If you’ve got tiered promotions running over the Cyber Weekend period, such as $50 off orders over $100 or $80 off orders over $200, you can easily set your promotion IDs up across multiple feeds all at once, rather than having to do this manually across each feed. Due to the power of tools such as Feedonomics being able to handle multiple thousands of products, you can do this all quickly with the use of their transformers.
When it comes to Black Friday and Cyber Weekend, testing in advance is key to success. Starting as early as possible, test iterations of your product titles to see what picks up the most traffic by rearranging the most important words in your title. Once you have this in place, ensure that all product titles are structured this way to ensure you’re maximizing the amount of traffic you’re able to capture this Black Friday. Review the keyword planner tool and see what relevant or alternative queries have an uplift in traffic around this period to ensure that you input that into your title and/or description to pick up more traffic too. You can easily input these additional words and prioritize which ones should come in which order, which is a super helpful feature of Feedonomics.
Chandni Kothari – Associate Director
It’s the age-old saying “Failing to prepare, is preparing to fail.” As cliché is it is, preparation is key for Black Friday/Cyber Monday (BF/CM). As self-serve platforms become more saturated, the amount of activity on the networks increases. Ad review times are growing each month – with ads sometimes stuck in review for hours and even days at a time.
Tip: Publish your ads early (and pause until BF/CM) to ‘skip the line’ for ad reviews.
Brad Koch – Independent Consultant, Paid Media
My tip for the Black Friday weekend is you need to get in early. You might have needed to build out a landing page already. You might be in luck if you had a 2018 page you can rebuild and redirect to a 2019 page.
You also would want to do in-depth keyword research and look for low KD terms you can target within your main page as subheadings.
You can also make use of your own email list if you own one to let customers become aware of deals.
Also, don’t be afraid to post your deals on deal websites and coupon sites because people will use them on the day and they are probably already ranking well.
James Norquay – SEO & Content Marketing Director
Prosperity Media Group
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.
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