---
type: "Article"
title: "eMAG ADS for Black Friday - budgets and schedule at peak"
description: "Performance from the 30 days before the campaign decides your commission discount and WOW thresholds. How to set eMAG ADS budgets and timing for the season."
resource: "https://harta.agency/en/emag-ads-for-black-friday/"
tags: ["baza-wiedzy", "black-friday", "emag"]
lang: "en"
status: "stable"
generated:
  by: "process:harta-okf/1.0"
  at: "2026-09-17T09:00:00+00:00"
verified:
  - by: "human:m.gawanowski@harta.agency"
    at: "2026-09-20"
sources:
  - resource: "https://harta.agency/en/emag-ads-for-black-friday/"
    last_modified: "2026-09-17"
stale_after: "2027-09-20"
---

# Streszczenie
Performance from the 30 days before the campaign decides your commission discount and WOW thresholds. How to set eMAG ADS budgets and timing for the season.

# Treść
**In an eMAG Black Friday campaign, advertising is not an add-on to your discount - it is the tool with which, in October, you set the terms on which you enter the campaign at all. Product performance is calculated from the 30 days before Black Friday, and both the commission discount and the WOW badge thresholds depend on it. This article does not teach you how to set up a campaign from scratch - we did that in a separate guide. Here we lay out the seasonal plan: when to push, how much budget to keep for peak week and what to switch off after the season.**

### Table of contents

1. [Performance is money: what the campaign really rewards](#performance-pieniadze)
2. [Schedule: September builds the foundation, October opens the window](#harmonogram-ads)
3. [Budget: warm-up versus campaign week](#budzet)
4. [Campaign day: what Ads can and cannot do](#dzien-kampanii)
5. [After the season: what to switch off, what to keep](#po-sezonie)
6. [Frequently asked questions](#faq)

## Performance is money: what the campaign really rewards

Under the [Black Friday 2026 on eMAG](https://harta.agency/black-friday-2026-na-emag-jak-przygotowac-oferty/) terms, product performance (from Super Cold to Super Hot) shows up in two places that translate directly into money - RON, to be precise:

- **The first component of the commission discount** (up to 40%) is available exclusively to products with Standard, Hot or Super Hot performance. A Cold or Super Cold product is excluded from it regardless of the discount you give on price.
- **WOW badge thresholds fall as performance rises** - Super Cold needs a 25% discount, while a Standard, Hot or Super Hot product needs only 15%. The difference is 10 percentage points of markdown on every unit sold.

The way it is calculated is what matters: **performance is taken from the best result within the 30 days before the campaign and depends directly on visits and orders**. That means October - more precisely the window opening on 7 or 14 October, depending on the campaign date - is the last moment when you can move a product from Cold to Standard, or from Standard to Hot. And visits and orders are exactly what you buy with eMAG ADS.

Hence the thesis of this plan: **the biggest return on advertising in the Black Friday season is not in November but in October** - because October traffic raises the status that lowers the required discount and unlocks the commission discount across all campaign sales.

## Schedule: September builds the foundation, October opens the window

### September: conversion before traffic

Before you start buying traffic, make sure it has somewhere to convert. A product page with a thin description and two photos will turn your October budget into visits without orders - and for performance you need both. September is the time to finish the pages of your campaign candidates: copy, images, complete attributes. If you are only starting out with advertising on eMAG, go through our guide to [your first eMAG ADS campaign](https://harta.agency/emag-ads-pierwsza-kampania/) first - all the mechanics of getting started are there and we do not repeat them here.

### October: traffic where you are fighting for status

Once the performance window opens, direct your budget primarily to the products you are entering into the campaign - and first of all to WOW candidates and to offers sitting on the border between performance levels. Spreading budget across the whole catalogue in October is a classic mistake: you raise the status of specific products, not of the account.

Offer activity and CMMP 30 count in the same window, so the advertising plan has to work with the pricing plan: you buy the traffic, but **you do not touch prices**. How to put the whole pricing puzzle together is described in our article on the [pricing strategy before Black Friday](https://harta.agency/strategia-cenowa-black-friday/).

## Budget: warm-up versus campaign week

We will not give you the „right" amount - it depends on the category, the margin and the goal. What we will give you is a split rule that holds up every year: **spend most of your seasonal budget before the campaign, not during it**.

