We think it’s never too early to start thinking ahead for Black Friday, the busiest day in the global online shopping calendar. In 2019, UK total retail spending during Black Friday was £8.6 billion, the highest in Europe. The impact of the coronavirus pandemic in 2020 has not been easy, and for this reason, Black Friday and Cyber Monday sales were predicted to be significantly lower than the previous year. However, with an overall 39% of brits (against a whopping 42% the year before) spending on Black Friday and Cyber Monday, the UK still saw an average spend of £295.67 during the busy shopping season. The latest figures confirm the growing opportunity for retailers, especially those who operate online. This implies that paid marketers are to study and implement effective marketing strategies in order to ace their google shopping campaigns during the busy shopping period. Not to forget that Black Friday can be very competitive when it comes to paid shopping ads. All your competitors will be on guard, looking to offer the best deals to shoppers who are poised to purchase, so you will need to show them how to get what they are after.
During our time in the industry we, at Shoptimised, have done our fair share of Shopping campaigns, so ahead of Black Friday 2021, we wanted to provide five tips to help you ace your Shopping campaigns.
At this point, it’s time to look over your past performance from Black Friday 2020, along with any other promotional periods over the course of this year, such as summer or mid-season sales. To understand where you’re (hopefully!) going, it’s useful to assess how customers have responded to your shopping ads in the past.
By looking at past budgets, conversion rates, wastage, the route to customers finding your ads and the types of shopping ads that performed well, you should be able to spot a few opportunities and give yourself a to-do list of things to action before next year’s event.
It’s also very worthwhile to audit your product feed. This doesn’t need to be a time-consuming process for you, because here at Shoptimised we can help you with our product feed management tool. We provide a free and comprehensive Product Feed Audit to highlight any issues and things you need to action before the big weekend!
Now is a good time to get to grips with your competitor’s products, product feed and pricing.
Naturally, when it comes to Google Shopping campaigns, pricing is key, and Black Friday and Cyber Weekend are all about savings. Google’s algorithm gives perks to those showing cheaper products by way of better placement, so having a shopping ad that shows a product at a lower price could work wonders for your impressions, clicks and conversions.
There is of course a quicker way of doing your competitor research, and we wouldn’t be doing our job if we didn’t tell you about our Price Comparison software. This gives retailers and agencies the ability to monitor prices, create price rules and export data, giving your teams visibility where it’s needed.
The software will give you up-to-date information on your competitor's prices and allow you to set custom labels for your most competitive and expensive products so that you can assign an intelligent bidding structure that can help maximise your return on investment.
The headlines, description text and imagery you use on your shopping ads all indicate to a customer whether your ad is worth clicking. Don’t waste this valuable real estate. To get Black Friday shopping campaigns right, you’ve got to keep your finger on the pulse.
That means continuously assessing performance (you can do this by the hour within AdWords through an hour-by-day report) and optimising as you go, ensuring your product titles, images, stock availability and descriptions are up to date.
Effective product feed optimisation makes up 50% of the management process for getting the best out of your shopping ads – and like the first two points in this post, we found a simpler, slicker, easier way of getting to grips with optimisation.
Our tool recently won the ‘Best SaaS platform at the International Performance Marketing Awards, being lauded as “a genius idea”, thanks to our Product Feed optimisation capabilities.
At a busy time like Black Friday and Cyber Monday, why make life harder for yourself? Take a look around Shoptimised for yourself with a free 14-day trial – no credit card or subscription required.
A lengthy, laborious task – but an important one.
If you’re not yet optimising your product feeds, pretty much the only way you’re going to control the search terms that your products show up for is by utilising negative keywords, in order to filter out traffic that isn’t looking for what you’re offering.
Negative keywords aren’t imperative to a Google Shopping campaign, however, they’re an ideal way to avoid spending your budget on users who aren’t going to purchase, allowing you to plough your resources into those who will. We think it’s pretty essential to keep track of your converting and non-converting search terms, so you can continuously add those non-converting terms to your negative keywords list.
Reporting is absolutely fundamental to ensure that your shopping ads continuously perform and to minimise budget waste. Keep a keen eye on your search term query report to discover how users are coming to you (and essentially how your budget is being spent). As before, look at the terms that aren’t converting and get those added to negative keywords.
It’s also worth monitoring your disapproved products (we definitely recommend making this a priority in the weeks and days leading up to Black Friday!). If volume is high, it could be worth focusing on your most competitive or expensive products, so you’re not losing out on that valuable traffic. Keep a check on feed diagnostics to understand what’s being disallowed and why, so you can act fast.
Finally, in line with performance, it’s always advisable to adhere to best practice. We’ve put together a post to help with that, so check it out and get to work! If it seems a little like there’s so much to do and very little time, there’s undoubtedly a way that Shoptimised can help.
To realise the potential of Black Friday 2021, you need the right tools, so now’s the time to book in for a demo. Afterward, you’ll get 14 days free to test us out and start making your life a whole lot easier with product feed creation, optimisation, price comparison software and more.
Get in touch for more information – we’re sure you’ll love it as much as our long list of other clients!