Black Friday is statistically a killer day for PPC. The data collected during this holiday allows new campaign ideas to be implemented and the results from it can be streamlined into the next upcoming months.
Why is it so important?
PPC data and results are unique during Black Friday, where all your efforts must blossom in no more than one day, it’s do or die. If you make one small single mistake, you can throw all your efforts and time to the trash bin, and I’m not only talking about one day since these results can make a huge difference overall for our yearly stats.
If for some reason you choose not to participate, you may even risk losing ranking to other competitors because of the high amount of traffic during this day. So advertising during Black Friday is a MUST if you want to dominate the industry.
We analyzed a good 300 landing pages who were showing ads for related search terms on this holiday and as you can see from the image below, the search volume for these keywords is dated for November, increasing from under 1M from January through September to nearly 20M searches in November.
As a marketer, it’s your job to find the best strategy in order to get as much exposure as possible.
If your target market is end consumers, then you should tie your search campaign to sales events. Birthdays, Mother’s Day, Father’s Day, Black Friday, Cyber Monday, and Christmas are just some of the generic events where shoppers have a strong buying intent, so make sure you build these into your overall PPC campaign objectives.
Once you roll out that strategy, then you need to conduct a flawless execution in order to get the best results possible. You need to align all the elements that influence the customer’s path through the buying funnel, making sure there’s a good continuity between the keyword, ad, and landing page for that specific campaign.
As you noticed, there were a few areas of opportunity because of a slight disconnect between the advertiser, web designer and/or the PPC strategist.
On a bright side, you don’t need to be tech savvy about this. The only step that you need to watch out for is to check that there’s an email sequence which involves your PPC department, with a simple checklist before launching the campaign. Below are a few basic questions that you can ask before launching your PPC campaigns:
- Is the offer strong enough?
- Is the page design attractive enough for our customers?
- Does the offer AND page design stand out compared to the competition?
- Does the ad copy match the offer on the landing page?
- Does the keyword, ad copy, and landing page have a flawless continuity?
- If you follow this checklist and make sure everyone’s on the same page, you’ll increase your chances of pulling off a successful Black Friday, Cyber Monday, or any other seasonal sales event.
May the best advertiser win!