If you are going to run a Black Friday or Cyber Monday deal, one of the best ways to get the word out is with Google Ads. With billions of searches happening daily, Google Ads allows you to target potential customers actively looking for deals, discounts, and promotions. But what is the most effective way to utilize the platform to help your deal stand out from the rest of the Black Friday or Cyber Monday offers?
Here are some tips on using Google Ads to maximize the impact of your Black Friday deals.
# 1. Rethink Your Budget
If you’ve had a set budget in your account that hasn’t changed since you started ads, then you’ll want to re-evaluate around Black Friday. Remember that competition for keywords will be high during this time of year. While you can still tell Google that you want to hit a specific target CPA (cost per acquisition) or target ROAS (return on ad spend), you don’t want to run out of budget in the middle of the day during a peak time like the days leading up to and on Black Friday. If you’re getting the leads or sales, what is the maximum budget you can spend to ensure you’re capturing all that holiday traffic?
# 2. Pump Up Keywords and Ad Copy
Consider how people search during the days around Black Friday (ex, “Black Friday deals on electronics”) and temporarily add those to your search keyword list.
In your ad copy, be specific about your sale or offer. Instead of a generic “Save up to 50% off,” specify which products or services are on sale or have a discount and create specific ads. Of course, if the discount or offer is sitewide, emphasize that it is on everything!
Including time-sensitive language (ex. “Offer Ends 12/3”) gives a sense of urgency and a timeline if someone cannot purchase or call at that time.
# 3. Target Repeat Customers
If your business loves repeat customers, use Google Ads’ audience targeting features to reach customers who have already interacted with your website. You can create a highly focused promotion and ad copy for loyal customers. This feature can help you retarget people likely to be interested in your Black Friday promotions. Google Ads also lets you create remarketing campaigns that target users who:
- Viewed specific product pages without buying.
- Abandoned their shopping cart.
- Visited your website but didn’t make a purchase.
# 4. Leverage Google Shopping Ads
If you’re selling physical products, Google Shopping Ads are an incredibly powerful way to showcase your Black Friday deals. These ads directly show users an image of your product, pricing, and store name in the Google search results. For a successful Black Friday campaign, consider:
- Optimizing Your Product Feed: Ensure your product feed is up-to-date with the correct Black Friday pricing, discounts, and availability.
- Targeting Specific Products: Promote your top sellers or newly discounted items to attract customers looking for specific products. Make sure your most popular products are featured in your shopping ads.
# 5. Take Advantage of Real Estate on the SERP (Search Engine Results Page)
Google Ads assets, formerly known as extensions, are a great way to promote your Black Friday deals and also take up valuable real estate on the page after someone searches.
- Link directly back to your Black Friday or Cyber Monday deal or promo with a siteline asset, which gives you a headline and 2 lines of descriptions that may show underneath your existing text ad.
- Add your promo to the callout extensions if it will fit within the 25-character limit. These also show inline at the bottom of your text ad.
- Promo extensions can be used to show the monetary or percent discount of your Black Friday promo. You can even choose Black Friday as the event in the promo drop-down, and Google will highlight and bold Black Friday in the extension below your text ad.
Conclusion
Google Ads is one of the most effective platforms for promoting your Black Friday sale or promo and driving targeted traffic to your website. By planning, creating compelling ads, targeting the right audience, and optimizing for conversions, you can significantly increase your chances of a successful Black Friday campaign. Remember to track your performance and make real-time adjustments to get the most out of your budget. Happy holiday, and good luck with your Black Friday promotions!
Angie Batten
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