A good Black Friday campaign offers many sales opportunities for companies with online presence, but how can you compete with the rest of the market? Don’t worry, with these Google Ads tips you’ll have it done!
As you know, the Black Friday, the date that marks the beginning of Christmas shopping every year. It is an opportunity that companies, and consumers try to make the most of, looking for the best discounts – and when we refer to Black Friday, we are talking about the whole weekend, finished in the expected Cyber Monday.
So now that we’re at a great time for e-commerce, this is a great opportunity to maximize your sales. This means that you can also prepare your Google Ads campaigns in this direction. Although we do not know your strategy, we assure you that the following tips will help you maximize your potential.
Pay attention to each and you’ll find out how to make the most of your Black Friday campaigns.
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The first thing you have to do is clear: plan. There is no better time to start planning the Black Friday and Christmas campaigns than now, so create a calendar with all your actions and times.
Most users do a fairly long search process before deciding to purchase a product, so the sooner you get to know your special offers from Black Friday and Cyber Monday much better.
Make sure you have stock in all your products. If you do not, users will be able to enter your website and discover that some products are “unavailable”; In this case you will have paid for unnecessary clicks that will not have achieved your goal.
Do not become a company that offers the best prices and then can not meet the demands of its customers.
In the same way as the demand of the users, it will also drastically increase the traffic to your Web site. Your usual setup probably won’t be able to manage all of this, so there are some points you should consider before this period.
You must decide how you will start promoting your offers, not only on your website, but also on an external basis.
This is where they come to play the Google Ads campaigns. Online media today play the most important role in promoting a product and bringing traffic to your website.
Before we go any further, we must first talk about the Google Ads budget. Setting budgets for November higher than other months is mandatory.
But don’t limit yourself to this. If you make a huge increase in budgets for this period without considering anything else you may limit yourself to spending the money on Keywords That they will not have results. That is, you can greatly increase the traffic to your website but it is not relevant.
For this reason you must first ask yourself if you can afford it. Study your metrics (impressions, clicks, quality of keywords and ads, conversions and CPC), and if the results are favorable you can go aumentándolos progressively according to results. You should continually analyze the activity throughout the day and we suggest you set a higher CPC especially when the percentage of impressions is low. If your ads aren’t showing, you’re probably losing potential customers.
Since web traffic increases significantly during Black Friday, you will have the opportunity to capture more customers, so never have budget-limited campaigns or a low daily budget.
Thanks to this you will adjust more to the searches of the users and also you will ensure better CTR, more quality and therefore more conversions. Within these, each product should be in a different ad group.
Both banners and advertisements are our way of communicating with the client, so if you separate them in this way, each one can count on their own, which must be customized and be attractive and specific, as well as indicate in the copies your offers and discounts for each one of them.
Includes the words “Black Friday” in the ads and reports the duration of the offer.
Tip: You can also create automated rules to make the ads active and stop at the right time by scheduling the start and end date.
With These dynamic search campaigns and your ads you will be able to maximize the coverage of yourkeywords, as well as finding new terms that may be relevant to you.
The titles of these ads are generated according to the search made by the user and the content of your website, avoiding the rigidity of the keywords you have included in the other campaigns; While the descriptions do you determine, in which you would include “Black Friday” and describe your offer.
Keywords are the basis of Google Ads campaigns, so they are the most important part to consider for the Black Friday.
Note that they are very simple; Terms that users can easily search for. In addition, they have to be specific and include that they belong to the campaigns of the Black Friday. This will make them more relevant and quality, and also ensure that users see what they are really looking for.
You should never put aside the use of extensions; Much less on the Black Friday. We explain briefly the most important for this period, but calmly!, we leave here another article where you can learn to use Google Ads ad extensions In more detail.
The CPC’s rise from half a 20% During The Black Friday, and this rise starts almost mid-October. Increasing them on these dates is obligatory. If we don’t, as competition increases, our ads can drop many positions and not be as relevant as before.
Do Not Let any keyword be below the first page bid, and instead of bidding on generic keywords as just “Black Friday”, we suggest that you bet, as discussed in point 7, for terms related to your Products (for example “Black Friday Computers offer”).
From November to mid-December, conversion rates increase as users search for information about their holiday purchases, and only on mobile devices are increased by 30% From Black Friday, as most Users already buy through the mobile.
Therefore, it is imperative to have a website optimized for mobile devices in order to provide the best user experience. If you don’t have this in mind, think about everything you’re missing!
Thanks to the segmentation you will be able to communicate relevant messages to each one of your audiences according to their behavior; For example, based on: the time they’ve been on your website, the products they’ve seen, the things they’ve bought, etc.
These are the segmentation strategies you can use:
There are also many other marketing techniques you can use during this period.
For example, you can create a specific landing for users to register for the previous week and be the first to find out about your offers. This way you can attract new customers and get their e-mails, phone numbers… In order to continue to contact them when this period passes.
Think about using also some action of E-mail marketing, Pixels on Facebook…
Make sure you are measuring all the actions well; thanks to this you will be able to use all the information for future campaigns.
There are several ways to verify that conversions are registering correctly, you shop on the website in this case, and you can solve any problem with a conversions tracking tag (the code snippet installed on the website).
You can verify that Google Ads can “see” that tag and if you are registering conversions within your account, in the “Conversions” section. Once there, look for the conversion action you want to check in the “Conversion” column, and then “tracking status” in the same row.
These are the different options that may appear:
The Shopping ads contain images and text of each product, so they are more attractive when it comes to encouraging the user to click and finally convert.
From Digital Menta We recommend you to test and analyze the performance of your campaigns a little before the Black Friday to be able to determine which products work best and to be able to create campaigns with these “top”.
Here we leave you an article from our colleague Marc about How to boost your Shopping campaigns That sure will come in very well to multiply your sales opportunities.
As you can see, the Black Friday is a very special day for us, the PROFESSIONALS of PPC, in which we have to make the most of what we do.
We hope that these tips will help you get the most out of your campaigns in these special dates and have learned with us.
If you want to know more tricks to manage your Google Ads campaigns, among many other things, do not hesitate to visit our blog in the coming weeks. We’re waiting for you!
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