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Black Friday is a special day for PPC. Normally, we’re able to launch new campaigns and carefully mold them into perfection so that we can reap the rewards for months, if not years to come. However, Black Friday PPC is different. A wrong ad, a wrong bid, and wrong settings can ruin the day for you. Even if you choose not to participate in Black Friday, video chat allows you to closely monitor your budget, avoiding the risk of burning through it with nothing to show for it. With video chat, you can ensure that every move you make aligns with your goals and maximizes the potential of this high-stakes marketing event.
The period of Black Friday & Cyber Monday has been significantly heightened over the past two years due to the global pandemic which has caused an increased digital presence and adoption among retailers.
Attribution Models & Referrals: Our first top tip to be fully prepared for the Black Friday season is to ensure you’re utilizing the most relevant attribution model within your PPC account.
Merchant Promotions Feed: To highlight and showcase specific offers within the Shopping Network you can use Merchant Promotions to “distribute online offers across different Google properties, including Google Search, the Shopping tab, Chrome and more.
Budgets & Scripts: The level of traffic and therefore advertising spending will naturally increase before and during the Black Friday season, therefore it’s crucial to ensure campaigns have a sufficient budget allocation to allow for demand increases.
Preparation is key, so make sure you are positioning yourself in front of your audience before Black Friday and while customers are inevitably conducting their own organic research. Indeed, in the run-up to Black Friday, be sure to lean heavily on any customer insights you may have, prioritizing the likes of customer intent to reach new users who are actively searching for your products.
While Black Friday is only one day, many eCommerce companies participate in Black Friday Weekend and Cyber Monday. That means it could run for some online companies as a five-day sale from Thursday, 24 November 2022, until Tuesday, 29 November 2022. Use Google Trends for insights, which allows you to compare search queries by time of year across various regions and languages.
Competition and quantity of traffic are likely to skyrocket over the Black Friday weekend. Expect to spend more money and, if it all goes to plan, reap the benefits. As with any well-thought-out strategy, you should review previous years' results and budgets to see how you can get the most out of this year. Anticipate increasing your budgets from previous years as more and more people become comfortable spending online rather than in the shops.
Simply reusing your same old advertising material won’t cut it here. Potential customers during this time are specifically looking for Black Friday Deals; if they don’t see this in your advertising, they won’t click to visit your site. Your ads and campaigns during this time need to scream Black Friday to attract the most attention.
Originating in America, Black Friday happens on the Friday after Thanksgiving as an unofficial holiday when stores slash their prices and shoppers storm through the doors ready to fill their arms with heavily discounted items. Although this still happens in the high street, Black Friday has become the biggest date on the eCommerce calendar for online retailers and businesses.
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