- **Warm-up (October)** - this is where advertising does double duty: it brings sales and raises performance, which lowers thresholds and unlocks the commission discount. A steady, predictable daily budget across the whole window works better than one spike in the final week, because performance is calculated from visits and orders over time, and conversion needs continuity.
- **Campaign week** - keep a reserve, but with realistic expectations. On campaign day organic demand is the highest of the year - on Black Friday 2025 eMAG recorded 986 million RON in sales from 702 thousand customers in a single day - and you compete for visibility with offers that carry badges and deep discounts. Advertising at peak adds traffic to offers that are already prepared; it will not rescue an offer with no discount and a weak page.

When planning the peak reserve, count backwards from margin: you already know how much you give away on price and how much you recover through the commission discount (if not - work it out in the hub, with the [Black Friday calculator](https://harta.agency/black-friday-2026-na-emag-jak-przygotowac-oferty/)). What is left is your maximum sensible advertising cost per order. Stick to it even when rising bids look tempting in the panel.

## Campaign day: what Ads can and cannot do

On campaign day advertising needs supervision, not courage. Three things worth planning in advance:

- **Stock monitoring** - switch off campaigns for products that run out as it happens. Paying for traffic to an offer with no goods is the purest form of burning budget, and running out of stock at peak is the norm, not the exception.
- **Priority for offers with badges** - if a product has earned WOW or „Lowest price of the year", advertising amplifies something that already converts on its own. That is a better place for your budget reserve than rescuing offers that entered the campaign on minimum terms.
- **Peak hours** - a daily budget can run out before the evening. Check the state of play during the day so your campaigns do not go dark exactly when traffic is at its highest.

## After the season: what to switch off, what to keep

After the campaign your advertising budget needs selection, not an off switch:

- **Switch off** campaigns for sold-out products and for those that lived on the discount alone during the season - once they return to their normal price, their conversion goes back to pre-campaign levels or below.
- **Keep** campaigns for products that gathered sales and reviews during the season - Black Friday leaves them a position for the following weeks and it would be a waste to give it up in December, when buying traffic is still high.
- **Write down the numbers** - advertising cost per order from the warm-up and from the peak is the hardest input into next year's budget decisions. How to close the full seasonal balance is described in our article on [analysing results after Black Friday](https://harta.agency/po-black-friday-analiza-wynikow/).

## Frequently asked questions

### Does eMAG ADS raise product performance?
Indirectly, yes. Performance depends on a product's visits and orders, and advertising delivers both. The condition is a product page that converts - traffic alone, without orders, is not enough.

### What is the latest I can start campaigns before Black Friday?
The window performance is calculated from opens on 7 or 14 October (depending on the campaign date). For advertising to gather visits and orders within that window, campaigns should be running from its first days - and product pages should be ready back in September.

### Should I raise bids on Black Friday itself?
Only within the advertising cost per order you calculated in advance. At peak both traffic and competition for visibility go up - if an offer has a discount and a badge, advertising will help it, but no bid will rescue an unprepared offer. A more common problem than bids being too low is a daily budget that runs out before the evening peak.

### Should I switch off all campaigns after Black Friday?
No. Switch off campaigns for sold-out products and for those that lived on the discount alone, but keep the ones that gained sales and reviews during the season - December is still a strong shopping month, and a hard-won position is a waste to give up.

### I have never run a campaign. Will I make it before Black Friday?
Yes, if you start in September: product pages first, then your first campaign and a few weeks of data, and in October focus the budget on the products you are entering into Black Friday. The mechanics of getting started are described in our guide to your first eMAG ADS campaign.

## Take the next step

A seasonal advertising plan is easiest to overturn in mid-October - when it turns out the budget went to products that will not enter the campaign anyway. If you want someone to lay out and run that window for you, we do exactly that as part of [managing eMAG ADS campaigns](https://harta.agency/emag/kampanie-emag-ads/) - from product selection to budgets for peak day. [Write to us](https://harta.agency/kontakt/) before the performance window opens.

What a season looks like in numbers is in the case study [Hobby & gifts: a 10x peak](https://harta.agency/realizacje/hobby-prezenty-sezon/) - from about 100 to over 1,000 campaign orders and a post-season wind-down without ACOS rising.

# Kategorie
- Baza wiedzy
- Black Friday
- eMAG

# Źródło
https://harta.agency/en/emag-ads-for-black-friday/