Encourage consumers into action by showing how to take advantage of your holiday discount offerings. Find ways to personalize based on recent interactions at your site. Check shopping cart abandons and target that customer’s sale notification email. Add “If you liked that, try this” product suggestions. What add-ons go best with the item abandoned? A sale shopper needs decisive options–the holiday rush is not a time for waffling.
Mary Brown – Marketing Director
Merchant Maverick
It is essential to find the right balance between different campaign types if you have not already done so to stay at the top of your game this holiday season.
Use a combination of Smart, Dynamic & Standard Campaigns to maximize conversion value/cost for your accounts.
It is essential to understand which products go into each campaign and the bid strategy to be used to make the most of eCommerce sales.
Use all those audience lists you have created for targeted offers, cross-selling & upselling – Use display if your list size is smaller and search otherwise.
Have campaigns at the awareness, evaluation, and conversion funnel points to capture users with custom messaging.
Assuming you have all your campaign settings, extensions, promo codes, landing pages & messaging in place – see that you have enough budget at hand to execute all your hard work.
And, don’t forget to track all of those conversion actions to show off all your skills!
Zahabiah Hussain – Paid Search Specialist
Excellero Digital Marketing
From both a retail and marketing point of view, plan and prepare has to be one of the most important parts to your Black Friday Sale. When I was working for a marketing agency, all too often, we would have companies phoning up a week before in a blind panic that they haven’t done anything in preparation for Black Friday. I even had one company phone me up at 5:00 pm the day before realising that Black Friday was the next day (even though they had had several notifications).
Make sure that if you are going to do a Black Friday Sale, that you consider how you are going to advertise and what you need to have in place to make it a success, such as website banners and online or offline visuals.
If you haven’t already planned and prepared – do it now. Don’t underestimate the power of Black Friday. Someone said to me last year “Black Friday, that’s just an American thing isn’t it?” – It’s not…. if you plan and prepare your campaigns effectively it can be one of the best periods of your financial year.
Richard Paget – Marketing Director / Owner
Reborn Dolls by Samantha
Brian Roizen is the Cofounder and Chief Architect of Feedonomics, a full-service feed optimization platform that optimizes product data for hundreds of channels. He has been featured on numerous podcasts and eCommerce webinars, and regularly contributes to Search Engine Land and other industry-leading blogs. Brian graduated summa cum laude from UCLA with both a Bachelor’s and Master’s degree in Mechanical Engineering.
