Creating PPC Ads for Black Friday: Tips and Best Practices

Peter Roesler, President - Web Marketing Pros

By Peter Roesler

President, Web Marketing Pros

Black Friday is right around the corner. For PPC advertisers, it is a unique time. For 51 weeks out of the year, you spend time carefully adjusting your ads, measuring the results, and evaluating your optimization efforts’ impact. However, when cyber week arrives, PPC changes – now it is all about reacting and evolving – quickly. 

While this is true, it does not mean this has to be a frantic and chaotic time of the year. If you prepare and develop a clear strategy, you can reap the rewards offered by this busy shopping time. 

Keep reading to learn more about creating a PPC ad campaign for Black Friday. 

Before Black Friday Arrives 

If you want your PPC efforts to be effective, you have to start early. Before Black Friday, use these tips. 

Build Awareness 

The build-up and anticipation you create, matters. On an actual day, you will find it challenging to cut through all the noise. Now is the time to start building your audience list and drive traffic through the Google Display Network. Once you have people interested, you can target them at the time of your big sale. 

Invest in Paid Social Ads

YouTube pre-roll ads, Facebook videos, and Instagram stories are all great platforms for getting your users ready for your upcoming deals and sales set for Black Friday. Create “teaser” content, including countdowns, and offer previews to build anticipation and awareness. 

Consider if Smart Bidding is Necessary 

According to Google, turning off smart bidding strategies is necessary. That is because automated bidding from Google does not have time to react to any spikers in conversions or traffic, which means it is more beneficial if you are reactive with your manual bidding. 

While this is true, Google did release a “Seasonality Adjustment” feature that is designed to react to seasonal spikes; if you have not tried it before, using it during Black Friday may not be a good idea. 

Ad Copy Considerations 

You can add your countdown timers to your ad copy to create a sense of urgency. Some retailers may offer deals and discounts into December, so be sure it is clear when your offers will end and encourage users to make a purchase. 

It would help if you also thought about changing your calls to action. Include buttons on Facebook and Instagram campaigns, too. While you may typically use something like “learn more,” you can create a greater sense of urgency by using “get offer” or “shop now” as your calls to action. 

Creating More Effective Black Friday PPC Campaigns

As you can see, there are several steps you can take to create PPC campaigns that are more effective, and that will convert more Black Friday shoppers. Be sure to keep the tips and information here in mind to achieve the desired results. If needed, contact the professionals who can help you create even better ads that help convert even more customers on the busiest shopping day of the year.


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