Black Friday: How to develop your PPC plan in 3 phases

Below, I offer you a series of tips for developing a PPC plan (Pay Per Click) so that you can maximize your sales, both online and in your physical store, during Black Friday.

This year, Black Friday will be Friday, November 27 and, if you take these recommendations into account, you can find the most appropriate way to reach users who want to make a purchase and take advantage of the discounts for this specific day.

Keep in mind that stores don't limit discounts to that Friday only. For example, in Spain, the offers are extended until Sunday and, in some cases, throughout the week.

Phases to develop your Black Friday PPC plan:

In addition to leaving Shopping campaigns active, it is essential to develop a strategy divided into phases by choosing the right timeline:

1- First phase: Interest and attention

This first phase takes place during the first 3 weeks of November, it is the phase in which You must act early.

• It's very important to add value to the message.
• Create a countdown/countdown on the web.

The message should convey:

• “We'll help you find the best deal for Black Friday.”
• “Creating sections to highlight star products”.

How?

• Through Video or Display campaigns, where you will reach your potential customers.
• Think about DIFFERENT, cool and eye-catching creatives.
• Use in-market audiences: people who have “purchase intent”.
• At the same time, don't turn off search campaigns, video and display campaigns will serve as support.

2-Second phase: Desire and action

These two phases are divided over time during the Black Friday week:

2.1 Desire Phase:

It takes place during the beginning of the Black Friday week, and the message should read:

• Black Friday is coming. Take advantage of FLASH PRE-BLACK Friday deals.
• Offers available only for a few hours.
• The return policy stands out.

How?

• Create a pop-up to the web offering some flash offers, only for users who leave emails. In this way, information is also collected from users.

2.2 Action phase:

It takes place during the day of Black Friday and must create a certain urgency:

Send an email first thing in the morning to all your subscribers reminding them of the offers you have, taking advantage of the afternoon to send other emails saying that there are only X hours left until the discounts end.

How?

• This time you must coordinate and combine all the efforts of all payment platforms (both Google Ads and Social ads) to reach your goal without neglecting any network.

3-Third phase:

Week after Black Friday and Cyber Monday (November 30). The goal is to keep the enthusiasm and interest of users alive.

The message should be:

• You've missed the Black Friday discounts, don't miss the Cyber Monday discounts.

Remember that Remarketing is synonymous with Success. How?

• Customer Match: creating audiences segmented by lists of your customers, using online and offline data to reach your customers and re-capture their attention.
• Through Display, with a dynamic Remarketing audience. Dynamic remarketing goes one step further than standard remarketing, the objective is to obtain the best performance from your current customers by showing them exactly the type of product they saw on your website in the previous days.

Last consideration:

If you have a physical store, it is advisable to also activate a Local Campaign.

With a local campaign, depending on where the user is and using the combinations of platforms (both in Google Maps and in Google My Business), we can reach the right audience at the right time.

In short:

November 27 is, for many of us, the DAY OF THE BIG DISCOUNTS.

But for you, it's the Day to make your investment profitable.

You should not miss this opportunity.

How can we help you?

If you need more information, do not hesitate to contact us.