Black Friday is one of the most stressful periods of the year for media buyers working with Tier-1 GEOs.

Why?

Because during these days, gambling becomes the “third wheel” in the auction: eCommerce, Retail, Travel, and Apps literally overheat the ad networks.

We’ve collected the key questions every buyer should ask themselves — plus added fresh info about our promos that can boost your conversion specifically during this period:

Should you turn off gambling traffic on Black Friday? Or wait out the peak?

No. Turning off campaigns is the worst strategy.

Tier-1 traffic becomes more expensive — but it doesn’t die. Facebook and Google increase CPMs, but strong funnels still work, just at a higher price.

Working tactic:

• - Don’t shut campaigns down completely
• - Cut budgets on weak AdSets
• - Scale stable funnels
• - Focus on LTV, not instant ROI
  
  

Important:

After November 25–27, CR stabilizes → and all saved retargeting becomes “warm gold.”

How does Facebook behave during Black Friday?

Facebook acts poorly — but predictably:

• - CPM increases by 30–120%
• - Learning phase becomes longer
• - Delivery becomes unstable
• - The algorithm shifts impressions to cheaper segments
• - CR drops because users are distracted by shopping
  
  

What to do:

• - Target broader audiences, avoid narrow interests
• - Don’t change creatives every 12 hours — it breaks the algorithm
• - Tier-1 proven tactic:
  
  Use Black Friday as a pixel accumulation period, and run your main volumes after Nov 27 — ROI is always higher there.

What happens with Google Ads / SEO / ASO traffic?

Google Ads:

• - CPM grows, but more moderately
• - CR drops slightly but remains more stable
• - Brand campaigns are unaffected
• - Smart Bidding performs worse → temporarily safer to switch to manual CPC

SEO / ASO:

• - Traffic drops by 10–20%
• - But quality increases: users who come during this period tend to return more often → higher LTV

Recommendation:

Strengthen your positions 2–3 weeks before Black Friday, not during the event.

What conversion rates should you expect in Tier-1?

• - CR may drop by 15–30%
• - Lead cost increases
• - Users are less motivated to “play” — everyone is focused on shopping
• - But deposits from those who convert tend to be larger

Starting from November 28–29, a post-Black Friday rebound begins, with CR in Tier-1 growing by 20–50%

Why Black Friday may work better than usual this year

This time, two of our products launch powerful Black Friday promos simultaneously:

Lotteries with large prize pools, top-tier prizes, and simple participation rules.

This is not just user seasonality — it’s a tool that directly helps buyers maintain CR and LTV, even when the auction is overheated.

Black Friday Lottery by N1 Partners (RollXO & N1Bet)

To support conversion during this challenging period, we’re launching a strong Black Friday Lottery on two products — RollXO and N1Bet.

This gives buyers extra room to scale Tier-1 traffic exactly when the auction is at its peak.

Period: 26.11 — 01.12

Prize pool: €12,500 / $12,500 + 5,000 FS

Grand Prize: €5,000

Other top prizes:

• - MacBook Pro M4
• - iPhone 17 Pro Max
• - AirPods Max

Ticket price: from €20

Number of tickets is unlimited — the higher the deposit, the more chances to win.

100 prize spots total

Top-4 prizes have zero wager (x0).

Why this matters for buyers

• - Behavioral incentive to increase deposits
• - Higher ARPU and LTV
• - Increased activity during days when CR usually drops
• - Better user retention during the “tough” Black Friday period
• - Easy to integrate into creative funnels (lottery = strong offer)

This is one of those cases where a product’s seasonal promo compensates for rising CPM and helps keep Tier-1 stable.

Join N1 Partners

Work with brands that offer not only stable performance but also strong seasonal activations — helping buyers increase results even during Black Friday.