BLACK FRIDAY £££$$$£££ ☛ WEB VERSION: Click Here
3 tips for a COVID-proof Google Ads strategy this Black Friday By Bradley Hall, head of paid search at Glass Digital
With the UK officially in recession and uncertainty around the future of
COVID-19 regulations, retailers are unsure what Black Friday 2020 could have in store.
H
owever, eCommerce vitals look positive. In July, online retail
sales were up 52.9 per cent year-on-year (ONS), despite the fact that England’s high street had reopened the month before. The threat of a second wave and increased bargain- hunting could also play into online retailers’ hands this Friday 27 November.
Pay-per-click (PPC) marketing through the Google Ads Search Network is an effective way to grab online shoppers’ attention on Black Friday, allowing you to gain prominent positioning on relevant search engine results pages (SERPs) and ensure a positive return on investment. You can also use Google Shopping to attract clicks from higher-quality prospects actively looking to make a purchase.
Here are my tips for making the most of the platform during this unprecedented period.
Promote the right products When deciding what products or categories to promote through your Google Ads, think about how the COVID-19 pandemic has affected consumer demand. People’s lifestyles and finances are different this year, so what were your best-sellers on
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previous Black Fridays may no longer perform as well.
If you haven’t already, compare sales data from the past six months against the same time last year (while focussing more on recent weeks — especially when it comes to seasonal products) to identify trends and determine what your audiences truly want. Better yet, break it down by demographics so you can better target your Google Ads.
You will also need to consider inventory levels. Sales can surge dramatically on Black Friday so you might want to promote pages with lots of stock. It’s also a good idea to have backup ads in place so you can switch strategies if something sells out.
TIP: On Google Shopping, make sure that your feed is updated regularly so that out- of-stock products aren’t shown as available.
Finally, think about margins. To ensure that every sale provides a healthy return, you’ll need to calculate how advertising costs and Black Friday discounts will affect profits.
Create click-worthy ads I’d recommend creating your Black Friday ads around a
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