Black Friday and Cyber Monday are arguably the two most profitable days for U.S. retailers. They are two days not to be missed in the run up to annual holiday sales. More importantly, they are two days to aggressively market via PPC.
Here are the most important things you need to know about black Friday PPC marketing:
Develop a Marketing Timeline
Every successful PPC marketing campaign begins with a timeline. Your Black Friday/Cyber Monday campaign should be no different. Start that timeline in September. If it is already October by the time that you read this post, work with what you have and then commit to a September start next year.
- September – Begin a drip ad campaign; fine-tune your holiday shopping promotions.
- October – Begin building on the drip campaign with more frequent and more targeted ads. Also increase email marketing.
- November – Kick your campaign into high gear, focusing on what you plan to offer on Black Friday and Cyber Monday. Maybe offer a teaser promotion a week out.
Track your timeline and how it helps you achieve your goals. Then tweak it for next year. A solid timeline sets you up for successful Black Friday PPC advertising.
Target Your Inventory
PPC marketing for Black Friday and Cyber Monday offers you the opportunity to target your inventory. You can offer promotions to help you clear out old inventory in advance of the new year. In addition, you will undoubtedly have some seasonal merchandise you want to heavily promote as well. You can even use Black Friday to introduce your customers to new products. The point is to target specific inventory you know your customers want.
Know Your Audience
It goes without saying that effective PPC marketing for Black Friday requires that you know your audience. Do not waste your efforts trying to appeal to everyone. Black Friday and Cyber Monday are two very short days in the grand scheme of things. So know your audience in detail and target them specifically.
Spread the Word Early
The point of beginning your timeline in September is to take advantage of the opportunity to spread the word about your upcoming promotions as early as possible. Your September drip campaign can offer subtle hints that will peak your customers’ interest. As you work through September and into October, amplify the message. Keep spreading it among your target audience with the goal of gradually building up until the big day.
Prepare for Increased Business
Preparing for an influx of business is the final step. Though it is not directly related to PPC marketing, your preparations will impact your success as a retailer. If you perform poorly this year, you may have a more challenging time next year.
You are using PPC ads to push your business and products on the biggest shopping day of the year. You need to be prepared with enough inventory, proper staffing levels, and anything else you need to keep your customers happy. Do not skimp.
Webtek Is Here to Help
Making the most of your digital marketing for Black Friday and Cyber Monday can be a daunting task, especially if you are not familiar with the PPC environment. We are here to help. If you’re considering outsourcing PPC, know that we have the knowledge and experience to help you create and manage a successful campaign.
PPC marketing is one of our core services. We can help you leverage it for a successful Black Friday and Cyber Monday. Please do not hesitate to reach out with your questions. The sooner we get started on your PPC ad campaign, the more successful it will be.