Take the opportunity to optimize your Google Ads and landing pages for Black Friday and remove all obstacles to successful conversions. Our best practices will give you valuable ideas that are easy to implement in terms of time and money.
Black Friday shopping has developed into a successful model for online retailers. Price-sensitive customers have been eagerly awaiting the big day for weeks. Over 40 percent of Christmas shopping takes place on Black Friday and Cyber Monday. Traditionally, this takes place on the Friday after Thanksgiving - a classic bridge day for a long weekend in America.
Online retailers and companies that optimize their Google Ads campaigns for the shopping weekend have the chance to be a small - but decisive - step ahead of their competitors. The more precise the settings for your ads are, the more likely it is that you will maximize your ROI.
If you strategically plan your Google Ads throughout the year, you know that it's worth planning financial reserves for the holiday season. If you can build on measurable key figures from previous years - such as conversions and sales - planning will be easier. It is important to take current trends into account and to anticipate the behavior of target groups based on developments in recent months and weeks.
If you do not have the opportunity to build on empirical values, a competitor analysis or consultation with performance marketing specialists will provide you with the necessary information and recommendations for action. If you can view your competitors' discount campaigns from previous years on social media channels, you can assess which strategy they are pursuing.
Google Ads are a competitive system in themselves. In order to secure the best positions compared to your competitors, it is worth keeping a close eye on your competition. Avoid engaging in discount battles and competing for the most sought-after keywords. You'll burn your valuable budget and won't be able to use it to display ads for specific search queries. The following also applies on Black Friday:
The more precisely a search query is formulated, the higher the probability of a successful conversion. Do not deviate from previous successful strategies, but expand on them.
Good planning and implementation of landing pages, including the appropriate content for online marketing promotions for Black Friday should begin in October at the latest. Statistical surveys show that prospective customers start researching offers early. Shoppers looking for bargains and Christmas presents or saving expensive purchases for the shopping holiday want to be well prepared. Limited deals in particular are an incentive for shoppers to start looking for product and service offers early. Search queries increase continuously from the beginning of November.
Use the opportunity to draw the attention of prospective customers to your products and services with promotions and discounts. If your campaign is professionally designed and your keywords are chosen appropriately, you will receive high-quality clicks in response to your efforts. Promotional extensions that are displayed under your text ad immediately catch the eye. They contain the type of discount and special Black Friday discount codes. A big plus point of promotion extensions is that they look great on cell phones and make your text ad stand out from the competition.
Adding relevant terms - such as Black Friday, discount, free delivery, offer, gift or promotion - to the keywords for Google Ads in the period before and during the Shopping Holidays increases visibility during the important online shopping marathon. The display and placement of Google ads is calculated according to an auction system. To ensure that your bidding strategy is always up to date, you can regulate it yourself or alternatively rely on Google. Each bet is calculated in real time, taking previous user behavior into account.
If you have a brick-and-mortar store, you should take the opportunity to advertise your Black Friday offers online with Google Ads, including suitable landing pages, to attract customers. Search queries including the keyword extension "near me" have increased by 200 percent in recent years. Retail merchants who optimize their ads specifically for the searches of their target groups with smartphones generate the greatest profit. Entice your customers into your store with discounts, special offers and giveaways.
Avoid planning complicated discount campaigns and special offers. A good Black Friday promotion is understandable at first glance on every output medium and for every member of your target groups. Precise communication is important - even on landing pages. An eye-catching infographic says more than a long text description. Google Ads - without promotion extensions - have a headline with a length of 30 characters and a description with a length of 90 characters. Formulate text ads with suitable call-to-actions and encourage potential buyers to take action.
Google ads with integrated countdowns are perfect for building excitement, showing the time limit of the offer and arousing emotions.
Black Friday offers great potential for online and brick-and-mortar retailers to boost their annual balance sheet and generate high sales growth. You can use the leads and conversions for online marketing campaigns in the new year and thus continuously expand your customer base. Google Ads are the perfect online marketing tool to make potential customers aware of discount promotions and offers and to use the features of the world's largest advertising platform to realize your own marketing strategy.