Black Friday and Cyber Monday (BFCM) represent two of the most exciting and lucrative shopping events of the year. As millions of customers flock online looking for unbeatable deals, optimising your Google Shopping campaigns is crucial to ensuring your products stand out and drive sales. With the right strategies in place, you can capture the surge in consumer demand and maximise your return on investment.
Below are three quick tips to help you maximise Black Friday and Cyber Monday success
1. Refine Your Product Feed
Your product feed is the backbone of your Google Shopping campaign. During BFCM, it’s vital to ensure your feed is not only accurate but also tailored to attract high-intent shoppers who are ready to make a purchase.
Optimise Product Titles: The title of your products is often the first thing a shopper sees, so it needs to be compelling and relevant. For BFCM, it’s important to incorporate high-intent keywords like “Black Friday sale” or “Cyber Monday deals” to ensure your listings are discoverable when shoppers search for discounts. Make sure your titles remain clear and descriptive, as this will help boost your relevance in search results.
Highlight Sale Details: Use your product descriptions to emphasise any discounts, special bundles, or exclusive deals. Be sure to mention the percentage off, limited-time offers, or any unique bundles that you’re promoting. Clear, concise descriptions that highlight the savings can help sway shoppers towards clicking on your ads.
Ensure Data Accuracy: To avoid disapprovals or missed opportunities, update your product availability and pricing regularly. Ensuring your inventory levels and prices are accurate is essential during BFCM, as consumers expect up-to-date information, and discrepancies can lead to lost sales or poor customer experiences.
A well-structured, optimised feed can make a significant difference to your visibility, improving the chances of appearing in the right searches and converting those clicks into sales.
2. Strategic Bidding
With the influx of advertisers competing for attention, having a smart bidding strategy is crucial for maintaining a competitive edge while still ensuring profitability.
Use Smart Bidding Strategies: With Google’s smart bidding tools, you can adjust your bids dynamically based on real-time auction data. Consider using strategies like Target ROAS (Return on Ad Spend) or Maximise Conversion Value to help you make the most of high-intent shoppers during BFCM. These automated strategies ensure your bids are tailored to secure the most profitable clicks.
Focus on High Performers: Not all products will be equal in terms of performance, so it’s wise to allocate more of your budget to those that have proven to be top sellers or have historically performed well during previous sales periods. By focusing on high-performing products, you can ensure you’re getting the best return on your investment and making the most of your ad spend.
Segment Your Products with Custom Labels: Google Ads allows you to tag products with custom labels, making it easier to manage and optimise bids. For example, you could label items as “BFCM2024” or “Top Seller” to help segment your products for more granular bidding control. This way, you can allocate budget more effectively to those products most likely to generate sales.
Strategic bidding ensures that you can stay competitive in the crowded BFCM marketplace without overspending or losing track of profitability.
3. Make Promotions Clear and Attractive
During BFCM, promotions are a major draw for shoppers. Ensuring that your promotions are easy to see and compelling can significantly boost your click-through and conversion rates.
Add Merchant Promotions: Take advantage of the Merchant Promotions feature in Google Merchant Centre to display special offers directly within your product listings. Highlight discounts, promo codes, or multi-buy offers in a way that’s clear and attractive to customers. Shoppers are often drawn to promotions that are visible right at the moment of their search, so ensure your offers are front and centre.
Showcase Free Delivery: Offering free delivery is one of the most enticing incentives for online shoppers, especially during busy sales periods like BFCM. Make sure it’s prominently displayed in your product listings or ad copy. Clear messaging like “Free Delivery on All Orders” can be a deciding factor for customers weighing up multiple retailers.
Create Urgency: Adding a sense of urgency to your ads can help prompt quicker purchase decisions. Use countdown timers or phrases like “Limited-time offer” or “Offer ends soon” to create a sense of urgency that encourages customers to act fast before missing out on the deal. Shoppers are more likely to click and convert when they feel they might miss an opportunity.
These promotional strategies help to grab attention and drive clicks, making your Google Shopping ads even more compelling during the BFCM rush.
By focusing on product feed optimisation, smart bidding strategies, and clear promotional messaging, you can ensure that your Google Shopping campaigns are ready to perform at their best during Black Friday and Cyber Monday. With so much competition during these sales events, it’s essential to make your listings stand out and capture customer attention at the right moment.
If you need professional support to take your Google Shopping campaigns to the next level, Climb & Conquer’s Google Shopping Management services are here to help you maximise your success this key trading season – and beyond. Get in touch for more information.
