At a time like Cyber Weekend, you need every tool in your kit to be sharp and ready to maximise the conversion from an influx of online customers poised to grab a deal. This is it, don’t get scared now!
Sales across the year don’t come close to the potential of Black Friday. But, what was once just a day, is now expanding to a weekend, a week and, some even say, a fortnight, so for Paid Marketers, a clear strategy to make the most of this period is crucial.
As PPC professionals who’ve worked our fair share of Black Fridays, we wanted to share what we’ve learned along the way, as well as some Google Partner exclusive insight, to help our readers maximise conversions throughout the key shopping period.
Let’s begin with the crucial bit: BUDGET
Before you embark upon any promotional period, it’s very much worth gaining clarity on what the rules are around spending. The budget you need heavily depends on your objective: are you looking to improve ROI, simply make the most of the traffic or maximise return on ad spend (ROAS)?
We’d like to think that you have these targets already in place, but if not, you should be speaking with your team/client and identifying this information, pronto.
From here, it’s a case of setting the rules. But, you should bear in mind, that the rules might need to change.
Imagine you earmark a £5000 paid ad spend across Cyber Weekend and are aiming for a 800% ROAS, but before Black Friday is even out, you’ve maxed your budget. What do you do? What are you allowed to do?
You need to increase budgets, or at least have the liberty to, and you need to know exactly by how much, so that you’re making the absolute most of the flurry of potential buyers. Remember, we humans can be fickle, so if you’re not making the most of their attention to purchase, your competitors will be.
It’s worth also acknowledging that you should be looking at last year’s spend and performance, and increasing budget accordingly. This shopping event is growing year on year, with estimated spend in the UK alone set to be £2.3bn on Black Friday alone. That’s more buyers, more products and of course, more competition.
Next, it’s all about the URGENCY
When it comes to Black Friday weekend, urgency is part of the deal, because those offers only stretch for a certain period. It is possible, however, to add urgency to urgency, with a few simple modifications to your ads.
Here are our top recommendations:
- Add promotion extensions, such as adding ‘Black Friday’ to your ad, linking direct to your high ticket items and adding dates to highlight the promo period, so it’s clear to the user how long they have to make a purchase before the offer is up. It’s worth noting, however that these extensions will only be shown if you have a good quality score, so now’s the time to get to work on improving that!
- Include a countdown to specific promotions, allowing you to break up promotions and work to timescales that suit your targets, for example, you might want to add a countdown timer to promote a 40% discount offer that ends at 5pm, whilst another promotion on the same item might run until midnight, at a lower discount rate.
- Introduce inventory counters, which for the discerning shopper is a big prompt to ‘get it while it’s hot’, AKA in stock. Showing your stock levels on promotions, particularly ones that are performing well, will further boost the interest and urgency from potential buyers. Just make sure you have back-up promotions to ‘take over’ once the item is out of stock
- Update your feed more regularly to ensure prices/stock levels are correct, any insight gained from competitor monitoring is factored into your ads and basically, you’re continuously keeping your feed in the best shape it can be. It can help to do this in bulk – Shoptimised can help with this.
Lastly, a key factor is of course, ORGANISATION
That means getting your promotions added and approved well in advance – at least a week, really – and making sure you keep a close eye on any disapproved products so you can get to work on rectifying these ASAP, ensuring you’re not missing out on anything.
It might also be worth creating an entirely new Shopping campaign for your most in-demand/high-ticket/worthwhile products and adopting a single product ad group structure to this, It doesn’t even matter if you’re running a storewide promotion this Black Friday, not all products are created equal and there are some you’ll want to keep a closer eye on than others. Separating these out into another campaign/group will help you stay on top of the tips above much easier.
Another thing to bear in mind is your conversion lag time, but stay tuned as we’ll be releasing another post about exactly this in a few days.
With Black Friday/Cyber Weekend just over 2 weeks away, we think it’s the perfect time to sign up for a 14-day free trial of Shoptimised. Get in touch and give it a whirl – you’ll wonder how you ever worked without it.
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