If you’re an e-commerce Founder Black Friday is probably the period your ad account is under the most pressure all year. It's also a busy time when you're likely to watch the headline numbers and skip the detail underneath. Our article gives you the 7 points to check in 15 minutes every day.

If you've checked Google Search Console this year and found your rankings holding steady while your clicks quietly fall, that's not a glitch, and it's not necessarily you slipping. Google is answering more questions directly on the results page, and sending fewer people through to click.

For years, Black Friday prep meant the same checklist… refresh the homepage banner, build a collections page for the sale, and get the countdown timer live . That's still worth doing, but it's just no longer where the real battle for conversion happens in 2026.

Does your Black Friday planning stop at Black Friday? We look at how your November offer impacts customer behaviour well into the following year.

If you're a start-up or emerging brand selling into a vertical like beauty, supplements or fashion, you already know the maths doesn't work in your favour when it comes to earning attention.