It’s time to start planning your eCommerce campaigns for the holiday season. We’ve collected tips from Adzooma, Click Elements, and Carpenter Contractor Trust on the best ways to prepare for Black Friday and Cyber Monday.
Don’t let budget restraints hinder your Black Friday weekend performance. As Black Friday draws closer, shoppers are more likely to hold out on making purchases in anticipation of the upcoming retail promotions. Consider holding back spend slightly in the weeks leading to Black Friday, and use it to pull together a pot for additional spend over the Black Friday weekend. Even a small increase in budget will improve your campaign’s competitiveness and reach!
Sophie Logan – PPC Manager
In 2018, nearly 80% of internet usage was expected to have been mobile. This number will only increase for this year’s Black Friday and holiday season. Therefore, if you want to be successful and drive more revenue this Black Friday, it is crucial that your website is user-friendly and mobile-responsive. It is imperative to make sure that shoppers can easily navigate and purchase products on your website with their mobile devices without running into any issues.
Manny Janero – CEO
As the holiday season approaches, shoppers are primed to find the next big thing. That also means they are looking for the most enticing deals not only on Black Friday and Cyber Monday, but throughout the weekend – now commonly referred to as cyber weekend.
While customers are searching cross-device for the best offers, especially on high-ticket items, companies need to be prepared with the best converting creative and messaging. Q4 is a prime testing time. Once you find the best combinations, advertisers should align their messaging across all platforms.
One of the highest conversion points is done through retargeting. These are users that have shown interest in your brand before and have the intent to purchase the type of products you offer. Expose them to a variety of creatives and messaging to entice them to come back to your site, meaning offer them a deep discount.
The best way to do this is to test against more generalized “come back to the site” ads. Keeping a close on eye on CPA and ROAS will help you better understand the overall impact the discount has on your margins. The only caveat is to make sure you exclude recent converters. No one likes to get an ad for something they just purchased.
Most importantly, make sure your messaging fits all platforms. You don’t want to limit yourself to one platform, but you must also make sure you know your audience.
Heather Brousell – Digital Marketing Coordinator
Carpenter Contractor Trust
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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.