Preparation is key in maximising sales from PPC this Black Friday
Black Friday has fast become one of the most important times of year for retailers across the world. The event is not optional any more, particularly for ecommerce sites as consumers actively wait for offers to become available during the four-day period following Thanksgiving. The phenomenon started in the United States in 2013, however is now just as large in the UK, with almost all major retailers taking part by offering a discount. The following Monday, Cyber Monday, is typically the day of the year where the most is spent online and many retailers continue Black Friday deals until Cyber Monday.
With two weeks until Black Friday/Cyber Monday, preparation is key to ensure that your PPC campaigns are ready. Here are our top 5 tips for online retailers to maximise sales from PPC during this time.
Prepare Countdown Ads
We recommend using a countdown to your Black Friday offer for 7 days prior to the offer going live. This creates a sense of urgency to buy once the offer is live. Countdown ads have been around for a while but are not overly used. You can count down days and then hours on the final day using an AdWords script to automate the ad changes. Try testing ‘Black Friday’ in ad copy too as consumers know what this means.
Make use of Discount Codes
If you’re using a discount code in PPC ad copy during Black Friday it is best to have the code on the landing page too, dynamically shown based on which campaign the user engaged with. This avoids the need to make a second search on Google and potentially your ad twice because it was forgotten once reaching the page. Try using a unique code for PPC to know how successful this channel is in terms of conversion rate. Better still, use a different code depending on which PPC audience you are targeting, whether new or returning visitors by building campaigns around your audiences.
Review your landing pages
Best practice would be to create a Black Friday/Cyber Monday related landing page to deliver any specific traffic to. This allows you to bid on relevant Black Friday/Cyber Monday related keywords which make sense to your industry. Consumers are actively searching for these terms on Google. In the UK in November 2015 there were 1.2m searches for ‘Black Friday deals’ and 50% of those searches were from mobile.
Use Google Shopping Promotions
It is easy to forget to update your merchant feed and/or promotions to reflect discounted prices on Black Friday. The easiest way to do this is to create a merchant promotion in the Merchant Centre which contains your offer, setting the start and end dates. This is a great way to make your products stand out amongst other products.
Adjust your bids and budgets
Prepare for the Black Friday weekend by thinking about how you will phase your budget to increase your impression share and average position during the last days of November. You could use last year’s data around impression share to estimate what budget will be best per day. We advise looking at adjusting your ad scheduling for Search and Shopping campaigns to be visible early morning when people are searching for offers.
Finally, don’t forget to be prepared for Green Monday (12th December), a term coined by eBay to describe its best sales day in December. Whilst there are not usually offers on this day you might want to take advantage of this with increased budgets and/or bids to ensure visibility on this day.
Services: PPC Management