71% of 18-24 year-olds declare their intention to take advantage of Black Friday deals. “Black Friday” means you have 24 hours to make the most of your offers and market demand. A bad ad, poor bid, or incorrect settings can ruin this key day for your business, which sees significant sales increases at major retailers. Even if you choose not to participate in Black Friday, you may risk spending your Azameo budget in vain amid competing advertisers. To succeed in this sales event, preparation is essential. Here is a complete 7-step tutorial for easily setting up your campaigns on our dashboard.
1 – CAPITALIZE ON THE PAST
Maximize what you’ve learned from your past experiences. Take note of your CPC, CPA, or ROI so that you can quickly readjust your settings at the end of the event – the last thing you want is business as usual on Black Friday! Ideally, set a budget for the day (at least 30% higher than your usual daily budget) and a goal (CPA or ROI, depending on your business) if you don’t have automated bids.
2 – DEFINE YOUR ARBITRATION RULES IN ADVANCE
You’ll be closely monitoring your business throughout the event, so chances are you’ll have important decisions to make during the day:
- What do you do if your budget runs out mid-day?
- At what ROI do you add more budget? How much?
- What do you do if the target ROI is not reached?
- What backup promotions will you test?
- What rules for underperforming ads?
- What do you do if your competitors display more attractive promotions?
- What will be your margin rate cap per product range?
- What do you do in case of stockouts?
- Can you switch to another product? With or without a promotion?
- What do you do if your strategic products don’t sell?
- Should you align with competitors, cut ads, or only display them in retargeting?
If answers have already been anticipated with different decision-makers, managing your campaigns live will be a breeze. Of course, our team will be available to help you at any time via chat on your Azameo dashboard.
3 – PREPARE YOUR ADS
You can’t afford to improvise at the last minute; ideally, prepare your ads a week in advance. This way, you’ll be sure they’ll be approved and displayed from the very first hour! For example, use promotion extensions, add urgency, or mention “Black Friday” in your ad titles.
4 – PREPARE YOUR KEYWORDS
Explore your history and reactivate paused keywords when you have corresponding products with a promotional offer: during Black Friday, performance is better, and these typically unprofitable keywords may be useful on this particular day.
Conversely, if you have budget limits or need to make decisions, pause keywords that are usually performing well but don’t have a promotional offer.
Add the term “Black Friday” to your keywords with a phrase match (Black Friday + Keyword). This way, you’ll likely get better distribution and additional levers to adjust your strategy during the day.
5 – PREPARE YOUR GOOGLE SHOPPING CAMPAIGNS WITH AZAMEO
Depending on your sector, Google Shopping can account for 50% of e-commerce revenue on Black Friday. You’ll need to prepare things in advance:
One week before (two if possible): List all the strategic products you want to highlight on the day, such as bestsellers and clearance items.
Create a dedicated campaign for these “Black Friday Assortment” products. Structure this campaign with ad groups containing only one product per group.
By using this method, you can keep an eye on each product’s
6 – STAY ACTIVE ON YOUR CHAT
Responsiveness is crucial for every e-commerce business, especially during this time. Catalog the frequently asked questions and requests from your customers along with the corresponding answers. This preparation will allow you to provide help more efficiently and quickly. Prepare clear and concise responses. Satisfied customers who receive excellent customer service are more likely to make a recommendation about your store!
7 – WHAT TO DO AFTER BLACK FRIDAY?
Once the frenzy of Black Friday is over, remember to reset the Azameo dashboard to resume standard operating procedures. Reduce all your retargeting bids for a few days: it’s unlikely that visitors who showed interest during the Black Friday period will decide to convert in the following days. You now have all the keys in hand to successfully execute your sales event and exceed your goals!
