Black Friday is approaching – the time when people shop for the upcoming holidays, including online, and advertisers, trying to get the most out of it, launch promotions and sales, place a lot of advertisements and create information noise. We have collected tips from foreign authors that will help you stand out from the rest of the competition on Black Friday and create an attractive and effective advertising campaign.
Tip 1. Prepare in advance
In order for users to place an order with you, give them time to get acquainted with your offers. Do not wait until the last minute, but run a teaser campaign about a week and a half before the start of active sales.
Make sure to retarget those who have already made purchases from you in the last 180 days. This will allow you to reactivate old audiences and let users know about your terms and holiday promotions.
Tip 2. Combine online and offline marketing strategies
If you have offline points of sale, you’ve probably prepared a Black Friday marketing campaign. Use elements of this campaign for your online strategy as well: similar images, colors, calls to action, etc. A potential customer is more likely to recognize a brand on the Internet and will be interested in an ad if he has already seen its ad offline.
Tip 3. Increase your ad spend and optimize your ads
Due to the growing competition, rates are of no small importance. For users to see your ad, you need to think carefully about your strategy and be willing to pay more for your ad.
A logical question arises: how much should you pay for advertising in this case? There is no universal answer to this question, it all depends on the capabilities of the advertiser. According to statistics, there is a tendency to increase costs by 30-50% during hot periods in order to maintain competitive advertising, and even more costs will be required for highly competitive topics.
Tip 4. Don’t forget to update your ads
Bright and eye-catching creativity is one of the ingredients of a successful campaign. A well-written sales pitch and well-targeted targeting are also important. Focus on millennials, as in Russia Black Friday is a recently launched promotion, and a young audience is greedy for Western novelties. Also, keep in mind that young audiences tend to shop on mobile devices, so adapt your ads and landing pages for smartphones if you haven’t already.
When it comes to creativity, you don’t have to create something completely new. You can take old ads as a basis. For example, if you’ve already launched Black Friday campaigns last year, select the ads that worked best and tweak them slightly. You can add themed stickers, information about promotions and discounts in honor of Black Friday.
To profitably present the products of online stores on social networks, use the carousel or selection formats. This will allow you to display multiple sentences in one ad at once. To learn more about these formats and learn how to work with them correctly, read our articles:
Indicate the client’s benefit not only in the ad text, but also on the creative itself, adding the inscriptions Sale, “action”, “discounts”, “-60%”, etc. By the way, Facebook has added special stickers to its graphic editor.
It’s best to test multiple ads and choose what worked best, if time and budget allows.
For testing on Facebook, you can use dynamic creatives, an Ads Manager tool that automatically detects and displays the best performing ad combinations. You can learn more about it in Facebook Help.
Tip 5: Keep track of the relevance and relevance of your ads
A relevant ad has a better chance of showing and getting clicks from an interested audience. If you are promoting products from several categories at once, create different ads for them and select the appropriate targeting, add a credible product description and direct the user to a relevant landing page.
And don’t forget about the relevance of your ads: do not advertise products that are out of stock. If a user clicks on an ad and finds out that the product cannot be bought, you will lose not only money, but also a potential client.
Tip 6. Automate
Black Friday is a hot period, and you hardly have time to constantly monitor ads and update bids manually. Don’t make it difficult for yourself and automate the process. For this, Facebook has automatic rules. The same rules and intelligent bidding strategies are found in Google Ads; for advertising in Yandex.Direct, you can use bid managers or automatic strategies. Automation using the listed tools will save you time on adjusting bids during periods of high customer activity.
Tip 7. Bring buyers back in the New Year season
People who shop on Black Friday are more likely to want to buy again during the New Years, your job is to motivate them to come back to you. Set up retargeting to the users most active during Black Friday: those who viewed, selected, left in the cart and bought, and launch the campaign in about a week, as did the American retailer Target.
The store’s marketers attracted users with Black Friday ads and launched a Christmas sale ad that same month.
This approach increases LTV and allows you to maintain and even increase the dynamics in December.
Try the tips in practice, test in your social media campaigns and get more conversions on Black Friday.
Based on materials from Roihunter and Adespresso.