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Black Friday: How to create a ppc plan in three stages
search engine optimization
SEM/ppc
Jonathan Terrani
ppc team leader
Below, I've given you a series of tips for setting up a PPC (pay per click) plan so that you can maximize your online and in-store sales during Black Friday.
Black Friday falls on Friday, November 27th this year, and if you consider these tips, you’ll be able to find the best way to reach users who want to buy and take advantage of that specific discount day.
Keep in mind that stores don't just limit discounts to Fridays. In Spain, for example, the offers last until Sunday and in some cases the entire week.
Stages of developing a black friday ppc plan:
In addition to keeping your Shopping ad campaign active, you must develop a strategy divided into several phases and choose an appropriate schedule:
1- The first stage: interest and attention
The first phase occurs in the first 3 weeks of November and this is the phase where you must act early.
It’s important to add value to your message.
Create a countdown/countdown on the web.
The message should convey:
"We help you find the best Black Friday deals."
“Create sections to highlight star products.”
As?
Where you can reach potential customers through video or display campaigns.
Think of different, cool, eye-catching ideas.
Use marketable audiences: people with “in-market” intentions.
At the same time, don’t turn off search campaigns, video and display campaigns will serve as support.
2-The second stage: desire and action
The two phases are broken down by time during the week of Black Friday:
2.1 Desire stage:
It happens at the beginning of Black Friday week and the message should be:
Black Friday is just around the corner. Take advantage of flash deals ahead of Black Friday.
The offer only lasts for a few hours.
Emphasize return policy.