As Black Friday approaches, businesses across the globe gear up for one of the most significant shopping events of the year. For PPC specialists, it’s a critical time to ensure that campaigns are optimised for maximum impact. Here’s how you can prepare for Black Friday sales to make the most of this high-converting period.
1. Budget Planning and Phasing Over the Sale Period
Black Friday isn’t just a one-day event anymore. Many retailers extend their sales over a week or more, including Cyber Monday. It’s essential to plan your budget accordingly. Start by analysing past data to identify which days typically have the highest traffic and conversion rates.
- Pre-Sale Phase: Allocate a portion of your budget for the days leading up to Black Friday. This phase is crucial for building awareness and creating anticipation.
- Peak Sale Days: Reserve the majority of your budget for Black Friday itself and the weekend following it, including Cyber Monday. These are the days when competition is fierce, and your bids will need to be more aggressive.
- Post-Sale Phase: Don’t forget the days after Cyber Monday. Some shoppers are still looking for deals, and it’s a good time to clear any remaining stock.
Phasing your budget ensures that you don’t run out of funds before the sale ends, allowing you to maximise your ad spend during the most crucial times.
2. Crafting Strong Sale Messaging
Your ad copy needs to stand out in a crowded marketplace. Clear, compelling, and urgent messaging can make all the difference. Focus on:
- Discounts and Offers: Be explicit about the deals you’re offering. Phrases like “50% off” or “Limited Time Only” can create urgency.
- Time-Sensitive Language: Use phrases such as “Ends Tonight” or “Black Friday Only” to push consumers to act quickly.
- Clear Call to Actions (CTAs): Ensure that your CTAs are direct and action-oriented, like “Shop Now” or “Claim Your Deal.”
Your messaging should communicate value and urgency, motivating users to click through and convert.
3. Optimising Black Friday Keywords
Choosing the right keywords is essential to ensure your products are visible to consumers actively searching for Black Friday deals. Incorporate keywords like:
- “Black Friday [Product] Deals”
- “Best Black Friday [Category] Offers”
- “[Brand] Black Friday Sale”
Ensure your keywords are tailored to your specific products and services. It might be worth creating dedicated campaigns or ad groups targeting these Black Friday-specific keywords to capture high-intent traffic.
4. Leveraging Audience Lists
Audience segmentation is key to a successful PPC campaign, especially during Black Friday. Use your audience lists to target:
- Previous Customers: Those who have purchased from you before are more likely to convert again, especially if they had a positive experience.
- Abandoned Cart Users: People who have shown interest but haven’t completed a purchase are prime targets for retargeting during sales.
- Lookalike Audiences: Expand your reach by targeting audiences similar to your existing customers.
Tailoring your ads to these specific segments can significantly increase your conversion rates during the sale period.
5. Selecting the Right Channels for Advertising
Black Friday requires a multi-channel approach to capture shoppers at various stages of their journey. Consider:
- Google Ads: Ideal for capturing high-intent users actively searching for deals.
- Social Media Platforms (Facebook, Instagram): Great for retargeting and engaging with users through visually appealing ads.
- Display Networks: Use these to increase awareness and visibility, especially in the pre-sale phase.
Selecting the right mix of channels ensures you reach your audience wherever they are online, maximising your exposure.
6. Creating a Marketing Funnel with Ad Copy
Different stages of the customer journey require different ad copy. Here’s how to structure your funnel:
- Awareness Stage: Use broad, informative ads that highlight your upcoming Black Friday deals. This could be through display or social ads.
- Consideration Stage: Target those who have interacted with your awareness ads or visited your site before. Use more detailed ad copy that focuses on specific products and offers.
- Conversion Stage: Directly target high-intent users with strong CTAs and urgent messaging. These ads should push users to complete their purchases.
By crafting ad copy for each stage, you can guide potential customers through the funnel, increasing the likelihood of conversion.
7. Selecting and Adjusting Bids
To ensure your ads are visible during Black Friday, you may need to increase your bids. This is especially important as competition will be fierce. Consider:
- Raising Bids: Increase your bids on high-performing keywords and audiences to ensure you remain competitive in the auction.
- Lowering Targets: Adjust your target ROAS or CPA to allow for more aggressive bidding strategies that could lead to higher volume and conversions.
By being flexible with your bids, you can maintain good exposure throughout the sale period, ensuring your ads are seen by the right audience.
Conclusion
Black Friday is a golden opportunity for businesses to drive sales and acquire new customers. With careful planning and strategic execution, you can make the most of your PPC campaigns during this high-stakes period. By focusing on budget allocation, strong messaging, targeted keywords, audience segmentation, and multi-channel advertising, you’ll be well-positioned to maximise your returns this Black Friday.
Ready to get started? With over 10 years experience managing PPC throughout Black Friday, I can help you achieve the best results. Contact me to find out how I can help you and your business.