Optimizing PPC for Black Friday and Cyber Monday | Adtaxi
Call Us

Optimizing PPC for Black Friday and Cyber Monday

Ecommerce

Jennifer Flanagan

Nov 02


Black Friday, Cyber Monday, and the weeks that follow typically give e-tailers a 30 percent boost in sales. But if your pay-per-click (PPC) campaigns aren’t optimized to capitalize on these holiday surges, you’re losing out.

Consider implementing the following strategies to ensure you’re making the most of your PPC budget.

  1. Optimize your landing pages and mobile site with call and location extensions.

Adding a “call” button to your ad makes it easy for customers to contact you with one click. Likewise, adding location extensions allows you to target people who are physically near your store. For example, a woman reading a fashion blog may be shown an ad for a nearby shoe store.

  1. Remarket to previous site visitors.

Consumers who visited your ecommerce site but didn’t convert are still hot leads. Install remarketing tags on your site’s pages to tag along with visitors after they leave your site. These cookies will help PPC networks display your relevant ads on the websites these consumers visit next.

  1. Adjust your PPC bids early.

Don’t wait until early November to start planning your PPC holiday marketing campaign. The fourth quarter is typically the most profitable for e-tailers, and with some larger businesses starting their holiday marketing in summer, you’re PPC bids need to rely on how and when you apply that budget, not its size.

  1. Incorporate Black Friday and Cyber Monday mentions into your ad copy.

Create event-specific ads that use keywords tying in certain shopping days in order to show up in popular searches.

  1. Pause ads with high conversion costs to accommodate holiday-specific ads.

To avoid blowing through your PPC budget in a saturated market, put your “effective by expensive” ads on the back burner and focus your funds on spending for your holiday-specific PPC campaign.

  1. Create urgency.

Adding a time limit to your great deal, free shipping, buy-one-get-one (BOGO), or free gift wrapping can create a fear of missing out (FOMO) for consumers, increasing conversions. Consider adding a countdown timer or changing ads hourly for an additional feeling of time sensitivity.

Optimizing your PPC campaign can make it effective no matter your budget.

Tagged :

Share on Social Media

Newer Post
What Are Consumers Buying Online? New Survey Says: EVERYTHING! Older Post
Compassionate Content Marketing Strategies for Funeral Homes
Ecommerce and retail brands are always seeking new ways to reach their target audiences with relevant branded content. Connected TV (CTV) has emerged in recent years as an effective medium for extending brand reach to qualified viewers, gathering detailed analytics and insights, and driving cost-effective digital ad campaigns. Today we dive into the reasons ecommerce and retail advertisers need CTV to succeed in today's market, the key challenges these industries face, and CTV strategies every ecommerce and retail brand can quickly implement. Common CTV Challenges Facing Ecommerce and Retail The art of reaching the right user at the right time — and with the right messages — can prove intimidating for brands still transitioning from brick-and-mortar operations to the online marketplace. As more consumers turn to online shopping for its convenience and variety, more brands emerge to obscure the market with virtually endless product offerings, making it difficult to stand apart from the competition. CTV is one solution to this problem, offering brands an opportunity to engage audiences through content they’ve already elected to view. With more eyes on streaming services than ever, it tracks that CTV ad spend continues to outpace projections. Brand marketers should also be prepared to invest in high-quality creative and precise targeting to stand out in a field growing increasingly crowded — CTV isn’t the secret marketing weapon it once was. Creating engaging and relevant video content requires time and resources, which can require significant investment for brands unaccustomed to running video ads online. However, high-quality video content designed for CTV campaigns can easily be repurposed to fit the needs of other channels. Why Ecommerce and Retail Brands Need CTV One of the main benefits of CTV is its ability to reach a highly targeted audience. With CTV, brands can target specific demographics, interests, and behaviors to connect with users matching their ideal customer profile. This degree of specificity is far beyond the capabilities of traditional TV advertising, making CTV a powerful tool for brands in virtually any vertical. CTV campaigns also provide detailed insights into consumer behavior. Brands can track who sees their ads, how long they watch, and whether they’re taking action as a result of the ad’s messaging. This data informs and refines strategies and campaigns for improved results — not just through CTV, but across all channels and platforms. Lastly, CTV is widely considered a cost-effective advertising solution compared to traditional TV advertising. With CTV, brands can reach customers with precision targeting and reduce wasteful ad spend. What Makes a Good CTV Campaign? There are a handful of common traits today’s best-performing brands share when winning over customers with CTV advertising: Invest in high-quality video content. Consumers expect video content that is both engaging and relevant to their interests. Brands that can create a video that resonates with their target audience are likely to see success with CTV advertising. Base CTV targeting and messaging in data. By carefully monitoring ad performance, brands can hone their targeting parameters and creative assets for better results. This data can also be used to identify new opportunities and trends to stay ahead of the competition. Integrate CTV advertising with other marketing channels. Brands that integrate CTV advertising with social media and email marketing can create a more cohesive experience for new customers — and maintain a consistent brand voice throughout their marketing efforts. Partner with an experienced CTV advertising agency. A good agency can provide expertise and guidance on how to create effective CTV campaigns, helping brands maximize their advertising spend and achieve their marketing goals. CTV is quickly becoming an essential advertising tool for ecommerce and retail brands. While CTV may pose some initial challenges to brands new to targeted video or the broader digital ad environment, those that invest in high-quality CTV campaigns and work with experienced partners can generate a healthy ROI. By adopting a proactive approach to CTV advertising, brands position themselves for success in the years ahead.

Ecommerce

Why Ecommerce and Retail Brands Should Be Running CTV

Dec 29 2023

Olivia Hull

Ecommerce

Leverage Data To Drive Revenue & Boost Your Ecomm Business

Dec 14 2022

Sheri Cosgrove

Digital Marketing

4 Holiday Marketing Trends To Use This Season

Nov 29 2022

Dawn Paul

Subscribe to our Newsletter

Sign up with your email address to receive news and updates

Subscribe