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3 Tips to Optimize Your Black Friday PPC Campaigns

3 min to read

Black Friday is just 3 weeks away and you still don’t have a Black Friday PPC campaign. But there is no need to panic because we are here to help. Black Friday (and the whole weekend until Cyber Monday) might have its origins in the USA, but it’s a global phenomenon the past years. 

According to Adobe Analytics, last year, Black Friday pulled in $6.22 billion in online sales, up 23.6% from a year ago and setting a new high.

It’s 2019 and customers prefer to shop online than getting involved in a stampede at Macy’s. And your business can benefit from that. 

Here are three ways you can optimize your Black Friday PPC campaigns.:

1. Focus Your Ad Copy on Black Friday

Black Friday PPC search Ad

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Well written Ad copy is key for boosting your ads’ Click Through Rates. Here are some tips for creating sales-focused ad copy:


  • Add Black Friday references in your ads. This doesn’t just mean adding a Black Friday ad campaign, but updating all your Paid Search copy to reflect your Black Friday promotion. Streamlining your messaging and focus on a single campaign objective will not only improve Black Friday results, but also help you reach people who were not specifically searching for Black Friday deals.

  • Create sitelink extensions. Sitelink extensions allow you to add more links to your ads. You want to consider linking to products that will be in high demand, products that people have been visiting a lot, or your site’s gift section. 

  • Add a countdown. That is a very effective feature since it creates FOMO (fear of missing out). The greater the sense of urgency gets, the higher your conversion rates will be.

  • Consider adding inventory references for the exact reason as above. The added sense of scarcity will encourage people to convert on products that they may not have otherwise. 

  • Write your ads in advance. This is extremely important! That way you can get them approved in advance and avoid any unpleasant surprise of disapproval.


2. Include Dynamic Remarketing 

Black Friday PPC Dynamic Product Remarketing

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When you use data to serve your customers customized ads, you save them time and drive more conversions!

Dynamic remarketing  is a form of retargeting where you can impact users with custom ads based on the specific products they viewed on your website. This ad format has huge potential for ecommerce stores and retail brands to convert “on the fence” customers.

The past year 82% of online retail orders were abandoned and not converted into a purchase. Visitors usually don’t turn into customers from the first visit, they visit other websites, they compare. 

With numbers like this, you see why Dynamic remarketing should be part of your Black Fiday PPC campaign, you get a second chance to re-connect with the potential customer. In an era where your customers do more of their tasks online, impersonally, they are craving for a personalized, tailored experience, especially when it comes to days like Black Friday that are sale-centered. 


3. Adapt Your Keyword strategy for Black Friday Sales


Black Friday PPC SEO strategy


Black Friday is the peak of the pre-Christmas sales season. The vast majority of people shopping on this day are specifically looking for Black Friday deals.

However, when it comes to your keyword strategy, you should generally avoid one the keyword ‘Black Friday’. It’s too vague and broad to serve you effectively (not to mention it will send your average CPC through the roof). 

What you should do instead is focus on using Black Friday as a “long tail.” 

Try some combinations like:

  • ‘black friday’ + brand keywords

  • ‘Black friday’ + product keywords

  • ‘Black friday’ + competitor keywords

Since customers have already searched for your keywords, you will be able to control the search better with that addition, especially in big markets.

Bonus Tip: Create a Custom Black Friday Campaign Report with Google Data Studio


So you have your campaign set up. How are you going to measure and report your results, like number of conversions, revenue, and Return on Ad Spend?

With Google Data Studio, you can create visual and interactive reports with all key campaign metrics. Download your Ecommerce Data Studio template for free here.

If you still nedd help with your Black Friday PPC campaign don’t hesitate to contact us.




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