Actually, your Black Friday strategy should be pretty well in place already. But if not, don’t worry – you can jump on the fast track right now.
In the world of pay-per-click (PPC) marketing, Black Friday presents interesting opportunities and major challenges too. With other campaigns, you can set a PPC strategy in place and let it work for you for months. With Black Friday, however, you have one day – or maybe the entire weekend at a stretch – to make your campaign bring returns.
Ironically the limited time you have to execute your plan requires a longer period of planning to make it work.
The first thing to do is to be absolutely clear about what you’re promoting. Know your offers and don’t waver from them. If you are clear about the products you’re discounting on the Thanksgiving long weekend, it will help you to strategize your PPC targeting well in advance so that, when the time comes, you can simply let it run.
Also, be sure to review last year’s campaign. Did it work? If so, can you keep it the same? If not, what needs to change? What was your strongest selling point and why? Will that same selling point work for your upcoming promotions? Which of your bids brought the best ROI? Should you bid elsewhere this year? If so, where?
You can answer these questions with the help of a marketing expert, who can analyze and tweak your strategy for you. Also, remember that you need to increase your PPC budget significantly during the Black Friday period because searches increase so dramatically, meaning you will likely need to bid more on searches matching your business.
Black Friday digital marketing needs to be precise, and you can’t rely too much on the automated settings you would use at other times of the year. Forget Google Ads’ Standard Delivery setting, for one thing. Those algorithms are pretty effective for everyday trading, but they can’t keep up with or predict seasonal surges.
So you see, there is quite a bit to consider for effective Black Friday marketing – and the earlier you get your plan in place, the better. There’s still time, so contact the Digital Marketing People to help you devise a brilliant, high-ROI strategy as the bumper weekend approaches.
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