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Well, autumn is truly here! We are getting closer, the wind is now colder, and we will soon get to Black Friday. For years, Black Friday has been a very important event for marketers and retailers. For PPC marketers, this denotes higher targets, a higher budget, and more returns. But an increase in this performance will result in competition. So, how can you make sure that your brand voice is out there and gets the best performance during Black Friday?
Of course, the answer is with a solid Google Ads Marketing campaign. This period is a fantastic opportunity for you to run campaigns using a wide array of Google tools so your retail goals efficiency can be maximized. Below is an outline of the tips for you to prepare successful PPC campaigns this Black Friday.
1. Plan early
The Black Friday for this year is on the 26th of November, and according to the forecasts, this present pandemic could again result in online sales surges. Even today, several shoppers avoid crowded stores and choose to shop online. The likelihood of these shoppers beginning to browse easily is very high – as a matter of fact, McKinsey & Company stated that about ⅓ of shoppers stated that they’ll begin earlier compared to 2020. ThinkwithGoogle also stated that they anticipate Black Friday queries to begin in October and will happen for about ten weeks. For PPC marketers, that’s an indication that you need to start building out your Black Friday strategic approach early.
2. Test, test, and test again
When running a Google ads campaign you should be testing as much as possible to see what’s working and what isn’t. If you aren’t constantly monitoring your campaigns there is no way to know what will work in the long run.
3. Split-test your ads
Split-testing ads can be one of the most effective ways to create more successful ad campaigns. Split-testing allows you to compare two different ads within the same campaign to see which performs better. For example, you could target very similar markets or phrases, set them at different CPCs, or run them simultaneously for a few weeks.
4. Use the right ad format
Choosing the right ad can make all the difference in your campaign. Do not use an image-based ad if you are targeting text-based search terms. If you are targeting images, make sure that you are using relevant images that will attract attention.
5. Track your clicks with Google Analytics
You must use Google Analytics to track your campaigns to be able to measure the results of your advertising campaigns. These tools allow you to view which ads are being clicked on, when they are being clicked on, and even see how many times the different ads have been clicked on over time. You can then use this data in conjunction with other data sources to help refine future campaigns.
6. Optimize your campaigns for conversions
The goal of most advertising campaigns is not just to get clicks, but also to convert those clicks into sales or leads. Make sure that you are evaluating success by considering all the important metrics, not just the click-through rate. This will allow you to focus on eliminating weaknesses and improving your overall results.
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