Plan Your PPC Way in Advance
Bids & Budgets
Make sure that you’re prepared with bids and budgets in advance. Ensure your budgets are opened up to capture the extra demand available or your bid strategies are set up to align with your new budgets. It’s worth reviewing Google Trends and account data from last year to understand when demand will increase. Search volume is likely to increase several weeks before Black Friday.
Ad Copy
Ensure your ad copy is submitted well in advance. Resource is typically tight on the Google side over the festive period and lots of other advertisers will also be submitting new ads for the festive period. According to Google one of the biggest reasons for campaigns not running over the festive period is that their ads were disapproved or stuck in review.
Ad Extensions
Make sure you’re maximising CTR on your ad copy by maximising all the available retail space with ad extensions. You can use site links to push black Friday deals and key products on offer. You can use price and promotion extensions to push key products on sale. You can also use countdown ad copy to create urgency and showcase when sales end.
Automated Rules & Scripts
You can utilise automated rules and scripts to ensure your campaigns pause and start based upon performance or set new ads live. You can also use Google scripts to check for issues with landing pages.
Audiences
Make sure you’re creating lists of people who purchase and visit the site over the festive period. You can use this to tailor ad copy and increase bidding aggression as people return to the site closer to the festive period or utilise these lists next year. You can also use remarketing lists to serve display ads across the Google display network to re-engage users across publisher sites.
Black Friday Keywords
Using broad match, you can pick up users searching for (black Friday + product keywords). However, it’s worth considering adding (black Friday + product) and (black Friday 2021 + product) keywords to your account to reach users searching for black Friday deals.
If you’re looking to start your Black Friday strategy and require further assistance, contact us today to speak to one of our team members and find out how we can help you make the most of this busy time of the year.