Around Black Friday approaches, the pressure on marketers and advertisers ramps up.
By now, your groundwork should be firmly in place, and this is the moment where preparation meets execution. Success during this high-stakes period doesn’t come from reacting to every fluctuation but from trusting in a clear, well-thought-out strategy.
Let’s explore the keys to navigating this crucial time effectively, avoiding common pitfalls, and leveraging data and strategy to maximise results.
The Black Friday Landscape
In the UK, Black Friday remains a cornerstone of retail success. In 2023, online spending during Black Friday reached £1.04 billion, a 4.1% increase from the previous year. This highlights the growing demand among UK consumers to shop online for deals.
However, this surge in activity brings several challenges for advertisers:
Higher competition: With increased consumer traffic comes increased advertiser activity, driving up cost-per-click (CPC) rates.
Fluctuating conversion rates: Shoppers compare prices and promotions across multiple platforms, delaying conversions.
Profit pressures: Promotions often reduce average order values (AOVs), tightening margins.
Navigating this landscape requires strategic precision and confidence in the groundwork you’ve already laid.
Avoiding Over-Optimisation
When performance fluctuates, the instinct is often to intervene. A drop in conversion rates? Adjust bids. A rise in CPCs? Reallocate budgets. But excessive adjustments at this stage can do more harm than good.
PPC platforms like Google Ads and Microsoft Ads rely on machine learning algorithms to optimise performance. Constant changes reset these systems, disrupting their ability to learn and adapt effectively. The result? Lost momentum and wasted budget.
Instead of reacting to every shift, focus on providing consistent inputs that help the algorithm make better decisions. As Google’s guidance for Performance Max campaigns highlights, “Automation thrives on clarity and stability.”
The real challenge during Black Friday is to maintain discipline – trusting in the preparation and allowing campaigns to mature without constant interference.
Focus on the Fundamentals
Success in PPC isn’t about chasing trends or making knee-jerk changes. It’s about getting the basics right and ensuring they are aligned with your strategic goals.
1. Budgets
Keep budgets flexible enough to capture surges in traffic but aligned with efficiency goals. Running out of budget mid-day can mean missing significant opportunities, but overspending can erode profitability.
2. Bidding Strategies
Strategies like Target ROAS or Maximise Conversions balance growth and efficiency. Set realistic targets that allow incremental growth without being overly restrictive.
3. Creative
Ad creative should address consumer intent and highlight key promotions. Include:
Clear calls-to-action (CTAs).
Ad extensions like price or promotion details.
Dynamic elements like Responsive Search Ads (RSAs) to adapt messaging to user queries.
4. Audience Targeting
Focus on high-value audiences, including:
Remarketing lists for users who’ve engaged with your brand.
First-party data to target loyal customers with exclusive offers.
Similar audiences to expand reach while maintaining relevance.
5. Product Feeds
Your product feed is the backbone of shopping ads. Ensure:
Accurate and up-to-date pricing and availability.
Strong titles that match user searches.
High-quality images to stand out in crowded search results.
Final Preparations: Ensuring Campaign Success
The last checks before Black Friday can make or break performance. Focus on these areas:
Campaign Settings: Ensure bids, budgets, and targeting are configured correctly.
Ad Assets: Verify that all assets reflect live promotions and are approved.
Landing Pages: Audit landing pages for mobile responsiveness, fast load times, and error-free content.
Product Feeds: Monitor feeds for discrepancies, ensuring pricing and stock availability match reality.
Where a PPC Consultant Adds Value
Navigating this complexity often requires a steady hand – someone who knows when to act and when to let the system do its job. This is where a PPC consultant becomes invaluable.
A skilled consultant doesn’t just manage the technicalities of campaigns; they offer strategic oversight, helping businesses:
Plan Effectively: Crafting a data-driven PPC strategy tailored to your Black Friday goals.
Optimise Efficiently: Balancing growth and efficiency without disrupting algorithm performance.
Monitor Intelligently: Identifying meaningful trends and making calculated adjustments.
Focus on ROI: Ensuring budgets are used effectively to maximise returns during peak periods.
For instance, during Black Friday, a PPC consultant might:
Adjust bid modifiers for high-intent audiences only when data supports it.
Implement tactical seasonal adjustments to capture last-minute buyers.
Provide guidance on competitor activity to seize opportunities or defend market share.
Their expertise helps ensure your campaigns are not only effective but also resilient to the volatility of the season.
The Bigger Picture: Influencing the Algorithm
Fundamentally, PPC campaigns during Black Friday are about influencing algorithms to deliver better results. Consistency in strategy ensures the system can learn and optimise effectively. Moving the goalposts – whether through frequent bid changes or over-adjusting budgets – undermines this process.
By sticking to the fundamentals and avoiding unnecessary interventions, you set the stage for sustainable success.
Black Friday Success is About Discipline
This week isn’t about reinventing your approach – it’s about executing it with precision. Trust your preparation, monitor performance carefully, and adjust only when necessary.
Whether you’re running ads in-house or with the support of a PPC consultant, discipline and clarity are your greatest assets during Black Friday.
Enjoy the ride – and most importantly, stick to the plan.
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