Ready for Black Friday?

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Black Friday is coming. Last year Amazon registered 940,000 sales in 24 hours and El Corte Inglés sold 30% more on that day compared to 2015. The trend is increasing, so if you have a business in the Retail, Black Friday will surely interest you. In fact, you're probably already in full swing with the preparations for that day where Sales are multiplying. If you are preparing the campaign, you may be interested in reading this guide with new ideas for advertising your business, so you can Make the most of Black Friday .

In this article, we are going to guide you through a series of advertising actions of value that will increase your sales on Black Friday. They are the following:

1. Landing page
2. Facebook
3. AdWords
4. Email Marketing
5. Server: ready for maximum load

1. Create a landing page for the campaign

A dedicated Black Friday page creates value - all year round -. We recommend that you create a specific landing for Black Friday. This way, your website will be ready when your potential customers start looking for products in your sector. Some of the typical searches are “Black Friday + brand”, “Black Friday ", “Black Friday Barcelona” or similar.

Make sure you make an attractive landing page that speaks to the concept of Black Friday. A good example is the Uniqlo page, which shows a countdown to Black Friday and takes the opportunity to gain subscribers.

This page will attract many organic visits from search engines. And not only on Black Friday Day, but also in the weeks leading up to it. For example, the Worten landing page is on the Google's number 1 position for the “Black Friday Appliances” search.

In addition to the landing page that attracts traffic to your website and informs your customers about your campaigns, the web also allows you to create interesting audiences. They can be used to carry out campaigns of Remarketing for AdWords ads or Facebook ads. We will deal with this question later on.
In the weeks leading up to Black Friday, you can start updating the page as you determine your campaign plan. It might not be smart to reveal your deals before Black Friday, but you might want to report news such as contests or events.

2. Facebook

We may not talk about Facebook as one of the most important sales channels when it comes to Black Friday, but, being The most used social network in Spain, is a channel to consider, and a lot, when designing our campaign. We focus on Facebook and Instagram and recommend focusing on the following actions:

Facebook ads

La Facebook advertising allows you to segment several target groups of interest. Custom audiences based on, for example:

• Web traffic
• Email behavior
• Activities on your Facebook and/or Instagram page

If you haven't yet implemented a Facebook pixel on your website, now is the time to do it. It is through this pixel that you can address people who have already shown interest in your company.

Facebook dynamic ads

With the dynamic product announcements from Facebook, you can add a Feed from products to Facebook and from there create a catalog of products that you can use for Remarketing dynamic, for people who have already visited your website or specific products.

With Facebook dynamic ads, you can target specific messages to users based on how close they are to shopping. Remind users that they have seen a product or messages addressed to users who have placed an item in the cart without a purchase. In addition, you have the opportunity to cross-sell related products.

Facebook Custom Audiences

It's also important to create personalized audiences based on the company's database. You probably already have a campaign plan for Emailing ready for Black Friday. But it can be effective to target Facebook ads to recipients of your newsletter and, therefore, expose them to the message in both places. It's very normal for your customers to see the same message several times (in multiple media) before buying.

You can upload the mailing list to Facebook and use it to match your customers with people on Facebook. If you use MailChimp as a platform for email marketing, you can integrate your MailChimp account with Facebook and keep your list and audience updated automatically.

3. AdWords

Search ads

Make announcements with Keywords related to Black Friday is an option to consider. For example, Seat manages to be in the first position in Google search results for the keyword Black Friday.

If you don't have a budget to run ads for this campaign, a good idea is to use the Adwords extensions that you already have and set up a site link to promote your Black Friday landing. You can link this link to multiple campaigns or ad groups.

RLSA (Remarketing List for Search Ads)

When creating a email list (list of customers or newsletter recipients) and uploading it to AdWords, you have the opportunity to bid higher for people who know you. It generally offers a better average location and a higher click-through rate (albeit at a slightly higher click rate). But we found that the price per conversion is better in this case.

Also, be sure to apply this strategy to your Google Shopping campaigns.

Google Shopping

The performance of this platform depends on Feed of the product and its optimization. Los parameters most important are:

• Product title
• All product fields completed
• Add specific categories
• Product images

It is important to check all parameters. Consider create custom labels on all your Black Friday products and a separate campaign with your campaign products, to which you can give a higher budget.

In line with Facebook remarketing, Google Ads allows you to target your ads to a target audience that has already shown interest in your business through the Google Display Network. The typical form of advertisement for graphic advertisements, that is, banners. This allows you to arouse the interest of your visitors by showing ads with your Black Friday offer for companies.

4. Emailing

We recommend preparing and sending several newsletters for the campaign, with product information, contests or events, specific offers or product categories with special discounts. Marketing campaign planning is important.

New subscriptions to your newsletter can become very valuable conversions before Black Friday. To get them, you can invite your visitors to subscribe to receive unique offers or create a contest to attract their attention.

5. Server: Ready for a traffic spike?

With high demand, a high volume of search and traffic to your website, the server can easily become overloaded. That's why it's important to verify who you're sharing the server with. Your website may be affected by the performance of another company that day if it is on a shared server.

Therefore, we recommend that you contact your web service provider or your IT department, to ensure that even if the site is loaded, it collects emails from your customers, for example.

How can we help you?

If you need more information, do not hesitate to contact get in touch with us.