Black Friday: 5 Google Ads Tips for Success

Digital Marketing / October 25, 2023

What is black friday?

Black Friday kicks off the holiday shopping season with retailers offering crazy discounts. Why does advertising matter? Picture a flurry of online, TV, and in-store ads competing for attention, guiding shoppers to the best deals—it’s a treasure hunt, and advertising is the map. 

It not only helps shoppers snag discounts but also ensures brands stick in their minds amid the excitement. Black Friday embraces the global shopping craze, making advertising key for businesses to shine and connect with savvy shoppers.

We asked our Paid Media specialists team for their best tips to navigate Black Friday advertising, and here’s what they had to say:

01. Plan and Start Early

Planning early for Black Friday advertising is like laying the groundwork for a successful shopping marathon. It’s important to note that 23% of Canadians will complete shopping before Cyber5*. In the chaos of endless discounts and deals, early planning provides businesses with a strategic advantage. It allows for meticulous campaign development, ensuring that messaging is not only compelling but also well-coordinated across various channels. 

By securing advertising space early*, businesses can avoid the last-minute rush and potential cost spikes. It also offers the opportunity to build anticipation among consumers, creating a buzz that sets the stage for a memorable Black Friday experience. Early planning enables businesses to fine-tune their promotions, align inventory, and establish a cohesive brand presence, ultimately positioning them to stand out in the crowded marketplace and capture the attention of eager shoppers when the big day arrives.

*Source: Google/Ipsos, Holiday Shopping Study online survey, Canadians 18+, n=309, Oct 2022-Jan 2023
*Most brands start as early as November 1st!

02. Set up your tracking and analytics

The Black Friday period goes extremely fast and in order to optimize your campaigns effectively in this chaotic period – you’ll want to have all your tracking and analytics set up properly. This will ensure you’re tracking conversions confidently and that your analysis and conclusions are accurate.

To comprehend your ROI and ensure your Google Ads budget is well-spent rather than wasted, this information is indispensable.

If you don’t have conversion tracking set up, you’ll be left in the dark about the effectiveness of your keywords, ads, and campaigns, and that’s a disaster waiting to happen.

03. Keep the creatives simple

When things get crazy with all the infinite deals and promotions, keeping it simple helps people better understand what you’re saying. Clear pictures and easy messages stand out in the shopping chaos. With everyone’s attention jumping around, simple is like a shortcut to understanding. Plus, simple ads work everywhere, fitting in on all the different screens where people look for deals. This allows you to make sure your message sticks and shoppers remember it.

04. Manage your product feed

Your product feed is the info hub for your products—names, prices, what’s in stock, you name it. This is important to keep up-to-date because your deal-hungry customers may turn back around when they realize the info is outdated. It’s absolutely essential that your deals match what you’ve got, avoiding any shopping hiccups. Plus, it boosts your visibility on different platforms, making it easy for customers to take advantage of the deals they want.

05. Remarketing. Remarketing. Remarketing.

Last but not least – it’s time to convert your consumers. Channel all your year-long acquisition efforts into this month. Optimize your budget specifically towards your remarketing audience.

When potential customers see your ads again, it’s a reminder of what you have to offer, making it more likely that they’ll purchase from you. Not only do they already have your brand in mind but they’re also on the lookout for deals and your campaigns may just be the thing that will push them to the final step of the conversion funnel.

This can be done in many ways:

• Display Ads:

Displaying banner or image ads on other websites that a user visits after leaving your site.

• Social Media Remarketing:

Showing ads on social media platforms to users who have interacted with your brand or website.

•  Email Remarketing:

Sending personalized email campaigns to users who abandoned their shopping carts or visited specific product pages.

• Dynamic Remarketing:

Displaying ads featuring products or services that a user viewed on your website, personalized to their preferences.

• Video Remarketing:

Showing targeted video ads on platforms like YouTube to users who have visited your website.

•  Search Remarketing:

Adjusting bids or showing specific ads to users who have previously visited your website when they perform relevant searches on search engines.

• Retargeting on E-commerce Platforms:

Utilizing retargeting features on e-commerce platforms to show specific product ads to users who have browsed similar items.

With a strong strategic media planning, you can make sure people remember your brand on Black Friday. It’s like a friendly nudge, saying, “We’ve got something for you!” By using these moves, you’re giving your brand an extra boost to stand out and turn curious shoppers into happy customers.

As you’re reading this, our team of paid media specialists are already working on launching Black Friday campaigns for all their clients. If you’re looking to convert as much as possible this Black Friday – you know where to find us. Ask us anything.