Before diving into your campaign strategy, it's important to keep some facts in mind:
(Source: Statista.com and Woocommerce.com)
These numbers illustrate the increasing importance of Black Friday, which typically marks the beginning of the holiday shopping season while also driving peak sales.
While we want to focus on more advanced tips, here are some quick bullet-point recommendations to follow before launching any promotional campaign:
To make your ads more appealing, it’s important to keep them relevant. A great way to do this is by mentioning special events like Black Friday.
You can easily update your ads to show your Black Friday deals. For example, change the second headline of each ad to highlight your Black Friday offers. This quick change can be made in the Google Ads system.
Tips for better results:
Remember, Black Friday is a busy shopping day. Any effort you put into improving your ads can lead to great results, even if they only run for one day. It’s one of the best times to promote your products, right after the Christmas season.
Use Dotidot. You have two options how to get this done:
Option 1 - Create a product set for which the ad will be triggered
You can create a specific ad for your Black Friday promotion by adding relevant headlines, descriptions, and content. After that, label products in sale with a "Black Friday" tag. Then, set conditions for your ad to ensure it only runs for items that have this label and also time restrictions so the ad starts and stops showing only during the promotion days.
Option 2 - Via Google Sheets
An alternative could be creating a sheet with the promotional content. You can then import it in your data source along with the information how this promotional content should be activated - i.e. by date.
It might not look like much, but an extra line of ad text can help set your ads apart from competitors. Not to mention, the visual is quite appealing in the SERP. Since you can create it as an account-wide asset, it will immediately enhance all your active ads.
We also suggest setting up a specific time frame, especially if your Black Friday sale will last only a day or two. Not only will it take up additional space, but it will also add a sense of urgency.
Sitelinks are often overlooked in ad creation. On Black Friday, it’s beneficial to enhance your sitelinks. Instead of generic options, consider making them specific to your promotions, such as:
During Black Friday, consumers might be open to purchasing items they didn't originally seek, so broadening your offers can attract more interest.
Do not forget to advertise using long-tail keywords that include the phrase “Black Friday.” These keywords typically consist of a product type or category paired with “Black Friday.” For example, one of these keywords could be “Black Friday iPhones.”
Never bid on the keyword “Black Friday” alone. It's too broad. Unless you're a large, multi-category store with a dominant market position, you're likely to lose money on that strategy.
TIP: However, you can still target people who have visited your site in the past 3 to 6 months and are now searching for “Black Friday.” Simply create an audience that combines these two actions, and you're good to go. With this setup, your chances of making this traffic work increase
Sales peaks typically occur at the beginning of a promotion and again near its end, so it’s important to treat these periods differently. You can create a sense of urgency in your ads by adding compelling text content. Here are some examples you can use:
And much more.
Nothing creates a sense of urgency as effectively in the final hours as a dynamic countdown. When there are only two hours remaining to save 30% on a product, the chances of conversion skyrocket if you inform potential customers within the ad they see.
With Dotidot, you can create a countdown variable that displays the time remaining before the sale begins or before the promotion ends. Since this is a variable, you can use it in the content of your Search Ads, Meta campaigns, or any other channels where you utilize the feed.
See the Knowledge base to learn more about the Countdown variable.
Have only a few items left in stock? Create urgency to sell them ASAP so you can quickly move on to other items or prevent having unsold products once the sale ends. This can significantly increase your conversion rates.
Follow these quick steps:
TIP: This is how to work with ad customizers.
During Black Friday and Cyber Monday, people's feeds are overcrowded with ads. It’s almost impossible for anyone to avoid seeing a Black Friday ad, which means people tend to become blind to them—especially if you serve them a boring ad that everyone else is using. This could negatively impact your Meta campaign results.
The solution is simple: create an ad that stands out from the crowd. Since images play a major role in this, you’ll want to transform your Dynamic Product Ads (DPA) and Advantage+ ads into something unique:
Instead of having a simple product on a white background, your ads can contain branding, graphic elements, key variables from your feed, and more. Each of these elements can be personalized based on your product segmentation and promotions. This means you can create a specific ad design for jewelry, another for smartphones, and yet another for Black Friday.
All this can be achieved with Dotidot's Image Editor, which allows you to edit your images in bulk. Not only can you create eye-catching ads, but you can also perform basic edits, such as removing backgrounds or watermarks.
There are many more tips you can utilize, but not everything will be suitable for everyone. Let’s quickly list some of them, and you can consider which ones work for you:
That's it! Do you have any tips you'd like to share with us? If so, please reach out to us at info@dotidot.io, and we will include your tip in the article, along with giving you credit.
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