report, campaign data from both platforms can be viewed on a shared dashboard. This way, you can see from one screen which campaigns used more budget after 11.11 and how the spend distribution changed heading into Black Friday.
When ad data is interpreted together with the brand's sales records and product profitability, you can make more accurate decisions about which campaigns the remaining budget should go to.
How Do November Results Shape Next Year's Budget?
At the end of November, you can prepare a report covering daily spend, orders, revenue and product profitability. That way, you can see in one table which products sold more on 11.11, which campaigns hit their budget limits during Black Friday week, and on which days of the month ad costs rose.
The data you gather can be used when preparing next year's November budget. You can build a plan based on the brand's own sales history for deciding which days deserve a larger share and which campaigns should have spend capped.
Frequently Asked Questions About November Sales
When should you increase your ad budget in November?
The brand's past sales and current campaign results can be used to decide when to increase the budget in November. Shopping demand can intensify around 11.11 and Black Friday. Before spending more, check purchase costs, product stock and profit margins. Campaigns that hold the target cost level and have capacity for additional sales can be prioritized.
What percentage of the ad budget should be set aside for Black Friday?
There is no fixed percentage that applies to every industry for Black Friday. You can calculate a starting budget using last year's sales, order and ad cost data for the campaign week. Brands that make most of their November sales during the Black Friday period may allocate a larger share of their monthly budget to that week. The initial plan can be changed based on 11.11 results.
Should 11.11 and Black Friday budgets be planned separately?
Planning the two campaign periods separately makes it easier to compare budget and sales results. After 11.11, you check product-level orders, ad costs and remaining stock. Then the budget set aside for Black Friday can be updated. This way, the monthly spend plan can be adjusted based on the results of the first sales period.
Should you cut your ad budget if ROAS drops in November?
When ROAS drops, look at the change in total revenue, number of orders and contribution profit. If you're getting more profitable orders while ad spend rises, a lower ROAS may be acceptable. When purchase cost is rising and revenue isn't rising to the same degree, the extra budget set aside for the campaign should be recalculated.
Should you plan your November ad budget daily or weekly?
First, set the monthly budget for November. Then prepare daily spend targets for peak sales periods such as 11.11 and Black Friday. On non-campaign days, weekly reviews can be enough. On heavy discount days, check orders, ad spend and stock information more frequently so the remaining budget can be updated.
